Canadian Angus Association

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

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.

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