Announced at the Canadian Cattlemen’s Association (CCA) annual general meeting, the Canadian Roundtable for Sustainable Beef (CRSB) won the 2019 Beef Industry Innovation & Sustainability Award (BIISA). The award was presented to the organization Wednesday night at Ottawa.
“The CRSB was able to build bridges to working relationships,” says CCA vice president Bob Lowe. “For me, the relationships achieved with every new stakeholder, such as restaurants and conservation groups, is as good as it gets In my mind, when we have large-scale retailers and well-respected organizations like the World Wildlife Fund U.S. promoting Canadian beef as sustainable, there is no better way to build credibility and trust with consumers.”
The award is given to those who recognize innovations that contribute to the competitiveness and sustainability of the Canadian beef industry. According to the news release, CRSB was nominated for its involvement in establishing transformational change in the Canadian beef industry through fostering collaboration between producers and a diverse and traditionally divisive stakeholder base to achieve common goals in support of sustainable beef production.
Lowe has been involved with the CRSB from the get-go, and says the work the organization has done really “legitimized” sustainable beef production in the public eye and underpinned producers’ social license to operate.
CRSB chair, Anne Wasko, and Tim Harman, beef director with World Wildlife Fund U.S., accepted the award on behalf of CRSB’s founding council and membership.