The “great divide” between beef producers and the consumers who enjoy their product, may not be so great, after all. Elanco Animal Health recently conducted comprehensive surveys among producers and consumers revealing that both audiences:

• Indicate environmental sustainability is important to them

• Are willing to make decisions and take steps to improve environmental sustainability

• Support the role of safe innovation in improving the sustainability of beef

In addition to these shared values, the surveys further show that consumers have a high degree of trust in those who produce their beef. In fact, 78% indicate they trust cattle ranchers to ensure food safety. Feedyard managers also have above-average trust at 69%, compared to lower-ranking entities like social media influencers at 37%. Katie Cook, Vice President Farm Animal Innovation and Marketing at Elanco joins us to tell us more.