Purpose: Grow consumer trust in beef and beef production through greater adoption and understanding of industry best practices
Initiatives:
• Drive adoption of traceability
• Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production
• Expand efforts in educating the general public about the BQA program and its impact on animal well-being
• Develop a direct-to-consumer beef safety campaign
• Demonstrate beef’s positive sustainability message and key role in regenerative agriculture
• Develop crisis management plans
