海角大神

McDonald鈥檚 Corp. has announced its commitment to begin purchasing 鈥渧erified sustainable beef鈥� during 2016 following a two-year ramp up during which it will 鈥渓isten, learn, and collaborate with stakeholders from farm to the front counter to develop sustainable beef solutions.鈥�

The change can鈥檛 happen faster because McDonald鈥檚 sells about聽1 billion pounds聽of beef annually in the U.S. Fiddling with its beef supply is a rather large undertaking. There鈥檚 also the matter of semantics 鈥渂ecause there hasn鈥檛 been a universal definition of sustainable beef,鈥� McDonald鈥檚 explains on a聽聽on its corporate website, initially reported by GreenBiz.com. Further, the beef supply chain is fragmented with ranchers, suppliers, slaughter houses and patty producers working independently but who need to work together to improve their product.

McDonald鈥檚 says it has worked with World Wildlife Fund, beef suppliers Cargill and JBS and others since 2011 to create a聽Global Roundtable for Sustainable Beef. That consortium now has 鈥渉as drafted guiding principles and best practices for sustainable beef 鈥� a breakthrough for the beef industry, and for McDonald鈥檚,鈥� according to the company.

McDonald鈥檚 says its timetable is to support development of global principles and criteria in 2014; develop targets for purchasing verified sustainable beef; and finally to begin purchasing sustainable beef in 2016.

Why do it? Because 鈥渂urgers remain some of our most iconic menu items,鈥� McDonald鈥檚 says on its site. Additionally, 鈥渨e want to do our part to improve environmental practices in the way beef is produced, support positive workplaces in the beef industry, and drive continuous improvement in animal health and welfare. Plus, we envision doing all of this while providing affordability and quality, along with economic viability for those who raise cattle and produce beef.鈥�

Supporting sustainable farming is not only the right thing to do, it makes marketing sense as well, of course, McDonald鈥檚 faces increasing competition from chains such as Elevation Burger, B. Good, BurgerFi, The Counter, Farmer Boys, South St. Burger Co. and others that sell natural beef as well as a host of independent burger bars built around offering fresh, naturally raised beef.

According to researcher Technomic鈥檚 2011 Center of the Plate Beef & Pork Consumer Trend Report, 23% of adults said they are willing to pay 鈥渟lightly more鈥� for beef (not just burgers) that is steroid-free. Another 11% would pay 鈥渟ignificantly more鈥� for the absence of steroids. Additionally, 21% say they鈥檇 pay slightly more for hormone-free, antibiotic-free and 鈥渘atural鈥� beef. That鈥檚 enough of an endorsement to draw McDonald鈥檚 attention.