What's in the news right now about an environmentally sound, socially responsible and economically viable beef value chain?

Executive Director's Message:

It has been quite a busy couple of weeks since the last Connect!

As you will have seen in a separate e-mail, we announced that Engine MHP has been selected as GRSB's communications agency partner. As you will recall, the GRSB Communications Council, chaired by Gurneesh Bhandal, led the selection process.

Engine MHP is based in London and has worked with clients throughout agricultural value chains. The initial work they do will focus on helping us develop the strongest possible global beef sustainability narrative. They will undertake stakeholder insight sessions, Social Media listening, a review of sustainability literature, opinion leader research, and audience testing. In addition, they will carry out a mapping exercise to fully define and describe GRSB's audiences and how to best communicate with them. Once the initial narrative and audience mapping work is complete, the agency will work on building a robust influencer strategy, developing content, and creating a communications calendar for GRSB.

A huge thanks once again to the members of the Communications Council for all their hard work in selecting Engine MHP.

For the continuation of our Goal Setting work, we have also hired the Consensus Building Institute to help us through the consultation process. Some of you will remember that we have worked with CBI in the past, on the development of our Global to Local approach. For the Goals work they will be helping to ensure a robust and consistent approach to the development of the goals language, and then thorough testing of that with our entire membership.

With offices in both the US and Chile, they can facilitate this process in both English and Spanish. A timeline will be shared shortly, and the events calendar will be on our website and populated with the meetings as they are scheduled.

Many of you joined our Webinar on the 22nd July, Delivering Animal Well-Being Outcomes. We were lucky to have an excellent panel; Dr Lily Edwards-Callaway, Assistant Professor at Colorado State University, Dr Angela Baysinger, Animal Welfare lead North America with Merck, Dr Mateus Paranhos da Costa, Associate professor at Sao Paulo State University, and Mandi Mcleod, MD of systems insight, producer and animal welfare compliance expert.

A video of the webinar is now available and a written report will be available next week.

The video is protected and you will need to use the password grsbeef2020 to view it. Click on the button below. 


Our next GRSB Webinar
Sustainability Technology and Innovation
will be on
August 27, 2020
Watch for an email with registration details. 

The sequestration group met again last week and is collecting information on projects around the world with the intention of collating these to understand any gaps in knowledge that we could contribute to filling.

As mentioned in a previous Connect, the metrics group has produced this summary on the subject of GWP*. Please send any comments on the document to me HERE.  

GWP* Summary

Following the June webinar we have a written report summarising the discussion and the next steps.

June 2020 Report

More than likely you saw the BK #cows menu launch two weeks ago, and the reaction from both producers and scientists alike.

Senior producer members and I reached out to Burger King, as did other industry representatives; we noted that the advert used to promote the program contained messaging that was misleading and more likely to confuse than inform, as well as causing offence to producers. We were looking to set the record straight and to engage with Burger King more closely going forward to ensure that our sustainability objectives and messaging are well aligned.

Please see the response we received, in which BK first explains some of what led to the cows menu program, apologises for any offence caused, and makes a commitment to working more closely with GRSB on all aspects of sustainability.

Burger King Response

Ruaraidh Petre
Global Roundtable for Sustainable Beef
Executive Director
July 28, 2020

Please see a summary of all meetings, calls and webinars on our event calendar in the member area of the website.

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