The Spanish Beef Interprofessional Organization (Provacuno), together with the Walloon agency for the promotion of quality agriculture (Apaq-W), have launched the “Sustainable European Beef” (SEUB) Promotion Plan campaign, which will be carried out over the next three years (2025-2027) in Spain and Belgium, co-financed with European funds.
Under the slogan “For a Sustainable Europe, the Special Mission of Beef,” the campaign aims to inform the public about the European beef sector’s commitment to achieving the 2050 Carbon Neutrality Target and improving sustainability in general, and in particular with regard to reducing emissions and preserving and improving the soil. At the same time, the campaign also aims to inform the sector itself about the latest trends and developments available for its continuous improvement in the field of sustainability.
In the words of Javier López, director of Provacuno: “The objective of this campaign is to demonstrate the sector’s firm commitment to sustainability in all its forms: economic, social, and environmental.” He adds: “It is an opportunity to share with citizens all the work the sector is doing to align itself with the climate neutrality, animal welfare, and sustainable rural development goals set by the European Union.”
For his part, Philippe Mattart, general director of Apaq-W, highlights the educational dimension of the project: “We want both consumers and producers to understand the added value of a European beef production model based on good practices and a commitment to the environment. Sustainability is the path forward, and this program is a key tool to navigate it together,” notes the spokesperson for the Belgian agency.
Objectives to Promote Sustainable Production Measures
The SEUB program will develop specific actions aimed at both citizens and beef producers.
For citizens, the campaign aims to increase awareness about the European beef production model, characterized by its high standards in terms of economic, social, and environmental sustainability. It also seeks to raise public awareness about the importance of choosing European products that guarantee good practices in animal welfare, respect for the environment, and promote rural development.
Furthermore, the program aims to support the European beef sector—particularly the Spanish and Belgian sectors—in its process of adaptation and continuous improvement in sustainability by facilitating access to technical information, specific training, and knowledge-sharing opportunities. The main objective is to promote the implementation of good sustainable practices, both in the industry and on farms, and in particular, those that guarantee a reduction in emissions and the prevention of soil degradation and restoration.
Technological transformation of the sector to increase sustainability
The project will also launch a tool to understand emissions from the beef sector, covering both livestock and industrial production, with the goal of further improving environmental sustainability. To this end, an API will be developed that will connect an emissions calculation application with the management systems (ERPs) used in the sector. This will allow livestock farmers and industrialists to automatically, quickly, and accurately understand the emissions from their farms or industries, facilitating decision-making to reduce their carbon footprint.
First Symposium on the Sustainability of European Beef Cattle
One of the highlights of this first year of the campaign will be the First Symposium on the Sustainability of European Beef Cattle, which will take place in Brussels on November 12, 2025. This event, which can be attended upon registration both in person and online, will bring together European institutional representatives, sustainability experts, producers, industry associations, and specialized media outlets. The event will analyze current and future challenges facing the beef sector in Europe, exchange best practices, and foster debate on the key role of livestock farming in achieving the climate and sustainability goals set by the EU, particularly with regard to reducing emissions and preserving and improving soils.
The symposium will also be a platform to present the initial progress of the campaign, which launches today, and will serve to reinforce the sector’s collective commitment to a production model that is more respectful of the environment, animal welfare, and the rural environment. Registration is free and is already
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