An Alberta rancher who raises grass-fed cattle without added hormones says the beef industry can learn from the controversy over the abandoned plan by Earls to switch to Certified Humane beef from the US.

Ben Campbell says the average farmer is proud of the way he or she produces beef, and a lot of people would be happy to have certification to show their high standard.

The Canadian industry has insisted that local ranchers already meet similar standards under national codes of practice, but the codes of practice are guidelines that aren't enforced through inspections.

The Canadian Cattlemen's Association is set to unveil its own audit-enforced program called Verified Beef Production Plus in June.