Beef sustainability, methane, and efficiency with Tom McDonald, US Roundtable for Sustainable Beef

Beef sustainability frequently gets framed as something imposed on the ranchers and the industry from outside—regulatory requirements, consumer pressure, climate obligations driven by environmental groups and activists, leaving the industry industry to respond or resist. But this frame misses something fundamental. My guest today, Tom McDonald, is chair of the U.S. Roundtable for Sustainable Beef and sustainability lead at Five Rivers Cattle. His reframing is powerful because it turns sustain...