'Raised with Respect' Cattle Care Campaign Continues into Second Year

Increasing consumer confidence in how beef is raised may seem like a tall task, but due to ranchers investing time in Beef Quality Assurance (BQA) training, progress is being made one certification at a time. Raised with Respect™, a campaign launched in 2023 by Sysco and Certified Angus Beef (CAB), uses BQA as the conduit to talk about cattle care efforts with chefs and consumers purchasing beef.

“We set out to support the work being done by farmers and ranchers to care for their cattle and raise high-quality beef,” says Joe Don Eilers, vice president of merchandising – center of plate proteins at Sysco, the global leader in foodservice distribution. “We’re excited about the impact this campaign has had on the beef community and extending it into another year.”

The campaign and partnership between Sysco and CAB originated to support producers, equipping them with continuing education to stay current on best management practices and helping to increase consumer confidence in beef production. During the first year, they worked collaboratively in key cattle production states to host a series of dynamic educational opportunities for thousands of cattlemen and women. Each of the 10 workshops were customized and coordinated with state entities who also had a vested interest in BQA and cattle care initiatives.

Through the in-person events and promotion of an online education and training opportunity, more than 1,500 ranchers earned their BQA certification in the first year of the Raised with Respect™ campaign.