REBECCA S OJA Syracuse Unive rsity School of Architecture Undergr
aduate
Net Weig ht
2.90lbs
Thesis
May, 20 15
Unit Pri ce
$4.49/lb
Total Pri ce
$13.02
THE MEAT YOU HAVEN'T MET EXPOSING THE PRODUCTI ONCONSUMPT ION GA
P
Total Pr ice
$13.02
the client
beefville, al l things
beef.
[conventional beef industry leader]
7 s e s a ph
COW-CALF OPERATION
LE LIVE CATT AUCTION
of the
F E BE
D O FO N I A H C
CATTLE FEEDLOT
PACKING PLANT
GROCERY STORE
FAST FOOD NT RESTAURA
SE STEAKHOU NT RESTAURA
transportation & storage
wastes
wastes
distribution
transportation & storage
wastes
distribution branding & selling
marketing
PRODUCTION
PROCESSING
CONSUMPTION
transformation of cattle and other raw ingredients into products
preparing, eating, & using
raising animals raw ingredients
inputs
inputs
inputs
5 3
1 2
4
6 7
conventionalization
AUGMENTING SUSTAINABLE ALTERNATIVES DEMANDED BY THE CONSUMER.
modernist
INNOVATION AND TECHNOLOGY AS DRIVERS OF SOCIAL AND ECONOMIC PROGRESS.
PRODUCTIVIST
A RELENTLESS PURSUIT TO INCREASE EFFICIENCY AND OUTPUT TO BENEFIT ALL.
THE
SPECIALIZATION
EXPERTS IN THE BEEF CATTLE BUSINESS FOR GENERATIONS.
CONSOLIDATION & CONCENTRATION
FEWER AND LARGER OPERATIONS WITH GAINED EFFICIENCY AND GREATER OUTPUT.
INTEGRATION
APPROACH STRIVING FOR PROGRESS AND MAINTAINING INDUSTRY INTEGRITY
VERTICAL AND HORIZONTAL INTEGRATION ACROSS THE COUNTRY.
APPROPRIATIONISM
PRODUCING MORE THAN BEEF TO STRENGTHEN THE FOOD SYSTEM.
SUBSTITUTIONISM
CREATING MORE OPTIONS TO SATISFY OUR CONSUMERS.
RISK ASSESSMENT a winning combination of ideologies, attitudes, & methods proven for success.
QUANTIFYING RISK IN TIMES OF UNCERTAINTY.
the equivalent of
(# of cattle per county)
67% of land area of MT, WY, CO, NM, AZ, NV, UT, and ID is used for rangeland
one none (0-1,999) (2,000-7,999) (8,000-19,999)
cattle territory
(20,000-500,000)
growing 47% of SOY feeder corn (animal feeds and ethanol, not human food)
grain 60% feeds of CORN soybeans (< 2% used in human food)
produced in the U.S. is consumed by livestock
100,000
liters of water for every
KG
of beef
soil erosion average soil loss of land producing grain feed crops
13 tons/hectare/year average soil loss of pastureland for grazing
06 tons/hectare/year
54%
alfala hay
95,000,000
of U.S. pasture land is severely overgrazed where erosion may exceed
100 tons
(requires fertilizers and replaces native vegetation)
cattle residing in the U.S.
32,500,000 cattle slaughtered per year
input to RATIO protein beef protein output
CATTLE DENSITY LEVELS
54:1
(data from 2007)
top 10
U.S. produce [ asparagus, broccoli, carrots, cauliflower, celery, lettuce, honeydew melon, onions, sweet corn, tomatoes ]
87 million
74 million
59 million
2 2 0 M I L L I O N A C R E S T O TA L
shift from food to feed
1million acres
gw p
4
main
greehouse
gases
global warming potential
carbon dioxide
CO O2
“humans ARE having an impact on climate change.”
C
methane
CH4
H H
C
H
H
nitrous oxide
N2O
N
fluorinated gases
N+
O
the food system is responsible for 50% of climate change due to crop and animal agriculture, land use change and deforestation, processing, transportation, packing, retail, and waste
-
em is
s on si
84% CO 09% CH 05% NO 02% flourinated gases
CO O2
the 2014 IPCC report states:
O
O
methane 100-200 liters = released per cow, per day
X 23
we must
mitigate m a adapt
X 300
e carbon dioxide
n generation
emissions
estimated
1
CH4 N2O
560 560 12 o oz
ccans a of ssoda sod o pop
watt 100 w g ng od n ro pro p producing
gh lightbulb
BEE = 20days off BEEF go kg 1kg 1 d
burning for bu
animal agriculture accounts for approx.
18% of annual greenhouse gas emissions that impact global climate change
impacting climate change
by purchasing corn and soy at prices below production cost due to government subsidy policies
decrease
we save money to SAVE CONSUMERS
support system
operating costs
5-15%
(billions of dollars) by finishing cattle with grain feeds
MOOLAh
between
$
1997-2005,
federal
upport
the beef industry saved
~ $3.9 BILLION per year
between
1995-2009, the USDA distributed more than
The federal government supports foods we shouldn’t be eating and means of production that aren’t sustainable. Industrial beef producers don’t necessarily out-compete, they just get preferential treatment compared to small farms (non-factory farms) that don’t get federal funding.
$246 BILLION
in subsidies for commodity crops with taxpayer dollars
the food pyramid of government nuts & legumes s subsidies oils, sugars, & fats
grains
Ch
fu
n
d
in
g
fruits & vegetables s
o
e os
MyP
l ate . go
v dairy
fruits fr grains ns
vegetables protein protei ein
MEAT & DAIRY
how does this translate into this?
oils & fats
us da
osha
ami
United States Department of Agriculture
Occupational Safety & Health Administration
American Meat Institute
The federal executive board responsible for developing and executing federal policies on farming, agriculture, forestry, and food.
The primary federal agency in the United States Department of Labor responsible for enforcing safety and health legislation to ensure good working conditions for men and women.
The oldest and largest trade association representing the US meat and poultry industry.
Tasks of the USDA are many and varied. It covers a lot of ground, influencing several aspects of our daily lives, even externalities that affect us indirectly. The department’s stated mission is to “provide leadership on food, agriculture, natural resources, rural development, nutrition, and related issues based on sound public policy, the best available science, and efficient management.” The range of goals, from expanding economic opportunity, especially in rural America, to promoting sustainable agricultural practices, or increasing access to healthful and safe food, results in competing motives and objectives. The USDA is responsible for meat safety, but also increasing meat sales. It impacts the retail market by certifying various brands, plus it is in charge of the grading program established in the 1920s that categorizes cuts of beef as standard, prime, choice, or select based on the quality of marbling and fat content- something completely unrelated to health and nutrition. Beef may be inspected for pathogens, but that doesn’t mean it won’t lead to other chronic diseases caused by saturated fats and calories. Essentially, the USDA is interested in keeping beef cheap, which may go against efforts for sustainability or protecting public health. Overall, there is inadequate regulation and industrial beef producers are protected from liability because of their friends in the upper tiers of the USDA.
http://www.usda.gov/
The agency is accountable for imposing its standards as it carries out inspections and gives fines for regulatory violations. However, unfair and dangerous work conditions still exist, particularly in the food system. For example, meat packing workers who perform extremely dangerous tasks along fast-moving production lines endure severe physical injuries, cumulative trauma, and psychological disorders. Meat packing corporations often don’t adhere to OSHA standards and OSHA is not powerful enough to frighten them into complying. The fine for the death of a worker is $70,000, which is a marginal sum for corporations making tens of billions of dollars per year. Employers also manipulate and terrify workers to reduce their health benefits. Additionally, many injuries are dismissed or covered up as workers are forced to get back on the factory floor before fully recovering. Even though meat packing companies insist on having sincere interest in the wellbeing of workers, these are just empty words. Insufficient and enabling laws, as well as lack of public awareness, allow such abuse and inequity to continue. The government should play a greater role in drafting policies that protect workers from such suffering.
https://www.osha.gov/
The trade association provides leadership to advance the interests of America’s meat and poultry packing and processing companies. It informs members of legislation, regulations, and media activity that impact the beef industry and conducts scientific research to improve facilities and products. Members include both large and small producers. Because the AMI represents nearly all beef producers, it is the voice of the industry. It declares what issues are important to the industry, shedding a positive light on the industry as a whole even if not all members actually practice what is being preached. Industry issues include: animal health/welfare, business economics, the environment, food safety and inspection, health and wellness, international trade, and workforce employment and safety. However, for example, even though the AMI may make a claim such as the beef industry is “committed to being good stewards of the environment in which they operate”, this is not the whole truth. Clearly, industrial beef production is harmful to the environment and ecologies; such a claim distorts the reality of the situation, which is that while big beef producers may care about the environment, it is not on the top of their priorities list. The industry may comply with regulations and legislation like the Food Safety Act or the Clean Water Act, but that’s only because they have to.
http://www.meatami.com/
consolidation 9% continues largest
largest
2%
of cow/calf producers
of feedlot operators
GENERATE
PRODUCE
51% 85%
VERTICAL + HORIZONTAL INTEGRATION
u.s. cattle production
of weanling calves
of finished steers/heifers
# of Cattle per Operation
15% 5% %
100 00 < 1,000 cattle
5% 5 % >1,000 > 1,000 cattle cattl attle
80% %
140
<100 cattle cat
130 120 110 100 90
Market % of Fed Cattle
80 70 60 50 40
40% 40 0%
30
5% 5 % <1 <1,000 cattle ca
>32,0 >32,000 ,000 cattle ,0 ca operations op perattions
20 10 5
1940
1950
U.S. CATTLE PRODUCTION TOTALS (in millions)
1960
1970
1980
1990
AVERAGE NUMBER OF CATTLE PER OPERATION (actual)
2000
2010
2020
NUMBER OF U.S. BEEF CATTLE OPERATIONS (in millions)
80-90% 80-90 90% 0% >1,000 cattle ccat operations operat
fewer & larger operations
rump
WEIGHT GAIN & GRAIN FEED D CORRELATION CORRELATIONS
OIL
chuck
brisket
OIL CORN
2.5-4 LBS GAINED
D EPEN D E N C E
x
DAY
6 LBS LB FEED F EED POUND GAINED
=
15-24 15 24 LBS
short loin
rib
short plate
heel
40% % chuck
x
DAY (PER STEER)
avg. av 1,000-32,000 1,000-3 32,000 R STEER
sirloin
flank
total weight becomes retail beef
GRAIN-FEED MOUNTAINS cattle are ‘finished’ on feedlot ranging from 4-10months depending on initial weight, desired weight, feed quality, and feedlot conditions (from as early as 6 months old to as late as 22 months old)
1500
WEIGHT (lbs)
1320
1000
2010
7700 00 500
1250
450 5
ed s-f s a gr
ef be
breeding g & artificial i insemination antibiotics, iotics, rBGH, G & feed fee additives transportation o & distribution tribution
850
1940 9
206 0 100 60 3 months
6 months
9 months
12 months
15 months
BORN
18 months
MATURE
(mother’s) milk & grass-fed in pasture
WEANING GRASS-FED in pasture
F
E
E
D
L
O
T
‘ balanced grain + protein diet; ’fresh’ water
STOCKERS & AUCTION
(slaughter weight)
21 months
2 years
3 years
4 years
5 years
NORMAL LIFE EXPECTANCY
20-25 YEARS
BIGGER CATTLE IN LESS TIME
achieving
world beef
HENDRIXS GENETICS Netherlands
m
any industrial beef producers justify their methods by claiming to feed the growing population of the world. This was pretty persuasive when everyone was convinced that mechanization and technology could solve all of the world’s problems. However, today many are skeptical and not so easily sold by this agenda as contradictions and negative long-term effects within the meat industry are exposed.
Global scales of economy FEEDING the World. World markets and free trade for beef have introduced cheap beef to regions of the world where it was once a rarity or delicacy. Meat consumption was a status symbol of affluence, but now people in developing countries can afford it too and are consuming more of it. Nearly 7 million tons of animal protein is produced annually in the U.S.- enough to supply every American with 75 grams of animal protein per day compared to the recommended 56 grams of total animal and plant protein. Influenced largely by world economic powers like America or the European Union, these countries are adopting excessive western diets instead of continuing traditional cuisines.
CANADA 20.2kg
USA kg 26.5kg
GENUS United Kingdom
EUROPEAN UNION EW GROUP 11.1kg Germany CHINA
GROUPE GRIMAUD France
USA USA 35,108,000 0,000 ,000 00 000 96,700,000 SMITHFIELD FOODS Virginia, USA TYSON FOODS Arkansas, USA
3.4kg .
INDIA
MEXICO 30,600,000 SUDAN 38,325,000 ETHIOPIA 34,500,000
CHINA 46,193,000 SHUANGHUI China
JAPAN 6.8kg
INDIA 21,490,000 1 1.0kg
CHAROEN POKPHAND Thailand
BRAZIL 39,100,000 176,000,000 176,00 BRAZIL
SOUTH AFRICA 12.6kg
Eat beef 3 times a day. ARGENTINA 50,400,000
The contradiction is that even as meat becomes more accessible, it isn’t feasible for every person in the world to eat beef three times a day. In reality, industrialized agriculture and meat production does not succeed in feeding the world as people still starve. If we can’t produce enough food for human consumption now how can we expect to produce enough food to feed the animals that feed us? Trends towards greater beef consumption are not sustainable and need to be reversed. Beef becomes a commodity. A variety of consumer tastes and cultures are homogenized and satisfied by beef that meets global standards. Cheap food is de-contextualizedpeople really have no idea where it comes from or where it has been; it comes from everywhere and nowhere at the same time.
RUSSIA 13.6kg
AUSTRALIA 22.9kg
AUSTRALIA 28,800,000
NEW ZEALAND 19.1kg
GENETICS
CONSUMPTION
top global leaders
(Kg beef per capita)
CATTLE RAISING
SLAUGHTER
cattle heads
cattle heads
WORLD TOTAL 296,000,000
TOP 4 TOTAL 141,891,000
CONSUMPTION BY GENDER AND AGE (pounds of beef per capita) MALE
95
110
89
5 54
65
FEMALE
86 48
47 56 52 50 43
13%
other
5% ground beef
beef dishes
42%
7%
POUNDS
steak
20%
average beef consumption per person per year in the United States
stew
AGE
2-11 12-19 20-39 40-59
60+
MALE FEMALE AVG. AVG.
2-11 12-19 20-39 40-59
60+
13%
AGE
CONSUMPTION by place
CONSUMPTION by income
CONSUMPTION by race
CONSUMPTION BY location
CONSUMPTION BY region
(pounds of beef per capita)
(pounds of beef per capita)
(pounds of beef per capita)
(pounds of beef per capita)
(pounds of beef per capita)
43
72 68 63 23 19 9
65
77 68 62
67
beef consumption by cuts
processed
66 63 75
63 73 65 65
top consumer a
BLACK
MALE age
earning a
LOW INCOME
20-39
in the RURAL MIDWEST.
4 all data on beef consumption in the U.S. obtained from a USDA report written in 2005 by Christopher G. Davis and Biing-Hwan Lin
home
away restaurant other from home
low income
middle income
high income
white
black
hispanic
other
Urban
Suburban
Rural
Northeast
Midwest
South
West
consumer demand
Factors Aï¬&#x20AC;ecting U.S. Beef Consumption
p ubl i c at i o n s
beef the
Be ef ville, al l thin gs
m ag a z i n e
beef
THH E
z i n e m a g a NG E V E RY T H IN W O OW N KN TO ED EE NE U YO F E E B E T TH AB OUUUTT YOO U EA T.T
beef.
HEFTY HEIFERS m ay t h e s c a l e s b e e ve r i n yo u r f avo r
want answers about the
GRAIN FEED DIET TIPS THE GAINS OF GRAINS
BEEF YOU’RE EATING? COMPANY COMPA PROFILE
G EET Y O U R
S HE T HIETR ! T O G ET
and ndd
ANNUA ANNUAL RE REPO REPORT R EPOR EPO EP PO PO ORT RT
h o w t o m a n a g e yo u r wa s t e
FARML AND FA
e, Beefvill s gs t l thin all
f.. e ef ee be b
WORLD
GRAND OPENING
NEW
RECORDS for milk production
Beefville Be Beefville, B e f vi v le,
HAPPY
all a ll t ll th things h ings ngs ng
beef.
we’re to give them to you.
a b u r g e r i s n’ t j u s t
A BURGER.
learn more at:
www.beefvilleusa.com
for brochures and more info. to plan your trip go to:
www.beefvilleusa.com The Beefville, U.S.A. experience takes you through all the phases of beef production from farm to fork through the hybridization of production and consumption stages at unique sites across the country. You want answers about the beef you’re eating? We’re happy to give them to you. For all you skeptics out there - prepare to be proven wrong.
cow-calf operations
live auctions
TOP 15 (National Cattlemen’s Beef Assoc.)
(locations based off Winter Livestock Auction)
Seattle
Pack your bags for an unforgettable experience replete with lots of cows and delicious meat. Gorgeous panoramas, clean and comfortable accommodations, thrilling activities, and meals your mouth should already be itching to devour await you. We only provide the best for our customers because we care about satisfying you and most importantly your appetites.
Agri-Bee -Bee e f Co ee o.. o Agri-Beef Co. Agri A Agr Ag g Beef Beef Co.
J R. Si J.R. Simplot mplot Co.
Portland
Koch Argricultural Arg gricultural Co. g
feedlots
beef packing operations
TOP 15 (National Cattlemen’s Beef Assoc.)
grocery stores
TOP 10 (National Cattlemen’s Beef Assoc.)
fast-food (McDonalds)
clusters determined with Google Earth
steakhouse restaurants
clusters determined with Google Earth
clusters determined with Google Earth
Beefville, U.S.A. Bismark
Billings
Padlock P adlock k Ranch h Company Compan
Minneapolis JJ.R. .R. . Simplo Simplot ot Co. o
15
Green Bay, Wisconsin
Pierre
190 Blair Bros. Ranch B l r Bro os. Ra anch
Boise
Duane ne Mart Martin tin n Livestoc Livestock ck
90
43
Milwaukee
Agri Beef Co o. o Co.
SB Be Bee eef ee e ef C ef o o.. JBS Beef Co.
Four States Sttates a Feedyard Inc.
True Ranches Tr rue Ra an nches LLC JBS BS S Five Fiiv F Fiv ve Rivers, Rivers, LLC R
Boston
Syracuse
American Foods Groups
J.R. Simplo ot Co. Simplot
J.R. Simpl Simplot lot Co. o.
PACKING PLANT
American Am merican ican ca ccan an Fo Foods ood ds Groups ds
Padlock Ra Ranch anch Company
GROCERY STORE
Bee ef Co. e JBS Beef
Detroit
B Be Bee e f Co. Co JBS Beef
Whole Foods Market
Milwaukee, Wisconsin
Cargill M Me eat e a S olutions Cargill Meat Solutions
New York City
STEAKHOUSE Peter Luger
180
Chicago
FAST-FOOD RESTAURANT
Simplot J.R. Simp plot Co. p JBS Beef Beef Co. JBS
Simplot J.R. Simp plot Co. p
McDonalds
Innovat Innov nov o iive e Livestock Liv k Service ces ce es Inc. Innovative Services
Tyson F oods, Inc. Inc In nc. nc n c c. Foods,
Brooklyn, New York
Ty yson F ys oods, IInc. nc. nc cc.. Tyson Foods,
STEAKHOUSE
Salt Lake City
Chicago, Illinois
Pittsburgh
Nebraska Ne Nebr ebr brraska b assska ka B ka Beef
PACKING PLANT
Cattle Co Co. o. Gottsch C
JJBS BS BS Five Rivers, Riv iv vers, LLC C Monfort Monfo M onf o onfo nf rrtt Beef Be B Bee ee ee eff
Denver
COW-CALF OPERATION
San Francisco
Columbus
Cargill Meat M Solutions Solutio ons ons
Sacramento Duane Martin Livestock
Baltimore
Opplige ger Fee ge Feedy ee e ard, In nc. Oppliger Feedyard, Inc.
nF oods, o ods, ds, Inc. I Tyson Foods,
Duane Martin Livestock Dua Duan uan ane Mar M rtin tin Livestoc L iv iv k
Duane M Martin Livestock
Des Moines
Omaha
Cheyenne
Foote Foot Fo F te C Cattle attle ttlle e Co. Co.
865
JBS Beef Co.
Silverr S Spur S Silv Sil Silve pu ur R u Ranch
Greeley,AgriColorado Beef Bee ef Co. e
Indianapolis Cincinnati
Ione, California
National Nat Nati atti a ati tion ion nal Beef Bee B ee ef Packing Packin P king kin g Co. C Co o..
Kansas City Meat Solutions Cargill M
Ca arg argill ar a rg Meat M Cargill Solutions
Nationall Beef Natio Nati Nationa eff Packing Co.
Cactus C Ca Cac a actu ctu uss Fe u F Feeders ed ede e d rs
Cargill Carg Ca arg gill ililll Cattle Catttle e Feeders Feeders rss C Co. o. Irsik & Doll Feed Fe d Services Fee Se ervices
States Feedyard Four S St Sta t tes es Fee edyard yard Inc. Inc
Harris Ranch Inn & Restaurant
Coalinga, California
Innovat vativ va ive Livestock Services Inc. Innovative
JJBS BS Fiv Five e Rivers, LLC Cargill C Ca atttle Feeders at ders Co. Cattle
Coalinga, California
Harris Ranch Feedyard
Wichita
Tyson Fo oods, Inc. o Foods,
25
Cattle e Empire Empi pire LLC LL LC
Las Vegas
Louisville
Tyson Tyso Tys n Food Foods, ds, Inc. In nc.
Four States Stat ates Feedyard eedyard ar Inc. ar
Harris iss Ranch Ran anch
Richmond
Chicago St. Louis
Foote Fo Foo Foot eC Ca Cattle atttle Co. C
5
CATTLE FEEDLOT STEAKHOUSE
Philadelphia
Gibson’s Bar & Steakhouse
Des Plaines, Illinois
Greater Omaha Co.. Grea Gre e te ter Om O m mah ah a ha Packing C Co
Silv ver Spur R Ranc an anc n h Silver Ranch
Cattttle Co. AzTz Cattle
RARE: 2 days
Koch Argricultural Argric icultural all Co. Co o..
Springfield
Cargill C Carg arg rg gill i Meat Meat Sol Mea Solutions Solu
Monfor n rrt Beef Monfort
JB JBS BS Fiv BS e Rivers, LLC Five
Nashville
JBS Five e Rivers, LLC
Charlotte
40 Tyson T Tyso y n Foods, F Fo ood od ds, Inc. ds Inc ncc.
24
BS Five Fiv F ve Rivers, Rivers,, LLC R JBS Cargill rgill gill g ill C Cattl Cattle le Feeders Co.
CATTLE FEEDLOT Opp pligerr Feedyard, p rd, d, Inc. Inc. Oppliger
Albuquerque
Amarillo
Oklahoma City
Cactus Feeders Cactus, Texas
Caviness Beef Packers C Ca Cavi av a avi vin vi ne e essss Be ess B e ee ef Pa P acker ckerss ck cke Friona Frio rio iona io a IIndustries nd dustr es L.P. L L.P. Koch Ar K Ko Argricultural rrgricu u tural Co. ult
BS S Beef Be Bee B e f Co Co. o. JBS
Memphis Little Rock
Tyson Tyso on Foods Foods, s,, Inc.
Atlanta
Ca atttle Co. AzTz Cattle BS S Beef Be B e eff Co. C JBS
Nationall Beef Packin ckin cking king ng Co. Packing
Fee edyard e d ar ard a rd, Inc. Inc Inc nc Pinal Feedyard,
Beefville, U .S .A .
MAP
MEDIUM: 3 days
Carrgill ill ll M Meat So S olution ns Cargill Solutions
Los Angeles
Phoenix
Silver Sp Spur pur Ranch p h
Birmingham
ET Waggo Waggoner go on ne Estate ner Estat Esta ate te te
27
Charleston 475
WELL DONE:
JBS Five e Rivers, s,, LLC LL L
Montgomery Jackson
Dallas
10
Austin
GROCERY STORE Whole Foods Market
Houston San Antonio
transparency tour
New Orleans
1 week
Ranch Inc. Adams ams R anch a ch h In c. c.
AD Duda & Sons S Sonss Inc. Son Inc nc. nc c
Austin, Texas
COW-CALF OPERATION
Orlando
Deseret Cattle & Citrus
Lightsey tse tsey s yC Cattle attle Co. Co.
St. Cloud, Florida
Ki R Kin King Ranch anch h Inc.
Lykes Lyke es Bros. Brro oss os. Ad A dam mss R Ranch Inc. Adams
Processors Sa Sam Sa am m Kane Beef Proc Processo cessors essor ss
Parker Parke Par arker Ranch Ra anch a
Alico Inc. Inc ncc.
3+6
DES PLAINES, IL
STOPS
A
1+2+7 BROOKLYN, NY
MAP
Beefville , U . S . A . 3 tour sites 4+5 transparency tour C
AUSTIN, T X
C
inserting production procedures into consumption sites
A
B
C
cow/calf operation + steakhouse
feedlot + fast-food restaurant
packing plant + grocer y store
B
B
3+6
DES PLAINES, IL
C
4+5 AUSTIN, T X
inserting production procedures into consumption sites
C
for brochures and more information to plan your trip go to:
A
Peter Luger Steakhouse | Brooklyn, NY
100 ft
1000 ft
500 ft
A
5 mi
5000 ft
A
dinner auction
25 mi
pasture expressway VANTAGE POINT take a ride in the air below the expressway in a gondola and stop at the lookout point to see the landscape close up with binoculars
BE OUR GUEST while waiting in the lobby make friends with your dinner before you shamelessly devour it in all its deliciousness
COWPIE SKYLIGHTS as cattle graze overhead you may look up and encounter a not so pleasant surprise...
THE REAL EXPRESSWAY the experience is situated below an actual active expressway with cars and trucks elevated above the artificial pasturelands
SIGN ME UP! find your way with impressive signage because the restaurant is underground with cattle grazing overhead
cattle grazing
CLAIM YOUR STEAK there’s no menu here. you have to win your dinner by bidding with everyone else at the table to get the freshest, most savory meat cuts
CLAIM YOUR CATTLE as you eat a real time live cattle auction takes place so you can get in on the action and maybe make some gains
WHERE’S THE WAITER? with kitchens adjacent to the dining arena and mechanisms to serve food up through the table, there’s just no need for waiters
BARNYARD
bid for your steak
sneak a peek into the barns that shelter the cattle from above in the gondolas or while walking by on the street
GIDDY UP! CRACKS IN THE SOIL an underground tunnel traverses the pasture with schism moments opening up to the ground above
warning, there are lots of cowboys roaming this urban ranch to keep it in order and to serve you too
from above
&
below
McDonald’s Restaurant | Des Plaines, IL
Chicago
100 ft
1000 ft
500 ft
B
5 mi
5000 ft
B
the fast-food joint
25 mi
the waste corridor
UNEXPECTED DINNER GUEST the booth dining option allows you to eat as much fast-food as you want - buffet style from a central trouch - in a communal setting where everyoe is invited to the table
SCENIC VIEWS full on views are obstructed while in the pristine corridor, but narrow gaps between wooden members enable you to get a glimpse
FEEDLOT WHERE? attempts are made to sheild direct views of the feedlot cattle pens, but there are some semi-transparent surfaces so you can still see them
DON’T BURST MY BUBBLE the true adventurer can make his/her way across the lagoon via inflatable bubble
COWHIDE
INSTABILITY
furniture is made of cow print from actual cowhides recycled from packing plants
maintain your balance while walking through a corridor of floating stepping stones that shift, slip, and slide above the lagoon’s surface
ORDER UP! no need for the conventional ordering counter when the food can come right to you on conveyors
BANG, BANG, CHEW, CHEW a hinged metal surface between eater and cow prompts curiousity from the clamor and hitting of the foot on the foot rest to find the source
IN AND OUT the individual dining option at the counter is privatized so no one has to know how much you’re really eating
SUBMERGED BRIDGE
never eat alone
almost literally walk through the slurry, but no worries of coming in contact with it unless of course there’s overflow
PIPES journey along the waste pipes and find out where all of the waste ends up
watch your step
Whole Foods Market | Austin, TX
100 ft
1000 ft
500 ft
C
5 mi
5000 ft
25 mi
beef groceries PROCESS THE PROCESSING what really goes into portioning and packaging the beef products we deem to be so convenient?
INSPECT MEAT only the safest and top quality meat makes its way through these doors
THE FREEZER you may need a jacket in this temperature-controlled room where you can pick up your beef as it zooms by on a conveyor belt
the cattle chute
the carcass flip
the stun gun
the door of no return
RED CARPET a wider aisle with gaudy blood-red carpet accommodates two shopping lanes and shoppers are prompted to look up at what’s hanging there
SHELF PORTALS gaps in the stocked shelves provide pockets to pop your head in and get a first hand look at different processes of cattle slaughter
SINGLE FILE AISLE only one shopping cart fits and there’s no way to turn around so you have to make quick decisions to keep pace with other shoppers
beef produced as you shop is the freshest
buurg burger urger ururge rgrger rrge gererer gge pplane planet lanet plplan pla lalan aane nnee
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makke it a COMBO... make COMBO 99¢
f e e d lot + fast- f o o d
COMBO plane planet lane lanet anet an nee
cheap, fastt FOOD
DRIVE DRIV DR DRIVEDRIVE-THRU RI -THRU THRRUU
Des Plaines, Illinois s
s De
Pla
McDonald’s Museum
RA
ND RO AD
scale: 1/128” = 1’
DEVELOPMENT
Big Bend Lake
ine
er Riv
Des Plaines River Tr
McDonald’s Museum
RIGHT OFF OFF RIGHT THE I-294 I-294 THE EXIT RAMP! RAMP! EXIT
SITE
N
ail
294
Transparency Tour Site (Fast Food meets Feedlot)
SOUT
DES PLAINES RIVER
LEE ST.
McDonald’s Restaurant
recreation
ER H RIV ROAD
residential area
MCDONALD’S MUSEUM
I-294
residential area
commercial area
MCDONALD’S
elementary school
Old McDonald’s Farm
SITE MAP legend
N
residential and commercial
ACCESS ROUTES
office park
Daily Operations Tour and Drive-Thru
MCDONALD’S Trees Pasture & Farmland Water/Waste Sink
residential area
beefville, usa transparency tour
Tour Buses stop at all three tour sites on a weekly schedule. Traveling on a Tour Bus makes for a worry-free trip. No need to book hotels across the country. All you have to do is book the ticket(s) and pack your bags.
For all riders frozen beef meals are provided. Each bus is equipped with a frdge/freezer that is restocked at every pit stop plus the conveniences of a microwave to cook the food and a dishwasher to clean the dishes. No rumbling tummies here!
section/elevation
To get the most out of your trip, book a stall in one of our tour trailers for a first-class travel experience between stops. Thereâ&#x20AC;&#x2122;s no better way to endure thousands of miles of interstates than with only the most accomodating of travel amenities. Each stall provides ample personal space and a cozy sleeping area for overnight driving. Complimentary rationed and pre-prepared meals are provided, each containing only our finest selections of beef products from ground beef hamburgers, chili, or meatloaf to brisket, tenderloins, and steaks. The trailer is outfitted with passive techniques for temperature regulation and air ventilation to ensure your ultimate comfort through a multitude of climates no matter what season you choose to travel. We take care of all your expedition needs so you can enjoy the ride.
Tour Buses are outfitted with the highest quality of furnishings. Riders enjoy the comfort of plush seating and ample personal space. For an extra cost there are even beds for sleeping or relaxing.
pack
your
bags eat at t complimentary
beef
comfort
and conve convenience en
LAVATORIES
BUNK BEDS
KITCHEN
SEATING
plan
Vehicles are repurposed, cattle transport trucks that are no longer in service.
book your individual ticket or group pass today! w w w. b e e f v i l l e u s a . c o m / t r a n s p a r e n c y t o u r / t o u r b u s
Cruise on the roadways of the interstate highway system, traversing some of the most beautiful landscapes in America. Tour guides narrate to let you know when a famous natural landmark is near. Donâ&#x20AC;&#x2122;t forget your camera to capture some remarkable shots!
see scenic views
1
DROP OFF/ENTRY
7
Slurry Tectonics
After the long bus ride, take a moment to stretch your limbs, breathe in some fresh air, and mix and mingle with the other tour guests in our cozy, sunken lobby space decked out with mid-century modern flare.
Walk above the waste lagoon slurry on floating platforms that slide a little.
Pit Stop
Make a 180 degree turn in a spherical space partly submerged in the slurry.
www.beefvilleusa.com for brochures and more info. to plan your trip go to:
Transparency Tour beef.
all things
Beefville,
Bragging Rights While waiting for admission to the tour, browse the many accolades, acheivements, and awards we have received over the years including record cattle weights and rate of gain, recognition for innovative breeding that changed the face of the industry, and more.
2
ADMISSION SEQUENCE Say Cheese[burger]! Start the tour with a smile on your face and strike a pose for the photographer in front of one of our bucolic backdrops. Photos will be available for purchase online.
Tag Me, Please.
Don’t Burst My Bubble
Bragging Rights While waiting for admission to the tour, browse the many accolades, acheivements, and awards we have received over the years including record cattle weights and rate of gain, recognition for innovative breeding that changed the face of the industry, and more.
3
THE SQUEEZE
Continue along a submerged bridgeway. Of course there is no need to worry, because our lagoons never overflow.
8 9 10
who says you can’t have your beef and eat it too? fast food
4
Grain-fed diets have lots of benefits, so there is no need to entirely phase them out for grass-fed beef. See the inner workings of the site’s silo where corn is stored and then becomes the main feed ingredient.
and
feedlot
SILO STAIRS
5
SAFETY SUITS
11
Des Plaines, Illinois
TRAM PLATFORMS You didn’t think we were going to make you walk all the way out to the waste lagoon did you? Take the speedy tram rail line instead.
18
amazing. In addition to the tour, there are daily operations occuring behind the scenes which means you’ll never have to worry about where
Individual Dining. Not everyone likes to sit at a crowded table. If it’s more your style, claim a seat at the counter and savour your meal in solitude (relatively speaking).
19
your next beef product is coming from. We work hard so you can have the privilege of eating beef morning, noon, and night.
BUS PICK-UP Meet Don Gorske Don’t miss the opportunity to meet American world record holder and “Big Mac Enthusiast” Don Gorske. He has eaten over 26,000 Big Macs in his lifetime and never once has he been obese.
VIEWING DECK
and management to make your experience
COUNTER DINING
SAFETY SUIT DISPOSAL
GOING UP
You may not know it, but it takes a lot of work
Reflect In the waiting area take a moment to reflect on your experience and dream about the next time you get to experience quick, cheap, convenient, tasty fast food. Your dreams just may come true, especially with so many burger joints to come by.
next stop: Austin, Texas
20 RESTROOMS
GOING DOWN 14
Take the down elevator to the next point of interest.
12
MODEL FEEDLOT
19
13
4
1215 11 14
18
17
13
9
16 2013
Happy Cows. Happy Meat. We are always testing new conditions for our cattle to improve confinenment issues and allow the animals more room to roam as they would in pasture.
14
1310
15
8
THE FREEZE
5
9
13
620
8
3
4
2 1
3
6
1
UNLOADING CATTLE
2
CATTLE CHUTE
3
CATTLE SQUEEZE
4
MANAGEMENT, ETC.
5
CIRCULATION
6
FEED MIXING
7
GRAIN SILO
8
FEEDLOT PENS
9
WAREHOUSE
10
MEAT FREEZER ROOM
11
KITCHEN
12
DRIVE-THRU WINDOW
13
RESTROOMS
14
PARKING
1
2
BURGER BASICS 8
8
ORDER SCREEN
THE TROUGH Shortly after ordering and making your way downstairs to the dining space, watch your meal emerge from the conveyor in the wall and fall into the trough for you to pick up and enjoy.
5
7
8
Would you like fries with that? Nearing the end of the tour is the best part: getting to eat. However, here we don’t have your typical order menu and options. Instead we use a futuristic touch screen to communicate your order to the kitchen staff so they can serve it up hot and fresh.
16
10
11
12
Learn how the components of your burger- the bun, meat, cheese, lettuce, and tomato- come together to make the perfect meal.
4
5
Peak Freshness. 100% ground beef hamburger patties are frozen when fresh to ensure you consume the best quality meat in terms of taste and nutrition.
We take every possible precaution to keep our guests safe from toxic substances and gases. They are an inevitable output in any cattle operation despite advancements in waste management strategies. For the waste management portion of the tour, hazmat suits are to be worn.
6
BOOTH DINING Communal Dining. Your first dining option is to eat with others in a booth, where you can talk about the great day you’ve been having on the tour.
Compared to the surroundings, the top of our iconic silo is really tall. It becomes the perfect venue for taking in the landscape and wonderful panoramas.
Make your way through the gate and up the stairs to the second level. Things are looking up!
It’s critical to keep our cows calm. This not only keeps operations running smoothly, but also keeps our cattle healthy and happy.
operations
Back at the starting platform, carefully remove your hazmat suit and place it on a conveyor for proper disposal.
The elevator takes you several stories up to the next stage of the tour. This elevator only goes up.
Side-by-Side
Silence of the Cows
17
Knee Deep
To check in to the tour, obtain your tag with your own very special number so we can keep track of everyone. It’s your souvenir to keep!
tour stop
WASTE CORRIDOR
Unload and Unwind
Chances are you’ll also need to use the restroom. (Remember, only number one is allowed in the bus lavatories). Restrooms are outfitted with state-of-the-art features, ample space, and green pipes- guess you can bet where those will lead to...
#2
daily
transparency tour agenda
7
begin with the entry sequence
MEET YOUR MEAT. the feedlot/fast-food tour takes you through facilities that combine daily production and consumption operations; the end result isn’t your ordinary fast-food joint on the corner
unload after the long bus ride, take a moment to stretch your limbs, breathe in some fresh air, and mix and mingle with other tour people in our sunken cozy lobby area decked out with mid-century modern flare
silence of the cows In this space you should feel just as calm and stress-free as our cows; it’s sound proof and you may need to squeeze by some other guests or obstacles to get there
the
squeeze
the squeeze chute keeps cattle calm by applying pressure to their sides so that they can be given their antibiotics before becoming residents of the bovine metropolis
side-by-side on the lower level, you’re connected to the outside via the ground plane and might feel curious- who is out there?
on the upper level, let’s just say that things are looking up
enter in the back you won’t learn about your fast-food hamburger if we take you through the front door of the fast-food restaurant, so we take you on an excursion before you get the chance to sit down and bite into that juicy burger
the tour star t s here. get the behind-the-scenes look from the beginning
stroll along the waste corridor
WASTE IS MESSY, BUT IT DOESN’T HAVE TO BE. Waste management is a precise science, but it can also be a beautiful part of the landscape.
zoom! you didn’t think we were going to make you walk all the way to the waste lagoon, did you? take the speedy tram instead
brilliant colors It may not be water, but the vibrant hues of what appears to be a pond will take your breath away
in st ab il it y
pipe f low
maintain your balance while walking through a passageway of floating steeping stones that shift, slip, and slide above the surface of the slurry
the waste keeps flowing; follow along the pipes to find out where it all ends up
submerged bridge you’re literallly within the slurry, but you would never know because the corridor is so pristine, and of course you are fully protected from toxic matter in your hazmat suit
180° turn the corner and get a close-up look at the lagoon, although not close up enough to see the anaerobic bacteria at work- you would need a microscope for that!
let’s keep it contained.
the waste lagoon method actually decomposes the waste slurry; that way we can continue filling it without fear of overflow or run-off into water supplies
waste management at it s BEST.
inside the model feedlot
HAPPY COWS. HAPPY MEAT. we are always testing new conditions for our cattle to improve confinement issues and allow the animals more room to roam as they would in pasture
move along keep it moving on the conveyor walkway; no lingering on this tour because there’s so much more to see (and eat)!
conventional feedlot
model feedlot warped walls
conf inement zone
the reflective wall surface is bloated just like the cattle whose digestive systems can’t adapt to the unnatural grain diet
the sick and bloated cattle are separated from the others and kept out of sight from tour people
humane conditions. happy, healthy cows.
it just makes sense to keep cows happy and healthy to produce the best quality meat, but that’s not always the easiest way
dining at the
hefty hamburger
COMMUNAL DINING. Slide on in and enjoy your meal in the company of others in a booth where you can converse about the great time you’ve been having on tthe tour.
Option 1: the BOOTH cowhide decor while the main vibe of the joint is retro diner chic, some furniture is upholstered in cow print fabric made from actual cowhides recycled from slaughter houses
reasonable rations you’re already sharing your dining space, so why not just share all of the food too and everyone eats the appropriate amount based on body size, metabolism, and hunger level
never eat alone.
cows have social rituals too; you just may find some unexpected dinner guests, but there’s always room for more at this table
eat WITH your next burger.
dining
INDIVIDUAL DINING. Not everyone likes to sit at a crowded table. If it’s more your style, claim a seat at the counter and savour your meal in solitude (relatively speaking).
at the
hefty hamburger
section scale: 5/16” = 1’
feedlot where? attempts are made to shield direct views of the feedlot’s cattle pens, but concrete screen surfaces provide a peek, and enable the flow of aromas into the building
Option 2: the COUNTER
bang! bang! chew!
c h ew ! a hinged metal surface ter and cow between eater next to the foot rest sity to find prompts curiousity e clamor, the source of the not to mention the source of an unpleasant odorr
never eat alone.
the individual dining option is privatized with blind blinders and a secluded sec section of counter so no o one has to know how much you’re really eating eatin
eat WITH your next burger.
retrospective design beefville, usa transparency tour
lower level
Beefville, all things
beef.
plan
BACK-OF-HOUSE
N 1
4 8
32
2
UP
1
1
2 a
4 20
5
UP
b
c
1
UNLOADING CATTLE
2
CATTLE CHUTE
3
CATTLE SQUEEZE
4
MANAGEMENT, ETC.
5
CIRCULATION
6
FEED MIXING
7
GRAIN SILO
8
FEEDLOT PENS
9
WAREHOUSE
10
MEAT FREEZER ROOM
11
KITCHEN
12
DRIVE-THRU WINDOW
13
RESTROOMS
14
PARKING
16
2
14
13
3
7 FRONT-OF-HOUSE DROP OFF / ENTRY
2
ADMISSION
3
THE SQUEEZE
4
SILO STAIRS
5
SAFETY SUITS
6
TRAM PLATFORMS
7
WASTE CORRIDOR
8
SAFETY SUIT DISPOSAL
9
ELEVATORS
10
VIEWING DECK
11
ELEVATORS
12
MODEL FEEDLOT
13
THE FREEZE
14
BURGER BASICS
15
ORDERING SCREEN
16
THE TROUGH
17
BOOTH DINING
18
COUNTER DINING
19
BUS PICK-UP
UP
UP
1
7
5
reflective wall surface
9 d
12
8
17 UP
10
11
17 13 20
12
UP
e 16 19
18
8
8
20 RESTROOMS
e
d
c
b
a BACK-OF-HOUSE
14
reflective surface above
DN
14
15
1
UNLOADING CATTLE
2
CATTLE CHUTE
3
CATTLE SQUEEZE
4
MANAGEMENT, ETC.
5
CIRCULATION
6
FEED MIXING
7
GRAIN SILO
8
FEEDLOT PENS
9
WAREHOUSE
10
MEAT FREEZER ROOM
11
KITCHEN
12
DRIVE-THRU WINDOW
13
RESTROOMS
14
PARKING
UP
4
UP
DN
5
16 16 17
7
UP
UP
5
reflective wall surface
FRONT-OF-HOUSE
6 12
reflective surface above
8 8 1
2
middle level
Beefville, all things
beef.
plan
4 2
2
ADMISSION
3
THE SQUEEZE
4
SILO STAIRS
5
SAFETY SUITS
6
TRAM PLATFORMS
7
WASTE CORRIDOR
8
SAFETY SUIT DISPOSAL
9
ELEVATORS
10
VIEWING DECK
11
ELEVATORS
12
MODEL FEEDLOT
13
THE FREEZE
14
BURGER BASICS
15
ORDERING SCREEN
16
THE TROUGH
17
BOOTH DINING
18
COUNTER DINING
19
BUS PICK-UP
20 RESTROOMS
N 1
DROP OFF / ENTRY
DN
3 3
1
16 8
32
1
4
e
b
16
2
d
c
b
a BACK-OF-HOUSE
8
11
10
14
9
4 13
4
UP
1
UNLOADING CATTLE
2
CATTLE CHUTE
3
CATTLE SQUEEZE
4
MANAGEMENT, ETC.
5
CIRCULATION
6
FEED MIXING
7
GRAIN SILO
8
FEEDLOT PENS
9
WAREHOUSE
10
MEAT FREEZER ROOM
11
KITCHEN
12
DRIVE-THRU WINDOW
13
RESTROOMS
14
PARKING
DN
5 DN
113 3
UP
11
5
DN
DN
13
FRONT-OF-HOUSE
4
12
6
8 8
1
2
upper level
Beefville, all things
beef.
plan
4 2
DROP OFF / ENTRY
2
ADMISSION
3
THE SQUEEZE
4
SILO STAIRS
5
SAFETY SUITS
6
TRAM PLATFORMS
7
WASTE CORRIDOR
8
SAFETY SUIT DISPOSAL
9
ELEVATORS
10
VIEWING DECK
11
ELEVATORS
12
MODEL FEEDLOT
13
THE FREEZE
14
BURGER BASICS
15
ORDERING SCREEN
16
THE TROUGH
17
BOOTH DINING
18
COUNTER DINING
19
BUS PICK-UP
20 RESTROOMS
N 1
1
16 8
32
b
scale: 1/16” = 1’ 2
8 4
scale: 1/16” = 1’
32
2 64
16
8 4
section
32 16
64
section
10
9
7 13
4
3 3
c
5
13
6 21
13
4 5 14
14
6
8
c section section
scale: 1/16” = 1’ 2
8
4
32
16
64
scale: 1/16” = 1’ 2
8 4
32 16
64
d
scale: 1/16” = 1’ 2
8 4
section
32 16
64
section
4 13 14
12
9
10
8
e
12
11
16
17
18
8
want answers about the
BEEF YOU’RE EATING?
Beefville, al l things
beef.
Transparency Tour for brochures and more info. to plan your trip go to:
www.beefvilleusa.com
beef the
m ag a z i n e
HAPPY
we’re to give them to you.
hungry for more? go to issuu.com and search:
HEFTY HEIFERS
beef
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m ay t h e s c a l e s b e e ve r i n yo u r f avo r GRAIN FEED DIET TIPS THE GAINS OF GRAINS
z i n e m a g a NG YT HIN E RY V ER EV OW N OW EEEDD TO KNO YOUU NEE EF E EF TTHE BE ABO UUTT TH T T. EAT EAT. U O YOU
COMPA COMPANY PROFILE
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ANNUA ANNUAL RE REPO R EPOR EPO EP PO PO ORT RT REPORT
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FARML AND FA
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Beefville Be Beefville, B e f vi v le, all a ll t ll things th h ings ngs ng
beef.
a b u r g e r i s n’ t j u s t
A BURGER.
learn more at:
www.beefvilleusa.com
The Meat You Haven’t Met