Starting in 2016, the McDonald’s Corporation, world’s largest fast food restaurant chain, will only use verified sustainable beef. For this ambition plan, they have teamed up by animal nutrition company Cargill, food producer JBS and the World Wildlife Fund.
Because there hasn’t been an universal definition of ‘sustainable beef’, McDonalds wants to create principles and criteria for sustainable beef production and identify and test sustainable beef production practices. The plan also aims to optimize cattle’s impact within ecosystems and nutrient cycles, positively impact the lives of their employees and the communities in which they operate and care for the welfare of the cattle throughout their lives.
“This sounds simple, but it’s actually a big challenge. That’s why we joined forces with other stakeholders to build coalitions and influence industry-wide change. For instance, we collaborated with World Wildlife Fund (WWF), Cargill, JBS, and others to develop the Global Roundtable for Sustainable Beef (GRSB). We began our work in 2011, and now, this multi-stakeholder group has drafted guiding principles and best practices for sustainable beef – a breakthrough for the beef industry, and for McDonald’s”, according to the restaurant chain.
McDonald’s says its timetable is to support development of global principles and criteria in 2014, develop targets for purchasing verified sustainable beef, and begin purchasing sustainable beef in 2016.
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