I don't understand the vitriol here.
Their customers and stakeholders put up a big stink about the change, so they listened to them, decided they were right and reversed course. I respect that more than "we don't care what you think, we're right and you're wrong, deal with it".
There was clearly an educational component as well, where they were educated on the fact that AB beef actually is humane in spite of the fact that they're not certified. Now they're going to be working with the AB ranchers on ensuring everything is done with the animals health in mind while keeping their dollars supporting local product.
What is everyone all butthurt about?
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