BANFF, Alberta, Canada — Cargill Meats is preparing to launch its Pasture Crafted Beef brand, which will be grass-fed, grain-finished, “guaranteed tender and traceable to birth on sustainably operated ranches,” for sale in the U.S.
Nicole Johnson-Hoffman, Cargill’s vice president and managing director of Cargill’s North American McDonald’s business, discussed the forthcoming product line at the Global Conference for Sustainable Beef, held here this week.
“Cargill is working hard to understand what consumers are looking for in their proteins. And we’re working to adjust our business to make sure that we are able to provide the products that people want and the information that they want about that product,” Johnson-Hoffman said.
The Pasture Crafted brand is “designed for the socially conscious beef consumer who can’t afford to go all the way to organic,” Cargill explained on its website.
“We’re really excited about Pasture Crafted Beef. The true traceability of this system at scale is unlike anything else in our industry,” says Scott Vinson, Cargill Beef vice president of sales and marketing, in the website post. “Because we have full control of the animal from birth, we can ensure an outstanding final product.”
Johnson-Hoffman said, “We want to be able to offer choice in the marketplace, so some consumers will want the information … about the animals, about the protein that they’re purchasing. But we also know that other consumers want great prices. Cargill will be able to provide both.”
Cargill has yet to announce when the Pasture Crafted line will be available for sale.