Sustainability is a complex, multifaceted concept that extends beyond simple environmental metrics.
The holistic approach to sustainability, as defined by the U.S. Roundtable for Sustainable Beef (USRSB), encompasses “socially responsible, environmentally sound, economically viable” practices that “prioritize climate, people, animals and progress.”
Read more about how one California rancher says involvement with USRSB changed his sustainability perspective:
Sustainability Isn’t a Bad Word
Similarly, Matthew Cleveland, ABS Global senior director of global bovine sustainability, says sustainability is fundamentally about stewardship — caring for the land, caring for the animals, caring for our families and caring for our communities. He was a featured speaker during the 2025 Beef Improvement Federation (BIF) Symposium in June.
The global context is critical when considering sustainability. With the world population projected to reach 10 billion by 2050, Cleveland says the focus has shifted from producing more food to producing better food. He explains this means “focusing on the quality of calories, more than the quantity of calories.”
From a producer’s perspective, sustainability is deeply rooted in profitability. Cleveland notes that in a survey of ranchers, profitability was the largest consideration in sustainability discussions.
“Producers have to remain profitable in order to be sustainable,” he says.
Read more about how one ranch focuses on leaving the land better for future generations believing sustainability helps their family be more profitable in the long run:
Profit Meets Purpose: A Rancher’s Guide to Sustainable Success
Consumers view sustainability differently. Surveys reveal people are most concerned about practices like “no antibiotics” and animal management, with environmental factors ranking lowest in their priorities. Understanding consumer perspectives is important when developing effective sustainability strategies.
Environmentally, the beef industry faces significant challenges. Retailers are increasingly focused on reducing Scope 3 emissions, of which beef supply chains can represent up to 96% of total emissions.
“Genetic intervention is the most important practice for permanent reduction of environmental impact on livestock production,” Cleveland says.
His research demonstrates that genetic improvements can deliver tangible environmental benefits. Through targeted breeding programs, they discovered a 5% to 9% reduction in environmental impact per genetic line, a number that compounds over time, potentially reaching 30% to 40% reduction over five years.
The Food and Agricultural Organization supports this approach, identifying genetic improvement as a critical strategy for reducing global emissions. Genetics can contribute to about 50% of interventions identified to reduce climate impacts.
Cleveland says there is “tremendous opportunity to use genetic innovations to drive efficiency and sustainability.” By developing credible, evidence-based approaches, the beef industry can address environmental concerns while maintaining productivity.
According to Cleveland’s presentation, four key strategies for achieving sustainability include:
- Continuing to invest in innovation.
- Maximizing existing genetic tools.
- Developing targeted improvement programs.
- Creating integrated supply chains that incentivize sustainable practices.
Producer Perspective
When it comes to sustainability, it is important for beef producers to become part of the story, not ignore it.
“We need to be part of a sustainability conversation and lead the conversation and not be told what to do,” says Joe Lowe, an eighth-generation seedstock producer at Oak Hollow Angus in Smiths Grove, Ky.
Shannon Wharton of Wharton 3C Cattle adds his perspective regarding getting more producer involvement and understanding about the sustainability issue.
“When we talk about sustainability, we have to frame that in a way that producers are going to get engaged,” he explains. “Let’s talk about profitability. Let’s talk about ROI.”
Read more a fifth-generation cattle producer who blends Silicon Valley precision with generational agricultural wisdom. He views himself not just as a cattle producer, but as an ecosystem manager:
I’m a Drover: An Innovator Redefining Ranching
Ultimately, sustainability is about “producing more with less while ensuring we can continue to do that in the future.” It requires a comprehensive view that balances environmental considerations, economic viability and social responsibility.
Sustainability should not be seen as a constraint, but as an opportunity.
“We can create more value for our products and open up markets,” Cleveland summarizes.
Your Next Read:
