'Sustainability’ and ‘sustainable production’ are popular terms in today’s marketplace. Consumers want to make sustainable choices when purchasing goods and services. Marketers promote sustainability as a way to make their products more attractive to discerning consumers. The Verified Beef Production Plus (VBP+) program is the tool that connects beef production to the broader conversation surrounding sustainability today.
The VBP+ program has its roots in the on-farm food safety (OFFS) program, formerly Verified Beef Production (VBP), the only OFFS program for beef producers reviewed by the Canadian Food Inspection Agency (CFIA).
Canada’s beef cattle producers take pride in the care they provide their animals and the environment they rely on to raise healthy productive cattle. The VBP+ program is a way for registered producers to demonstrate and verify that they abide by the highest standards for food safety, animal care, land management and conservation, and biosecurity when raising their cattle.
VBP+ registered producers adhere to strict program requirements and are audited under a third party audit process.
Linking on-farm record keeping and third party auditing of animal care, biosecurity, and environmental stewardship practices with the established Canadian Food Inspection Agency (CFIA) reviewed on-farm food safety program builds trust. Consumers and retailers can be confident that VBP+ is a credible, trustworthy and robust beef cattle production verification program.