The Challenge of Sustainability

The Challenge of Sustainability

The Challenge of Sustainability. I'm Greg Martin with Washington Ag Today.

Creating sustainable food systems is the greatest challenge of our time, according to Cameron Bruett with JBS and President of the Global Roundtable for Sustainable Beef. He says to feed a world population of nine-billion people by 2050, everyone in the protein supply chain must do more with less.

BRUETT: If you look at a lot of the marketing and advertising in agriculture you would think that sustainability is a niche industry. That it is organic, that it is natural, that it is grass-fed, that it is local and what it actually means is responsibly meeting the needs of today so that the next generation has an opportunity to responsibly meet their needs of tomorrow. In its most simplest terms sustainability is doing more with less, it's being more efficient and also being responsible along that journey and so to think that any one way of producing a product is what's going to satisfy an entire planet is faulted.

Bruett says developing a positive story surrounding the U.S. beef industry will ultimately win the day with consumers.

BRUETT: Talk more about the good things that we're doing so when people who already love the products that we produce and have no intention of not consuming it, that they can continue to feel good about it.

And that's Washington Ag Today. I'm Greg Martin, thanks for listening on the Ag Information Network of the West.

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