When asked to define what sustainable beef production looks like, Bob Patterson lifts his cowboy hat and points to his gray hair.
Patterson is the third generation on his ranch near Kim, with his family’s fifth generation already becoming engaged in the operation. He’s also the current president of the Colorado Cattlemen’s Association.
Cameron Bruett has heard that response from cattlemen many times. But now the immediate past chairman of the Global Roundtable for Sustainable Beef and the head of corporate affairs for JBS USA is collaborating with his colleagues throughout the beef supply chain to come up with a formal definition, one he hopes will resonate with increasingly conscientious consumers.
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