Verified Beef Production Plus officials say industry response to their official launch continues to exceed expectations.
Provincial coordinators across the country are reporting a significant increase in producers looking for more information on the expanded program and how to enroll.
The temporary website is also getting robust visitor traffic.
Program officials say the interest comes not only from beef producers but from beef cattle organisations and third parties such as veterinarians and branded beef programs.
Verified Beef Production Plus expands on the long-standing Verified Beef Production on-farm food safety program.
It adds on-farm recording and auditing of animal care, environmental stewardship and biosecurity practices at the farm level.
The voluntary program gives registered producers a way to showcase the good practices they use on their operations.
It also credibly demonstrates producers are listening to and responding to the needs of end users like beef retailers and consumers.
