The Global Round Table for Sustainable Beef is poised to go from paper to practical application. For a president leading the charge from idea to reality, the chair could turn out to be a throne or the proverbial hot seat. Regardless, Dennis is the right guy at the right time for global sustainability.
CMB: How are you doing with this added role to your portfolio?
DENNIS: It certainly has been a busy start to the year. It's one of those things where there's a few more phone calls than usual and other activities that immediately appear on the surface, but its all part of the role. I knew what I was in for when I accepted.
CMB: Your nomination for the GRSB made sense considering CCA's involvement with the Canadian Round Table for Sustainable Beef.
DENNIS: In many ways it does because we feel pretty strongly about the sustainability initiatives so it goes without saying you have to be prepared to make the commitment. As you know, we here at CCA have been very active in moving the Canadian Round Table for Sustainable Beef forward.
CMB: And not just on the Canadian roundtable but also the global platform.
DENNIS: That's right. We participated in the process to establish the global indicators and priorities.
CMB: Not an easy solution with such diverse farming globally in having to consider cultures, languages, infrastructure and other aspects that effect a region's ability to achieve the sustainability benchmarks.
DENNIS: Yes exactly, and when we talk about the sustainability question on a global scale, it needs to be based on sound information and scientific standards, not just marketing initiatives, because some countries are going to be vastly different with their approach and methods, depending on what is relevant and practical to them. At the same time we're aiming for that consistency, and by working closely with all the countries involved we are learning what's going on in those parts of the world and how we can accommodate all that diverse industry into a successful global program. So by sharing our story here in Canada and the success we've had with sustainability so far, that creates the dialogue that points us in the right direction to achieve those goals.
CMB: I'm sure I wasn't alone when the GRSB released the mission statement that I was immediately wondering how that was going to work on a global stage. It's a great and noble idea to strive for but in principle, a bit impossible to achieve. But here we are, and it's taking shape.
DENNIS: The real work that has helped shape sustainability has been based on an outcome approach strategy, whereas countries determine for themselves how they designate their own indicators that match up to the global scheme. We're doing that right now in Canada. For example, the issue of deforestation is quite different, let's say, in one part of the world versus another. You actually have some areas where you have encroachment and do need to have some level of control over your forest to protect your native grasslands. So, each area is different in how they have to manage that.
Another example, here in Canada, issues around workers and their rights are well protected but can be a serious problem in other parts of the world where countries are less developed and in some cases even raising cattle in a more of nomadic style.
So, you see what I mean when I say each country is going to be different and those standards need to be accurately reflected for those areas. Depending on what the natural resources are and the general conditions are that directly impact sustainability, you're going to have differing priorities and needs in terms of how individual regions will be managing those resources. In other words, the bottom line is one size does not fit all, and that has been understood all along.
CMB: At the end of the day, farmers aren't so different, they're just raising beef and trying not to damage the planet.
DENNIS: Exactly, we're all just trying to sustain an industry and feed the planet. It also speaks to the strength of the bovine animal when you think about it. I mean you can farm them in semi-arid areas or parkland forests, hot or cold climates, and make valuable use of areas with poor vegetation and/or sensitive ecosystems and convert that vegetation that is unusable for food through ruminant digestion into a high quality food item as beef.
CMB: Since you were so involved on the ground floor with the Canadian round table, did you have a clear concept of what your new job would be with the GRSB?
DENNIS: Well, even though I'm familiar with the program and the industry in general, it is a different group of people and sustainability is really at a critical point now. Now we have the principles and criteria established, we are holding a strategy meeting to plan the next phase of activities for GRSB. When that process is completed I'll have a clearer idea of how my role plays into the GRSB rolling out the program strategy, while simultaneously luring more active involvement from the regions participating in the GRSB. So the first priority in this coming year is for GRSB complete a new strategic plan.
CMB: Going from planning to actual application?
DENNIS: Yes, exactly, kind of like phase two where in any project it becomes crucial to get that engagement from members. As I say to people, these efforts will succeed or fail depending how cattle producers around the world buy into what is being developed with the GRSB.
CMB: Does it feel like it has a win-win? If some countries fall short, over all it is still a positive initiative and proactive movement to a more sustainable global beef industry.
DENNIS: Absolutely and that's the whole point to recognizing the three pillars outlined in sustainability; social, environmental and economic. How do we create an environment of continuous innovation and improvement, while sharing our information in a non-competitive manner? We fully believe that over time, regardless if we hit a hundred percent involvement adherence or not, the GRSB will sustain and create more demand for beef around the world.
CMB: Are you also gearing up for the National Beef Assessment?
DENNIS: Yes, we're going through our comment period here in Canada and tabling our indicators to make sure that each step is done accurately. As well, we're working closely with McDonald's as they head into the phase where they are going to start purchasing a percentage of their beef from verified, sustainable operations. I think that's a very exciting time. As you know, McDonald's selected Canada to be the pilot project for the entire program, so to have a number of verified operations in play is a big milestone in the scheme of sustainability. Now we have to direct our efforts to getting broader buy-in and enrollment in the program. And, it's like you said, people have to feel there is a win-win, and I believe that operators will be able to say, “I've improved my operation and participating was time well spent.” So we are moving forward and were talking with producers to see what they get out of it that improves their efficiency and puts more money into their bottom lines. And that definitely is where you get a win-win.
CMB: Being president means your visibility will increase as well and I imagine your event calendar is filling up?
DENNIS: We've got a few key events this year. The Canadian Roundtable, who was one of the founding members of the global strategy, is holding our national event in Calgary in August and then we're hosting the GRSB annual meeting in Banff this October. That will be a big event, lots in the planning. There will be tours showcasing the ranching, feedlots, and packing industries on the way up to Banff. We want to give visiting GRSB members who have never been here a good overview of the beef production quality we achieve here.
CMB: Do you think the fact Canada is leading the sustainability charge by being the pilot country has had a quantifiable effect on our export volumes and prices?
DENNIS: That's an interesting question. There is more that goes into a brand than just sustainability. You can get anyone to buy a product once as a rule. Our objective for our Canadian beef industry is always to keep loyal, repeat customers, and that means we have to deliver on the quality and demonstrate and adhere to our commitment to food safety – which we do very well. When it comes to sustainability, people are looking for more information such as: how we raising our animals? What products do we use? How do we use them safely and demonstrate an accountability to that process?
We do feel that sustainability helps us create a broader appeal for our brand, and that it is an additional feature along with our dedication to quality and marketing, which is the cornerstone to what keeps customers coming back. That said, as we do move forward and bring more and more countries into the GRSB, we find that our standard is setting the benchmark because we don't want it done in a way that is not adhering to the codes and practices that represent quality agriculture production. We've seen the term sustainability used pretty loosely, so we have created strong criteria and principles around it because when and if someone does make a claim against sustainability, it will be a lot more credible than what we've seen in the past in a lot of other markets.
CMB: How long is your term?
DENNIS: I'm committed for a year.
CMB: What will your short term goals be?
DENNIS: Well, again that may be clearer to define following our strategic planning process in February where we'll layout the time line for the next three to five years. I think it's safe to say there is going to be a strong component to how we move into the regional round table approaches and get those up and running in a tangible manner. But it is exciting to be on the GRSB and seeing the level of interest and commitment were seeing from the major beef producing countries to move this forward in a cooperative way.
Source: MeatBusiness