If there’s one characteristic that unites beef producers, it’s resilience. In a business with as many uncertainties as beef production, with as many variables that are beyond a producer’s control, resilience is more than just a characteristic—it is essential for survival.

That’s especially true now.

As California closed down its economy to help flatten the coronavirus curve, California’s cattle industry launched Resilience 2020 to reassure consumers and policy makers that regardless of the severity of the pandemic, the industry would continue to produce a safe and plentiful supply of beef.

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.”

To learn more about our nation’s beef supply and what makes Californians leaders in sustainable beef production, as well as how industry leaders are working to keep ranchers updated on the significant and fast-moving responses to the current crisis, visit www.calcattlemen.org/resilience.

Source: California Cattle Council in conjunction with the California Cattlemen’s Association, which are solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset.