Proactively Addressing Social License in Agriculture

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: jacksonf@cattle.ca

Canadian Roundtable for Sustainable Beef