What do you do with a problem that is undefinable, hard to understand and lacks a consensus? That’s the constant challenge facing the beef industry because it describes perfectly the issue of sustainability.

At the Dairy Farmers of Canada (DFC) conference in February, delegates discussed the proAction Initiative – a new approach to the integrated delivery of on-farm programs. Building on the Canadian Quality Milk program infrastructure, this approach aims to improve how the industry meets a rising, multi-faceted wave of new expectations all tied to sustainability.