Uncertainty has become a defining feature of the current operating environment. Global politics, domestic and international climate conditions, and volatile commodity markets are all creating genuine pressure and raising reasonable questions about strategy in agribusiness. When we strip it back, there are really only two choices in how we respond.
The data from cell grazed properties confirms that the more beef that is eaten from this system, the more CO2e is removed from the atmosphere, by up to 150:1. Is this likely to counter the trend of “meat-free Mondays” and banning the advertising of beef? Probably not, because the beef industry lost control of the narrative a long time ago. However, we need to develop more of this data, change the grazing practices in the industry and tell the story better.

