Since the program’s founding two years ago, Trust In Beef™ has been working to empower beef producers on their sustainability journeys by leveraging the power of Farm Journal’s Trust In Food™ and Drovers brands with the ingenuity and innovation of private-sector and non-profit partners.
“Trust In Beef brings to bear the full capabilities of Farm Journal’s Trust In Food, providing data and intelligence as well as reach at-scale, and then we layer that reach with conservation solutions and technical assistance from the nation’s leading innovators, truly providing a program that is having significant impact on helping to build a more sustainable beef supply chain in the U.S.,” says Andrew Lauver, director of climate-smart programs, Farm Journal.
Entering the program’s third year, Trust In Beef welcomes two new partners, Country Natural Beef and Powerflex Supply, to bolster the technical expertise provided by the coalition’s existing partners including ABS, Merck Animal Health, Ducks Unlimited, National Cattlemen’s Beef Association, Enogen/Syngenta, Tyson Foods and U.S. Roundtable for Sustainable Beef.
Country Natural Beef (CNB) is the largest ranching cooperative in the western U.S. with nearly 100 members across thirteen states. Over the course of the last 38 years, CNB has created marketing opportunities for cattle that maximize premiums to rancher members and sustain multi-generational ranches. Together with their ranchers, they work to improve soil and water while protecting plant and wildlife diversity across more than 4 million acres.
Powerflex Supply is a national retailer specializing in rotational grazing supplies. Founded by ranchers for ranchers, Powerflex Supply manufactures and sources the highest quality products, leveraging its buying power to offer these products at affordable prices and providing expert advice on products and rotational grazing practices, helping ranchers achieve the best results for their ranch.
“Joining the Trust In Beef coalition allows us to strengthen our commitment to sustainable practices and amplify the positive impact our ranchers make across the land they steward,” says Valerie Rasmussen, vice-president of marketing & communications, Country Natural Beef. “At Country Natural Beef, we believe that doing right by people, animals and the planet leads to lasting value for our ranching families and the broader communities we serve. This partnership equips us with new educational tools for our rancher members, and a voice among industry leaders on the Trust In Beef advisory council, where we can collaboratively shape a sustainable future for beef.”
“Our partnership with Trust In Beef and work alongside Farm Journal’s Trust In Food Partners and our ranching customers across the United States and beyond is a testament to our shared vision,” says Troy Goldhammer, CEO, Powerflex Supply. “We are committed to promoting and supporting regenerative ranching practices that not only enhance ranch profitability but also improve soil health, livestock well-being and biodiversity. Together, we are creating a sustainable future for ranching that benefits both the land and the people who depend on it.”
Trust In Beef provides technical resources, insights, data analysis and support to help empower beef producers to understand, value and implement conservation practices while also connecting consumers to the industry’s accomplishments in climate-smart production. Foundational partners serve as technical advisors to those efforts.
To learn more about Trust In Beef™ and its partners, visit www.trustinbeef.com.
