For several years, Steven has been beating the drum for grass-fed, pasture-raised beef, recommending it in his books and featuring it on his TV shows, Project Smoke and Project Fire.
So he was very receptive when Strauss Brands, a leader in ethical and sustainable livestock practices, recently launched its “1LB Challenge” consumer awareness campaign.
The challenge is a simple one: Simply replace 1 pound of your weekly beef purchases with grass-fed beef raised in the U.S.
The United States is currently missing out on significant economic and environmental benefits of the upward trend in grass-fed beef sales in the U.S. While sales have increased 1,500 percent since 2012, over 75 percent of grass-fed beef sold in the here is imported.
Every American steer raised on a grass-fed and finished diet makes a significant impact, says Strauss. Each steer:
“The 1LB Challenge” implores consumers to make informed choices in the grocery store meat aisle.
“Every consumer has the power to cast a vote with their purchase. We want consumers to understand how one small change in the meat aisle, repeated regularly, can contribute to a greener tomorrow,” said Randy Strauss, CEO and Co-President, Strauss Brands. “When consumers choose American grass-fed and finished beef, they support U.S. family farmers’ efforts to preserve and protect our food supply for future generations.”
Here’s how you can accept “The 1LB Challenge”:
To learn more about the work Strauss American family farmers are doing to protect our earth and the company’s commitment to environmental stewardship via partnerships with non-profit partners such as the Michael Fields Agricultural Institute and American Prairie Reserve, visit 1LBChallenge.com.
In the meantime, here are a few of Steven’s favorite beef recipes to inspire your grilling and barbecuing.
Cattle Drive Steaks
Great American Hamburger
Wood-Grilled Beef Tomahawks with Blue Cheese Butter
Click here to read Steven’s interview with Randy Strauss.