Formerly Verified Beef Production or VBP, VBP+ is delivered nationally under the umbrella of the Canadian Cattlemen’s Association (CCA) and the Beef Cattle Research Council (BCRC). Validating production practices for animal care, biosecurity, the environment and food safety at the primary production level enables registered VBP+ operations to publicly demonstrate their commitment to responsible stewardship of both cattle and resources. Under the terms of this agreement, AgriClear will include VBP+ registered users on its online platform and VBP+ will promote the AgriClear livestock platform and settlement services to beef cattle producers across Canada. AgriClear and VBP+ have also agreed to work together on marketing initiatives.
“By collaborating with AgriClear we are finding new ways to help VBP+ registered operations enhance their market efforts”
“This new agreement connects us to a progressive, innovative industry leader as we continue our efforts to enhance the profile of AgriClear’s brand and value proposition throughout the Canadian cattle industry,” said David Moss, Vice President and Co-Founder, AgriClear. “We are proud to join forces with VBP+ and to play a role in advancing their important program for advocating sustainable beef production, while also delivering the benefits of our unique transactional platform to their membership.”
“By collaborating with AgriClear we are finding new ways to help VBP+ registered operations enhance their market efforts and extend the reach of their cattle marketing programs,” said Cecilie Fleming, Alberta rancher and Chair, VBP+ Management Committee. “Adding an AgriClear cattle listing link to our new, national website enhances our registered operations by showcasing VBP+ attributes of marketed cattle in Canada.”
VBP+ has committed to aligning with the indicator and verification work of the Canadian Roundtable for Sustainable Beef, a multi-stakeholder initiative focused on advancing sustainability in the Canadian beef industry, of which AgriClear is a member. VBP+ was also involved in the McDonald’s Sustainable Beef Pilot Project.
Source: Canada Meat Business