A new advertising campaign about the Beef Quality Assurance (BQA) program is aimed at educating consumers about how beef farmers and ranchers care for their animals. Central to the campaign is a commercial (pictured) showing, for example, that BQA trains farmers to provide cattle with natural shelter, room to roam and sustainable grazing. 

BQA trains farmers and ranchers on best practices and cattle management techniques to ensure their animals are cared for within a standard set of guidelines. The program began 30 years ago; today, according to the organisation, more than 85 percent of beef produced in the US comes from a farmer or rancher who has been BQA certified.  

"The BQA program offers consumers assurance that there are consistent animal care standards in place across the beef industry,” said Josh White, executive director of Producer Education at the National Cattlemen's Beef Association. "According to market research, the majority of consumers say they consider how and where their food is raised when making a meal decision."

According to BQA, its foundation is a set of educational resources promoting animal care practices that are based in science and align with governmental regulations. Resources are reviewed by an expert advisory group consisting of farmers and ranchers, veterinarians and animal scientists who meet quarterly to evaluate the program, discuss trending topics, review the latest research and make recommended changes or updates, as needed.