Industry Perspective on Traceability - A Panel Discussion - Moderator: Mr. Glenn Fischer. Panelists Mr. Chuck Adami, President & CEO, Equity Cooperative Livestock Association; Mr. Jim Lovell, Cattle Procurement, Bartlett Cattle Company; Ms. Maureen Phelon, Manager, Dairy ID Programs, Holstein Association, USA; Dr. Myriah Johnson, Agricultural Economics Consultant, Noble Research Institute, from the 2018 NIAA Annual Conference, Livestock Traceability: Opportunities for Animal Agriculture, plus the Traceability and the Real World Interactive Workshop, April 10 - 12, Denver, CO, USA. More presentations at https://www.youtube.com/channel/UCeUDeS810OcOfuEYwj1oHKQ

1. Integrity Beef
Sustainability Pilot Project and
Unintended Traceability
Myriah D. Johnson, Ph.D.
NIAA Annual Conference
April 12, 2018

2. COLLABORATION

3. PILOT PROJECT GOALS
To improve the
sustainability of the
entire beef production
value chain
Act as a
model for the
U.S. beef
industry
Align with the
vision, indicators
and metrics of
the USRSB
Integrate all
phases of the
beef supply chain

4. 1. Cattle will be sourced by Noble
Research Institute through Integrity Beef.
2. Data collection and management
will be handled by Noble Research
Institute.
3. BMG will purchase cattle from
Integrity Beef and manage them through in
the Progressive Beef System.
4. Tyson Foods will purchase cattle
from BMG when finished and provide
trimmings to Golden State Foods.
5. GSF will incorporate project beef
into hamburger patties for
McDonald’s to purchase.

5. • USRB Indicators* and Metrics
• Benchmark and track progress towards metrics
• Evaluate performance of current indicators and metrics
• Research future indicators and metrics
• Document and share information from each phase to
increase efficiency
• Producers receive feedlot and carcass performance data
PILOT PROJECT OBJECTIVES
*USRB Indicators
– Animal Health and Welfare – Land Resources
– Efficiency and Yield – Air and Greenhouse Gasses
– Water Resources – Worker Safety and Well-Being

6. • USRB Indicators* and Metrics
• Benchmark and track progress towards metrics
• Evaluate performance of current indicators and metrics
• Research future indicators and metrics
• Document and share information from each phase to
increase efficiency
• Producers receive feedlot and carcass performance data
PILOT PROJECT OBJECTIVES
*USRB Indicators
– Animal Health and Welfare – Land Resources
– Efficiency and Yield – Air and Greenhouse Gasses
– Water Resources – Worker Safety and Well-Being

7. Traceability Benefits
• Benefits to Cow-Calf Producers
• Producers receive feedlot and carcass performance data
• Improve management decisions
• Animal & genetic selection
• Animal efficiency
• Health
• Efficacy of vaccines

8. Traceability Benefits
• Benefits to Cow-Calf Producers
• Move from paying for pounds to paying for carcass
• Potential to solve bigger issues, i.e. BRD
• Reward producers for voluntarily implementing
traceability

9. Traceability Benefits
• Benefits to the Beef Industry
• Increased access to export markets
• Antibiotic stewardship
• Increased quality of product
• Increased efficiency
• Communication (direct vs. implied)
• Speed of improvement
• Feed and water consumption
• Health

10. Traceability is a tool for
increased business
performance

11. Myriah D. Johnson, Ph.D.
Economics Program Lead & Agricultural Economics Consultant
mdjohnson@noble.org
580-224-6432
www.noble.org