KANSAS CITY, MO. — The rise in the importance of sustainably raised meats in today’s world can be characterized by a significant shift in consumer preferences, driven by an increase in education and awareness of health, environmental and ethical considerations. After all, consumers are looking for products that are better for them, better for the animals, and better for the planet.

From a health perspective, key attributes like US Department of Agriculture (USDA) organic and 100% grass-fed are two of the first things consumers look for to know they are buying a better-for-you product.

“As our global population rapidly increases, the demand for protein is expected to rise by more than 70% over the next 30 years,” said Eliza Clark, Cargill’s protein and salt sustainability leader. “We know the only way we’ll meet the growing need for this critical nutrient is by working collaboratively with our cross-sector partners to find ways to increase protein production through sustainable practices that also help address climate change.”

Niman Ranch is a network of more than 600 independent family farms across 22 states, which has direct relationships with every farm including on-the-ground field agents who support their farmers while validating standards for animals and the land.

Since the company’s founding nearly 50 years ago, Niman Ranch livestock have been humanely raised according to the strictest animal handling protocols. This includes but is not limited to livestock that are always raised outdoors or in deeply bedded pens, no crates, no tail docking or teeth clipping, and no antibiotics or hormones ever.

“These practices include no- or low-till agriculture, pasture grazing, limited or no use of pesticides and herbicides and deeply bedded pens for composting and manure management,” said Alicia LaPorte, communications director for Niman Ranch. “In addition, many participate in water and land conservation programs and develop pollinator habitats.”

Verde Farms believes the corporate beef industry has created a broken food system. That’s why the company is breaking convention to provide what it says is the purest form of beef — sustainably raised cattle on wide open, regenerative farms that make the land better.

“The outcome is delicious, organic, 100% grass-fed beef that’s better for you, for the planet and for the cattle,” said Kirstyn Lipson, director of marketing at Verde Farms. “It’s beef from a better place that you can feel good about putting on your family’s table.”

Jonathan Reinbold, sustainability director for Thomas Foods International, noted the strategy for sustainability at the company comes down to the Four R’s: reduce, replace, regenerate and remove.

“Use fewer resources to produce the same output; switch to low-carbon alternatives; find nature-based carbon sequestration solutions; and sequester greenhouse gases outside our supply chain (offsets),” he said.

Applegate, a subsidiary of Hormel Foods Corp., believes in its mission of “Changing the Meat We Eat” and applies that philosophy to its sustainability program, which involves a holistic approach that connects human health, animal welfare and environmental sustainability.

“Our suppliers employ a variety of sustainable farming practices, including rotational grazing, supporting pollinator and wildlife habitats, and the use of cover crops,” said Carolyn Gahn, senior director for mission and advocacy at Applegate. “These practices are designed to maintain soil health, to enhance biodiversity and also to reduce chemical inputs.”

Additionally, all its beef is 100% grass-fed and pasture-raised, and all animals are treated with care and respect, growing at their natural rate without antibiotics, added hormones or growth promotants through the Applegate Humanely Raised standards, which is based on the Five Freedoms of Animal Welfare.

Sustainable evolution

Sustainability has been critically important to Niman Rach and its customers, who are more interested than ever in having their food purchases support both sustainable family farmers and the planet.

“We believe interest has increased as more consumers are aware of the impact of their plate on people, animals and the planet,” LaPorte said. “Social media has also had a major impact on how customers learn about brands, the farms and farm families, raising practices, and impact on the land and rural communities of sustainably raised practices on small and mid-sized farms, providing a big contrast to confinement operations practices.”

Verde Farms’ ranches are regeneratively farmed, an approach that goes beyond sustainability to continuously improve the growing area’s entire ecosystem.

“Some of the techniques employed include rotational grazing to allow for plant recovery; leveraging the cattle to break down plant matter and manure to enhance soil health; and repurposing land not suitable for crops into carbon sinks that also produce high-quality protein,” Lipson said. “Beyond just implementing regenerative agricultural practices, the ecological outcomes of our farms are assessed via short and long-term monitoring of holistic ecosystem health. Data relating to soil health, biodiversity, and ecosystem function is captured at the farm, then trended for positive outcomes across key land health indicators.”

Traceability and certification

Every farmer in Niman Ranch’s network has their own special “tattoo” number to denote when they joined the Niman Ranch network that is used throughout the supply chain.

“In addition, all of our farmers participate in the federal premise identification program,” LaPorte said.

Niman Ranch’s sustainability practices are validated by its on-the-ground teams, and the company frequently works with third parties to evaluate its practices, such as a partnership with the Sustainable Food Lab.

Starting with its supply chain, Verde Farms has a strong network of family farms that it’s built relationships with over more than two decades in business.

“Last year, we put in place a program to verify these farmers are utilizing sustainable, regenerative, farming practices that make the land better, not worse,” Lipson said. “Verified by Savory Institute’s Land to Market program, we can directly tie a positive climate impact to the land where our cattle are being raised. The outcome of regenerative farming is improved soil, biodiversity and watersheds for the land we use.”

All of its beef is USDA Organic certified, Non-GMO Project Verified and Verified Regenerative through the Savory Institute’s outcome-based Land to Market program.

Transparency is a cornerstone of Applegate’s operations, and the company holds several certifications to validate its sustainability claims, including USDA Organic, Non-GMO Project Verified and Certified Humane.

“We use robust tracking systems to monitor our products at every stage of the supply chain, from farm to table,” Gahn said. “This involves detailed record-keeping; regular audits, conducted both internally and by third party; and leveraging technology, such as cameras to monitor livestock health, to provide transparency.”

Thomas Foods prioritizes sourcing from countries with the leading cattle traceability systems globally, especially Australia and Uruguay where full lifecycle traceability is mandatory in both.

“We offer certified organic products and our Swedesboro, NJ, facility has recently been certified humane,” Reinbold said. “Thomas Foods’ new Murray Bridge, Australia, plant was designed in accordance with Temple Grandin’s principles for humane livestock treatment, which contribute to minimizing stress and ensuring a high-quality end-product.”

Cargill offers farmers and food producers incentives, training and support to help them adopt more sustainable practices.

“For example, we work with ranchers across our North American beef supply chain, helping them adopt sustainable grazing practices to sequester carbon, preserve water, enhance biodiversity and improve their own livelihoods,” Clark said.

Retail matters

Highlighting sustainable products in-store is a challenge, in part because there isn’t a single definition of sustainable.

“Animal welfare, certified organic, grassfed, fair trade, carbon footprint, all fall under the sustainability umbrella,” Reinbold said. “As a consumer, when I’m shopping, I like retailers to state their minimum requirements on signage and/or packaging. I also look for on-pack certifications, but still consider products that don’t have certifications because I know all too well how challenging the certification process can be for producers. QR codes are also helpful to quickly look up details on a product or brand.”

Gahn believes supermarkets should highlight sustainably raised meats by creating dedicated sections that clearly communicate the benefits of these products.

“Clear labeling, informative signage and educational materials can help consumers make informed choices,” she said. “Additionally, featuring certifications prominently and providing information about the farms and practices behind the products can reinforce the commitment to sustainability and attract conscious consumers. Engaging in storytelling and highlighting the positive impact on animal welfare, environmental sustainability and human health can also resonate strongly with shoppers.”

Through Verde Farms’ research, it has determined that shopping the BFY beef aisle is confusing for consumers, with a proliferation of claims all competing for their attention, with seemingly no clear hierarchy across brands.

“When you take these insights into consideration, it becomes clear that there needs to be unification at the shelf, starting with the brand itself to be consistent across all products,” Lipson said. “Many times, you’ll see multiple brands with various attributes, but none with a consistent attribute stack across all forms. When you take a brand like Verde Farms, you see that no matter if you buy 80/20 ground beef or a ribeye steak, that product is going to be USDA organic, 100% grass-fed, from cattle that were humanely raised on open pastures.”

As for growing sales, Niman Ranch has had great success with farmer ambassadors visiting local stores, doing demos and having interactions with customers.

“Calling out attributes and signage has also been successful,” LaPorte said. “By highlighting brands that deliver on taste, quality and sustainability, supermarkets have the opportunity to engage, educate and nudge consumers towards responsibly raised, sustainable meats. They care about the attributes but keep coming back because of the quality and taste.”

Cargill feels there are several key enablers to success in merchandising and messaging sustainable solutions.

“Perhaps most important is to keep it simple and transparent,” Clark said. “Consumers are concerned with greenwashing, so they want easy-to-understand packaging and signage that clearly demonstrates the product’s sustainability features. Consumers also want to understand how sustainability ties to health, taste and convenience benefits. Many want sustainability, but they also want it to be affordable or comparable in cost to other products.”

Considering all of these factors, patience is also key. A test and learn approach will help you discover what works well with your customers to help them learn about and buy into the key benefits of what sustainable proteins offer.