It's about asking questions. It's about providing answers. It's about taking a big step forward to showcase Canada's beef industry progress in the eyes of consumers, who every year are taking a greater interest and higher expectations on where their food comes from.
This in a nutshell is the mindset that is driving the McDonald's Verified Sustainable Beef (VSB) pilot project. A large number of beef producers filled the east Longview hall recently on a Chinook fueled picturesque afternoon in Southern Alberta as McDonald's and Cargill hosted an interactive information sharing event on the pilot and how producers can participate.
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