consumers are the drivers. They want more transparency and more information, thus driving TPV of production practices. We have a global consumer that is more and more removed from production ag- riculture, yet has constant access to information. They are asking more questions and want more informa- tion about raising practices. “As a result we see many beef
brands looking at claims to differen- tiate products, and they use TPV to provide consumers with assurances behind labeling claims. Whether it is an Omega-3 claim, a Natural claim, or an animal welfare claim, public or private standards all re- quire that the chain of custody can be traced to ensure products stay in compliance with the specifi cations established. “Source verifi cation is the base
requirement and allows producers to then bundle additional claims to the source-verifi cation piece as there is an opportunity to add value to meet a market need.”
What does IMI do to help relieve consumer concerns of food safety for beef and other foods? “Consumers don’t necessarily
understand the science, or in some instances, care behind certain food production practices. They hear about the latest food scare on TV, or that this product causes heart disease or this product causes di- gestive issues. “Thus, for consumers, many
things get bundled into the food- safety category. It’s bigger to them than just microbiological issues. Many of the verifi cation programs we’re engaged in are driven by con- sumers’ concerns around the greater umbrella of food safety, quality, wholesomeness, healthfulness and
100 The Cattleman September 2013
etarian to a beef-eater because she feels more comfortable about her choice, I believe that’s a win for our industry. So though as cattle raisers we might not understand why consumers care about the is- sues they care about, who are we to judge? “Wouldn’t we be better served
to offer them an array of choices, provide accurate and transparent information and encourage them to purchase value-added products at the higher prices these products demand, and then just say ‘thank you’? Also, I believe that when you have open communication, consum- ers and producers want the same thing. We are all consumers of the products we raise. “We want a sustainable beef system, we want to protect the en-
and then retailers and restaurants. “Within IMI Global, our strong
competency is the beef industry. We have more customers in this category up and down the supply chain. We work with the entire supply system. We have expanded into pork and poultry as we grow within certain customers’ verifi ca- tion business. “We just recently purchased In-
ternational Certifi cation Services, and they are primarily focused on international organic certifi cation and gluten-free certifi cation. This has diversifi ed our food certifi ca- tion offerings as they have a strong customer base in grains, produce, and dairy. “The Where Food Comes From®
labeling program allows retailers, restaurants, packers and processors
thecattlemanmagazine.com
animal welfare. We provide assur- ances that claims made are accu- rate, truthful and transparent. This gives consumers peace of mind on a given issue they’re concerned with.” Leann recently toured a Whole
Foods store in Denver. Her guide was a woman who was a former vegetarian. Leann says, “She told us, ‘I have to admit, I was a veg- etarian for years. But since learn- ing about our third-party animal welfare verifi cation program that covers all of our meat products — I just started eating meat again.’ “When we can convert a veg-
vironment, we want to ensure that animals are raised humanely and we want to make sure we have good quality systems in place. The only difference is that consumers don’t have the opportunity to understand what producers understand about the world of food production.”
How do cattle producers and feeders fi t into the IMI client base? “Our largest customer base is
cow-calf producers,” Saunders says. “The next are feedyards and back- grounders, packers and processors
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