Lisa M. Keefe of Meatingplace reports that Cargill Meats is preparing to launch its Pasture Crafted Beef brand, which will be grass-fed, grain-finished, “guaranteed tender and traceable to birth on sustainably operated ranches.”

Nicole Johnson-Hoffman, Cargill’s vice president and managing director of Cargill’s North American McDonald’s business, discussed the forthcoming product line at the Global Conference for Sustainable Beef, held here this week.

“Cargill is working hard to understand what consumers are looking for in their proteins. And we’re working to adjust our business to make sure that we are able to provide the products that people want and the information that they want about that product,” Johnson-Hoffman said.

The Pasture Crafted brand is “designed for the socially conscious beef consumer who can’t afford to go all the way to organic,” Cargill explained on its website.

Can’t you design beef that won’t make people barf? I know you can, can you at least brag about microbiologically safe food rather than playing to, and encouraging, consumer fears (so you can make more money).