Proactively Addressing Social License in Agriculture Fawn Jackson Canadian Roundtable for Sustainable Beef
Proactively Addressing Social License in Agriculture
Fawn Jackson
Canadian Roundtable for Sustainable Beef
Social License
Social License is the privilege of operating with minimal formalized restrictions
“A lack of transparency results in distrust and a deep sense of insecurity. “
Why is it important to proactively address social license?
• Regulations• Consumer trust• Consumer purchasing• Risk Mitigation• Conscious Capitalism
Science versus Emotion
There is a good story to sell. Both factually and emotionally.
Using the same technologies today as the1950’s would use 45 million acres more land to produce the same amount of beef
20
Research in Agriculture
ranked 2nd in WORLD
Getting Organized
December, 2013
Canadian Roundtable for Sustainable Beef
About Us
Canadian Roundtable for Sustainable Beef
• National, multi-stakeholder initiative developed to advance existing and new sustainability efforts within the industry
Members
Canadian Roundtable for Sustainable Beef
Define ‘Sustainable Beef’
Sustainable beef is a socially responsible, environmentally sound and economically viable product that prioritizes Planet, People, Animals and Progress
Canadian Roundtable for Sustainable Beef
3 Pillars of Focus
CRSB focus today
1) Sustainability Benchmarking
2) Indicators and Verification
3) Sustainability Projects
National Beef Sustainability Assessment
• Coming soon! • Exciting Results• Usable information
Canadian Roundtable for Sustainable Beef
• Uptake of Beef Code of Practice• GHG footprint• Cost of production and margins• Wildlife habitat capacity• Conservation of grasslands• Water usage• Labour regulation
Indicator Development• Based on science and expert opinion• Developed through a multi-stakeholder process• Based on consensus• Outcome-based• Based on GRSB Principles & Criteria
WATCH FOR PUBLIC CONSULTATION - JANUARY 2016
Canadian Roundtable for Sustainable Beef
Five key areas of Indicators• Natural Resources;• People and the Community;• Animal Health and Welfare;
– EG. Operation can demonstrate the responsible use and disposal of animal health products according to label or veterinary prescription.
• Food; and• Efficiency and Innovation.
Verification• Committee will be developing guidelines for
verification and chain of custody• Will build on the lessons learned from the
McDonald’s Pilot Project• Will use and encourage use of existing
programs wherever possible
Canadian Roundtable for Sustainable Beef
Sustainability Projects
• After the Sustainability Assessment, Indicators and Verification work are complete, we will pursue projects that support continuous improvement of the beef industry
Raising the Bar with Industry Liaison
Raising the Bar with Industry, and
Consumer Communications
Purpose of McDonald’s Pilot Project
– indicators to apply the accepted Global Roundtable for Sustainable Beef’s principles and criteria to Canadian-specific production
– mechanism for verification– process for chain of custody – Test and pass along to the CRSB
Canadian Roundtable for Sustainable Beef
Indicator Example• GRSB Principle & Criteria – Natural Resources– The global beef value chain manages natural
resources responsibly and enhances ecosystem health. • Operation protects grasslands, tame pastures and native ecosystems including high
conservation value areas (e.g. endangered species habitat). (Appendix 1, #5-6) • Barriers to Entry – Failure to protect native grasslands, other native ecosystems and high
conservation value areas from abuse and/or conversion. No awareness or plan for improvement.
• Significance – Cow-calf/Extensive
Score
1 - Entry 2 3 - Achievement 4 5 - Excellence
Awareness and commitment to protect grasslands, tame pastures, native ecosystems and high conservation value areas.
Demonstrated performance toward goals through interview and/or observation in protecting and enhancing grasslands, tame pastures, native ecosystems and high conservation value areas. Appropriate programming may include: Farm Plans (EFP) in place and components related to grasslands, tame pastures and native ecosystems protection are being implemented Relevant CFRM, GF2 BMPs or BMPs COP, RHA extension materials incorporated into a grazing management plan
Processes are in place to measure, monitor, verify and report outcomes toward goals related to grasslands, tame pastures, native ecosystems • Critical procedures and processes that are only known to one individual are documented to ensure outcomes can be achieved in their absence. • Continuous improvement is evident.
How to prepare to help tell our story?
• Do you have an Environmental Farm Plan?• Do you have VBP or equivalent record
keeping? • Have you read the Beef Code of Practice?
Thank you
Contact Information for the CRSB:Fawn Jackson
Email: [email protected]
Canadian Roundtable for Sustainable Beef