Selling Sustainability


How the Canadian Roundtable for Sustainable Beef is marketing a sustainable future

With today’s consumer demanding greater transparency when it comes to the food they eat, Calgary-based Canadian Roundtable for Sustainable Beef (CRSB) is building a framework to advance sustainability in the Canadian beef industry

“It’s an exciting time in the protein industry,” says Andrea White, Community Engagement manager, CRSB. “There’s been a lot of interest in plant-based diets recently, but [animal] proteins — beef, in particular — have a lot to offer.”

The CRSB was launched in 2014 in response to people across the value chain wanting to work on sustainability. The multi-stakeholder collaborative community is dedicated to advancing sustainability in the Canadian beef industry through three pillars of work: sustainability benchmarking, certification framework and sustainability projects.

“We’re trying to show that [in Canada] beef is being produced in a sustainable way across the board and answer some of those questions people have about what sustainability means,” says White. “There’s a lot more interest in where food is coming from and how it’s raised. They want to know that someone cares that [beef production] is being done in a sustainable manner.”

For more information on the CRSB, visit

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