Canada's cattle ranchers rebrand as grassland protectors to counter beef's bad rap

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Inside an agricultural exhibition building at the Calgary Stampede, kids practise rotating cattle through different areas of pasture, earning “carbon points” as they go if they can avoid under- or overgrazing the land.

They’re playing Guardians of the Grasslands, a computer game that was produced with funding from a government grant program, the charitable arm of the Canadian Cattle Association (CCA) and Ducks Unlimited Canada, which conserves and restores wetlands. The game is based on a short documentary of the same name that was produced by the CCA, the Nature Conservancy of Canada and Ducks Unlimited.

Both the game and the documentary are part of the

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Reading: Canada's cattle ranchers rebrand as grassland protectors to counter beef's bad rap

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