Increasing consumer confidence in how beef is raised in the U.S. can be a tall task. However, due to ranchers investing time in Beef Quality Assurance (BQA) training, progress is being made one certification at a time. Raised with Respect is a campaign first launched in 2023 by Sysco and Certified Angus Beef. The campaign used BQA as the conduit to talk about cattle care efforts with chefs and consumers purchasing beef. “We set out to support the work being done by farmers and ranchers to care for their cattle and raise high-quality beef,” says Joe Don Ellers, vice president of merchandising at Sysco. Building on the first successful year, another year of BQA promotions and training aims to reach new audiences and encourage live or online certification. Recognizing the importance of the next generation, Raised with Respect plans include an increased focus on providing education for young farmers and ranchers.