Navigating the Future of Meat: The Role of Sustainability in Driving Business Success

Together with the broader AgSpire team, we have recently attended several of the leading agriculture conferences – including NCBA’s Cattle Con, the International Production & Processing Expo, Commodity Classic, the Annual Meat Conference, and the Animal AgTech Innovation Summit. These conferences convened a diverse group of stakeholders from across the globe—retailers, brands, processors, and producers alike—to delve into the most pressing issues for agriculture and to strategize for the future.

While the sustainability conversation is more established in row crop agriculture, it took center stage among livestock stakeholders. Amid the discussions and presentations, a compelling narrative emerged, one that underscores a pivotal moment for the meat sector. The industry stands at the cusp of a transformative opportunity, where the integration of sustainability practices into business models is a strategic business imperative.

This “sustainability flywheel” concept—where investments in sustainability drive meat product sales, which in turn, fuel further sustainability investments—has become a tangible pathway to resilience and growth in difficult economic times.

Here’s a deeper look into the dynamics shaping this opportunity:

> A Synergistic Relationship Between Sustainability and Business Goals

The dialogue around sustainability in the meat industry has often been framed as a cost rather than an investment. However, the narrative is shifting. Sustainability initiatives are increasingly being recognized for their potential to support and amplify business objectives. This shift is pivotal, as it not only validates the investment in sustainability but also promotes a culture of continuous improvement and adaptation.

> Consumer Behavior: The ‘And’ Factor

Today’s consumers, especially the rising Gen Z demographic, exhibit purchasing behaviors that challenge traditional market norms. They seek products that deliver on multiple fronts—quality AND affordability, quantity AND sustainability, etc. This evolving consumer expectation highlights the necessity for meat producers to adopt practices that resonate with the ‘and’ factor, leveraging sustainability as a competitive edge to meet the multifaceted demands of the market. This is a unique opportunity for sustainability to increase its role as a value-add driver of sales.

> The Sustainability Flywheel Effect

At the heart of the conference insights was this concept of the sustainability flywheel effect. This notion encapsulates how sustainability investments can protect producers from economic volatility by maintaining strong consumer demand for their products despite inflation and other macro-challenges. As these investments become ingrained in business operations, they catalyze a virtuous cycle of (sales) growth, innovation, and sustainability.

> Digital Trends and Sustainability Storytelling

The integration of digital technologies in the shopping experience, particularly among younger consumers, offers a unique platform for sustainability storytelling. The rise in digital ordering and the preference for case-ready products among younger demographics present an opportunity to weave sustainability narratives into the consumer journey, enhancing brand loyalty and driving sales. Younger generations are making fewer, but more intentional trips to the store – sustainability storytelling provided via in-store displays and packaging is primed to play an anchor role in drawing customers in to stores and to the meat counter.

> Conclusion: A Call to Action for the Meat Industry

As we navigate the complexities of an ever-changing economic landscape, the importance of sustainability investments in maintaining robust meat sales cannot be overstated. The insights from these conferences serve as a clarion call for the meat industry to embrace sustainability as a strategic business lever. By fostering a culture of sustainability, the industry can unlock new avenues for growth, resilience, and success in the years to come.

The pathway forward for the meat industry is clear: embracing sustainability is no longer optional but essential. As industry leaders, we are tasked with the responsibility to champion these practices, ensuring that the meat sector remains vibrant, resilient, and aligned with the evolving expectations of our consumers and our planet.

 

About the Author

Drew Slattery  |  Senior Sustainability Project Manager

Drew Slattery, with his extensive experience in the regenerative agriculture and corporate sustainability realm, is committed to enhancing the impact on natural resources and the climate across global supply chains.

Throughout his career, Drew has partnered with leading agricultural and food brands to evolve their supply chains for greater sustainability and reduced carbon footprints. This has given him a broad range of expertise – from remote sensing, to ag media, producer  engagement, behavior change programming, and corporate sustainability – and experience working with the beef, dairy, row crop, and specialty crop sectors.

Enhancing Biodiversity: The Critical Role of Grazing 

Biodiversity is more than a buzzword. It is a critical component of shaping the future of healthy and productive working lands. At AgSpire, we believe that understanding and harnessing biodiversity is not merely about compliance; it’s about adopting a transformative approach that elevates the land’s productivity and resilience for future generations.  

In the realm of ranching, biodiversity encompasses a range of plant species, soil organisms, insects, and wildlife, each playing a vital role in nutrient cycling, soil health, and forage quality. This rich diversity is an ally in building robust grazing systems, capable of withstanding environmental stresses. More importantly, it directly contributes to improved herd health and overall productivity.  

As our team develops programs related to grazing management and advises ranchers, here are four ways we can contribute to enhanced biodiversity – and deliver positive impact for ranchers: 

> The Synergy of Grazing and Plant Growth 

For grazing management to truly be effective, it must be underpinned by a deep understanding of the plant growth patterns for all the species present in the field. By aligning grazing intensity and timing with these plant growth patterns, ranchers can see a more a more consistent supply of forage while also promoting the long-term health of plant communities.  

When visiting a ranch, our technical advisors help analyze current plant community types to understand their growth cycles and timing, and using this knowledge to make informed grazing decisions. 

AgSpire advisor works with a rancher to analyze his pasture and plan for improvements.

> Rest, Rotation, and Resilience 

While rest and rotation are commonly associated with forage management, they are equally crucial for nurturing biodiversity. Properly timed rest periods allow for the establishment of new plant communities, vital for maintaining a diverse ecosystem. Appropriate rest can be challenging, especially during extreme weather conditions, but the long-term resilience and health of biodiverse grazing acres are invaluable assets during tough times. 

> Rangeland Succession: A Strategic Approach 

Rangeland succession – or the replacement of unhealthy plant communities by another – is just like managing a herd’s genetics; it requires a hands-on, strategic approach with long term vision. This process can significantly impact your land and herd – for better or worse – and therefore, must be guided intentionally. Practices like diverse seeding, controlled burns, and managed grazing are key to fostering a variety of plant species that support a healthier ecosystem. 

> Legumes: A Natural Boost to Your Grazing Lands 

Incorporating legumes pasturelands is a game-changer. These nitrogen-fixing plants enhance soil fertility, reduce fertilizer needs, and provide high-quality forage for livestock. By incorporating legumes, a rancher is not only improving soil health but also boosting the protein intake for their cattle.

About the Author

DREW SLATTERY
Senior Sustainability Project Manager

Drew Slattery, with his extensive experience in the regenerative agriculture and corporate sustainability realm, is committed to enhancing the impact on natural resources and the climate across global supply chains.

Throughout his career, Drew has partnered with leading agricultural and food brands to evolve their supply chains for greater sustainability and reduced carbon footprints. This has given him a broad range of expertise – from remote sensing, to ag media, producer  engagement, behavior change programming, and corporate sustainability – and experience working with the beef, dairy, row crop, and specialty crop sectors.

First Practices Implemented Under Partnership Programs

After the announcement of the “Grass is Greener” and “Covering America” projects last year, we’ve entered an exciting new phase of this work: implementation. Following a successful first enrollment season, the AgSpire technical assistance team is now working with farmers and ranchers enrolled in our programs to select and implement new practices like cover cropping, reduced and no-tillage, perennial seedings, holistic grazing, and nutrient management – among others. Our team works with each enrolled producer to help identify the best options and practices for his or her operation and goals. This month, we’ve seen the first cover crops planted, grazing plans implemented, and soil samples pulled.

During the winter season, cover crops are a primary focus. Cover crops are plants grown to produce living “cover” on fallow ground between subsequent cash crops. This living cover provides so many benefits: erosion is reduced, soil health indicators are increased, water availability and infiltration are enhanced, weeds are suppressed, pest and disease cycles are broken, and biodiversity is increased.

Despite these manifold benefits, matching the right cover with the right field at the correct time can seem complicated and overwhelming when first starting to use cover crops in a rotation. Timing, winter moisture, soil type, equipment needs, and need for forage can all factor into if, when, and how to use cover crops. We strive to help farmers overcome these challenges, focusing on the core goals they are attempting to achieve through the practice, while experimenting, learning, and adapting to what works the best for their farm. 

A Deep Dive into Cover Crop Benefits 

Typical fallow periods in the upper Midwest and Great Plains – where our grant programs are currently focused – tend to range from October to late May. Close to six months of the year with nothing growing!  During fallow months, soil erosion and movement is so evident and common place that there is a colloquial term for it: “Snirt,” the combination of snow and dirt. In most cases topsoil from nearby fields is blown into ditches where it mixes with snow, leaving a pile of soil in the ditch in the spring once the snow melts. The topsoil that is left in the ditch is the highest fertility, most productive soils. Some estimates indicate that the loss of major nutrients in one inch of topsoil costs farmers roughly $688.40 per acre (NDSU Extensions, Crop and Pest Report).

Cover crops play a major role in combating this erosion, helping ensure that the healthiest soils are held in place and available for spring planting. The vibrant, green, living vegetation growing in a winter field means the soil is covered and protected from the impacts of wind and water, holding the topsoil in place. 

While this above-ground benefit is easy to see, much of the benefit that a cover crop offers is found beneath the ground, not immediately visible to us: 

> Water Retention: Living vegetation and expansive root systems increase water infiltration and absorption by creating pores and channels within the soil profile, granting water the opportunity to soak in, like a sponge, and reduce runoff over the soil surface, directly into drainage ditches and waterways. When water is absorbed, it is conserved, and utilized by plants and other terrestrial organisms.

> Biodiversity: Typical ecosystems of the upper Midwest evolved with around 10-30 species of grasses, broadleaves, and woody species of vegetation covering the landscape. Countless species of insects, and various forms of wildlife co-evolved to develop natural ecosystems that were highly diverse and intricate. By grazing the high nutrient, protein packed forage provided during usually lean winter months enables producers to mimic mother nature and harness the positive effects of a healthy soil and ecosystem.

> Carbon Capture: Plants use sunlight and carbon dioxide to make carbon-based molecules through photosynthesis. Much of the exudates produced by plants are utilized by microorganisms within the soil. Over time, a buildup of carbon-based, humic materials increases and are gradually built into soil organic matter. These natural systems make agricultural soils a vast “sink” for carbon sequestration and contribute positively to Greenhouse Gas (GHG) emissions and climate change mitigation. 

About the Author

DEREK VER HELST
Senior Conservation Agronomist

Derek has over 15 years of experience working with landowners and corporations to design, manage, and validate research trials, maximizing short- and long-term crop outputs. With a continued passion for conservation and the natural ecosystem, he is focused on the natural symbiosis organisms have with one another in the environment. Always eager to learn, he is continuously expanding his knowledge of soil health, chemistry, and pest disease management.

Derek holds a bachelor’s degree in Biology from South Dakota State University and a master’s degree in Agronomy from Iowa State University. He is also a Certified Crop Advisor and Technical Service Provider through NRCS.

Facilitating Landscape Change

As a trusted advisor to the ranchers we work with, my goal is to understand the ranching operation, its business goals, and the environment where it exists. With that baseline understanding, I help the ranchers find the best path to reach their goals and improve their long-term sustainability and resilience.

This spring, that work took me to a small community in the Northwest US, where I worked with several ranchers in the same geographic area. Ranging in size and approach, I worked with them to meet their goals: enhance biodiversity, improve weather resilience, conserve grazing land, and simplify operations to improve management.

Despite operations that looked and functioned very differently, each rancher was affected by a common concern around the availability of irrigation water. In this project cohort, each rancher was located within a few miles of each other, where they shared one reservoir for irrigation. The irrigation practices they used at the time were water-intensive flood tactics, contributing to the depletion of the reservoir each summer. This limited forage output – affecting the viability of their ranching operations. By coming together as a group, the ranchers were able to learn about water conservation opportunities from one another, including potential ways to upgrade their irrigation equipment.

While individual efforts make a difference, the collective impact of working in a clustered geographic area revealed the power to bring about landscape-level changes. This collaborative approach enables producers, organizations, communities, and/or governments to pool their efforts and tackle complex challenges. The cumulative effect of these endeavors leads to significant impact, especially for shared resources like water.

About the Author

MATTHEW DELBAR
Grazing and Rangeland Advisor

Matthew brings vast experience managing and restoring rangeland ecosystems and an excitement to expand his knowledge of restoration and sustainability on working landscapes. Prior to joining AgSpire, he was a rangeland management specialist at USDA-NRCS Field Office in California.

Matthew holds a bachelor’s degree in Rangeland conservation and agricultural economics from the University of Idaho. He also holds NEPA and Wildland Restoration certifications and is a certified Technical Service Provider (TSP) through NRCS in 10 states and across 6 practices.

He maintains strong ties to his family’s ranch operations in California where they raise cattle, sheep, hay, and timber.

Supporting Pollinators with Regenerative Agriculture

As crops are planted and start to emerge across the country, the critical role of pollinators are ever more evident. These beneficial insects play a critical role in our global ecosystems – and especially in our agriculture and food systems.

Regenerative practices like cover crops, diverse seedings in pastures, and insectary strips are ways that farmers and ranchers can help support pollinators, providing food and habitat for them to thrive.

AgSpire’s Dale Strickler works with farmers and ranchers around the country to find the best management practices to build resilience, conserve natural resources, and improve sustainability. In this Mini Podcast episode, Dale shares more about supporting pollinators – and some of the other benefits that these management practices offer to our agricultural lands.

YouTube >>> How Regenerative Agriculture Supports Pollinators with Dale Strickler

Designing for Drought Resilience

by Dale Strickler 

Less than 100 years ago, the Dust Bowl wreaked havoc on our nation’s farms and ranches, with drastic and lasting impacts across the land. While this prolonged time of drought underscored just how important water is – we also learned about the critical role that agriculture management plays in capturing and using rainfall when it does come for improved climate resilience.

Capturing Rainfall  

Research by Oklahoma State University Cooperative Extension Service found that, on average, only 18% of rainfall is being captured by crops and used to grow food. A staggering 59% evaporates, while 23% falls prey to run off. The year that study was conducted, Oklahoma farmers produced an average of 33 bushels of wheat on only 6.2 inches of soil moisture, after factoring in what was lost to run off and evaporation. 

These figures help us understand that practices that improve water infiltration would allow farmers and ranchers to capture and use five times as much naturally falling moisture.

Of course, better utilizing rainfall would have an incredible impact on yields – but there are also important co-benefits for our environment and society.

Improved water infiltration lessens the dependence on additional irrigation, preserving fresh water sources for needed drinking water. At the same time, we see decreased run-off and erosion, keeping rivers, lakes, and other bodies of water cleaner.

As we collectively asses water risks and their role in resilience, geographically-specific interventions to improve water infiltration are critical.

A Case Study 

For inspiration on designing for drought resilience, let’s look at one of the driest and hottest places: Al Baydha, Saudi Arabia. There, the average rainfall is just 2.5”, while temperatures can climb to 120°F in the summer.

In 2011, a project was launched to design terraces, turning the bare rock and dirt into a thriving pasture for grazing. Capitalizing on every drop of rain, the landscape was transformed in just a few short years. 

 Lessons Learned 

While terraces aren’t the solution for every farm or ranch facing drought conditions, this project inspires us as to what is possible. There are hundreds of other techniques that farmers and ranchers can deploy to capture the full benefit of their natural rainfall. Some of these techniques include:

  • Eliminate Soil Tillage: Tillage exposes the soil to the pounding effects of rainfall, which leads to compaction layers at the soil surface that impedes the further downward movement of water.
  • Leverage Crop Residue: Another major step is to leave as much residue on the soil surface as possible, to cushion the impact of falling raindrops and reduce erosion. 
  • Utilize Cover Crops: A third major action to benefit infiltration is the replacement of fallow periods with cover crops. While cover crops use more moisture during their active growth than a soil that is being fallowed, the difference is not as great as many might expect.

Especially when used together, these practices help compound rates of water infiltration over time. For example, even after termination of the cover crop, the much higher rate of infiltration from the cover crop residue will make each successive rainfall event more efficient, if the mulch is left intact and not tilled under. After they decay, cover crop roots can leave large macropores in the soil that act as easy entry points for rainwater to enter the profile.  

These solutions, along with many more in a regenerative toolbelt, help farmers and ranchers maximize the benefit of natural rainfall – which lessens the environmental impacts on aquifers, rivers, lakes, and local drinking water.

Next Steps and Learn More

To learn more about the right water-wise management solutions to reach your business and land goals, Contact Us.

For Companies: Water stewardship throughout the value chain is a key part of climate resilience and action. The practices outlined in this article provide a plethora of benefits – from improved water infiltration as mentioned, to carbon sequestration and soil health, to enhanced biodiversity. Our team helps drive results toward these commitments, finding the right solutions to meet your goals.

For Farmers: Capturing and using rainfall to its maximum benefit has lasting benefit, economically and agronomically. Our landowner advisors help assess your land and goals, creating a customized plan to optimize water availability for crops and lessen downstream water impacts.

Additional Resources:

  • https://www.ers.usda.gov/amber-waves/2017/june/farmers-employ-strategies-to-reduce-risk-of-drought-damages/
  • https://www.climatehubs.usda.gov/hubs/midwest/topic/sare-resource-cultivating-climate-resilience-farms-and-ranches

About the Author

DALE STRICKLER

Landowner Advisor

With more than 30 years of experience in agronomy, pasture management, and soil and crop advising, Dale brings an incredible depth and breadth of knowledge to AgSpire’s work.

With a keen curiosity to find innovative solutions, combined with a thorough understanding of the realities of modern production agriculture, Dale is especially adept in developing highly effective management systems in challenging climates and soil types

He has also authored three books, including The Drought Resilient Farm, Managing Pasture, and The Complete Guide to Restoring Your Soil, which was named a top ten farming book for 2021 by Modern Farmer.

Agriculture’s Environmental Solutions

by Jared Knock

News headlines tell us of rising food costs and shortages, rising global temperatures, changing weather patterns, biodiversity loss, depleted soil, and clean water shortages. 

But today, on National Ag Day, we want to share a different headline: 

Agriculture is part of the solution. 

Everyday, farmers and ranchers around the world work in the soil – hands-on with our most precious resources and the building blocks of life. Because of this shear proximity to nature, farmers and ranchers have a dynamic relationship and important impact on natural systems.  

Unlike the finite stocks of copper, lithium, or cobalt, the stocks of agriculture can replenish and grow over time. With careful management, farmers and ranchers can add practices that promote stronger ecosystem health – while also building their own business resilience. This means that those hands working in the soil have the potential to regenerate our natural resources; clean our water and air; and provide abundant, nutritious, and diverse foods for a growing population. 

Earlier this month, the AgSpire team talked with farmers from around the country at the largest farmer-led trade show in the country. Time and time again, we heard from those farmers about wanting to find nature-based solutions to care for their land and optimize its potential – not just in the near term, but for generations to come. 

Through techniques like interseeding, cover cropping, reduced and no tillage, and holistic grazing, we see farm- and ranch-level benefits like:  

  • Improved soil health and fertility, which lessens our need for synthetic, emissions-intensive fertilizers 
  • Better water retention and filtration, which leads to drought resilience in arid environments and better down-stream water quality in wetter environments 
  • Enhanced biodiversity from the soil to the sky, supporting pollinators, wildlife, and complex ecosystems 

We know that there is immense potential in our industry – and we are working across the agriculture value chain to unlock that potential and highlight the solutions that are inherent within agriculture. 

We often think that these solutions all start with a seed. But, in reality, it all starts with the farmer or rancher. On National Ag Day, we celebrate these farmers and ranchers – and will continue our work to ensure they are part of the solution. 

Learn more about our work across the ag value chain to advance agriculture’s environmental solutions.

About the Author

JARED KNOCK

VP, Business Development

Jared has 25 years of experience on the land as a part-owner of a diversified livestock and crop farm in Eastern South Dakota, raising cattle, sheep, hogs, corn, soybeans, wheat, oats, alfalfa, rye, and cover crops. Through the lessons learned on his own land, Jared is passionate about equipping fellow farmers and ranchers to enable greater resilience and functionality through positive land management and grazing practices.

Jared’s expertise has been further honed through his background in livestock genetics, seed sales, business development, and as co-host of the Roots + Ruminants Podcast. Jared has a degree in Animal Science from South Dakota State University and China Agricultural University in Beijing.

 

AgSpire Celebrates Two Years

Born out of a passion for rural communities and positive land use practices, AgSpire has grown our staff, our services and offerings, our client portfolio, and our impact. The original staff members look back and share their reflections on the start of the company and the accomplishments of the last two years.

January 31, 2023 – This month, we celebrated the two-year work anniversary of our first employees: Vivian Georgalas and Jared Knock. And, therefore, the two-year anniversary of AgSpire itself. 

Two years ago, Vivian and Jared joined a mission. The unnamed venture was born out of a passion for rural people and a vision for implementing positive land use practices on farms and ranches around the country.  

With experience in native and regenerative seed sales – and having implemented sustainable practices on his own farm – Jared recognized the opportunity to work within agriculture supply chains, giving farmers and ranchers the right tools and management strategies for their land. 

Vivian came to AgSpire with experience in startups and economic development, previously working for two indoor farming companies. She has been integral in driving AgSpire’s mission forward and overseeing the company’s growth. 

Click to listen to a podcast with Jared discussing the start of AgSpire >>>Roots + Ruminants on Spotify

“Since the start, AgSpire has been a connector. With our knowledge of the sustainability space and deep roots in the agriculture community, we have been able to connect those who want to make changes on the land with those who can make the change,” Vivian shared. 

“Our goal is to simplify a complex landscape,” Jared added. “We help our clients understand sustainability from the agricultural perspective, providing strategy and project execution to meet science-based targets and pledges. At the same time, we take a hands-on approach with farmers and ranchers to implement those strategies. Our team advises them on the best practices that will work for their operation, as well as available public and private incentives.”

Click to see a case study of AgSpire’s work with Walmart >>> Partnership for Sustainable Beef

With driven staff and a strategy for our work in place, one thing remained to formalize the start of this company: a name. 

Vivian, who originally hails from Norway, suggested a word from her native language:  spire, which translates to ‘to sprout.’ This idea encapsulated the sprouting company, looking to inspire a path forward that makes agriculture a part of the solution for planetary health and societal benefit. With that, AgSpire was born. 

“It’s been amazing to see the company grow over the last two years. As we’ve expanded our client portfolio, we’ve been able to help those partners achieve real results toward their sustainability goals, while also delivering value for the producers we work with,” Jared reflected. 

“Not to mention, we’ve seen growth within our company too. From just us two in the beginning, we are proud to now be part of a larger team that shares our excitement for this work,” Vivian added. 

Click here to meet our team

Happy Two Years to Jared, Vivian, and AgSpire!