HUBERT LAU FEATURED IN HUNDREDTH EPISODE OF JADE ALBERTS’S “TELLING IT LIKE IT IS”

Consumers are changing their eating habits, producers are overhauling their production practices, and retailers are investing in an environmentally driven business. How is TrustBIX binding all this together and promoting sustainability?

For the hundredth episode of “Telling It Like It Is,” Jade Alberts, Calgary-based Business Strategist/Influencer, invited Hubert Lau, President and CEO of TrustBIX to share his thoughts.

Jade introduced Hubert’s idea of collaborative economics — working together to create social and financial success — for consumers, partners, and the community.

Hubert tells the story of TrustBIX — how with limited knowledge about cattle, he and his business partners ventured into the sustainable beef industry. The sector presented lots of opportunities despite its challenges. Notably, the people — producers, ranchers and farmers provided great hope. He calls them “the salt of the earth.”

Despite providing great food for centuries, people have started questioning producers over their production practices.

“We have one of the best productions of beef in the world. Not just in parts of Canada — in the world. And that doesn’t matter which (part of) Canada the beef comes from; we are one the best. So, how do we push that benefit back to them (producers)?” says Hubert

However, traditional farmers have no sophisticated business models, while prominent companies are now looking to gain consumer confidence.

“How did we take a vision that McDonald’s started for the industry and drive it to do something that’s very exciting? And that’s where we now have the ability to say that Canada is the very first country in the world to have a fully certified sustainable beef supply chain.”

Canadian agriculture technology and production practices are improving, thanks to retailers such as McDonald’s, Loblaws, Cactus Club’s, Original Joe’s, Swiss Chalet who’re driving change.

He says, “We’ve been blessed being the catalyst of bringing, creating a technology platform that can allow retailers actually to move money through the full supply chain. So, that if one produces certified sustainable beef gets a financial reward for every head of cattle that they produce. Now finally, producers are getting money as well.”

Additionally, blockchain technology has been instrumental in bringing more visibility to the supply chain. TrustBIX is not working with a public blockchain but using it to ensure transparency in transactions.

But, is the motto of Gate to Plate® also appealing to the general public? It certainly is according to Hubert. People are willing to pay more for sustainably sourced food. “Sustainability, in our world, is not just for the planet. Sustainability is about the people, you know, are the communities benefiting. It’s about the planet of course, but it’s also about lifestyle — about the animals. Did they have a great life? Were they well-taken care of?” says Hubert.

Now TrustBIX is looking to expanding into different countries. They have the right products and data, which is attracting attention around the globe.