Sustainable Cattle Operations

It's myth-busting Monday!

Myth: Cattle production isn't sustainable.

Fact: Sustainability is a continuous journey being carried out by each generation of farmers and ranchers responsible for raising and supplying beef across the world.

Watch Dean Fish, Arizona beef producer, as he talks about sustainability on his ranch. Your checkoff is getting his message out to consumers.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.