BEEF 3 STARS Operational Group

Develop a farm classification system to bring consumers closer to the producer, allowing them to see firsthand how their meat products are produced, thereby reducing any preconceptions surrounding beef production.

Promote the improvement of farms by making them more competitive. Specifically, we aim to combat three identified reasons that lead to a shift toward vegetarianism.

He wants to teach how things are done and fight against perceptions such as:

• Meat is unhealthy. The goal is to show that safe ingredients are used, that antibiotics are not overused, etc.; that the fat and amino acid profile is a healthy source of iron. There's also a belief that meat is unsafe (the goal is to show that it doesn't contain toxins, residues, etc.).
• Meat production pollutes the environment.
• Meat production is detrimental to animal welfare/slaughtering animals is cruel (ethical reasons)