Red meat sector reaffirms commitment to China
The next phase of the Taste Pure Nature campaign has been launched in Shanghai, China.
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?
