Simpson Centre bolsters efforts to strengthen ethical beef labelling in Canada

With consumers increasingly mindful of their food choices, labels such as "organic" and "sustainable" are commonplace in grocery stores. There is however a need for standardized accreditation systems on food labels, to build consumer trust and ensure transparency within food production.

UCalgary’s Simpson Centre for Food and Agricultural Policy, within the School of Public Policy, is examining food labelling from the perspective of producers, retailers, and consumers. The Simpson Centre recently hosted the Canadian Roundtable for Sustainable Beef (CRSB), a group working to address labelling challenges through a trusted certification program for sustainable beef production. Known as CRSB Certified, this verification program will help consumers make informed choices when buying Canadian beef. 

Dr. Guillaume Lhermie, director, Simpson Centre, and associate professor in the Faculty of Veterinary Medicine, explains the importance of a verified system. “When it comes to food products, consumers can gauge quality after purchase, say if it’s tasty or not. But there’s no way to find out, when it’s on the plate, if the food is sustainably sourced.” 

He continues, “Quality comes in multiple dimensions, including standards of production. Labels are important to illustrate quality for consumers.”

Canadian beef has long been sustainable, however as Kara Barnes, director of Science and Programs at CRSB notes, we are now seeing a push to focus on recognised methods to quantify how beef cattle have been raised. As an optional third-party certifier, stakeholders of varying practices and positions in the supply chain can undergo CRSB certification to ensure that sustainability claims made are credible and verified. With major partners such as WalMart, McDonald’s, Cactus Club Cafe, and Chop Steakhouse and Bar on board, significant progress is already being made towards recognizing sustainable practices in the beef industry. 

Consumers play a crucial role in driving demand for sustainable beef. The CRSB's 2024 Consumer Study found that while sustainability is a priority for many, price remains the most significant factor in purchasing decisions. Barnes emphasizes how the growing consumer interest in certification labels underscores the value of assurance systems that credible labels represent. “Consumer interest in certification labels, and their willingness to pay more for products with certification, illustrate the need for the assurance systems that support food labelling.”

The mission of CRSB is to advance, measure and communicate continuous improvement in sustainability of the Canadian beef value chain. In addition to their voluntary certification program, the CRSB measures sustainability performance of the whole beef value chain in Canada through its National Beef Sustainability Assessment, offering a clear picture of the industry's advancements in reducing environmental impacts. 

"From 2014 to 2021, we've seen a 15-per-cent decrease in the carbon footprint per kilogram of beef produced. This is a crucial step toward the Canadian beef industry's goal of a 33-per-cent reduction in emissions intensity by 2030," says Barnes. 

Beyond emission reductions, Barnes underscores the vital role of sustainable beef production in preserving Canada's agricultural carbon stock. "Land used for raising beef cattle holds about 1.9 billion tonnes of soil organic carbon, representing nearly forty percent of the nation's total agricultural carbon stock," she explains. "This plays a pivotal role in mitigating climate change impacts." 

Despite these achievements, there are still challenges in tracking and reporting climate impacts at the supply chain and farm levels. “How to monitor, measure, and report on science-based climate impacts without creating an overwhelming reporting burden is an ongoing and evolving area of work in the beef industry,” says Barnes. 

The work of the Simpson Centre at UCalgary and CRSB to ensure consistency in labelling food produced responsibly to accredited standards of sustainability fosters a culture of consumer awareness and choice.