VANCOUVER — When Ben Campbell heard Earls was switching to Certified Humane beef from the U.S., he had a different reaction than many Alberta ranchers.
The 32-year-old raises grass-fed cattle without added hormones at his ranch in Black Diamond, about 60 kilometres southwest of Calgary. He sells directly to customers, often inviting them to visit the rolling hills where his animals graze.
To Campbell, Earls’ decision was a response to a trend he had seen firsthand: growing consumer demand for ethical meat. And though Earls backtracked after a social media slaughtering, Campbell said the beef industry can learn from the controversy.
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