Greenhouse Gas Emissions
A November 2006 UN report called Livestock’s Long Shadow claimed that livestock production is responsible for 18 percent of global greenhouse gas (GHG) emissions – more than the transportation sector. Despite EPA data showing that livestock production accounts for less than three percent of annual U.S. GHG emissions, U.S. media have continually cited the FAO report’s 18 percent number and called for Americans to reduce their beef consumption to prevent global warming. The heavy media coverage is beginning to get inside consumers’ heads. A consumer issues research study conducted in December 2009 found that 44 percent of consumers say they have already cut beef consumption or are likely to do so to help reduce GHG emissions. The study findings support strategy for the checkoff's issue management team’s sustainability reputation management program. For a full report on the study go to Consumer Environmental Tracking Study.