DENVER — At the Cattle Industry Summer Conference in Denver, beef-industry leaders learned about the new Sustainable Beef Resource Center (SBRC) and its mission to provide useful, science-based information to the entire food chain. The SBRC currently is working with third-party experts to create an environmental-impact model and economic analysis of technologies used to help produce wholesome, affordable beef. It also maintains the library of data previously assembled by the Growth Enhancement Technology Information Team (GET IT).

“SBRC members clearly see our organization’s role as that of a go-to resource for associations, coalitions, academia and other industry stakeholders — organizations that already are trusted information sources regarding how beef is produced,” says Paul Parker, SBRC chairman. “This allows us to zero-in on research that can fill information gaps as the industry continuously improves its ability to produce safe, wholesome beef affordably while using fewer natural resources.”

Industry uses fact-based information

SBRC’s library of research includes six white papers on topics ranging from the 50-year impact of pharmaceutical technologies on beef provided to consumers, to the economic and environmental benefits of current-day beef-management practices. The organization’s website at www.SustainableBeef.org also features beef-production facts, and talking points about the environmental and economic benefits of beef technologies.

“Until this research about pharmaceutical technologies as a whole had been done, there was a gap in science-based information about how those innovations bring tangible value to consumers,” says Jacque Matsen, executive director, issues management, National Cattlemen’s Beef Association. “Just as important, SBRC provides a forum for NCBA to coordinate with the technology providers on efforts like creating easy-to-understand key messages that we can use when talking to a variety of target audiences.”

The SBRC website also highlights materials used in a recent “eco-friendly and eco-nomical” marketing campaign. This outreach focused on two topics of interest to consumers: food affordability and environmental sustainability. Organizations interested in using talking points from this campaign can get started by visiting www.SustainableBeef.org.

SBRC conducts new research

Delivering on its commitment to partner with industry and other third-party experts to develop new scientific understanding, SBRC has commissioned two respected academic authorities that have expertise in beef life-cycle assessment modeling and global agricultural economics to develop a new white paper. Their focus is to answer two key questions: 1) what are the productivity and environmental effects of removing growth-enhancing technologies from the U.S. beef-production system? and 2) what are the global economic, land-use and environmental implications of the corresponding loss in productivity of the U.S. beef herd if growth-enhancing technologies are not used? The resulting data will be available in early 2011.

“Accurate, fact-based information is the cornerstone of what organizations like the Iowa Beef Industry Council need to be a credible and trusted resource for our constituents — from the media to consumers to beef producers, themselves,” says Nancy Degner, executive director, IBIC. “That’s why the SBRC materials — which are backed by research conducted by independent experts, presented in an easy-to-use format and updated regularly — are so valuable in our ongoing education about beef’s role in a healthy, affordable diet.”

SBRC invites additional members, partners

Knowing how important it is to stretch precious industry resources, SBRC invites other organizations and individuals to join its current core membership of representatives from leading U.S. animal-health companies.

“As consumers face higher food costs and have increased interest in environmentally friendly food solutions, their need for good information has never been greater,” says Parker. “Our goal for the Sustainable Beef Resource Center is to help bridge gaps with fact-based information that, in turn, can help the industry speak with one well-informed voice about the effects of sustainable beef-raising practices and technologies. That’s why we hope industry associations and other organizations will feel free to use SBRC materials in their ongoing outreach.”

For free access to SBRC materials or to obtain more information about partnering with the Sustainable Beef Resource Center, visit www.SustainableBeef.org.

About SBRC

The Sustainable Beef Resource Center (SBRC) was formed at the suggestion of beef producers and branded-beef marketers who recognized the need for a centralized source of facts about technologies used in sustainable beef production. SBRC members include marketing and technical representatives from leading U.S. animal-health companies. SBRC works with third-party experts to develop factual, science-based information about the important role of technologies in producing safe, wholesome, affordable beef sustainably.