World Without Cows Podcast: Episode 1 — Justin Sherrard
Turning conversations into commitments for a better food future
Documentary filmmakers and former journalists Michelle Michael and Brandon Whitworth kicked off their new World Without Cows podcast with a conversation with Justin Sherrard, vice president of the Global Roundtable for Sustainable Beef and a director at Breedr, a cattle management software company. Justin is an independent animal protein business advisor who focuses on supply chains, innovation and sustainability. Previously, he was a global strategist for animal protein at Rabobank, a global leader in agricultural financial services.
Much like the documentary, the World Without Cows podcast delves into the profound implications of a scenario where cows no longer exist, examining the multifaceted roles cows play in our global ecosystem. In this first episode of their thought-provoking podcast, Michelle and Brandon reconnect with Justin, who is featured in the World Without Cows documentary, to discuss the future of sustainable food production and the beef industry.
WATCH & LISTEN: Documentary filmmakers Michelle Michael and Brandon Whitworth interviewed Justin Sherrard for the first episode of their new World Without Cows podcast.
In the documentary, Justin emphasized that the agri-food industry needs to address every aspect of the global food system. He acknowledged the progress being made and the positive direction of the agriculture industry but expressed concerns that the industry was not working hard enough.
In the podcast, Michelle and Brandon revisited these themes to explore the advancements made since his initial interview and to identify the most promising opportunities and obstacles in sustainable cattle production.
Justin noted several advancements in the agriculture industry since his first interview for World Without Cows, including more concrete commitments to sustainability by participants across the supply chain.
“We see more commitment, and that’s important. Commitments matter,” Justin said. “Goals being set, milestones being put down and markers being placed there for progress.”
This progress is crucial, as it lays the groundwork for long-term improvements in the industry.
However, Justin also pointed out that while there is progress, it is not uniform across all areas. Some companies have taken a competitive approach to sustainability, which can be beneficial, but only if foundational elements are agreed upon and put in place.
“What are the metrics by which we’re going to measure progress? Are we aligned on that?” he questioned.
Without these common metrics, Justin said, the industry risks confusing consumers.
One of the most promising opportunities lies in the potential of animal agriculture to achieve net positive impacts on climate and biodiversity. Practices such as upcycling biomass that would otherwise go to waste can contribute positively to the environment.
“The main game is how we continue to provide nutritious, safe, sustainable food to nourish everyone in the world in the right way,” Justin said.
Another opportunity is the role of technology in advancing sustainability. There have been significant technological advancements in agriculture that can help achieve sustainability goals.
“The solutions are clearer, the progress that’s been made there, the commercialization of those technologies, it’s all moving in the right direction,” he noted.
Embracing these technologies can drive efficiency and innovation in sustainable practices.
Despite these opportunities, several obstacles stand in the path of sustainable cattle production. One major challenge is the lack of clear market signals that reward sustainable practices. These signals are essential for aligning the industry’s efforts with consumer expectations and driving meaningful progress.
“Until we really get clear market signals that say this is what we want and this is what you’re going to be rewarded for, we’re going to continue to struggle,” Justin explained.
Another obstacle is the risk of “carbon tunnel vision,” where the focus on reducing greenhouse gas emissions overshadows other important sustainability goals like biodiversity and animal welfare. A holistic approach to sustainability is necessary to address all environmental impacts comprehensively.
“We can’t get trapped into this carbon tunnel vision and don’t think about this in a broader context,” Justin said.
“It’s not black and white. Let’s have the conversation,” Justin said, adding that this approach is crucial for engaging a wide range of stakeholders and finding common ground.
He complimented Michelle and Brandon on how well the documentary shares diverse perspectives and aims to spark conversation about the role of cows in our world.
“The answer is not binary. In a world which is increasingly binary, the answer is not simply yes or no,” Justin said.
“Our entire goal is to get people to the table for the conversation,” Michelle agreed.
Creating safe spaces for ongoing conversations about sustainability is vital, Justin said. Organizations like the Global Roundtable for Sustainable Beef provide platforms for industry stakeholders to come together, share knowledge, and challenge each other constructively.
“We need to have safe places to continue talking about what is presented in the documentary and what we need to do more,” he said. “And we need to have places where we can be uncomfortable and test that with the audiences.”
“We need to cherish those safe places where we can have conversations, learn from each other, and feel that we’re really in this together,” Justin added.
Just before the podcast was recorded, Justin attended the Global Conference on Sustainable Beef in Uruguay, where leaders of the global beef value chain gathered to report on the industry’s measurable improvements in sustainability, share best practices and deliver proof that sustainable beef is not only possible but already a reality.
“It was a great coming together,” he said. “It’s a safe space where we can all ask ourselves in a friendly but somewhat critical way: Are we making progress in the right areas, and are we making that fast enough?”
The 2020s are a critical decade for achieving our climate goals.
“If we don’t get it right in this decade, we’re going to be playing catch-up,” Justin said.
Looking ahead, the next steps involve sketching out a vision for the industry towards 2050. This vision should include multiple tailored approaches for different regions, while maintaining common elements to guide the industry forward. Adaptability and openness to change are crucial, as what works in one region may not be applicable in another.
“Let’s start really imagining the future, recognizing that a lot of things are going to change because society demands that, because the climate demands it, because nature and biodiversity demand it and because business profitability demands it,” Justin said.
Turning conversations into commitments for a better food future
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