Fast-food giant has a long list of ‘indicators’ and is seeking producers 
ready to prove they’re good stewards

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.

​Read the full story here.

As part of McDonald’s 2020 Corporate Social Responsibility & Sustainability Framework, the company has commited to begin purchasing a portion of verified sustainable beef in 2016. Using principles and criteria approved by the Global and Canadian Roundtables for Sustainable Beef, the company is currently recruiting for the pilot project.

“When you look at consumer data, there’s two things that consumers feel that they have the power to change to make a difference for the environment. The first thing is recycle,”

Jeffrey Fitzpatrick-Stilwell, senior manager of sustainability at McDonald’s Restaurants of Canada told the Alberta Beef Industry Conference delegates. “The second thing is they think they can make purchase decisions for themselves and their families [that can] affect change.”

That’s why this sustainability initiative is so important, says Fitzpatrick-Stilwell.

​See the full interview here.