Sustainability is a word we hear a lot in the beef industry these days. Some of the nation’s largest buyers of beef are heavily focused on the topic right now and I don’t think it’s a topic that will go away any time soon. You’ve no doubt heard McDonald’s plan to source verified sustainable beef by 2016. Walmart is also developing plans to ensure the sustainability of its beef supply chain.
Sustainability means different things to different people. “If we’re not sustainable in what we do, we’re out of business,” said Nebraska cattleman Bill Rishel. “Many of us in the cattle business grew up thinking of sustainability as making enough money to keep ranching the next year. Of course that meant we had to care for our natural resources and manage them in a responsible way.