farm to fork

A BURGER.a b u r g e r i s n t j u s t

Beefville,

ANNUAL REPORT

COMPANY PROFILE

and

all things

beef.


BeefvilleBeefville,eBe veBBB ,,v ,vBeefville,,,lvivvvfeeeB

ANNUALANNUALANNUAANNUALEPORREPORTRE OREPORTEPOEPREPORTREPOR ORR RORTTTTTTEPPOPOOO

COMPANYCOMPACOMPANY COMPANYPROFILEPROFILE

andandnddd

all things all thingsaallla l thhtll ngsingslll things h ng

beef.beef.

printed by

committed to improving your ecological hoofprint.

REBECCA SOJAThe Meat You Havent Met

Undergraduate ThesisSyracuse University

School of Architecture

advisors:Sekou Cooke

Terrance GoodeSinead MacNamara

Beefville,all things

beef.

PRODUCED BY

c o r p o r a t i o n

GREEN-WASHPUBLISHERS

printed by

committed to improving yourte ecological hoofprint.

REBECCA SOJAThe Meat You Havent Met

Undergraduate ThesisSyracuse University

School of Architecture

advisors:Sekou Cooke

Terrance GoodeSinead MacNamara

Beefville,all things

beef.

PRODUCED BY

c o r p o r a t i o n

letter from the CEO

ood is a complex part of our everyday lives because it is necessary for sustenance, but it has also become highly

commercialized and turned into commodity food stuff. Like energy or water, food is one of those things many people take for granted. And, unless you are a vegetarian or vegan, meat is a commonplace thing in your life. People dont need to worry about where their food really comes from because other ideals of convenience, affordability, or taste have been taken care of behind the scenes by industry-dominating beef producers. They have a product to sell and humans need it, so the current trends continue. Production always ends with consumption.

Technologies and innovations that arose out of industrial mass production methods and war time technologies during the twentieth century led to the present conventional food system. All of this was seen as progress, but no one could have really predicted how unsustainable these practices are. As a result, there are lessons to be learned and revisions to be made. Of course, this isnt simple. The obstacles are many from redesigning actual procedures to reshaping attitudes of the public. However, when the main objective is monetary and profits are in the billions, why should beef change for the sake of public health, the environment, or community values?

It wasnt until more recently that people have become increasingly concerned about where their food comes from. There is a food movement rising. This is comprised of multi-dimensional social movements aimed at bringing about a food system that will provide healthier diets, greater well-being and livelihood, more robust agro-ecologies, and more opportunities to forge and renew social ties. This goes beyond changing consumption choices at an individual level, and instead addresses structural injustices at a foundational level. A diverse range of issues from labor

reform to environmental stewardship, to food access, are unified through critiques of industrial food. It involves not only rigorous research and analysis, but also encouraging alternative food networks that use food as a tool for positive change in many dimensions. Efforts expose contradictions within the agro-industrial food system and that makes them a threat. There is tremendous demand for greater transparency in the food system, but currently there is so much information that remains concealed.

Agribusinesses often use the tactic of greenwashing to clean up their corporate images. Any producer of a commercial product will use strategies to market their product to entice consumers. In beef production, this also involves deception through imagery and nostalgic associations with Americana and old-time values. Reverting back to traditional means and scales of production may in fact be part of the solution towards sustainability, but that would be too easy.

Part of the problem is that despite raised awareness, consumers are more distanced from a relationship with food than ever and our appetites are bigger than ever. If there is ample cheap

meat someone has to eat it right? There is an unavoidable link between beef production and consumption; the production has shaped our excessive cultural consumption of meat, which in turn fuels more demand for production. The outcome is not a transparent food system when corporations will tell you what you want to hear, even if its not the total reality. Additionally, architects usually design the programs of consumption, while engineers are left to deal with the engrained efficiency of production. This in itself is problematic because the consumption and production are designed with interrelated motives, but completely different design approaches. Yet ironically, all of this works in a commercialized society of deception and perception.

Ultimately, a burger is so much more than just a burger. It is the outcome of a well-oiled series of processes. We understand a burger starts as a cow, but the food chain is part of a complicated, messy network that isnt easy to digest. Where can architecture designed for consumption intersect with earlier phases of production and processing to have agency in creating the transparent food system people really want?

a burger isnt just a burger

f

20142014

01

Beefville,

T H E

beefm a g a z i

n e

EVERYTHING

YO U N E E D TO K N O W

A B O U T T H E BEEF YO U E AT.

all things

beef.

HEFTY HEIFERS

may the scales be ever in your favor

GRAIN FEED DIET TIPS

THE GAINS OF GRAINS

G ET Y O U R

S H I TT O G ET H E R !h o w t o m a n a g e y o u r w a s t e

f o r m i l k p r o d u c t i o n

G R A N D O P E N I N G

FA R M L A N D W O R L D

N E WR E C O R D S

BBeefvviee vv le,lllBBeee illl

T H EH

beeffeeb fefefbbeeeeeeffm a g a z i

n eg a zmeim a g aa

n en

EVERYTHINNERYT NNVVE YTRY GG

YO U N E E D TO K N ON E E D NN OU U E DE E O WW

A B O U T T H EU T T H ETUU T T HT BEEEEEEFF U E ATTYO U T.OO UO

s all thingsalll t.eef.bbbe

HEFTY HEIFERS

may the scales beever in your favor

GRAIN FEED DIET TIPS

THE GAINS OF GRAINS

RET Y O UU RG EG ET

TI TTHS HHSS HSS H!H E RTT O G ETT G EGT O T

s t e y o u r w a st o m a a gh o a n amo w g e

no d u c tt i opo r m l k m i f o r o

GP E N II N GOR A N D OG N DA NG R O P

DL A NN DA R MF R MRFA LDR L DRW OO RW OWW R

WE WWNNNSR DD SOR E C OE CER O

Brochures, advertisements, and maps promoting the Beefville, USA Transparency Tour.

Employing a strategy of transparency through conealment, which amplifies current industry marketing strategies to cover up flaws to subversively undermine the system, a sarcastic campaign of a transparency tour for the fictional corporation Beefville, U.S.A. is devised. A tourguide map and series of brochures advertise and promote the amusing and enlightening experience. This tour has the intention of gaining consumer loyalty and support for industrial beef by implying consumers will be more willing to buy beef products if they know more about how and where they are made. Perceived obstacles preventing transparency would deceptively be removed. In other words, it would be a greenwashing campaign that sets up an experience rooted in positive messages, but still conceals the complete truth. As the architect of this experience, the objective is to take on the task of creating a better corporate image to fulfill the primary requests of the corporation. However, this will be done with sarcastic interventions that through concealment, only amplify the problems because the experience is so outrageous and ridiculous no one would ever believe it. Ultimately, this design phase would critique existing conditions and methods in which architecture and geographies, when combined with politics and culture, enable the conventional food system. Therefore, this phase is all about exposing through designed scenarios and environments.

The magazine of articles telling you EVERYTHING you need to know about the beef you eat.

This book is a compilation of the many contradictions of an industrialized beef industry that shapes our excessive cultural consumption of meat. Topics such as air quality, waste management, treatment of animals, or worker conditions are covered. Instead of presenting extensive research in a more straight-forward book layout with chapters and photographs or diagrams, the magazine already begins to critique the exploitive nature of conventional food system tactics. One may have to sift through for certain information, but thats kind of the point. At first glance, illustrations, advertisements, and bolded text appear to be positive, encouraging the reader to eat meat without worry or concern. A graphic design template sets a tone of freshness, sustainability, and old-time values, perhaps words one would associate with a bucolic farm. However, upon further inspection, the body of the text reveals the hidden distasteful realities of the big beef industry providing people with cheap meat. This subtle sarcasm subversively undermines the system while seemingly supporting its continuation, serving as a metaphor of how industrial beefs unsustainable practices for profit are paradoxically symptoms of the industrys inevitable demise. This also sets a tone of sarcastic underpinnings driving the following phases of the project.

An annual report containing the company profile, statistics, and reviews of industry progress.

This book also inserts key research points through text, diagrams, and charts, but is formatted as a publication that profiles a fictional beef producer: Beefville, U.S.A. Corporation. It represents all beef production in the United States and serves as the foundation for the following phase which is to design a transparency tour of architectural interventions. Through greenwashing, the corporation strives to gain support from wary consumers and protesters in order to continue operating at a massive scale. Like in the magazine, myths of what the beef industry wants consumers to believe are juxtaposed with the reality. The first step is to present the benefits of conventional beef and the strides that have been made towards a sustainable future. The corporation must form a convincing image of trustworthiness, responsibility, and morals. Emphasis is placed on targeting notions of Americana- the hard-working cowboy or farmer, vast stretches of land with roaming cattle and rows of corn, or the convenient fast-food joint or the distinguished steakhouse restaurant that are romanticized aspects of American life. Also included is an overview of each of the seven determined phases of the beef food chain starting with cow-calf operations and ending with the steakhouse restaurant. In this documentation, architectural elements and spatial qualities are identified to later be manipulated or tranformed as components of the transparency tour. Areas of intervention are suggested that will contribute to a revealing experience.


Beefville,

ANNUAL REPORT

COMPANY PROFILE

and

all things

beef.


BeefvilleBeefville,eBe veBBB ,,v ,vBeefville,,,lvivvvfeeeB

ANNUALANNUALANNUAANNUALEPORREPORTRE OREPORTEPOEPREPORTREPOR ORR RORTTTTTTEPPOPOOO

COMPANYCOMPACOMPANY COMPANYPROFILEPROFILE

andandnddd

all things all thingsaallla l thhtll ngsingslll things h ng

beef.beef.

want answers about the

were HAPPYto give them to you.

BEEF YOURE EATING?

www.beefvilleusa.comlearn more at:

want answers about the

were HAPPYto give them to you.

BEEF YOURE EATING?

www.beefvilleusa.comlearn more at:

the

beef Beefville,all thin gs

beef.m a g a z i n e

p u b l i c a t i o n s

02

our historytradition | progress | legacy

04

values that matterwe value what consumers value because its important

06

the right approachstriving for progress + maintaining industry integrity

10

contents

federal supportgovernment subsidies help all of us save more moolah

14

7 phases of the beef food chainfrom cattle to beef

16

topping the chartsthe proof is in the numbers

50

03

OURHISTORYtradition progress legacy

~ 10,000 B.C.E.settlementinvention of argriculturedomestication of animals

1890-193030 million people immigrate to the United States

1920sgrowth of industrial animal farming; realization that adding vitamins A and D to feed rations allows producers to keep animals inside year-round to channel energy into rapid growth

1611cattle are brought to the rst English Colony in America at Jamestown

1800start of the Industrial Revolution

1870srailroad networks allow meatpacking to move westward

1880mechanical refrigeration and insulated rooms come into use

1889meat plants use mecha-nized disassembly and conveyor procedures

early 1900sadoption of synthetic fertilizers based on petrochemicals

1906Upton Sinclairs The Jungle

Pure Food and DrugAct of 1906

rst Federal Meat Inspection Act

1922The National Livestock and Meat Board is founded as a cooperative eort by producers and packers to promote meat

1926USDA establishes standards for carcass grading

1920s-1930strucks, tractors, and equipment replace cattle, horses, plows, etc.

1930sGreat Depressiongovernment programs to assist farmers

1931USDA Animal Damage Control Program established to eradicate, suppress, and control wildlife considered to be detrimental to western livestock industry

1933rst farm bill passed(now passed by Congress every 5 years)

Agricultural Adjustment Act

1940sstart to use hybrid seeds

increase production for war eort

pesticides and herbicides adopted from wartime technology

post-war surpluses

mid 1940s-1950ssubsidized corn

advent of the commercial feedlot

post WWIIconnement methods lead to cattle mortality and disease outbreaks; develop antibiotics to add to animals water and feed

1948Universal Declaration of Human Rights

opening of the original McDonalds

antibiotic Aureomycin is discovered, improving animal health and nutrition to assist connement operations

1955second McDonalds opens as start of fast-food chain restaurant enterprise

1956Eisenhower signs the Federal -Aid Highway Act of 1956 (state of interstate highway system)

1961new slaughterhouses use chain to move cattle along disassembly line instead of gravity

1967introduction of boxed beef product by IBP

1969E. Coli outbreak linked to ground beef at McDonalds

1980semergence of the term globalization

1970srapid geographic concentration and centralization of the beef industry

1978retail market for beef impacted by the introduction of two brands: Certied Angus Beef and Coleman Natural Beef; now have over 100 brands both certied and not approved by USDA

1978United Nations Food and Agriculture Organization report states that livestock sector accounts for 18% of global greenhouse gas emissions

1988IPCC (Intergovernmental Panel on Climate Change) founded

opening of 10,000th McDonalds (today over 35,000 restaurants worldwide)

1993E. Coli outbreak

Meat Industry VS USDA lawsuit

1994rst GMO - the avor savor tomato

2002launch of McDonalds dollar menu

2003mad cow disease crashes the market

2004mapping of bovinegenome completed

2050global consumption of meat set to double



1920sgrowth of industrial animalfarming; realization thatadding vitamins A and D tofeed rations allows producersto keep animals insideyear-round to channel energyinto rapid growth

1611cattle are brought to the rst English Colony inAmerica at Jamestown

1800start of the IndustrialRevolution


1880mechanical refrigeration and insulated rooms comeinto use


early 1900sadoption of syntheticfertilizers based onpetrochemicals



rst Federal MeatInspection Act

1922The National Livestock andMeat Board is founded as acooperative eort by producers and packers topromote meat

1926USDA establishes standards for carcassgrading


1930sGreat Depressiongovernment programs toassist farmers

1931USDA Animal DamageControl Programestablished to eradicate, suppress, and controlwildlife considered to bedetrimental to westernlivestock industry

1933rst farm bill passed(now passed by Congressevery 5 years)



increase production forwar eort

pesticides and herbicidesadopted from wartime technology

post-war surpluses


advent of thecommercial feedlot

post WWIIconnement methods lead to cattle mortality and disease outbreaks; develop antibioticsto add to animals water and feed



antibiotic Aureomycin isdiscovered, improving animal health and nutritionto assist connementoperations

1955second McDonalds opens as start of fast-food chainrestaurant enterprise






1970srapid geographic concentration andcentralization of the beef industry

1978retail market for beef impacted by the introduction of two brands: Certied Angus Beef and Coleman NaturalBeef; now have over 100brands both certied and not approved by USDA

1978United Nations Food andAgriculture Organizationreport states thatlivestock sector accountsfor 18% of globalgreenhouse gasemissions

1988IPCC (Intergovernmental Panelon Climate Change) founded

opening of 10,000thMcDonalds (today over 35,000 restaurants worldwide)





2003mad cow disease crashesthe market



04

OURHISTORYtradition progress legacy



1920sgrowth of industrial animal farming; realization that adding vitamins A and D to feed rations allows producers to keep animals inside year-round to channel energy into rapid growth

1611cattle are brought to the rst English Colony in America at Jamestown

1800start of the Industrial Revolution


1880mechanical refrigeration and insulated rooms come into use


early 1900sadoption of synthetic fertilizers based on petrochemicals



rst Federal Meat Inspection Act

1922The National Livestock and Meat Board is founded as a cooperative eort by producers and packers to promote meat

1926USDA establishes standards for carcass grading


1930sGreat Depressiongovernment programs to assist farmers

1931USDA Animal Damage Control Program established to eradicate, suppress, and control wildlife considered to be detrimental to western livestock industry

1933rst farm bill passed(now passed by Congress every 5 years)



increase production for war eort

pesticides and herbicides adopted from wartime technology

post-war surpluses


advent of the commercial feedlot

post WWIIconnement methods lead to cattle mortality and disease outbreaks; develop antibiotics to add to animals water and feed



antibiotic Aureomycin is discovered, improving animal health and nutrition to assist connement operations

1955second McDonalds opens as start of fast-food chain restaurant enterprise






1970srapid geographic concentration and centralization of the beef industry

1978retail market for beef impacted by the introduction of two brands: Certied Angus Beef and Coleman Natural Beef; now have over 100 brands both certied and not approved by USDA

1978United Nations Food and Agriculture Organization report states that livestock sector accounts for 18% of global greenhouse gas emissions

1988IPCC (Intergovernmental Panel on Climate Change) founded

opening of 10,000th McDonalds (today over 35,000 restaurants worldwide)





2003mad cow disease crashes the market





1920sgrowth of industrial animalfarming; realization thatadding vitamins A and D tofeed rations allows producersto keep animals insideyear-round to channel energyinto rapid growth

1611cattle are brought to the rst English Colony inAmerica at Jamestown

1800start of the IndustrialRevolution


1880mechanical refrigeration and insulated rooms comeinto use


early 1900sadoption of syntheticfertilizers based onpetrochemicals



rst Federal MeatInspection Act

1922The National Livestock andMeat Board is founded as acooperative eort by producers and packers topromote meat

1926USDA establishes standards for carcassgrading


1930sGreat Depressiongovernment programs toassist farmers

1931USDA Animal DamageControl Programestablished to eradicate, suppress, and controlwildlife considered to bedetrimental to westernlivestock industry

1933rst farm bill passed(now passed by Congressevery 5 years)



increase production forwar eort

pesticides and herbicidesadopted from wartime technology

post-war surpluses


advent of thecommercial feedlot

post WWIIconnement methods lead to cattle mortality and disease outbreaks; develop antibioticsto add to animals water and feed



antibiotic Aureomycin isdiscovered, improving animal health and nutritionto assist connementoperations

1955second McDonalds opens as start of fast-food chainrestaurant enterprise






1970srapid geographic concentration andcentralization of the beef industry

1978retail market for beef impacted by the introduction of two brands: Certied Angus Beef and Coleman NaturalBeef; now have over 100brands both certied and not approved by USDA

1978United Nations Food andAgriculture Organizationreport states thatlivestock sector accountsfor 18% of globalgreenhouse gasemissions

1988IPCC (Intergovernmental Panelon Climate Change) founded

opening of 10,000thMcDonalds (today over 35,000 restaurants worldwide)





2003mad cow disease crashesthe market



05

VALUES

MATTERthat

we value what consumers value because its important.

ts quite rare for a corporation (or any given person or entity for that matter) to admit its faults. To many this is seen as a weakness, especially

when critical relationships are at stake. Often, corporations want others to see them as the good guys because opinions about their reputation influence future success. This reputation and is shaped by core values.

Corporate values are the operating philosophies or principles that guide a companys internal conduct as well as its relationships with customers, partners, and shareholders. Therefore, values not only summarize how a company says it will act or behave in acheiving its objectives, but also how others expect or want the company to act and behave when achieving its goals or providing a service. Different people value different things. These could be objects, ideas, or morals that have significant monetary, spiritual, physiological, or other meaning. When values are shared or understood, this creates trust, respect, and admiration.

The beef industry values a range of things. At the forefront for any company in a capitalist economy is profit. Profits indicate the ability to sell products. As a result, producers depend on factors like output, efficiency/time,

quality, and branding to surpass competitors. Current methods also value inputs like petroleum, or corn, soy, and alfalfa for feeds, or antibiotics in order to operate to accomplish these standards. The things that consumers value also need to be considered, in part because of ethics and doing what is right, but also in part to boost sales. The pre-occupied consumer values affordability, accessability, and convenience. This aligns with a lot of the industrys initiatives. Speed and optimization realized through a rational mindset lead to more cheap meat. Meat producers can also develop more products to peak the curiousity of consumers or make their lives simpler. However concerned consumers also care about issues like public health, the environment, and animal welfare, which dont always correspond with the other core values. But, because these values are moral and benefit others, they are emphasized by corporations, even if not prioitized in operations to gain a solid, reliable reputation. Consequently, consumers are lied to or given distorted information that they believe to be true, which is a major obstacle in realizing a transparent food system.

However, part of the dilemma is also that the things the beef industry do and should value are in opposition.

There are leaders in the industry who do care about providing safe food, fulfilling environmental stewardship, or supporting local communities, but there are challenges in a complex society driven by commodities and an even more complex food system that prevent beef corporations from dedicating full attention to such causes.

The same is true of the consumers. We may have certain values, but that doesnt mean we always follow them. Consumer sovereignty is the idea that in a capitalist culture, consumers should and do make their own free consumption choices based on a number of criteria. It suggests that if people vote with their forks the food system will reflect what consumers chose to eat/buy by giving them more of what they demand. However, not everyone can eat according to their values because of costs, time, knowledge, access, and disparities, so the concept of actual consumer sovereignty becomes an impossible utopian luxury. Additionally, consumer sovereignty puts pressure on the individual to make changes, rather than holding larger entities accountable. The leading beef producers are not perfect; they can impact change, but they need to follow through with their core values and own up to their mistakes.

i

06

CREATE WEALTH THROUGH PROFIT AND GROWTH

PROVIDE the HIGHEST QUALITY, HEALTHFUL BEEF PRODUCTS

ENCOURAGE INNOVATION AND TECHNOLOGY FOR SUSTAINABILITY

PRACTICE ENVIRONMENTAL STEWARDSHIP

SUPPORT AND EDUCATE LOCAL AND GLOBAL COMMUNITIES

PROMOTE ANIMAL WELFARE

TREAT WORKERS WITH RESPECT AND FOSTER OPPORTUNITIES

IMPROVE FOOD ACCESS AS A BASIC HUMAN RIGHT

w e b e l i e v e i t i s o u r c o m m i t m e n t t o . . .

Whats at[STEAK ]?

07

Resisting

antibioticthe

ResistanceBY USING MORE ANTI BIOTICS

Without antibiotics, animals are extremely susceptible to disease when enduring the crowded, stressful, dirty, unfamiliar, and unnatural conditions of confinement. These antibiotics not only impact animals, but also have the potential to mutate into super-bugs that can infiltrate human food sources that our antibiotics and immune systems will no longer be able to battle. Antibiotics are a means to continue industrial trends rather than confront the real issues with the food system that need to be addressed. --- 90% of antibiotics given to animals are excreted as urine or manure which may be used instead of chemical fertilizers on organic farms, transfering antibiotics and antibiotic-resistant bacteria to the fresh produce humans eat too. While high-temperature composting is required, testing for drugs by USDA standards is not.

Resisting

bioticantibbioticantibthe

stanceResiBY USING MORE ANTI BIOTICS

Without antibiotics, animalsare extremely susceptible todisease when enduring thecrowded, stressful, dirty,unfamiliar, and unnaturalconditions of confinement.These antibiotics not onlyimpact animals, but alsohave the potential tomutate into super-bugs thatcan infiltrate human food sources that our antibioticsand immune systems will no longer be able to battle.Antibiotics are a means tocontinue industrial trendsrather than confront thereal issues with the foodsystem that need to beaddressed. --- 90% of antibiotics given to animalsare excreted as urine ormanure which may be usedinstead of chemicalfertilizers on organic farms,transfering antibiotics andantibiotic-resistant bacteriato the fresh produce humans eat too. Whilehigh-temperaturecomposting is required,testing for drugs by USDAstandards is not.

Without antibiotics, animals are extremely susceptible to disease when enduring the crowded, stressful, dirty, unfamiliar, and unnatural conditions of confinement. These antibiotics not only impact animals, but also have the potential to mutate into super-bugs that can infiltrate human food sources that our antibiotics and immune systems will no longer be able to battle. Antibiotics are a means to continue industrial trends rather than confront the real issues with the food system that need to be addressed. --- 90% of antibiotics given to animals are excreted as urine or manure which may be used instead of chemical fertilizers on organic farms, transfering antibiotics and antibiotic-resistant bacteria to the fresh produce humans eat too. While high-temperature composting is required, testing for drugs by USDA standards is not.

THE FUTURE OF CATTLE BREEDINGTHE FUTURE OF CATTLE BREEDINGPOWERFULLY ENGINEERED FOR SUCCESS

mean lean EATING MACHINE

SUPER-STARweight gainer

TOUGH against the elementsheat, humidity, heavy rain snow...

HYBRID VIGOR

better DIGESTION

less methane

qualityBEEF

calvingeasereproductive

CAPACIT Y

better

Cows are social and intellectual creatures that form relationships and are highly in tune with their surroundings. Slaughterhouse designs by people like Temple Grandin attempt to recognize this, but often times industrialized processes overlook this fact at the expense of the animals well-being and nature itself. Instead, producers rely on breeding and biotechnology to combat fickle nature so that it can fit within a highly regulated, production process. Cows are viewed as mechanical robots that can be programmed and controlled to fulfill a pre-determined destiny. Uncertainty can not be at risk when profits are at stake.

THE FUTURE OF CATTLE BREEDINGTHE FUTURE OF CATTLE BREEDINGTHE FUTURE OF CATTLE BREEDINGTHE FUTURE OF CATTLE BREEDINGPOWERFULLY ENGINEERED FOR SUCCESS

mean leanEATINGMACHINE

SUPER-STARweight gainer

TOUGH against the elementsheat, humidity, heavy rain snow...

HYBRID VIGORHH

better DIGESTION

less methane

qualityBEEF

calvingeasereproductiveeevee

CAPACIT Y

better

Cows are social and intellectual creatures that form relationshipsand are highly in tune with their surroundings.Slaughterhouse designsby people like TempleGrandin attempt torecognize this, but oftentimes industrializedprocesses overlook thisfact at the expense of the animals well-beingand nature itself.Instead, producers relyon breeding and biotechnology tocombat fickle nature sothat it can fit within ahighly regulated,production process.Cows are viewed asmechanical robots thatcan be programmed andcontrolled to fulfill a pre-determined destiny. Uncertainty can not beat risk when profits are at stake.

Cows are social and intellectual creatures that form relationships and are highly in tune with their surroundings. Slaughterhouse designs by people like Temple Grandin attempt to recognize this, but often times industrialized processes overlook this fact at the expense of the animals well-being and nature itself. Instead, producers rely on breeding and biotechnology to combat fickle nature so that it can fit within a highly regulated, production process. Cows are viewed as mechanical robots that can be programmed and controlled to fulfill a pre-determined destiny. Uncertainty can not be at risk when profits are at stake.

one

MAKING A

DIFFERENCE1two

values really do matter.

08

past...the past is

...just meat.

now every burger is

Industrial beef producers cut costs and maximize

eciency which results in the conventional

hamburger. This could be the patties at a fast-food

chain empire like McDonalds or the ground beef at the grocery store.

Basically, if you dont know where the beef comes from, it s mystery meat - blended

from various grades of ground meat (fresh, frozen, lean, fatty), from dierent

parts of dierent cows, from dierent slaughterhouses, from dierent states and

countries. These disclosures and subsidies from the

government for grains for animal feeds or factory farm clean up keep meat cheap. How else could a prot be

made from a $1 hamburger? Small farms dont receive

this preferential treatment so they cant compete. The reality is: industrial food is convenient and aordable initially, but in the long run

it certainly is not cheap.

pastttttttttsttttttttttttsttsttsttstttttt...... .... .....the past iss

...................justujujuujuujjjujjjjjujujjujujjjjjujuujjjuujujuuuujuuuuuuujjjuujuuuujujujuujjujjuujmeatememmmmememmmmmmmmmmmmmmmeeemememememememmmmmm .

now every burger isnow every burger isburgburrr sger rge isgerurn g isnoww e rw yr rgve un ev ge iisrgn geow rggew rgno vew bo bnon w snoo evwo vero e y b gyynownow every burger isow every burger isnow every burger evevery buurger isbw e rr rg r isonow bury b r w e isveryAnatomy OfA Hamburger1 fresh fat

2 fresh lean

3 frozen lean

4 lean finely textured beef

1/2 fat, 1/2 meat trimmingsfrom whole cuts of meat

ground meat from non-productive dairy cows or old bulls culled from feedlots

trimmings from grass-fed cattle

mash of trimmings heated and disinfected to kill bacteria

Industrial beef producerscut costs and maximize

eciency which results inthe conventional

hamburger. This could bethe patties at a fast-food

chain empire likeMcDonalds or the groundbeef at the grocery store.

Basically, if you dont knowwhere the beef comes from,it s mystery meat - blended

from various grades of ground meat (fresh, frozen,lean, fatty), from dierent

parts of dierent cows, fromdierent slaughterhouses,from dierent states and

countries. These disclosuresand subsidies from the

government for grains foranimal feeds or factory farmclean up keep meat cheap.How else could a prot be

made from a $1 hamburger?Small farms dont receive

this preferential treatmentso they cant compete. Thereality is: industrial food isconvenient and aordableinitially, but in the long run

it certainly is not cheap.

Industrial beef producers cut costs and maximize efficiency which results in the conventional hamburger. This could be the patties at a fast-food chain empire like McDonalds or the ground beef at the grocery store. Basically, if you dont know where the beef comes from, its mystery meat - blended from various grades of ground meat (fresh, frozen, lean, fatty), from different parts of different cows, from different slaughterhouses, from different states and countries. These disclosures and subsidies from the government for grains for animal feeds or factory farm clean up keep meat cheap. How else could a profit be made from a $1 hamburger? Small farms dont receive this preferential treatment so they cant compete. The reality is: industrial food is convenient and affordable initially, but in the long run it certainly is not cheap.

NO TIME TO WA ST E .

With just under 100 million cattle and calves

in the U.S. alone, there is a lot of manure to deal

with. Due to the specialization of CAFOs

that only grow cattle, the ecological benets of manure are worthless, leaving producers with more manure than they know what to do with. Various methods have been adopted to store, utilize, and decompose

manure, but such eorts are still insucient as the manure piles up and has

detrimental consequences for air,

water, and soil that harms ecologies and local communities. The absence of strict

government regulation enables lackadaisical

waste management or disposal. As a result,

factory farms are not held accountable for monitor-

ing, cleaning up, and

NO TIME TOWA ST E .

With just under 100million cattle and calves

in the U.S. alone, there is alot of manure to deal

with. Due to thespecialization of CAFOs

that only grow cattle, theecological benets of manure are worthless,leaving producers withmore manure than theyknow what to do with.Various methods havebeen adopted to store,utilize, and decompose

manure, but such eortsare still insucient as themanure piles up and has

detrimentalconsequences for air,

water, and soil that harmsecologies and localcommunities. Theabsence of strict

government regulationenables lackadaisical

waste management ordisposal. As a result,

factory farms are not heldaccountable for monitor-

ing, cleaning up, and

With just under 100 million cattle and calves in the U.S. alone, there is a lot of manure to deal with. Due to the specialization of CAFOs that only grow cattle, the ecological benefits of manure are worthless, leaving producers with more manure than they know what to do with. Various methods have been adopted to store, utilize, and decompose manure, but such efforts are still insufficient as the manure piles up and has detrimental consequences for air, water, and soil that harms ecologies and local communities. The absence of strict government regulation enables lackadaisical waste management or disposal. As a result, factory farms are not held accountable for monitoring, cleaning up, and disposing of their waste. Beef stays cheap, but other costs begin to add up.

SMALL 1 CHANGEAT A TIME...three four

09

APPROACH

THE

STRIVING FOR PROGRESS AND MAINTAINING INDUSTRY INTEGRITY

a winning combination of ideologies, attitudes, & methods proven for success.

APPROACH

THE

STRIVING FOR PROGRESS ANDMAINTAINING INDUSTRY INTEGRITY

a winning combination of ideologies, attitudes, & methods proven for success.

10

AUGMENTING SUSTAINABLE ALTERNATIVES DEMANDED BY THE CONSUMER.

Conventionalization is the process through which an alternative food value chain increasingly becomes only a slightly different version of an industrial one. An alternative may be more sustainable, but as it expands in response to consumer demands, the alternative must also operate at a monstrous scale, employing strategies similar to industrial food production and losing sight of initial goals for sustainability. In the beef industry the clear exemplar is grass-fed beef. On a small, diversified farm grass-fed beef makes a lot of sense ecologically. However once that operation is scaled up issues of deforestation and overgrazing are unavoidable. Grass-fed beef also has cons. The problem at present isnt necessarily how the beef is produced, but how much beef is produced. A lot of blame is allotted to production, but consumption habits are just as culpable. Billions of cattle are slaughtered each year to feed greedy appetites around the globe. Making even slight changes to reduce consumption would positively impact health care, energy use, and climate change. Reform is not the augmentation of opposition for continuation, but the implementation of policies, practices, and networks that seek to transform the world through food, not only transform the world of food.

conventionalization

INNOVATION AND TECHNOLOGY AS DRIVERS OF SOCIAL AND ECONOMIC PROGRESS.

This is one of the ideologies of industrial production that has been adapted to food production. It uses conventional science and technology as a fundamental driver of social and economic progress, which is viewed as positive and inevitable. The main objectives are to control nature and humanity which can be fickle and hinder such progress. However, one of the downfalls of this perspective is a disassociation with the past in favor of continual advancement to address current needs which has led to numerous issues and contradictions. These problems, here with attention to beef production, should be contextualized with history to recognize levers of change which requires a lot more than science.

modernist

A RELENTLESS PURSUIT TO INCREASE EFFICIENCY AND OUTPUT TO BENEFIT ALL.

This ideology of industrial production adapted to food production focuses on a relentless pursuit to increase efficiency and output which is assumed to benefit everyone. For example, one of the main justifications for industrial beef is that it has the capacity to feed the worlds growing population. However, as statistics show, many still suffer from hunger or inadequate food access, especially in the United States where there is ample meat produced. There are still inequalities in consumption even though consumption rates have risen considerably due to the affordability of cheap meat. As contradictions like these are revealed, industrial food production can no longer be justified in the same way it was glorified after the Industrial Revolution as negative consequences and impending costs to the environment, public health, and community vigor become more publicly apparent.

PRODUCTIVIST

11

EXPERTS IN THE BEEF CATTLE BUSINESS FOR GENERATIONS.

This is a pressing production shift that abandons diverse farming systems in favor of monocultures (single crops). It is assumed to help optimize yields and efficiency (often for less money) because each crop (in this case cattle) requires special machinery, nutrients, resources, and ideal climate. In the beef industry, the supply chain is further divided with different operations or facilities that specialize in a certain step such as breeding and birthing, growing crops for cattle feeds, finishing the growing of cattle on feedlots, transporting animals, or slaughtering animals and processing their carcasses. Each of these steps occurs in a kind of chronology and they are explicitly linked, but are ironically somewhat independent. Despite greater production and regulation, specialization eliminates natural ecologies, consequently becoming dependent on synthetic inputs. For example, symbiotic relationships that would enhance pest control, soil quality, and waste management by raising cows on pasture for their whole lives are ignored with CAFOs where cattle are fed unnatural grain diets and require antibiotics. These practices are overused, further amplifying problems like antibiotic resistance, eutrophication, acute or chronic health effects for humans, or the inadvertent killing of other species. Methodologies lose their effectiveness, which leads to a demand for new scientific technology and manipulation to improve upon techniques or the genetic make-up of cattle to resist these hostile outcomes that weve created ourselves.

SPECIALIZATION

FEWER AND LARGER OPERATIONS WITH GAINED EFFICIENCY AND GREATER OUTPUT.

Consolidation occurs when operations grow larger to capitalize on economies of scale to gain the efficiency and greater output that comes from working at a larger scale. It is a trend towards fewer and bigger operations that come to monopolize sectors of production. Concentration occurs when a small number of corporations control most of the sales in an industry. Small, family-operated farms still exist, but they suffer in a capitalized economy that favors well-financed agribusinesses that turn out more beef at a cheaper price. The beef industry is a strong example of both concepts, rapidly consolidating in the 1970s and becoming concentrated in particular regions of the United States with centralized operations. Today, the four top producers control about 85% of the market. These huge corporations either shut down or take over smaller operations who cant compete to maintain dominance. A great example is JBS, who buys out beef packing plants that are struggling to enforce their own methods for efficiency to upturn profits. All of this supports the industrial-minded production of abundant, cheap, often processed or unhealthy meat and excessive consumption rates.

CONSOLIDATION & CONCENTRATION

VERTICAL AND HORIZONTAL INTEGRATION ACROSS THE COUNTRY.

There are two trending methods of consolidation and concentration: vertical and horizontal integration. Vertical integration is when corporations merge at multiple stages along the beef supply chain to form one big conglomerate that manages multiple phases of production. Therefore, one company may oversee cow/calf operations, feedlots, transportation, slaughter, and processing. In comparison, horizontal integration merges several corporations involved in the beef industry at the same level of production into a single corporation. For example, the owner of one feedlot operation may take over five other feedlot operations to expand, but it wouldnt be concerned with other processes like breeding or slaughter that occur before and after that phase. Additionally, vertical and horizontal integration can happen in the same sector. This further enables the leading corporations to wield power and influence industry trends to maintain that power. Again, this supports the production and consumption of abundant, cheap meat that has expensive consequences for other parties.

INTEGRATION

12

PRODUCING MORE THAN BEEF TO STRENGTHEN THE FOOD SYSTEM.

Appropriationism is the selling of inputs formerly produced on a farm such as fertilizer or seeds, or machinery to replace manual/animal labor. The excessive amounts of manure produced by thousands of cows confined on feedlots is sold as fertilizer for pastureland or crops, but this manure contains antibiotics, pathogens, and chemicals that can be toxic for human consumption. Cattle with superior genetic traits are valued; a cows embryos or a bulls semen with sperm can be collected, stored, and sold for artificial insemination in breeding programs. With tractors and other machines, cattle are also no longer needed to do manual labor so they can be used exclusively for milk or meat production. Nearly every component of agricultural production is becoming a commodity. In this way, the biological constraints of food production are capitalized on for profit through the application of science and technology so that corporations can avoid some of the inherent risks of doing the farming themselves. Other parties become dependent on these inputs or risk losing profits just to earn a decent living because otherwise they cant compete at all. This helps to explain how corporations have exerted so much economic power in the beef food chain.

APPROPRIATIONISM

CREATING MORE OPTIONS TO SATISFY OUR CONSUMERS.

Substitutionism is the reduction of an agricultural input to a simple, exchangeable industrial input. This means synthetic additives during processing can increase shelf-life or enhance taste or nutritional quality that can not be achieved through farm production alone and requires industry. There is a noticeable difference between the hamburger one eats at McDonalds and the hamburger one purchases from the butcher at the grocery store and grills himself. The first is clearly more processed and is situated within a different context. Science and technology manipulate natural elements, resulting in highly processed food commodities to meet consumer demands for convenience, health, taste, etc.

SUBSTITUTIONISM

QUANTIFYING RISK IN TIMES OF UNCERTAINTY.

There are two common approaches to environmental uncertainty: the precautionary approach and the risk assessment approach. The first approach is popular in Europe; it is the notion that new technology, methods, or products should be seen as risky until proven safe. In comparison, the risk assessment approach used in the United States relies on a basic assumption that some risk is acceptable. It involves a process of quantifying the probability of a harmful effect to individuals or populations from certain human activity. As long as there are no dangerous, widespread threats posed by beef production, producers will continue to market beef until conditions get so bad (like a massive viral outbreak) that they are forced to pull the plug. A lot of the current industrial strategies for producing beef at a tremendous scale remain in action because their ramifications were not immediately perceived. It has taken decades for researchers, scientists, environmentalists, doctors, etc. to realize the detrimental implications of industrial beef production. The environment and public health are in jeopardy in large part due to meat production. Now we must respond and implement strategies that remediate and recover for a sustainable future.

RISK ASSESSMENT

13

MEAT & DAIRY

grains

oils, sugars, & fats

nuts & legumes

fruits &

The federal government supports foods we shouldnt be eating and means of production that arent sustainable. Industrial beef producers dont necessarily out-compete, they just get preferential treatment compared to small farms (non-factory farms) that dont get federal funding.

vegetables

federalupport$ between1995-2009,the USDA distributed

more than $246 BILLIONin subsidies for commodity crops

with taxpayer dollars

decrease operating costs

5-15% (billions of dollars)by finishing cattle with grain feeds

between1997-2005,

~ $3.9 BILLIONper year

the beef industry saved

the food pyramid of government subsidies

Ch

ooseM

yPlate.gov

dairy

fruits

vegetables

grains

protein

oils& fats

how does this translate into this?

fu

nd

ing

we save money toSAVE CONSUMERS

MOOLAhwe save money toSAVE CONSUMERS

MOOLAh

by purchasing corn and soy at prices belowproduction cost due to government subsidy policies

between1995-2009,

the USDA distributedmore than $246 BILLIONin subsidies for commodity crops

with taxpayer dollars

between1997-2005,

~ $3.9 BILLIONper year

the beef industry saved

decreaseoperating costs

5-15% (billions of dollars)by finishing cattle with grain feeds

MEAT & DAIRY

grains

oils, sugars, & fats

nuts & legumes

fruits &svegetablesssthe food pyramid of government s subsidies

Ch

ooseM

yPlate.gov

dairy

fruitsfr

vegetables

nsgrains

einprotei

oils& fats

how does this translate into this?

fu

nd

ing

14

The oldest and largest trade association representing the US meat and poultry industry.

The trade association provides leadership to advance the interests of Americas meat and poultry packing and processing companies. It informs members of legislation, regulations, and media activity that impact the beef industry and conducts scientific research to improve facilities and products. Members include both large and small producers. Because the AMI represents nearly all beef producers, it is the voice of the industry. It declares what issues are important to the industry, shedding a positive light on the industry as a whole even if not all members actually practice what is being preached. Industry issues include: animal health/welfare, business economics, the environment, food safety and inspection, health and wellness, international trade, and workforce employment and safety. However, for example, even though the AMI may make a claim such as the beef industry is committed to being good stewards of the environment in which they operate, this is not the whole truth. Clearly, industrial beef production is harmful to the environment and ecologies; such a claim distorts the reality of the situation, which is that while big beef producers may care about the environment, it is not on the top of their priorities list. The industry may comply with regulations and legislation like the Food Safety Act or the Clean Water Act, but thats only because they have to.

http://www.meatami.com/

The federal executive board responsible for developing and executing federal policies on farming, agriculture, forestry, and food.

Tasks of the USDA are many and varied. It covers a lot of ground, influencing several aspects of our daily lives, even externalities that affect us indirectly. The departments stated mission is to provide leadership on food, agriculture, natural resources, rural development, nutrition, and related issues based on sound public policy, the best available science, and efficient management. The range of goals, from expanding economic opportunity, especially in rural America, to promoting sustainable agricultural practices, or increasing access to healthful and safe food, results in competing motives and objectives. The USDA is responsible for meat safety, but also increasing meat sales. It impacts the retail market by certifying various brands, plus it is in charge of the grading program established in the 1920s that categorizes cuts of beef as standard, prime, choice, or select based on the quality of marbling and fat content- something completely unrelated to health and nutrition. Beef may be inspected for pathogens, but that doesnt mean it wont lead to other chronic diseases caused by saturated fats and calories. Essentially, the USDA is interested in keeping beef cheap, which may go against efforts for sustainability or protecting public health. Overall, there is inadequate regulation and industrial beef producers are protected from liability because of their friends in the upper tiers of the USDA.

http://www.usda.gov/

The primary federal agency in the United States Department of Labor responsible for enforcing safety and health legislation to ensure good working conditions for men and women.

The agency is accountable for imposing its standards as it carries out inspections and gives fines for regulatory violations. However, unfair and dangerous work conditions still exist, particularly in the food system. For example, meat packing workers who perform extremely dangerous tasks along fast-moving production lines endure severe physical injuries, cumulative trauma, and psychological disorders. Meat packing corporations often dont adhere to OSHA standards and OSHA is not powerful enough to frighten them into complying. The fine for the death of a worker is $70,000, which is a marginal sum for corporations making tens of billions of dollars per year. Employers also manipulate and terrify workers to reduce their health benefits. Additionally, many injuries are dismissed or covered up as workers are forced to get back on the factory floor before fully recovering. Even though meat packing companies insist on having sincere interest in the well-being of workers, these are just empty words. Insufficient and enabling laws, as well as lack of public awareness, allow such abuse and inequity to continue. The government should play a greater role in drafting policies that protect workers from such suffering.

https://www.osha.gov/

usda os ha a m iUnited States

Department of Agriculture

Occupational Safety & Health Administration

American Meat

Institute

support system

15

7COW-CALF OPERATION

PACKING PLANT

LIVE CATTLE

AUCTION

CATTLE FEEDLOT

STEAKHOUSE

RESTAURANTFAST FOOD

RESTAURANTGROCERY

STORE

oftheBEEFFOOD CHAIN

phases

16

7COW-CALF OPERATION

PACKING PLANT

LIVE CATTLE

AUCTION

CATTLE FEEDLOT

STEAKHOUSE

RESTAURANTFAST FOOD

RESTAURANTGROCERY

STORE

oftheBEEFFOOD CHAIN

phases

17

wastes

PRODUCTION PROCESSING CONSUMPTION

distribution

marketing

distribution

wasteswastes

inputs inputs inputs

1

2

3 45

6

7

raising animalsraw ingredients

preparing, eating, & using

transformation of cattle and

other raw ingredients

into products

transportation & storage


branding & selling

18

wastes

PRODUCTION PROCESSING CONSUMPTION

distribution

marketing

distribution

wasteswastes

inputs inputs inputs

1

2

3 45

6

7

raising animalsraw ingredients

preparing, eating, & using

transformation of cattle and

other raw ingredients

into products



branding & selling

19

J.R. Simplot Co.

J.R. Simplot Co.

J.R. Simplot Co.

J.R. Simplot Co.

King Ranch Inc.

Silver Spur Ranch

Silver Spur Ranch

Silver Spur Ranch

Koch Argricultural Co.


Padlock Ranch Company


Parker Ranch

Duane Martin Livestock

True Ranches LLC

Adams Ranch Inc.



Blair Bros. Ranch

JBS Five Rivers, LLC







Cactus Feeders

Cargill Cattle Feeders Co.



Cattle Empire LLC

Friona Industries L.P.

Agri Beef Co.

Agri Beef Co.

Agri Beef Co.

Foote Cattle Co.

Four States Feedyard Inc.


Irsik & Doll Feed Services


J.R. Simplot Co.

J.R. Simplot Co.

Pinal Feedyard, Inc.

Gottsch Cattle Co.

Oppliger Feedyard, Inc.


Innovative Livestock Services Inc.


AzTz Cattle Co.

AzTz Cattle Co.

Harris Ranch

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

JBS Beef Co.

JBS Beef Co.

JBS Beef Co. JBS Beef Co.

JBS Beef Co.

JBS Beef Co.

Cargill Meat Solutions



Cargill Meat SolutionsCargill Meat Solutions

National Beef Packing Co.


American Foods Groups

Greater Omaha Packing Co.

Caviness Beef Packers

Agri-Beef Co.

Sam Kane Beef Processors

Monfort Beef

Monfort Beef

Tyson Foods, Inc.

ot Co.

lot Co.o.J.R. Simpl

plot Co.J.R. Simppp

plot Co.J.R. Simppp

Inc.King RanKing RKing King King Kin chh h

RancRancancancancn hver Spur Silv RR

pur RanchhhSilver Sppp

SilveSilveSilveilveSilveSilve

cultural Co.l Co.l Coll Co.l Co.Argrici

gricultural Co.Koch Arggg

nch CompanyPadlock Raaa

Ranchhh CompanyCompanyCompanyCompanympany CompanyPaPadlockP kk

ncharker RaParParke aa

Martin LivestockDuane MMM

nches LLCnches LLCrue RanRaaaaRaanaTr nnnn

Ranch IRanch IRanch Ian nc.nc.nc..Adams Rams Ramsams Rms RRRRRRR

e Mart n LivestoctinDuanen

inrtinrtinirtin LivestockLivLivLiL ve Mare MarMaDuanDuanuanuauaDuanen

anchs. RaBBBBBBBBBBBlair Brolair lair Blair lalair oo

kcc

CJJBS BBSSBSBSSBSSSSSBS

e Rivers, LLCJJJJBS FiveJ ee

e Rivee Re Re rs, LLCs,ss, ss, JBS FiveJBS FiveJBS FiveJBS FiveJBS FivBS Fiveeeeeeee

Rivers, LLCJBS Fivee

Rivers, LLCve Five ve ive FiveFive FiveFive Five Five Five FiveJBBSJJBS RRRRRRR

Rivers, LLCJBS FiveJBSJBSBBS e

e Riveers, LLCrs, LLCrs, LLCrs, LLCs, LLCrsrs, LLCs, LLs, LLL,,JBS Fiveee

ususuu FeedeFeedFeedFeeedd rsCactuCactuCactuCactuuCactuuuuuuu

le Fe e eeders Crs Crs Csrs o.argill gggigiggirgirgig CCCattttCargCararCaC

Cattlle Feeders Co.eCargill Cillgill rgill Crgill Cl CC

tle Feeders Co.a ttttCargill CaC

ire LLLLLLLLLLCCCCCattle Eee mpip

es L.P.L.PL.P.L.P.L.P.P.

o.Agri Beef Coo

Agri BeefAgAgrAggg

ef Co.Agri Beeee

FootFo tF

tes Feedyard Inc.arraeedyard Inc.aareedyard Inc.arraeedyard Inc.arFour Stata

ates Feedyard Inc.Four Stat

FeeFeFeFeFe d Servicee esIrsik & Doll Irsik &

dyard s Feeeee yard Incyard Inc.yard IncInc.IncInc.IncInc.IncInc.IncInc.IncInc.IncFour StaStSStSS tese

t Co.J.R. Simplooto

plot Co.J.R. SimJ.R. J.R. J.R. R. J.R. m

edyarddd arrarddddd, I cIncII, Inc.cccPinal Feeee

Cattle Co.Co.o...GGGottsch CG CC

r Feedyard, Inc.ardrdard, rd, pligerrr

er Feeder Feeer Feeer Feeer Feer yard, IOppligegegeeeeeeeeee

ve Livestock Services Inc.Innovativavatvatva vi

ive Li k S ikk iInnovInnovatnovnovnovn ii

ttle Co.AzTz Caaatt

tleAzTz Cattt

nchhHarris Rasis ss na

Ranchur Rrr Sr Sr Spurrererererererer uuu

vers, LLCvFive Rivi

Koch

Co.

ussusussssactuuuuuu

ders Co.

ustrFrioriorioiiori

pOpp

dona Ionaonaonona ndd

Co.

ds, Incds, Incds, Inccncds, Inccc.....dsddsddsdddTyson FoTTyTTTyTyson FoTyson Foyson Foyy oooooooddodoood

, Inc.FoodsnTysooo s,

oods, Inc.Tyson Foo

oods, ds, dsods, ds, ods, ods Inc.IIInTyson FFF FFo

oooods, o Inc.ncnc.ncncncnc.TyyTyyysysysyssy on FFFFFFoFoFFo

CoCoCo..ooooooJBSBSBBSSBSS BeBBeefBS BeefSSS Beeff

Co.JJBJBS BeefJ f

CCCCo.CCCoCCCCCoCfffffffffff JBS BeefS BeeS BeeBeefBeeeeeeeeBeefBeefBeefeeBeefeeJBS BeefS BeeBeefeBeeBeeBeeBeefS BeeS BeS BeeeeS eeffffff Co.Cof fJBS BeefBeBBeBBeJBS BeefBBBeBBBeBe f

ef Co.JBS Beee

ef Co.ff f Cef Co.fff CffJBS BeBS BJBS BeS BS BBS BS B e

at Solutionsat Solat Soluat SolCCCCargill gg MeCargillargrgirgi MeCargill ggi MeCargillgigg Mea

Meat SolutioonsonsCargill MM

Meat S nslutionoooSoCargill Milllll M

Meat SolutionsCargill MMMeat Solutionsargill MargrarargrrCa M

Beef Paeef Peef Peefeef Pef Pf cking Coking Cking king Cking Cngng Cng .o.

l Beefefffef Packing Co.NationaNatiNatioNatio l

ds GroupsooddsAm

maha Paahahahhaha cking CoCCCCCC .

eef Paeef Paeef Paef Paeef Paef Pef Paeef PaPPPPPP ckersckersckersckersckeckerckersckersessessessssess BeBBeBBeBeBeCavineivineavinevinvineCavineavineCavinCavineCCaavininCavinevinnnCavinevvv eeeeeeee eeeee

o..o..o.....Agri-Beeee f Co-Beeeeeeeee f Coo

essorsBeef ProccessorProcessProcessoBeeeBeBeeeeSam KaneaamamSamamamm Kanemmmmm BBBBBBBBB

fffffrt Beet Bert Bet Beet Beert Beet Beert BeefeffeffefMonfoMonfooMonfoMonfMonfoMonfoMonfoMM rrrrrr

rt BeefMonfornn r

FFoodds InddTTysonnnTysoTy n5

43

475

24

40

25

27

10

15

190

90

865

180

COW-CALF OPERATION

cow-calf operationsTOP 15 (National Cattlemens Beef Assoc.)

live auctions(locations based off Winter Livestock Auction)

feedlotsTOP 15 (National Cattlemens Beef Assoc.)

beef packing operationsTOP 10 (National Cattlemens Beef Assoc.)

grocery storesclusters determined with Google Earth

fast-food (McDonalds)clusters determined with Google Earth

steakhouse restaurantsclusters determined with Google Earth

LIVE CATTLE AUCTION

PACKING PLANT

CATTLE FEEDLOTFAST-FOOD RESTAURANT

GROCERY STORE

STEAKHOUSE

Cargill gillgillargil CCC ers CCoC

Foodds, InddonTysysoTys n

Peter LugerBrooklyn, New York

Deseret Cattle & CitrusSt. Cloud, Florida

Whole Foods MarketAustin, Texas

Cactus FeedersCactus, Texas

JBS Beef Co.Greeley, Colorado

McDonaldsSan Bernardino, California

Winter Livestock Auction Dodge City, Kansas

Beefville, U .S .A .MAP[ w i t h s p o t l i g h t l o c a t i o n s ]

20

J.R. Simplot Co.

J.R. Simplot Co.

J.R. Simplot Co.

J.R. Simplot Co.

King Ranch Inc.

Silver Spur Ranch

Silver Spur Ranch

Silver Spur Ranch





Parker Ranch


True Ranches LLC

Adams Ranch Inc.



Blair Bros. Ranch








Cactus Feeders




Cattle Empire LLC


Agri Beef Co.

Agri Beef Co.

Agri Beef Co.

Foote Cattle Co.



Irsik & Doll Feed Services


J.R. Simplot Co.

J.R. Simplot Co.


Gottsch Cattle Co.





AzTz Cattle Co.

AzTz Cattle Co.

Harris Ranch

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

JBS Beef Co.

JBS Beef Co.

JBS Beef Co. JBS Beef Co.

JBS Beef Co.

JBS Beef Co.




Cargill Meat SolutionsCargill Meat Solutions



American Foods Groups

Greater Omaha Packing Co.

Caviness Beef Packers

Agri-Beef Co.

Sam Kane Beef Processors

Monfort Beef

Monfort Beef

Tyson Foods, Inc.

ot Co.

lot Co.o.J.R. Simpl

plot Co.J.R. Simppp

plot Co.J.R. Simppp

Inc.King RanKing RKing King King Kin chh h

RancRancancancancn hver Spur Silv RR

pur RanchhhSilver Sppp

SilveSilveSilveilveSilveSilve

cultural Co.l Co.l Coll Co.l Co.Argrici

gricultural Co.Koch Arggg

nch CompanyPadlock Raaa

Ranchhh CompanyCompanyCompanyCompanympany CompanyPaPadlockP kk

ncharker RaParParke aa

Martin LivestockDuane MMM

nches LLCnches LLCrue RanRaaaaRaanaTr nnnn

Ranch IRanch IRanch Ian nc.nc.nc..Adams Rams Ramsams Rms RRRRRRR

e Mart n LivestoctinDuanen

inrtinrtinirtin LivestockLivLivLiL ve Mare MarMaDuanDuanuanuauaDuanen

anchs. RaBBBBBBBBBBBlair Brolair lair Blair lalair oo

kcc

CJJBS BBSSBSBSSBSSSSSBS

e Rivers, LLCJJJJBS FiveJ ee

e Rivee Re Re rs, LLCs,ss, ss, JBS FiveJBS FiveJBS FiveJBS FiveJBS FivBS Fiveeeeeeee

Rivers, LLCJBS Fivee

Rivers, LLCve Five ve ive FiveFive FiveFive Five Five Five FiveJBBSJJBS RRRRRRR

Rivers, LLCJBS FiveJBSJBSBBS e

e Riveers, LLCrs, LLCrs, LLCrs, LLCs, LLCrsrs, LLCs, LLs, LLL,,JBS Fiveee

ususuu FeedeFeedFeedFeeedd rsCactuCactuCactuCactuuCactuuuuuuu

le Fe e eeders Crs Crs Csrs o.argill gggigiggirgirgig CCCattttCargCararCaC

Cattlle Feeders Co.eCargill Cillgill rgill Crgill Cl CC

tle Feeders Co.a ttttCargill CaC

ire LLLLLLLLLLCCCCCattle Eee mpip

es L.P.L.PL.P.L.P.L.P.P.

o.Agri Beef Coo

Agri BeefAgAgrAggg

ef Co.Agri Beeee

FootFo tF

tes Feedyard Inc.arraeedyard Inc.aareedyard Inc.arraeedyard Inc.arFour Stata

ates Feedyard Inc.Four Stat

FeeFeFeFeFe d Servicee esIrsik & Doll Irsik &

dyard s Feeeee yard Incyard Inc.yard IncInc.IncInc.IncInc.IncInc.IncInc.IncInc.IncFour StaStSStSS tese

t Co.J.R. Simplooto

plot Co.J.R. SimJ.R. J.R. J.R. R. J.R. m

edyarddd arrarddddd, I cIncII, Inc.cccPinal Feeee

Cattle Co.Co.o...GGGottsch CG CC

r Feedyard, Inc.ardrdard, rd, pligerrr

er Feeder Feeer Feeer Feeer Feer yard, IOppligegegeeeeeeeeee

ve Livestock Services Inc.Innovativavatvatva vi

ive Li k S ikk iInnovInnovatnovnovnovn ii

ttle Co.AzTz Caaatt

tleAzTz Cattt

nchhHarris Rasis ss na

Ranchur Rrr Sr Sr Spurrererererererer uuu

vers, LLCvFive Rivi

Koch

Co.

ussusussssactuuuuuu

ders Co.

ustrFrioriorioiiori

pOpp

dona Ionaonaonona ndd

Co.

ds, Incds, Incds, Inccncds, Inccc.....dsddsddsdddTyson FoTTyTTTyTyson FoTyson Foyson Foyy oooooooddodoood

, Inc.FoodsnTysooo s,

oods, Inc.Tyson Foo

oods, ds, dsods, ds, ods, ods Inc.IIInTyson FFF FFo

oooods, o Inc.ncnc.ncncncnc.TyyTyyysysysyssy on FFFFFFoFoFFo

CoCoCo..ooooooJBSBSBBSSBSS BeBBeefBS BeefSSS Beeff

Co.JJBJBS BeefJ f

CCCCo.CCCoCCCCCoCfffffffffff JBS BeefS BeeS BeeBeefBeeeeeeeeBeefBeefBeefeeBeefeeJBS BeefS BeeBeefeBeeBeeBeeBeefS BeeS BeS BeeeeS eeffffff Co.Cof fJBS BeefBeBBeBBeJBS BeefBBBeBBBeBe f

ef Co.JBS Beee

ef Co.ff f Cef Co.fff CffJBS BeBS BJBS BeS BS BBS BS B e

at Solutionsat Solat Soluat SolCCCCargill gg MeCargillargrgirgi MeCargill ggi MeCargillgigg Mea

Meat SolutioonsonsCargill MM

Meat S nslutionoooSoCargill Milllll M

Meat SolutionsCargill MMMeat Solutionsargill MargrarargrrCa M

Beef Paeef Peef Peefeef Pef Pf cking Coking Cking king Cking Cngng Cng .o.

l Beefefffef Packing Co.NationaNatiNatioNatio l

ds GroupsooddsAm

maha Paahahahhaha cking CoCCCCCC .

eef Paeef Paeef Paef Paeef Paef Pef Paeef PaPPPPPP ckersckersckersckersckeckerckersckersessessessssess BeBBeBBeBeBeCavineivineavinevinvineCavineavineCavinCavineCCaavininCavinevinnnCavinevvv eeeeeeee eeeee

o..o..o.....Agri-Beeee f Co-Beeeeeeeee f Coo

essorsBeef ProccessorProcessProcessoBeeeBeBeeeeSam KaneaamamSamamamm Kanemmmmm BBBBBBBBB

fffffrt Beet Bert Bet Beet Beert Beet Beert BeefeffeffefMonfoMonfooMonfoMonfMonfoMonfoMonfoMM rrrrrr

rt BeefMonfornn r

FFoodds InddTTysonnnTysoTy n5

43

475

24

40

25

27

10

15

190

90

865

180

COW-CALF OPERATION

cow-calf operationsTOP 15 (National Cattlemens Beef Assoc.)

live auctions(locations based off Winter Livestock Auction)

feedlotsTOP 15 (National Cattlemens Beef Assoc.)

beef packing operationsTOP 10 (National Cattlemens Beef Assoc.)

grocery storesclusters determined with Google Earth

fast-food (McDonalds)clusters determined with Google Earth

steakhouse restaurantsclusters determined with Google Earth

LIVE CATTLE AUCTION

PACKING PLANT

CATTLE FEEDLOTFAST-FOOD RESTAURANT

GROCERY STORE

STEAKHOUSE

Cargill gillgillargil CCC ers CCoC

Foodds, InddonTysysoTys n

Peter LugerBrooklyn, New York

Deseret Cattle & CitrusSt. Cloud, Florida

Whole Foods MarketAustin, Texas

Cactus FeedersCactus, Texas

JBS Beef Co.Greeley, Colorado

McDonaldsSan Bernardino, California

Winter Livestock Auction Dodge City, Kansas

Beefville, U .S .A .MAP[ w i t h s p o t l i g h t l o c a t i o n s ]

21

J.R. Simplot Co.J.R. Simplot Co.

J.R. Simplot Co. J.R. Simplot Co.

King Ranch Inc.Lykes Bros.

Silver Spur Ranch

Silver Spur Ranch

Silver Spur Ranch






Parker Ranch


Seminole Tribe

Lightsey Cattle Co.

Alico Inc.

True Ranches LLC

Adams Ranch Inc.

A Duda & Sons Inc.

Adams Ranch Inc.

ET Waggoner Estate



Blair Bros. Ranch

Deseret Cattle & Citrus

cow/calf operationsTOP 15

National Cattlemens Beef Association

1PRODUCTION

cow/calf operation

Because of the requirement for pastureland for grazing, cow/calf operations are located in RURAL areas. The largest operations are geographically concentrated in Florida, but there are several other operations scattered throughout the U.S. operating at much smaller scales.

6-8 months

breeding

monitoring gestation cycles

+ birthing

early calf development

weaning

raising cattle

herding cattle

22

COW-CALFOPERATION

St. Cloud, Florida

DESERETCATTLE & CITRUS

spotlightin the

eef cattle begin their lives as calves, who require the nourishment of their mothers milk and pasture grasses to develop. Deseret Ranches have

functioned primarily as a cattle operation for over fifty years, despite also producing citrus, which one would expect to come from Florida. The ranch specializes in producing quality calves that are sold after weaning to feeding operations around the country before they become beef. This involves moving herds into new pastures, prepping corrals and chutes, breeding, and weaning. Gaining the reputation as one of the leading cattle operations took years of effort and applying the latest health, nutrition, and handling innovations.

When the ranch was first founded, bred cattle didnt exist in the region, so they developed a breeding program to select for traits that tolerate the heat, humidity, insects, and heavy rainfall of the climate, as well as traits for beef quality, rate of gain, reproductive capacity, and calving ease. Today, they utilize a three-way rotational breeding program that maximizes hybrid vigor with Simbrah, Braford, and Brangus Angus breeds. They also conduct research to grow higher quality grasses for the cattle to graze on.

Despite being in a remote area, the ranch is still close to urban centers that push for community development, placing pressures on the land, water, and transportation corridors.

The ranch intends to continue agricultural practices in harmony with natural systems and diverse wildlife. It claims to be committed to the regeneration and conservation of natural resources- especially water, and the future long-term planning of the region to preserve a Central Florida quality of life. For example, the ranch deploys a strategy called edge effect, positioning patchworks of woodlands and wetlands amid pastures rather than clearing off all the land for grazing. They want the public to hear this message and they have received honors/recognition for environmental stewardship.

b

Building Floridas Legacy.Committed to Floridas Future.

44,000 cows total

the HERD

CATTLE management units( > 1,000 cattle per cowboy)

160,000 acres for pastureland

BEST IN REGION HONORS from the National Cattlemens

Beef Association for environmental stewardship

& land management

1,300 bulls

259,000 acres

33,000 calves per year

13

highest weaning rates in the industry

the LAND

23

250500

feetN

corral plan08

95

4

250

Kissimmee

miles

St. Cloud

Orlando

Cocoa

Atlantic Ocean

01

02

0304

05

06 07

0910

08

11

12

13

1514

corrals

MAP OF THE RANCH

the SQUEEZEKeep Calm and Carry on in the Hydraulic Chute. No shot, weigh-in, or check-up ever killed anyone.

LOAD EM UP!Ramps arent made for slipping on. Make your ways through the gates to the final destination.

MEET THE HERDWere all on big happy family here, and our cows are no exception.

the WEANING CENTERWeaning is a natural process for calves in order from them to grow. Cows may bellow, but every child needs to become independent. Learn more about the process and conquer the separation gates.

PASTURE OVERTUREHow does one get around 259,000 acres without a horse? How about a gondala? Fly above vast pastures, wetlands, woodlands, and waterways from an aerial viewpoint.

MATCH-MAKERCows fall in love, didnt you know?

Stroll the gestation barn and then use the computer system to match cows with

bulls and predict what their offspring will look like. Check back in 9 months!

24

250500

feetN

corral plan08

95

4

250

Kissimmee

miles

St. Cloud

Orlando

Cocoa

Atlantic Ocean

01

02

0304

05

06 07

0910

08

11

12

13

1514

corrals

MAP OF THE RANCH

the SQUEEZEKeep Calm and Carry on in the Hydraulic Chute. No shot, weigh-in, or check-up ever killed anyone.

LOAD EM UP!Ramps arent made for slipping on. Make your ways through the gates to the final destination.

MEET THE HERDWere all on big happy family here, and our cows are no exception.

the WEANING CENTERWeaning is a natural process for calves in order from them to grow. Cows may bellow, but every child needs to become independent. Learn more about the process and conquer the separation gates.

PASTURE OVERTUREHow does one get around 259,000 acres without a horse? How about a gondala? Fly above vast pastures, wetlands, woodlands, and waterways from an aerial viewpoint.

MATCH-MAKERCows fall in love, didnt you know?

Stroll the gestation barn and then use the computer system to match cows with

bulls and predict what their offspring will look like. Check back in 9 months!

25

live auctionslocations based o Winter Livestock Auctions

2PRODUCTION

livestock auction

Livestock auctions are located throughout the U.S., but typically in more accessible cities in regions where raising, breeding, and/or nishing cattle takes place.Auctions can also be attended from virtually anywhere via the internet.

cattle holding

exhibitions

concessions

auction

0-1 month

26

LIVEVELLIVL VLIVE CATTLEAUCT ION

Dodge City, Kansas

Winterlivestock auction

spotlightin the

stablished in 1936, Winter Livestock is one of the oldest cattle auctions in the nation. It has five locations: Dodge City, KS, Pratt, KS, LaJunta,

CO, Enid, OK, and Riverton, WY. The cattle auction has sold over 30 million head of cattle for the areas finest cattlemen, always striving to get them top dollar for their animals. With a focus on cattle, the facilities of all the auction buildings and pens are maintained and laid out with special care for cattle needs.

The environment of the auction is quite casual; often there will be coffee or other concessions like on would expect to find at a sporting event or movie theater. Venues will facilitate not only auctions, but other social gatherings, making them hubs for cattlement to bond and converse about anything and everything to do with the industry.

Today, people dont even need to go to the auction to participate with technologies of real-time, live stream auctions on the internet. Producers can receive constant updates on the status of the market.

Using terms like consignments or commodities when refering to heifers, cows, and steers being auctioned off, this sector is highly commodified and involves a lot of speculation. Its all about getting the highest price, not just for large corporations making billions of dollars, but also for the small ranchers who depends on marginal prices to support their families. Many ranchers pursue other careers in addition to ranching in order to make ends meet.

This requires predicting future costs dependent on what beef consumers will be willing to pay in order to preserve and build beef demand in the industry. The challenge is not necessarily beef quantity, but beef quality as prices increase and there is incentive for less cattle with larger carcass weights which affects portion size and market costs. Beef retailers form relationships with grocery retailers or restaurant owners to minimize the impact of high unit beef prices from larger meat cuts. Premium price needs to match premium qualities of marbling, tenderness, flavor, nutrition, etc.

Breeding efforts in cow-calf operations become critical to controlling beef quality and anticipating market trends. This phase of production depends on the prior phase and must look ahead to ensure efficiency and profits in later phases of the food chain.

E

We strive for top dollar on your cattle.

online for your convenienceand frequently updated

market reportsto keep you in the now so you can

predict for the future markets

LIVE STREAM VIDEO A U C T I O N S

average price$200-300

30 million over

cattle SOLD

27

HOLDINGAUCTION

EXHIBIT

CONCESSIONS

ANIMAL DOCK

FOOD DOCK

6030150

feet

PLAN

aisle w/ catwalk

CATTLE PENS

eesslsiiaa wwww/w/w c// acasleaisa e e ww/w/ ccaca kkkkllaawawwwtwttat kalkwawatwat

cove

red

pens

open

pen

s

RESTROOMS

swine building

cattle barn/outdoor pens


sheep and goats

livestock center

swine building



sheep and goats

livestock center

20050 1000

feet

SITE PLAN

MUNCHIESCant have a show

without some popcorn and candy to munch on.

CASTING CALLIt takes time to get your moment in the spotlight, but you never know who is watching from above.

DRESSING ROOMSGet ready for your close-up! Final touches behind the curtain before the big debut.

SOLD!Hoot and holler with a huge round

of applause for the cattle. They are the stars in this arena so we give

them the celebrity treatment.

WIFI WANNA-BEShow sold out? No worries. Just use your mobile device or computer to tune in live any time.

28

HOLDINGAUCTION

EXHIBIT

CONCESSIONS

ANIMAL DOCK

FOOD DOCK

6030150

feet

PLAN

aisle w/ catwalk

CATTLE PENS

eesslsiiaa wwww/w/w c// acasleaisa e e ww/w/ ccaca kkkkllaawawwwtwttat kalkwawatwat

cove

red

pens

open

pen

s

RESTROOMS

swine building



sheep and goats

livestock center

swine building



sheep and goats

livestock center

20050 1000

feet

SITE PLAN

MUNCHIESCant have a show

without some popcorn and candy to munch on.

CASTING CALLIt takes time to get your moment in the spotlight, but you never know who is watching from above.

DRESSING ROOMSGet ready for your close-up! Final touches behind the curtain before the big debut.

SOLD!Hoot and holler with a huge round

of applause for the cattle. They are the stars in this arena so we give

them the celebrity treatment.

WIFI WANNA-BEShow sold out? No worries. Just use your mobile device or computer to tune in live any time.

29



JBS Five Rivers, LLCJBS Five Rivers, LLC




Cactus FeedersCargill Cattle Feeders Co.



Cattle Empire LLC


Agri Beef Co.

Agri Beef Co.

Agri Beef Co.

Foote Cattle Co.

Foote Cattle Co.



Irsik & Doll Feed ServicesFour States Feedyard Inc.

J.R. Simplot Co.

J.R. Simplot Co.


Gottsch Cattle Co.





AzTz Cattle Co.

AzTz Cattle Co.

Harris Ranch

feedlot operationsTOP 15

National Cattlemens Beef Association

Cactus Feeders

3PRODUCTION

feedlot operation

The largest operations are highly consolidated in RURAL areas because they require extensive land areas comparable to small cities. For the most part, feedlots are geographically concentrated in the central region of the U.S. particularly in the Texas panhandle and Kansas.

mixing feed ingredients

distributing rations

finishing cattle

management

4-6 months

30

BEEF CATTLEFEEDLOT

Cactus, Texas

cactusfeeders

spotlightin the

actus Feeders may be the second largest cattle feeding operation in America, but it is the worlds largest privately-owned cattle feeding

operation with 10 feedyards in the Texas Panhandle and southwestern Kansas. This region provides the climate and access to abundant grain for feeds and cattle that is a formula for success.

While feeding and rapid cattle weight gain are the top priority at the feedlot, other important considerations are executed to kee

farm to fork

Documents

food access

food movement

critiques of industrial

produced byc o r p o

agroindustrial food

alternative food networks

commodity food stuff

t i o nletter