Under the VerifiedGreen program, farmers and ranchers can have theiroperations certified “green” by IMI Global’s auditors, making them eligibleto market their products as consistent with environmentally sustainableproduction processes. Such a program is expected to appeal toforward-thinking producers and retailers who are both environmentallyconscious and looking for a marketing edge as well as to consumers who wantto support producers practicing good environmental stewardship.
“VerifiedGreen offers a unique opportunity for farmers and ranchers tocommunicate their message of environmental stewardship to consumers,” saidJohn Saunders, president and CEO of IMI Global. “Unfortunately, thispositive story is not the one most consumers hear today from the mainstreammedia. In fact, the vast majority of producers we work with are passionateland stewards and very open to new ideas about sustainable agriculture.Perhaps most exciting is the overwhelming initial response we have gottenfrom our producers, many of which have already been looking into renewableenergy and carbon sequestration for the financial benefits of reducedmaintenance costs and improved soil quality.”
John Butler, CEO of Beef Marketing Group, a large consortium of feedyardsin Kansas and Nebraska, looks forward to buying cattle from VerifiedGreenapproved ranches. “Our own Progressive Beef Standard verifies ourfeedyards are engaged in sustainable activities in addition to other humanehandling and food safety practices. Sourcing cattle from producers engagedin these sustainable activities is a perfect fit for our customers who wantto know that the process has been verified by a third party.”
VerifiedGreen encourages farmers and ranchers to adopt, maintain and/orenhance environmentally sustainable production processes with reducedcarbon output. These practices can include a wide variety of initiativesranging from improving grazing programs that foster CO2 sequestration andforage quality to wind and solar energy systems to earth friendly feed tobiodigesters that recover methane from manure to reduce emissions andproduce electricity, heat and hot water for operations. IMI Global’s roleis to verify that its customers are implementing and sustaining suchprogressive practices, ensuring that the products they are producing aretruly “green.”
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