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

Executive Director's Message:

I would like to start this Connect by saying a big thank you to Angela Luongo, who is leaving GRSB and moving back to be closer to her family in New York.

In her time with us, Angela has been a very efficient and dedicated organiser and has been responsible for much of the day-to-day administration of the organisation, from putting together agendas and sending out meeting invitations to taking minutes and managing membership details.

Thank you for all your hard work, Angela, and all the very best for the future.

I hope that many of you were able to attend our webinar last week on Communicating Beef Sustainability Effectively. If not, you can still see a recording of it using the password grsbeef2020 for access.

Webinar Recording

It was a really an excellent panel moderated by Lucas McKelvie, farmer program manager with McDonald's, and a communications expert himself. We had participants from 15 countries.

Amie Peck, stakeholder engagement manager from the Canadian Cattlemen's Association, started us off by telling the story of the making and launch of "Guardian's of the Grasslands", a documentary that highlights the very positive role of cattle in native grassland ecosystems in Canada, and the working relationship between ranchers and environmentalists. The film is pitched towards people who may not have given any thought to the subject, ie. potentially a more urban audience who are concerned about the environment. It has been very successful at garnering film festival awards and has been viewed in many where we would not have expected messages from the beef industry to be shared, and has been well received by them.

Next we heard from Howard Parry Husbands of Pollinate, familiar to those of you who came to our communicators summit in 2019. He has done extensive work with MLA in Australia and emphasised the desire that consumers have to feel good about beef. A large majority of them still eat and enjoy beef, and want to be reassured that doing so is the right thing to do. He gave the parallel story of the forestry industry in Australia, the 'ultimate renewable commodity' had gained negative connotations over the years as people saw forests being felled, but rarely noticed replanting. The work he has done for both industries has helped connect consumers with more of the positive roles of both industries.

Joe Proudman is from the CLEAR center at UC Davis. I think most of GRSB's audience will be familiar with the work of Frank Mitloehner and the team supporting him at UC Davis who are steadfast in their reporting of clear and simple information on the true impact of livestock compared to the 'headlines'. They emphasise that there are positives and that there are also ways in which we can and have successfully been addressing the challenges.

Finally Skye Buttenshaw, from Engine MHP who are running our communications narrative development this year, shared some of the insights they have gained in the course of their interviews, literature reviews and member surveys. I have been closely involved over the past two months since they began, and have been really impressed by their professionalism, particularly given the challenges that 2020 has brought.

On November 18th and 19th we are holding our general assembly meetings, and we would very much like to have as many members as possible join in.

We will be hearing from Richard Brown and Nils Beaumont from Gira Food, meat industry analysts whose annual Gira Meat Club is well known throughout the value chain for the depth of its insights. Their presentation will be able to bring some of the high points relating to beef and the impact of Covid on sustainability that they will be presenting in their December Meat Club.

We will also be hearing from Diana Rodgers, author of Sacred Cow, a book and film that I recommend to members for its collection of the positives of beef production and consumption.

Last week we held the first of our wider Global Goals meetings facilitated by the Consensus Building Institute. This brought the Animal Health and Welfare goal to the wider Goal setting group.

Thank you to the AHW drafting team who have put in hours of meetings and editing time to get us this far. Without their time and dedication none of this would be possible!

This week, the other two groups on Land Use Change and Biodiversity and Greenhouse Gases will be carrying out the same exercise. Thanks, too, to CBI for their expert facilitation. It really helps to have a neutral party to draw out the discussion and make sure we are heading in the right direction.


Ruaraidh Petre
Global Roundtable for Sustainable Beef
Executive Director
November 3, 2020

Please plan on attending the
2020 GRSB General Assembly

Wednesday, November 18th and Thursday, November 19th
from 2:00 PM-4:00 PM

More details are coming soon!

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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please click on "Forgot Password" at Login. 


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