By Alexis Kienlen
McDonald’s has put its foot on the gas, and is revving up its verified sustainable beef pilot.
The largest buyer of Canadian beef has developed a set of 40 ‘indicators’ to assess sustainability; created a scoring system to grade ranches, feedlots and others in the beef value chain; and chosen an American verification company to oversee the process.
But producers shouldn’t be worried by these moves, McDonald’s sustainability manager for Canada said at the recent Alberta Beef Industry Conference.
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