Dear GRSB Member,

I had a conversation this week about communication between opponents to an enterprise or initiative and those who defend it — relevant in much of what we all do, we often find we are opposed from one side or another.

This prompted me to search out a book recommended to me last year by a board member; "The Language of Trust; selling ideas in a world of skeptics". It's a worthwhile read as it reminds us that just because we know or believe something and may have good science to back our views up, facts are often not the place to start in a discussion with an opponent. Now there are some viewpoints that it makes no sense to engage with as they clearly represent the antithesis of livestock production, e.g those expressed by the animal rights activists in the Ag Week article about New Zealand below.

However few of us, I would hope, would disagree that animal welfare is an important concern, and that constructive conversations with less extreme proponents are valuable. The point made in my conversation and the book is that answering moral outrage or ethical objections with scientific facts or detailed explanations is going to result in a disconnect. The outraged or moral opponent is not primarily looking for facts, but for values that they can connect with and integrity they can put their faith in. Only once those have been demonstrated can you lead on to the facts, the science and other details.

If you haven't got their attention with your values and your integrity, they will not be listening for the facts. To those of you in communications, this might be very basic material, but for me certainly, this is a novel and useful way to think about how to face critical opposition.

Of course it helps to have some concrete examples in hand, and that is why the news of pilot projects underway in Canada is very positive, as is the news, reported in GlobalMeatNews again this week that Brazilian companies, particularly GRSB members JBS and Marfrig have made really outstanding progress in demonstrating that their supply chains are not involved in deforesting the Amazon. They should be congratulated for this, and we hope to see all processors in the Amazon demonstrating the same.

Please keep sending your own sustainability news, and do also volunteer for our Global Indicators Group, as well as the group on the potential for recognition or endorsement of existing standards.

Thanks,

Ruaraidh Petre
Global Roundtable for Sustainable Beef
Executive Director

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Sustainability News

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Harvesting the Research: Valuing Ecosystem Services to Offset Global Costs of Agriculture

Dateline: 06/08/15, Source: By Danielle Nierenberg, Huffington Post

Food Tank spoke with Dr. Harpinder Sandhu, lead author of a paper on the value of ecosystem services published in PeerJ, an online scientific and medical journal.

The overall message: The study found that the economic value of ecosystem services —— specifically nitrogen mineralization and biological control of pests —— could exceed the input costs of pesticides and fertilizers on the global scale, even if adopted on only 10 percent of globally utilized arable land.

Sustainable beef? It's What's for Dinner

Dateline: 06/10/15, Source: By Mike Wilson, Farm Futures

Is beef sustainable? The short answer, if you believe social media and animal activist groups, is no. No way. While I have a hard time believing the alarmist rants, there's a mountain of evidence that says animal livestock and sustainability have a hard time dancing in the same sentence. But despite that reckoning, people still crave beef.

Bion Updates and Defines Objectives of Sustainable Brand Initiative

Dateline: 06/18/15, Source: PR Newswire

LBion Environmental Technologies, Inc. a provider of advanced livestock waste treatment technology, announced it is on track to submit its application for a sustainable brand certification through the USDA Process Verified Program (PVP) in August/September of this year. Bion's objective is to secure a sustainable brand that can be applied to both the livestock protein products (beef, pork, dairy, and poultry) produced on farms that implement Bion's technology, as well as the by—products refined in the process, such as organic fertilizer and soil amendments.

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Members In The News

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Panera Debuts Open—Kitchen Concept; Promotes Clean Menu

Dateline: 06/17/15, Source: Zacks

Panera's Food Policy is consistent with the growing awareness about healthy diet among consumers. Last year, McDonald's Corp listed its sustainability goals for 2020 per the rules of Global Roundtable for Sustainable Beef — an organization to advance continuous improvement in sustainability of the global beef. The fast—food giant outlined the global criteria for sustainable beef production and announced plans to purchase verified sustainable beef by 2016.

Cargill, Monsanto, P&G to Develop Sustainability Metrics for Farmers

Dateline: 06/12/15, Source: Environmental Leader

The Alliance for Sustainable Agriculture along with its 75 members — including Cargill, Coca—Cola, Environmental Defense Fund and Monsanto — pledged to develop the next generation of farm—level sustainability metrics during a roundtable session at the White House. The metrics are designed to help growers measure and ultimately, reduce emissions.

Brazilian Food Giant Reports Progress in Pledge to Preserve Amazon

Dateline: 06/05/15, Source: By Helen Arnold, GlobalMeatNews

Brazilian food processing giant JBS, which has publicly pledged not to purchase cattle from ranches responsible for deforestation inside the Amazon Biome region, has reported that of 12,221 sales in 2014, only four were from non—conforming farms, according to its annual independent audit.

Ruchi Soya—Solidaridad Deal to Help Palm Oil Farmers in Sustainability

Dateline: 06/09/15, Source: FnBnews

Ruchi Soya Industries Ltd, a leading edible oil and soya foods company, recently inked a deal with Solidaridad, a civil society organisation developing supply chains. Valued at Euros 4.5 million, the deal was signed in the presence of prime minister of the Netherlands Mark Rutte. As part of the deal, Ruchi Soya will share 55% of this investment and Solidaridad the remaining 45%. The project will work on the principle of 'Make in India' and 'More Crop per Drop.'

Antibiotic Stewardship Plan, Significant Research Effort Announced by Elanco

Dateline: 06/03/15, Source: BEEF Magazine

As the rhetoric heats up over the use of antibiotics in food—producing animals, pharmaceutical companies are stepping to the fore to proactively help address the issue. For example, Elanco Animal Health participated in the White House Forum on Antibiotic Stewardship where Elanco President Jeff Simmons was part of a panel discussion. Concurrently, Simmons is unveiled the company's multi—faceted approach to combat the growing concern about antibiotic resistance.

Feedstuffs, Elanco Launch VFD Central

Dateline: 04/17/15, Source: Feedstuffs FoodLink

By 2017, the growth promotion use of antibiotics approved for both humans and animals, as defined in U.S. FDA Guidances 209 and 213, will no longer be allowed. To guide all segments of animal agriculture through these regulatory changes, Feedstuffs and Elanco Animal Health have partnered to create an online resource center, VFD Central.

McDonald's Undertakes Pilot Project for Sustainable Beef Practices

Dateline: 06/10/15, Source: Mario Toneguzzi, Calgary Herald

Fast food giant McDonald's is conducting a global beef sustainability pilot project in Alberta with about 100 ranchers in the province expressing interest in participating. McDonald's said it has identified beef sustainability as a key business priority and is committed to being more progressive in partnering with industry to advance sustainable practices.

Policy Pennings: Walmart's New Positions on Agricultural Practices Will Filter Down to the Farm Levelk

Dateline: 06/11/15, Source: By By Daryll E. Ray and Harwood D. Schaffer, Drovers CattleNetwork

"Our customers want to know more about how their food is grown and raised, and where it comes from," said Kathleen McLaughlin, president of the Walmart Foundation and senior vice president of Walmart sustainability, on May 22, 2015 as the retailer announced new positions on the humane treatment of farm animals and the responsible use of antibiotics in farm animals. Their action joins those of other retailers and restaurants like Whole Foods, McDonalds, and Chipotle in setting standards for the food they sell.

Is Animal Welfare Becoming a Commercial Issue?

Dateline: 06/19/15, Source: The Sheep Site

Large multinational processing companies, retailers and foodservice organisations are starting to define the way that producers view animal welfare and ethical, sustainable production. Ten years ago, Walmart's UK division, Asda, launched its sustainability programme, Sustainability 360, which started a total sustainability programme that has developed over the years.

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Our Members

Dateline: 06/18/15, Source: By James Nason, BEEF Central