“Sustainability” – depending on who you are, what you do, and what you believe, this word conjures up a myriad of emotions. Confusion, passion, frustration – you name it, this topic brings a lot bubbling to the surface. Why are there such strong emotions around the topic of sustainability? If you talk to producers, they will tell you that there has been a lack of common-sense definitions, which is resulting in limited progress. Farmers are also frustrated by additional requirements and intimidated by the seemingly vague nature of the approaches in the marketplace – without a clear path to getting paid. Most processors are in the same boat.

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