Fawn Jackson says consumers are very interested in the environmental impact of the Canadian beef industry.
Jackson is the Manager of Environment and Sustainability at the Canadian Cattlemen's Association.
She says a research project now underway will help define the environmental footprint of the industry.
That study is expected to provide the most comprehensive assessment of that footprint to date.
It's being funded by the National Check-off and Canada's Beef Science Cluster.
Officials say it will help recognize areas where improvements can be made as well as acknowledging how far the industry has already come in reducing it's environmental footprint.
That study is expected to be completed in 2018.
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Fawn Jackson of the Canadian Cattlemen's Association says the intent is to deal with some of the common perceptions about the impact of beef production.
[audio mp3="http://blackburnnews.com/wp-content/uploads/2015/04/BEEF-Footprint-1.mp3"][/audio]
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Jackson is the Manager of Environment and Sustainability with the Canadian Cattlemen's Association.
[audio mp3="http://blackburnnews.com/wp-content/uploads/2015/04/BEEF-Footprint-2.mp3"][/audio]
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Doctor Tim McAllister from Agriculture and Agri-Food Canada is co-leading the team of researchers working on the project.
[audio mp3="http://blackburnnews.com/wp-content/uploads/2015/04/BEEF-Footprint-3.mp3"][/audio]
