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 National Beef Sustainability Assessment an important tool for beef marketing  The Canadian Roundtable for Sustainable Beef (CRSB) recently released its second National Beef Sustainability Assessment (NBSA) and Strategy report. The assessment reflects three years of in-depth scientific analysis and highlights the Canadian beef sector’s progress between 2014 and 2021 on sustainability indicators like greenhouse gas (GHG) emissions, biodiversity, carbon storage, economic contribution and more. A peer-reviewed scientific paper highlighting the Environmental Life Cycle Assessment results was published in the Canadian Journal of Animal Science. Key environmental improvements identified in the study include a 15% reduction in GHG emissions to produce 1kg of beef (boneless and consumed) since 2014. The improvement is largely attributed to increased production efficiencies in cattle growth, leading to a smaller overall carbon footprint as fewer resources (e.g. land, water, and feed) are required to produce the same volume of beef. The report also shows that land used for beef cattle production is estimated to store 1.9 billion tonnes of soil organic carbon, or nearly 40% of the total soil carbon across Canada’s agricultural landscape. This is the equivalent to annual CO2 emissions from over two billion cars. Land used for beef production contributes the majority of critical habitat that wildlife needs for reproduction (74%) and feeding (55%) when all of Canada’s crop and pastureland is considered. Despite an overall loss of wildlife habitat on Canada’s pasture and cropland, beef’s share within what remains has increased, demonstrating the importance of beef production in keeping these areas intact. The first NBSA was an important tool in telling the positive story of Canadian beef production, providing the scientific background and proof points for its sustainability messages. The second NBSA will be used to update Canada Beef’s marketing, public and trade communications, and issues management messages and resources, noted Ron Glaser, Canada Beef vice president, corporate affairs, and member of the CRSB Communications and Marketing Committee. “These tools are important to address concerns and build trust and confidence in how beef is raised and produced in Canada with a wide variety of audiences such as domestic and international consumers, key stakeholders and influencers, and partners in the meat trade,” he said. Back to main page  RON GLASER Vice President, Corporate Affairs |
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