'Altered'
OPINION: Dark suited spin doctors exist to, well, spin, and the nice cuddly progressive types at Greenpeace Aotearoa practice this dark art with the same cynicism as your average corporate giant.
The company claims it wants to be the "world's most sustainable grass-fed meat company" and this new strategy includes "committing to a 'Regenerative' future"!
As the Hound's mate says, this is interesting, when no one can actually define what 'Regenerative Ag' (RA) actually is.
How will the 50% Chinese-owned company defined what qualifies as RA and what does not?
Will it be employing its fellow RA advocates from Greenpeace to audit its suppliers to ensure they are meeting RA measures?
Does this mean that SFF will no longer take part in the Sunday night auctions and will only take livestock that is produced on farms by approved regenerative methods?
Or is this just greenwash marketing, as many suspect?
