Consumers increasingly want to know how their food is produced. When it comes to beef, they want to know how animals are cared for - they want guarantees that it is safe and that it has been produced in an environmentally sustainable way. Until recently, the US beef industry has not always made the beef production process as transparent as it could be. Some branded beef programs offer transparency, but they are a small fraction of the industry. Beef industry detractors often use the lack of transparency as a weapon when targeting beef eating. However, a new partnership between Tyson Foods Inc. and the largest feedlot cooperative in the US is changing the conversation. They have joined forces to offer the beef industry's first-ever program that gives consumers key assurances about the beef they eat. The program has the potential to reshape the entire industry.
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