GFM Network News



Going green all the way to the bank

Going green all the way to the bank

A new pilot will pay producers for sustainably sourced beef, but exact payment amounts are still up in the air

Select beef producers may soon get paid for sustainability, something that has been a long-dangled carrot for farmers who have been told that auditing their farms will add value. The recently launched Canadian Beef Sustainability Acceleration pilot, run through Cargill, Verified Beef Production Plus (VBP+) and beef tracker Beef InfoXchange Systems (BIXS), will pay credit


CRSB verification turns to processors as framework consultations continue

CRSB verification turns to processors as framework consultations continue

The Canadian Roundtable for Sustainable Beef has turned its eyes to the processing industry as development on its incoming verification framework continues

Beef processors are being asked how their sustainability should be graded when the Canadian Roundtable for Sustainable Beef (CRSB) verification framework is released later this year. The CRSB has released a draft of its processing sustainability indicators and invited the public to comment online from June 29 to Aug. 29. Comments will be refined before

The marketplace is sending signals it wants verified sustainable beef, says the chair of the committee behind VBP Plus.

New verified beef program makes a timely debut

Revamped VBP program means producers can document their 
animal care, biosecurity, and environmental practices

The newly launched Verified Beef Production Plus program is taking Canada one step closer in its quest towards verified sustainable beef, says one of its designers. “This is just from my perspective, but we have always had early adopters — the people who believe in it — but there have never been clear market signals,”

Emily Murray, general manager of the Cargill burger patty plant in Spruce Grove, and Andrew Brazier, director of the worldwide supply chain with McDonald’s Corporation, both presented the results of McDonald’s global pilot project.

‘Sustainable’ beef pilot a success — but the job isn’t done yet

McDonald’s pilot is complete but now the Canadian beef industry 
has to create and implement its own standards

After being the first to source and track “verified sustainable” beef for McDonald’s, the Canadian cattle industry has a new challenge — create its own standards that all of its buyers can use. The wrap-up event drew more than 300 ranchers and industry players to celebrate the accomplishment — a sharp contrast to the quiet,


Industry enthusiastic about McDonalds’ approach

Industry enthusiastic about McDonalds’ approach

Fast food chain worked with producers

Producers who participated in McDonald’s “verified sustainable” pilot are enthusiastic about the project and the lessons learned. “It felt like they (McDonald’s) were going to the grassroots where the other competitors were not,” said Les Wall, feedlot operator and owner of KCL Cattle Company near Coaldale, Alta. “I felt like the other competitors were doing


man with microphone

McDonald’s seeks Manitoba producers for pilot project

With the majority of contributions stemming from Alberta, McDonald’s Canada’s verified sustainable 
beef pilot project is hoping for further participation from Manitoba’s cow-calf producers

As McDonald’s Canada’s verified sustainable beef pilot project enters its final five months, organizers hope to engage more Manitoba producers in the verification process. “I would love to have more Manitoba producers involved because, as I tell everyone in Alberta, yes, McDonald’s may be sourcing Alberta beef, but most of it was born in Manitoba,”


Steve Easterbrook (centre), the head of the global fast-food giant, visiting Graeme Finn’s ranch near Crossfield in June.

Mission accomplished: McDonald’s sustainable beef on track for 2016

The fast-food giant expects to have 300 beef operations verified 
by spring — and then it will hand off the initiative to the beef sector

McDonald’s Canada will reach its goal of selling “verified sustainable” beef next year, says the company’s senior manager of sustainability. “We’re right on track as far as we know — it’s hard to know how many producers we’ll be able to get interested and get through, but we’ve got some pretty good numbers now,” said