Page 22 - SJ-Beef-Week-2023_Preview

Stock Journal Beef Week | 2023
Telling beef’s story not enough

By SHAN GOODWIN School of Earth and
Environmental Sciences,
WIDELY held view outlined these quandaries
that ‘telling our story’ at the Global Roundtable
A as a communications for Sustainable Beef
approach for the beef conference in Colorado in
industry amid increasing the US.
public scrutiny driven by Dr Witt said the ‘telling
concern for protection our story’ solution was
of the environment and a very effective tool in
animal welfare may not communication when
actually stack up. it was used in the right
Researchers from The time and place because
University of Queensland it directly engaged on a
have found mismatches human level with those
between producer and who “wanted to know”.
general public perceptions However, he suggested
of how sustainable the the beef industry might Dr Bradd Witt and Taylah Faulkner,from the UQ,in Denver,Colorado.
beef industry is. now be moving into
Producers surveyed an era that calls for Dr Witt said a major risk producers who may feel
believed their industry acknowledging alternate he saw in the next decade, threatened by the pace of
was in good hands when views. as the sustainability focus some change.
it comes to sustainability; “Maybe others have a turned more to food “If producers are feeling
the general public is not different view, and just than fossil fuels, was a misrepresented or not
so certain. That creates a ‘telling our story’ won’t splintering within the beef
challenge for an industry change that,” Dr Witt said. industry, which would understood it’s a big
needing to communicate “That’s a difficult space create more confusion in challenge for the industry
its sustainability to move into for any the public sphere. as a whole to determine
credentials over the business. But industry has A key challenge, he what it will engage on and
coming decade. already come 180 degrees said, would be engaging how, so that producers are
Taylah Faulkner and from where it was 15 years with social change in a not feeling like they’ve lost
Bradd Witt, from UQ’s ago.” way that did not ostracise control,” he said.

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