In Canada the beef and leather industries are teaming up to deliver a clear message to the public about the sustainability of beef and leather. 

The Canadian Cattlemen’s Association (CCA) is running a new campaign to highlight the positive contribution that livestock, meat and leather make to the environment by helping to preserve endangered native Canadian grasslands that have been overwhelmed by the growth of cities and roads. 

Grazing cattle on what is left of the long-grass prairies in Canada ensures that a natural regenerative process takes place thanks in part to the cattle’s hooves pressing down on vegetation and helping it to grow again.

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