We don’t need a perfect answer. We need a reliable answer with Tom Sturgess, Methane Mitigation Ventures

Consumers will pay a premium for climate-friendly red meat, but not the way you’re thinking about it. This premium is not a mark-up on any single purchase. It’s customer loyalty to the retailer selling the product. A brand with integrity keeps customers coming back, and the retailer, the real customer, captures that lifetime value. Today I am joined by Tom Sturgess, who has been involved in red meat production since 1985. Thirty years ago he moved to New Zealand and taught himself sheep and b...