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Defining Beef Sustainability: John Butler, Beef Marketing Group

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Consumers and major retail chains are increasingly demanding beef that is sustainably raised. But what does beef sustainability mean? 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.

Butler's presentation was part of the Noble Research Institute's Texoma Cattlemen's Conference on February 24, 2017 in Ardmore, Oklahoma. The Beef Marketing Group is a major feedlot cooperative headquartered in Manhattan, Kansas.