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Townsend Bailey, director of supply chain sustainability for McDonald’s USA, talks about McDonald's definition of "sustainable," the company's collaborations with the beef industry and other interested groups to move to more sustainable production, and the chain's future goals for beef sustainability.

Dr. Evan Whitley, Manager of Noble's Center for Advanced Agricultural Systems and Technology, details the practices Noble uses with its own cowherd.

Dr. Stephen Webb, Landscape Ecologist for the Noble Research Institute, shows us some of the latest gear and software being employed by Noble researchers to track and learn more about animal behavior.

Bryan Nichols, livestock consultant with the Noble Research Institute, presents the results of this research project.

After the roller coaster ride of the 2015-2016 cattle markets, Oklahoma State University professor Derrell Peel, Ph.D., looks at the factors that will affect inventories and prices in 2017 and beyond.

Representatives from McDonald's USA, Tyson Foods, Noble Research Institute, Beef Marketing Group (BMG) and the Integrity Beef Alliance previewed a two-year pilot research project at the 2017 Texoma Cattlemen's Conference in Ardmore, Okla.

John Butler, CEO of the Beef Marketing Group, talks about collaborations underway between the cattle industry and other interested parties to define and agree on measurements for the sustainable production of beef.

The Noble Research Institute will host its seventh annual Texoma Cattlemen’s Conference, the premier beef conference in the Southern Great Plains, from 8 a.m. to 3:30 p.m., Friday, June 15, at the Ardmore Convention Center.