presented by Strauss Brands

Transcription

1 presented by Strauss Brands

2 1LB CHALLENGE MOVEMENT Your choice in beef matters. Currently, over 75% of grass fed beef sold in the US is imported. That means the US is missing out on the economic and environmental benefits of sustainable raising methods. We envision a sustainable beef industry where American family farmers are rewarded for raising practices that are harmonious with the way Mother Nature intended. The farmers we work with use practices that protect our waterways, restore our grasslands, and take care of our natural ecosystems right here in America. By choosing American-raised, grass fed beef consumers have the ability to influence the beef industry to make sustainable changes. We are challenging every American household to swap 1LB of the beef they usually buy for 1LB of American-raised, grass fed beef every week. We want to grow a future that s better. Better for the animals. Better for the earth. Better for us all. PROTECT OUR NATION'S WATERWAYS RESTORE OUR NATION'S PRAIRIELAND BUY AMERICAN GRASS FED BEEF 1

3 1LB CHALLENGE MOVEMENT The United States is currently missing out on significant economic and environmental benefits of the upward trend in grass fed beef sales in the US. While sales have increased 1,500 percent since 2012, over 75 percent of grass fed beef sold in the US is imported. An increase in American-raised grass fed beef sales would: Rebuild soil health: 100% grass fed beef raising techniques protect America's vulnerable grass pastures Improve Water Quality: proper grazed pastures prevent erosion and keep farm chemicals out of our waterways Support the economic development of rural America In fact, every American steer raised on a grass fed and finished diet makes a significant impact. Each steer: Preserves a minimum of four acres of pastureland Prevents up to eight pounds of phosphorus and 100 pounds of nitrogen from entering lakes, streams, and other waterways Removes up to 20,000 pounds of atmospheric carbon from the air Rebuild soil organic matter - every 1% increase improves water holding capacity by 20,000 gallons per acre. PRESERVE A MILLION ACRES OF PASTURELAND There are 129 million households in the United States. If each one committed to purchasing 1 LB of American-raised grass fed beef each week, we could preserve a million acres of pastureland. The environmental benefits would be tremendous. Six billion pounds of topsoil saved 108 million pounds of phosphorus and nitrogen off of our lands 2

4 1LB CHALLENGE MOVEMENT From the Heartland to the Bayou Mississippi River Watershed Dead Zone What farmers spread on their fields ends up in the Gulf of Mexico. Excess fertilizer washes off into local waterways. The abundance of nitrogen and phosphorus eventually run into the Gulf of Mexico, where it feeds large algae blooms. The algae bloom deprives other marinelife of much needed oxygen, creating what is known as a "dead zone." The 2017 Dead Zone in the Gulf was as large as the state of Connecticut. Dead zones not only adversely affect marinelife, but also commercial and recreational industries that depend on it as well. By working together, we not only improve conditions in the Gulf, we create a more sustainable system for us all. PARTNERS MICHAEL FIELDS AGRICULTURAL INSTITUTE Michael Fields Agricultural Institute (Water Protection): Recognizing agriculture is one of the biggest uses of chemicals, Strauss has pledged to support the Michael Fields Agricultural Institute, a non-profit organization that studies and promotes regenerative agricultural techniques that protect the quality of our water through ecologically resilient food and farming systems such as sustainably managed pasture grazing. AMERICAN PRAIRIE RESERVE American Prairie Reserve (Land Conservation): The Strauss family acknowledges pasture-based land management as a key building block for the future of sustainable agriculture, and supports American Prairie Reserve in its mission to create the largest reserve in the U.S. by assembling 3.5 million acres of native prairie grasslands. Local ranchers are critical in this process and are rewarded for wildlife-friendly ranching practices. 3

5 BETTER FOR THE CATTLE, THE EARTH & YOU Corporate Social Responsibility at Strauss COMMITTED TO ENVIRONMENTAL STEWARDSHIP Consumers today seek the highest caliber of meats that are not only good for their families but also good for the Earth. We support and encourage sustainable grazing and pasture management, which benefits our environment in many ways. SUSTAINABLE PASTURE RAISING: Captures, filters and absorbs rainfall. Removes carbon dioxide, decreases methane and greenhouse gases. Is as effective as forested land in reducing greenhouse gases. Returns nutrients back to the soil naturally as the cattle fertilize as they graze, protecting soil structure to help absorb water, providing nutrients to earthworms and supporting overall soil health. Reduces topsoil erosion. Reduces the need for chemical fertilizers. Eliminates the high fossil-fuel consumption required for industrial raising practices. Decreases the use of chemical herbicides and/or mechanical equipment. GREEN IMPROVEMENTS: We have made several changes to our facility and operating practices that reduce our overall energy consumption. These changes include installing green lighting and motion-sensor switches, eliminating disposable plastic gowns and gloves in our facility, using biodegradable cleaning supplies, consolidating orders and delivery routes, maximizing all by-products and varietal meats to reduce landfill waste, and using recycled papers and vegetable-based inks whenever possible for printed material. Generations of experience result in time-honored traditions and a passion for the well-being of our animals. BETTER FOR THE ANIMALS Through sustainable farming methods, we safeguard our planet s ability to provide for our future. BETTER FOR THE EARTH Healthier, humanely raised animals means wholesome and delicious meals for you and your family. BETTER FOR YOU 4

6 SUPPORTING AMERICAN FAMILY FARMERS 16MM lbs of American beef produced and sold annually* From 60+ Midwest American family farmers who are craftsmen in the art of Grass-Finishing* Protecting more than 315K acres of pasture land across the United States* *FY17 PROUDLY AMERICAN: Since 1937, our family has proudly supported America s great family farmers and ranchers. Today, after more than 80 years and four generations, we carry on the proud family tradition of providing consumers with family farm-fresh meats, growing Strauss into one of the nation s leaders in sustainable and humane practices. RAISING PROTOCOLS: 100% grass-fed and grass-finished Never administered antibiotics Never administered growth hormones Raised on open pastures never confined to feed lots Born and raised in the USA PRODUCER REQUIREMENTS INCLUDE: Cattle that are bred and suited for grass finishing Constant access to open pastures, high-quality grasses and stored forages Don t be fooled by deceptive Product of USA labeling. Look for: Born and Raised in the USA on your product package. 5

7 ABOUT STRAUSS BRANDS THE STRAUSS WAY: Strauss Brands is committed to supporting American family farmers who manage their land sustainably, protecting against water pollution and soil erosion. This is better for the animals, better for the Earth and better for you. The modern food system has its standards, and we have ours: exceptional meats from exceptionally well-raised animals ethically raised, family farmed and masterfully butchered. Our family farmers are specially hand-selected experts in their craft, combining modern standards in ethical and humane treatment to produce authentic, tender meats. THE STRAUSS PRODUCTS: Strauss Free Raised Beef is raised as nature intended 100% grass-fed and grass-finished. Grass-fed beef cattle are never administered antibiotics or hormones. Grass-fed beef has been shown to have two to three times more conjugated linoleic acids (CLAs) than grain-finished beef and is higher in omega-3s and vitamin E, which protects against heart disease and cancer. Strauss products are available in store at retailers nationwide and now delivered Direct to Your Door with Free Raised Direct. 6

8 STRAUSS BRANDS FACT SHEET HOW WE OPERATE: STRAUSS BRAND FACTS: Headquarters CEO & Co-President Employees 300 WHO WE ARE: Franklin, WI Randy Strauss With more than 80 years of experience in restaurants and grocery stores, Strauss Brands is a leader in the meat industry, offering chef-quality grass-fed and -finished beef, Free Raised veal and lamb. The Strauss family believes in high-quality meat, the humane treatment of animals and supporting environmentally sustainable raising practices through their growing network of American family farms. Strauss Brands recently expanded to offer consumers the option to order the same chef-quality meat delivered Direct to Your Door with their online store, Strauss Free Raised Direct. Whether customers buy in-store or online, it s never been easier to enjoy authentic, great-tasting American grass-fed beef. We provide exceptional meats from exceptionally well-raised animals by focusing on practices that are: Better for the Cattle 100% pasture-based raising means cattle enjoy a diet as nature-intended and stay healthy, naturally. Never administered hormones or antibiotics. Better for the Earth Sustainable pasture grazing reduces erosion, regenerates topsoil, captures and absorbs rainwater and dramatically reduces the use of chemical fertilizers. Better for You Healthier, humanely raised animals means wholesome and delicious meals for you and your family. OUR HERITAGE: The Strauss family has a long and rich history in the meat and livestock industry, going back five generations to Ludwig Strauss, who worked in the Milwaukee stockyards after immigrating from Germany in the late 1800 s. In 1937, Ludwig s grandsons started Strauss Brothers Packing to supply their neighborhood with high-quality, farm fresh meats. Today after more than 80 years, brothers and copresidents Randy and Tim Strauss carry on the proud family tradition of providing farm-fresh meats raised by family farmers. They have now evolved Strauss into one of the nation s leaders in sustainably and humanely raised meats. 7

9 THE STRAUSS WAY We often receive questions regarding how our livestock are harvested in a humane manner. We honor and respect the sacrifices our animals make to provide us with nourishment, and we want our customers to feel peace of mind knowing this sensitive process is handled with great care and respect. All cattle are harvested at state-of-the-art facilities designed to provide the highest level of comfort, while minimizing stress and protecting human health through best-in-class food safety practices. While on premise, livestock are rested and have free access to clean water. Handling techniques developed by renowned animal welfare expert Dr. Temple Grandin are utilized to calmly move cattle through the facility. Great care is taken to utilize all parts of the animal honoring our commitment to responsible raising and sustainability. Animal by-products are instrumental in everything from life-saving pharmaceuticals and medical procedures to traditional items such as soaps, gelatins, pet foods and tallows. I think using animals for food is an ethical thing to do, but we ve got to do it right. We ve got to give those animals a decent life and we ve got to give them a painless death. We owe the animal respect. Temple Grandin 8

10 STRAUSS FAMILY HISTORY 1880 s: Ludwig Strauss worked in the Milwaukee Stockyards after immigrating from Germany s: Emil Strauss becomes a registered cattle broker. 1937: Emil s sons started Strauss Brothers Packing to supply their neighborhood with farm-fresh meats s: Emil s son Milton became the sole owner of the family business. 1958: Milton s son Richard, entered the family business and helped build Strauss into an internationally recognized brand. 1989: Richard handed over the reins of the growing veal business to his two sons, Randy and Tim. 2001: Strauss began investigating ways of raising veal more humanely. 2002: Strauss bought Silverton Ridge Lamb and Veal. 2003: Strauss bought Food Tech, an Australia and New Zealand lamb importer. 2004: Strauss traveled the world to study the best veal raising practices. Then, they bought and established their own Free Raised Farm specifically to apply and study the best ethical veal raising practices. 2005: Strauss bought Swissland Packing Company. 2008: Strauss became the first company to switch to 100% group-raised veal, defined pasture raised veal, and caused the AVA to develop the 10-year mandate for the entire industry. 2009: Strauss bought Chiappetti Meat Company. 2009: Strauss Brands expanded, adding grass-fed beef to its product line-up. 2014: Strauss welcomed 4th generation, Cole Strauss to the family business. 2014: Strauss offered the first USDA-quality graded grass-fed beef program in the U.S. 2017: Strauss introduced Free Raised Direct Tim Strauss 3rd Generation Cole Strauss 4th Generation 7 Randy Strauss 3rd Generation

11 LEADERSHIP TEAM RANDY STRAUSS CEO & Co-President TIM STRAUSS Co-President GREG MARTIN Chief Operating Officer JERRY BUSSEN Chief Financial Officer LORI DUNN Vice President, Grass-Fed Beef NICK PACKARD Director, ecommerce 10

12 STRAUSS BRANDS RESOURCES 1LBchallenge.com StraussMeats.com facebook.com/straussmeats twitter.com/straussmeats instagram.com/straussmeats FreeRaisedDirect.com facebook.com/freeraiseddirect twitter.com/straussdirect instagram.com/straussdirect 11

13 MEDIA CONTACTS BUSINESS, CORPORATE & TRADE MEDIA INQUIRIES: LORI DUNN, Vice President, Grass-Fed Beef JENNY ENGLERT, Marketing Communications Manager