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Fast food chain McDonald’s has committed to a goal of purchasing verified sustainable beef by 2016.
Admitting it’s both ‘complex’ and ‘a big challenge’, the patty giant has been working on the initiative since 2011 when it developed the Global Roundtable for Sustainable Beef (GRSB) with partners WWF, Cargill and JBS.
The GRSB group has now drafted guiding principles and best practices for sustainable beef. Up until now, there hasn’t been a universal definition of sustainable beef. McDonald’s says that it aspires to support these criteria in 2014, develop targets and begin purchasing verified beef during 2016.
Over the years, the chain has made several efforts to improve its responsible purchasing. Currently it purchases varying quantities of whitefish certified by the Marine Stewardship Council, coffee certified by the Rainforest Alliance, and packaging certified by the Forest Stewardship Council.
Picture credit: © Alex Melnick | Dreamstime Stock Photos
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