Rancher Motivations for Joining Sustainability Programs

Abstract Livestock’s environmental footprint has become a pivotal concern for both consumers and investment corporations. To stay competitive in the sustainable foods movement, the beef industry has sought to improve sustainability within their own supply chains. However, before system sustainability can be achieved, more sustainability practices must be adopted and implemented by the foundation of the system. Therefore, to gain insight into motivations of ranchers for adopting new sustainable practices we administered an online multi-state survey to cattle ranchers in collaboration with state Cattlemen’s Associations. In total, the survey consisted of 45 questions and was divided into four sections including: 1) rancher demographics, 2) ranching educational resources, 3) current best management practices, and 4) willingness to join new rancher sustainability program. Of the survey participants (n = 884), when asked what made them trust/ believe in a ranching educational program, 64% of ranchers stated they trusted (very or extremely) science, 55% or ranchers stated they trusted a ranching educational program if the program was partnered with state cattlemen’s associations, and 32% of ranchers stated they trusted the program if other ranchers they knew were currently enrolled in the program. When survey participants were asked who they trusted most to dispense ranching educational information 79% trusted veterinarians (very or extremely), 63% trusted extension agents/ farm advisors, 57% trusted professors (very or extremely), and 54% trusted other cattle producers. In regards to where cattlemen acquired ranching information 94% utilized trade publications or magazines, 90% utilized university or extension, 70% utilized state or national cattlemen’s meetings, and 52% utilized social media. The top three reasons why survey participants would choose to adopt a new ranching practice included increases profitability 79%, improves animal health 78%, and expected benefits greatly outright the cost or effort to implement 51%. Meanwhile, only 18% of ranchers selected improving environmental health as one of their top 3 reasons for adopting a new ranching practice. In terms of best management practices, 77% of producers stated they had a grazing management practice, however only 29% had their plane written down. Finally, the survey indicated that ranchers who were male, had been through the Beef Quality Assurance training, and were enrolled in a land assistance program were more likely to state that joining a sustainability program would be beneficial to their operation (P < 0.05). Overall, this survey provides the necessary insight into why and how ranchers learn about new ranching practices and provides a possible framework for how to develop successful ranching educational and sustainability programs in the future.