Meat&Poultry - November 2014 - 19

WELFARE MARKETING

Witherspoon says he was excited

"Most of our research suggests the

the Rams took a stand on sustainable

consumer isn't willing to pay more for

food production, a move he says is

responsibly produced beef," she adds.

"huge" for Shire Gate Farm and re-

Witherspoon's goal is to provide

sponsibly sourced meat, in general.

responsibly sourced beef at a "mar-

"The Rams are saying they want to

ginal difference in expenditure for

put the best product possible - something more healthy - in their fans'
hands," Witherspoon says. "Hot dogs
and burgers are practically shorthand

for bad food, but my grass-fed hot

LUBRI-ARMOUR

dogs and grass-fed, ground-beef burgers are fit for a professional athlete."

Anti-Microbial Additive
EPA Reg. No. 86389-1

Witherspoon, who holds a master's

Advanced Protection
Against Bacteria,
Listeria and Mold.

degree in business, says AWA certification is the highest certification of
its kind that he has seen. He likes that
AWA is independent and places a high
regard on revealing the truth.
"I don't want to put something on

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the label, or something in the product or something in my body that isn't
truthful," he says. "For me, the AWA
label is the gold standard."

SynXtreme FG-1/220 & FG-2/220

Witherspoon's goal is to help cre-

* Synthetic, Calcium Sulfonate Complex Greases.
* Super Multi-Purpose, High Temperature Greases.
* Excellent Anti-Wear & Extreme Pressure Protection.

ate a sustainable food environment,
not just at sports stadiums but around
the country. He says the AWA logo "is

SFL Series - Synthetic Greases

our way of showing customers that

* Synthetic (PAO)-Based, Aluminum Complex Greases.
* Available in NLGI Grades 00, 0, 1 & 2.
* Works Well Over a Wide Range of Temperatures.

we really are doing the right thing by
our animals, and the environment."

FGL Series - Mineral Oil-Based Greases

Witherspoon believes more con-

* USP-Mineral Oil-Based, Aluminum Complex Greases.
* NSF H-1 Registered, Food Machinery Grade.
* Available in NLGI Grades 00, 0/00, 0, 1 & 2.

sumers are aware of grass-fed beef
and its benefits than they were five

Pure Tac Series - Tacky Greases

years ago.

* Tacky, Heavy Base Oil, Aluminum Complex Greases.
* NSF H-1 Registered, Food Machinery Grade.
* Available in NLGI Grades 1.5 & 2.

"You heard 'grass-fed' five years
ago, and the only thing people saw
was the dollar signs," he says. "They

ClearPlex Series - Clear Greases

thought grass-fed beef was ridiculous-

* USP Mineral Oil-Based, Aluminum Complex Greases.
* Advanced Zinc Free Anti-Wear Additive Package.
* Available in NLGI Grades 1 & 2.

ly expensive."
Consumers might not think it's ridiculously expensive anymore, but
they do think it costs more, says Kim
Stackhouse-Lawson, director of sustainability for the National Cattlemen's Beef Association (NCBA).

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To visit us on Facebook, Twitter or
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and click on the desired icon.

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Meat&Poultry - November 2014

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