This past week, President Biden announced an executive order aimed at increasing U.S. economic competition, including in agriculture. In a fact sheet about the order, sustainability executives might have noted a clause that could offer a window of opportunity to American ranchers.
The fact sheet from the White House noted in part: “Under current labeling rules, meat can be labeled “Product of USA” if it is only processed here—including when meat is raised overseas and then merely processed into cuts of meat here. … That makes it hard or impossible for consumers to know where their food comes from and to choose to support American farmers and ranchers.”

As U.S. ranchers and the beef industry identify the next steps they will be taking toward greater sustainability, including opportunities to reduce greenhouse gas emissions, this order could present financial opportunities. For example, what economic gains might be possible for ranchers selling “Product of USA” beef produced with measurable sustainability outcomes and improvements on U.S. working lands?

Of course, there’s a sizable gap between that vision and present reality. Yet ranchers seeking to secure their license to operate, build their stewardship and engage consumers in that journey are right to be optimistic about the possibilities before them. As sustainability professionals, it’s our job to identify ways we can lend support, ensuring a rancher-centered approach to decisions that will affect their livelihood and tomorrow’s beef supply chain.

How is your organization playing a role in the future of sustainable ranching and beef? Drop me a line at nbirt@farmjournal.com. I look forward to hearing from you.

Until next week,
Nate Birt
Vice President
Trust In Food, a Farm Journal initiative

Shared by Drew Slattery, human dimensions of change lead, Trust In Food: The word "sustainable" can be a polarizing term, defined and perceived differently by each individual. There is no exception when applied to beef production. Helping ranchers understand what is meant by the term is key in advancing work towards a better beef system. Here's what you need to know to have a conversation with ranchers about the introductory principles of sustainable beef production.