Organic consumers can now trace their beef purchases all the way back to the farm where the animal was raised.
A small Regina co-operative has launched a web-based meat tracking system that allows its customers to pay a virtual visit to the source of their food.
All they have to do is go to the company’s website, enter a lot number printed on the package of beef they bought and up pops all sorts of information.
“They can see where their meat purchase came from, view pictures of the herd and learn how their meat was raised,” said Kim Schulz, Saskatchewan sales manager for Farmer Direct Co-operative Ltd.
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“Clients can also view the farm’s organic certificate plus the packer’s organic and Canadian Food Inspection Agency certificates.”
About half of the Regina co-op’s 60 members are certified organic cattle producers, who own an estimated 1,000-1,500 head. There are also a couple of bison producers participating in the program.
Marketing manager Jason Freeman said there has been a growing demand for transparency in the beef sector since the BSE crisis.
The company’s new fairDeal tracking system addresses those concerns by allowing consumers to scrutinize the process.
“We have nothing to hide. We want people to see what we’re doing,” he said.
“It allows anybody, even our competitors, to phone up the (certifier) and say, ‘hey, is this the real deal?’ “
In addition to providing assurance that required organic standards have been met, Freeman said Farmer Direct is committed to living up to a set of best management practices and meeting a trade standard ensuring growers get their fair cut of sale proceeds.
“We’re going above and beyond organics, improving on it essentially,” he said.
Producers will receive transaction statements detailing what the buyer paid and all the costs and commissions incurred along the path to the store shelf.
The company is in the process of getting its fairDeal tracking system and best management practices certified so other companies can use its services.
Farmer Direct has partnered with 11 retailers offering its fairDeal product line, which besides beef and bison also includes pulses and oilseeds.
Chris Giffen, operations manager of the Canadian Cattle Identification Agency, applauded the co-op’s initiative in launching a full-chain traceback system.
“It’s a marketing tactic that lots (of groups) are exploring.”
But he said that tactic shouldn’t be confused with the ear tag program used by the conventional beef sector.
“Our program is a disease traceback and containment program.”
Giffen said he can see one potential problem with the Farmer Direct system in that producers may take the brunt of the criticism associated with a tough piece of meat when the problem could have been caused by the way it was cut or cooked.
“To be able to take that back and blame it on a primary producer at the herd of origin may be somewhat unfair,.”
To check the website, go to www.producer.com and type “organic beef” in the go box.
