Consumers today want to know the story behind the food they serve their families. As such, Beef Alliance members are embracing their role in the beef supply chain, engaging with supply chain partners and industry stakeholders to enhance transparency, and to set a high standard for how cattle are cared for at the feeding segment. To further demonstrate this commitment, Beef Alliance members focus on specific feedlot practices related to judicious antibiotic use, animal welfare, traceability at the feedyard, and veterinarian training & oversight.