Beef sustainability certification comes to Canada

The creation of a new kitemark to certify the sustainability of beef products in Canada is the latest step the meat industry is taking to address environmental fears among consumers. 

It has been devised by the Canadian Roundtable for Sustainable Beef (CRSB), an organisation determined to maximise sustainability in the industry and show that meat is not necessarily as wasteful of agricultural resources as some have claimed.  

The growth of vegetarianism and veganism over recent years has had a number of causes, including health concerns and animal welfare issues. But the issue of sustainability has also been a major factor in the decisions of some to give up on meat.

Beef has been a particular target, with campaigners noting how much land it takes to rear cattle for their meat and how many plant crops could be grown on the same area of land, with unfavourable comparisons for beef farmers. The relatively unhealthy nature of red meat compared with fish or poultry has added to the pressure, as many who have no plans to go vegetarian will switch their consumption to white meat.

In addition, beef farms also have to contend with the additional factor of vegan opposition to the use of cow's milk in food, so it is no surprise that they are a big target. 

The response of the meat sector has not been to simply brush aside such concerns, but to demonstrate greater sustainability. The new CRSB sustainability logo offers a means of visibly certifying that at least 30 per cent of the meat in a beef product comes from a sustainable Canadian producer.  

According to the CRSB, the kitemark sets out to "recognize sustainable practices across all five principles of sustainability: natural resources, animal health & welfare, people and community, food, and efficiency & innovation". This provides a comprehensive means of assuring consumers that their beef has been produced responsibly.

Commenting on the launch of the new logo, CRSB chair Cherie Copithorne-Barnes, who owns a ranch west of Calgary, said: “The goal of the CRSB marks is to provide retail and food service companies with a credible and transparent assurance tool to communicate with consumers about their commitment to sustainable sourcing, and a purchasing choice for consumers seeking assurances of responsible practices.”

The increased use of sustainable beef is already evident, with McDonalds Canada becoming the first major chain to use the CRSB mark. 

Of course, as an American multinational, McDonald's is used to being accused of just about everything unethical a company could be hit with, and it is never slow to see the PR benefits of focusing its sourcing locally, of maintaining animal welfare and of taking steps to protect the environment. 

Even without this kind of pressure, individual restaurants and chefs may be delighted that they can certify the sustainability of the meat they use. 

Indeed, the response to consumer concerns about the origins and quality of beef, not to mention animal welfare, could help sustain public enthusiasm to carry on eating it. That in turn means chefs whose work frequently involves producing tasty recipes using it can carry on doing so.