In 2017, McDonald’s USA, Tyson Foods, Noble Research Institute, Beef Marketing Group (BMG) and Golden State Foods announced a two-year pilot research project seeking methods to improve #sustainability across the entire beef value chain. The project is designed to test metrics established by the U.S. Roundtable for Sustainable Beef and explore scalable solutions that could be applicable to beef production across the country.
Cattle for the project will come from ranches that are members of the Integrity Beef Alliance. The Integrity Beef program emphasizes progressive ranch management, land stewardship and humane treatment of all livestock.

Directed by: John Irwin (
Production Company: Robinson Hope Creative
Cinematography by: Brooks Ludwick and Gordon Yould
Music by: Bryce Miller