Sustainable Beef Pt 1 I’m Bob Larson. Beef, it’s what’s for dinner … might be your favorite commercial slogan, but it’s also a slogan that triggers a lot of finger pointing towards the cattle industry for things like being bad for us and for the environment. But, Cattlemen’s Beef Board Chair Jared Brackett says he loves it when the conversation turns to “sustainability” in the beef industry … BRACKETT … “Because I think it allows us to continue to tell our story, which we don’t always do a good job of it. If you look at the number of multi-generational farms and ranches that, to me, just demonstrates how sustainable our operations really are.”