Cattle Leaders Launch Resilience 2020 Campaign

By Tim Hammerich with the Ag Information Network

In the face of a food system that is under tremendous pressure, the California Cattle Council, in conjunction with the California Cattlemen’s Association, launched a Resilience 2020 Campaign.

Dave Daley is a Northern California Cattle Rancher and Chair of the California Cattle Council. “We just need people to understand how committed we are to continue to do what we’ve done, forever. We’re pretty sustainable. We’re very resilient. We’re in this for the long haul, just like Californians are. And the key there is that we actually continue to produce the food in a safe and wholesome manner, nutritious and environmentally sound. So we’re really proud of what we do. It’s important for California to know that we aren’t going anywhere.”

The combined effort seeks to reassure consumers that California ranchers are well-positioned to produce an ample supply of the safest, most sustainable beef anywhere in the world.

“The challenge we have right now is the processing piece. It’s not raising the beef, it’s getting it processed into market. But it’s there; no need to hoard. There’s beef available and it’s going to continue to move through the system and the pipeline. It’s just a very unusual time. To try and re-tool that on the fly, we’re facing a lot of unknowns is the best way to put it. But the key to the campaign is to recognize we’re in this together, we respect what Californians are dealing with it. We’re going to work with it, we’ll come through it on the other end,” said Daley

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