June 4, 2020

US California beef producers resume Resilience 2020 campaign

The cattle industry of California, US launched Resilience 2020 to reassure consumers and policy makers that the sector would continue to produce safe and enough beef supply in the midst of crisis, reported Beef Magazine.

As the country emerges from this crisis, the California Cattle Council in conjunction with the California Cattlemen's Association has extended the campaign to not only highlight worker safety measures, but also the sustainability practices that make the state a world leader in beef production.

"Over the past month, the California cattle industry has engaged policy makers and consumers through press conferences, media interviews, paid advertising and social media channels. Our resilience as cattlemen and women has made us undeniable leaders in sustainable beef and dairy production and our shared resilience as Californians will ensure we emerge stronger than ever," said Dave Daley, chairman of the California Cattle Council.

Mark Lacey, the president of the California Cattlemen's Association, said, "We're reminding folks that this is California and resilience lives here. Our members have created a sustainable legacy built with handshakes and firm commitment to raising healthy animals, a clean environment and a safe workplace—because that's what makes California home."