“Able to be maintained at a certain rate or level.” “Conserving an ecological balance by avoiding depletion of natural resources.”
Those two meanings are associated with sustainable. After looking at the membership of Global Roundtable on Sustainable Beef (GRSB) it appears the second definition of sustainable meets that group’s objectives. However, if you asked a cow-calf producer or others involved in cattle production what sustainable means my guess is they would say staying in business.
Looking at members of GRSB, I see some pretty heavy hitters in the group. Dr. Laurie Marker does not seem a supporter of eating more beef. Founder of Cheetah Conservation Fund seems more like a liberal veggie eater than a person who likes a good beef steak. I could be wrong. Others include: World Wildlife Fund; Bayer; McDonald’s; Zoetis; Earth Innovation Institute; and fifty more organizations.
NCBA’s slogan of “Beef. It’s what’s for dinner” doesn’t fit GRSB’s mission statement; GRSB defines sustainable beef as a socially responsible, environmentally sound and economically viable product that prioritizes Planet. Yes, “planet” is bold in the definition.
Since my tax dollars go to support NCBA, I find it strange they/we are supporting this group’s initiatives. Maybe NCBA is trying to keep an eye on this group’s objectives.
Ranchers can see for themselves by searching the web for GRSB. I suggest anyone paying checkoff dollars take a look at this website to see what “sustainability” really means to GRSB before getting excited about a new buzz word that appears to support eating more of our product. As with most words/titles associated with government funded and do-gooder organizations, what is really meant is opposite of what the word/title implies. An example is the “Affordable Care Act.”
Thanks for the article (“Sustainability: Not just a fad” on the cover of the Nov. 5 issue). — Bill Yancey, Captain USN-RET
