Lessons in sustainability from Uruguay

Beef Sustainability Manager Jacob Betros visiting a farm at Punta del Este, Uruguay.  

Australia is recognised as a global leader in sustainable beef production, but progress depends on continuous improvement. At the 2024 Global Conference on Sustainable Beef, the Australian Beef Sustainability Framework (ABSF) was one of 12 roundtables convening to discuss, learn and share research from around the world.

Held in Punta del Este, Uruguay, the theme for the biennial event was ‘Proof Positive: Reporting Global Beef Sustainability’.

Same goal, different approach

Meat & Livestock Australia Manager – Beef Sustainability, Jacob Betros, was among several Australian representatives at the conference. He said that while countries share the same sustainability goals, their approaches differ significantly due to unique circumstances.

“It’s difficult to place any international trend in performance, because every nation is at a different point in their journey; some countries are years ahead while others are just getting started, or have significant barriers,” Jacob said.

“Each country’s unique systems and environments makes it difficult to directly replicate successful strategies from elsewhere.”

Jacob found Canada’s approach to sustainable beef production particularly inspiring.

“They’re really advanced with their roundtable. It’s been around for at least 10 years, and they’ve developed a number of scientific programs and tools for the supply chain to help understand their individual sustainability journeys.”

One of Canada’s key initiatives is its industry-owned and led certification program, CRSB Certified, developed by the Canadian roundtable.

Approximately 20% of the Canadian herd is now CRSB Certified, with producers receiving financial incentives for their efforts.

Taking the ABSF to the world stage

Jacob said the conference not only offered opportunities to enhance the ABSF but also validated Australia’s sustainability efforts.

“Our carbon neutral by 2030 (CN30) initiative is world-leading. We’re definitely ahead in terms of our progress, research, investment and commitment,” Jacob said.

“One of our producers, Melinee Leather, won the inaugural Success Through Collaboration Award, which highlights the forward thinking, innovative producers and supply chain players we have in Australia.”

During the four-day conference, Jacob presented on several Australian initiatives, including the consumer-facing campaign, Australian Good Meat.

“Australian Good Meat takes a unique approach, from influencer-led social media campaigns, to involvement in the school curriculum,” Jacob said.

“Not many countries use their beef industry to directly change consumer perceptions. Most rely on retailers to do that type of work.”

Despite Australia’s strong performance, Jacob said it’s important to avoid tunnel vision, emphasising that sustainability should not come at the cost of nutritional value.

“Sustainability outcomes like emissions reductions are crucial, but they can’t undermine food security.”

Performance versus perception

MLA’s involvement in the Global Roundtable on Sustainable Beef (GRSB), which hosted the conference, is a strategic priority for the red meat industry.

“Being part of GRSB strengthens our global relationships. We export about 70–80% of our products so understanding what’s happening in international markets is essential,” Jacob said.

“GRSB is a leader in beef sustainability and markets, giving us valuable touchpoints with international customers, researchers, and industry experts.”

However, Jacob noted that while Australia’s beef industry performs well globally, its local perception doesn’t always reflect that.

“In Australia, we set such high standards for ourselves that we’re often our own worst critics,” he said.

“If we step back and compare ourselves globally, we’re doing exceptionally well. But that’s no reason to take our foot off the pedal.”