The Meat You Haven't Met - Presentation

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% NO 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

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makke it a COMBO... make COMBO 99¢

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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

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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