Sustainability could mean increasing efficiency. It could also mean effective land management. But one thing's clear: not everyone has the same definition.

"Many of us in the cattle business grew up thinking of sustainability as making enough money to keep ranching the next year," says Nebraska cattleman Bill Rishel. "Of course that meant we had to care for our natural resources and manage them in a responsible way.

"That's not as obvious to today's consumer," he adds, "so we need to be part of this movement to redefine the concept."

To read more about sustainability in the beef industry, click here.

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