The U.S. Roundtable for Sustainable Beef joins the Trust In Beef program as a founding partner and technical advisor. Trust In Beef is a new effort to empower beef producers to accelerate the adoption of their sustainability journey and provide consumers with real-life proof of the continuously improving environmental performance of beef. The program is led by Farm Journal‘s social purpose division, Trust In Food, and its industry leading beef brand, Drovers. Debbie Lyons-Blythe, chair-elect of the U.S. Roundtable for Sustainable Beef, says, “Our members are committed to continuous improvement, which makes this partnership a great fit.” She says the Roundtable has paved the way to ranch-level sustainability progress with their science-based tools and frameworks. Trust In Beef will use their resources to connect beef producers with trusted guidance. Trust In Beef launched in Fall 2021 and supports 200,000 beef producers in accelerating continuous improvement in environmental performance, and providing that message to consumers.
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