The beef industry faces a significant challenge in producing sufficient food to supply the requirements of the growing population, while maintaining a culture of continuous improvement and reducing environmental impacts per unit of beef produced. Since the late 1970’s, the US beef industry made significant efficiency gains that improved resource use and reduced greenhouse gas (GHG) emissions, and considerable opportunities exist for making greater gains in future. However, beef producers’ future access to specific management practices or technologies may be constrained by consumer perceptions.