Giving Compass' Take:

• The author discusses why it is important to be more critical of marketing tactics such as using buzzwords like "regenerative", "sustainable" and "grass-fed" when talking about the meat industry. 

• How can consumers battle these divisive tactics and demand more transparency from the meat industry? 

• Read about how blockchain can increase transparency in the seafood industry. 

This post aims to illustrate limitations of green claims that are common in the sector and raise awareness among beef marketers of how to communicate environmental claims in an accurate, transparent, and verifiable manner. Here are a few of the most common examples that I’ve encountered of "green" marketing, and limitations of each claim:

Produced on “Sustainable” or “Regenerative” Ranches/Farms: What are examples of measurable, verifiable attributes that justify the “sustainable” or “regenerative” claim? What certification(s) or other forms of evidence verify the claim?

Grass-fed, pasture-raised, free-range: An important question to ask is “certified grass-fed/pasture-raised by whom?” Too many brands don’t specify. In some cases, these labels mean what you picture. In other cases, claims are misleading because they allow producers to feed animals manufactured grass pellets and cereal grain crops (like corn) in the pre-grain state. Is that what you picture when you buy beef labeled “grass-fed” or “pasture-raised?”

Local, Farm to Table, From a Local Family Farm: I love local food and family farms, but distance and farm size alone tell us nothing about whether beef was produced on well-managed vs. poorly-managed operations.

Read the full article about deciphering beef marketing claims by Jonathan Gelbard, Ph.D. at TriplePundit.