Maintaining sustainability discourses in the face of evidence to the contrary is a topic of considerable interest in sociology. We approach this topic with a focus on the beef industry in Alberta, Canada. By studying the discourses of cow and calf producers this article addresses the following questions: (1) What are the discourses that producers draw on to support their self-perceptions as stewards of the land, (2) how are these discourses used by producers to negotiate and reconcile their involvement in a system that contributes to environmental degradation, and (3) what are key elements to interpreting these discourses of sustainability? Methods include semistructured interviews with attention to the potential of genomics for enhanced cattle breeding to ameliorate harmful methane emissions. Our findings indicate that producers draw on narratives of balance between economic and environmental concerns, focus on epistemic nearness, and fragment their understanding of the beef industry to maintain discourses of sustainability. These findings offer insights into the impacts that embodied, material forms of knowledge have on farmers' perceptions of the land, and demonstrate that these narratives and ways of knowing predicate farmers' understandings of sustainable development.
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