Over the years, McDonald’s has worked with its suppliers to get better at responsible purchasing. For example, purchasing varying quantities of whitefish certified by the Marine Stewardship Council, coffee certified by the Rainforest Alliance, and packaging certified by the Forest Stewardship Council.
Now, McDonald’s has announced a range of initiatives regarding sustainability and produce provenance, and there is a new hub on the global website which provides information about the aim to begin purchasing verified sustainable beef in 2016. Please see the link below.
Verified sustainable beef
Close to 60 years ago, McDonald’s started out as a hamburger destination and, today, the organisation offers a wide variety of menu choices, but burgers remain some of the most iconic menu items.
The hub makes it clear that McDonald’s wants to do its part to improve environmental practices in the way beef is produced, to support positive workplaces in the beef industry, and to drive continuous improvement in animal health and welfare. Plus, doing all of this while providing affordability and quality, along with economic viability for those who raise cattle and produce beef.
McDonald’s is therefore committing to a goal of purchasing verified sustainable beef.
This sounds simple, but it’s actually a big challenge because there hasn’t been a universal definition of sustainable beef. Which is why McDonald’s has joined forces with other stakeholders to build coalitions and influence industry-wide change. For instance, collaborating with World Wildlife Fund (WWF), Cargill, JBS, and others to develop the Global Roundtable for Sustainable Beef (GRSB).
This work began 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.
McDonald’s 3-part plan for Sustainable Beef
Aspirations
- Support development of global principles and criteria in 2014
- Develop targets for purchasing verified sustainable beef
- Begin purchasing verified sustainable beef during 2016
Vision
McDonald’s beef comes from farmers and processors who create economic value and nutritious protein through verifiable and diverse production systems that:
- Optimize cattle’s impact within ecosystems and nutrient cycles
- Positively impact the lives of their employees and the communities in which they operate
- Care for the welfare of the cattle throughout their lives
Approach
- Create principles and criteria for sustainable beef production
- Identify and test sustainable beef production practices
- Lead with transparency and engagement
- Work closely with suppliers and other partners for change in the industry
For more information click here