Retailers and food service encouraged to follow McDonald's lead.   OTTAWA -- The Canadian Roundtable for Sustainable Beef (CRSB) has made it easier for consumers to find beef from Canadian cattle raised under a verified sustainable system. CRSB has released its Certification Marks and Communications, Claims and Labelling Guide, which consumers can use to buy from retailers that are sourcing at least 30 per cent of their beef from Canadian farms and ranches certified as meeting its sustainability standards. “Our research indicates that consumers want more information about how their beef is produced,” stated Cherie Copithorne-Barnes, chairwoman of the CRSB and an Alberta rancher. The Guide “provides retail and food service companies with a credible and transparent assurance tool to communicate with consumers about their commitment to sustainable sourcing, and a purchasing choice for consumers seeking assurances of responsible practices.” The CRSB's standards were first released last December to recognize sustainable practices across all five areas--natural resources, animal health and welfare, people and community, food, and efficiency and innovation. Claims and logos were developed through collaborative stakeholder consultation and consumer research, and aim to support communication about beef sustainability in Canada, CRSB said. Beef producers and processors can seek certification under the Guide to their respective standard. The aim of the sustainability program “is to drive continuous improvement in the Canadian beef industry,” it said. It sets out “responsible practices, and assists users to identify areas for improvement.” Progress in the sector will be tracked. While participation is voluntary, it “is a great way for producers and processors to demonstrate their commitment to the sustainability of their operation,” CRSB said. Participation in the program also points out areas of potential improvement for producers in their operations. CRSB is part of the ISEAL Alliance, a global association of sustainability standards, and is committed to its Credibility Principles. CRSB followed ISEAL's Codes of Good Practice closely to develop its standards and Guide. McDonald's Canada has already started using the system. CRSB was established in 2014 as a collaborative, multi-stakeholder initiative focused on advancing environmental, social and economic sustainability in the Canadian beef industry. David Haywood-Farmer, president of the Canadian Cattlemen's Association, said his organization “is a strong proponent of collaboration. Canadian beef producers now have a direct communication line with Canadian consumers about the social, economic and environmental commitment that takes place on a beef farm or ranch every day. We are proud to produce high quality, safe beef in a sustainable manner for Canadians to enjoy.” John Betts, President and CEO of McDonald's Canada, said the company is proud to be the first to use the CRSB system “signalling our commitment to beef sustainability, and we applaud the CRSB for its leadership in working with companies like ours to develop a robust, credible program that will build trust in Canadian beef for years to come.” Jennifer Lambert, Senior Manager, Sustainability, for Loblaw Companies Ltd. said, the grocery chain “was very involved in the development of the CRSB program from the beginning. Our customers are asking questions about their beef and we believe this will be an effective tool to communicate with Canadian consumers.” Alex Binkley is a freelance journalist and writes for domestic and international publications about agriculture, food and transportation issues. He's also the author of two science fiction novels with more in the works.