My View From The Country

The Keys Of Trust, Traceback And Transparency

Much has been written about the doings of the World Meat Congress held in Australia this spring. (Read a recap at beef-mag.com/World_Meat_Congress/index.html.) The overwhelming theme of the meeting was the three T's needed to compete in the global market place of the future -- Trust, Traceback and Transparency.

There's no substitute for integrity. Ronald Reagan said, "trust but verify," and we're definitely seeing a host of changes to be demanded to help verify the genetics, management and source of cattle. But the unmistakable conclusion about this new marketing environment is trust will be an even bigger factor. The difference is you'll be held accountable if you violate that trust.
-- Troy Marshall

What's My View From The Country?

As a fulltime rancher, opinion contributor Troy Marshall brings a unique perspective on how consumer and political trends affect livestock production.

Contributors

Troy Marshall

Troy Marshall is a multi-generational rancher who grew up in Wheatland, WY, and obtained an Equine Science/Animal Science degree from Colorado State University where he competed on both the livestock...

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