Why are we adding modules to VBP+ and are buyers asking for it?
Value chain customers are searching for ways to help sell beef, and are telling us that beef sustainability is a positive story. But they tell us we need to be able to validate that there are processes in place, not just say we're doing this. That means we are striving for modules that are both auditable and flexible, meaning implementation fits in easily with what producers are already doing. Consumers are also increasingly wanting to know that we do the right kinds of things, and see transparency in the food we produce. They are willing to work with us in a collaborative effort with a focus on industry practicality. This is also seen by some to be insurance against value chain buyers demanding an onerous or costly program in the future.
This should fit the expectations for sustainability which seems to be settling in as a marketplace "want" by many large food companies. Most agree that it has to be low-cost to be acceptable and useable, with an eye to continuous improvement as it makes sense.
VBP is an active participant in the Canadian Roundtable for Sustainable Beef (CRSB) process, and that effort includes many members from foodservice, retail and stakeholder groups. For more info on CRSB can go to http://crsb.ca/ or the Global Roundtable for Sustainable Beef at http://grsbeef.org/.