Manitoba Cooperator - ‘Sustainable’ beef pilot a success — but the job isn’t done yet

By Alexis Kienlen

McDonald’s pilot is complete but now the Canadian beef industry 
has to create and implement its own standards

After being the first to source and track “verified sustainable” beef for McDonald’s, the Canadian cattle industry has a new challenge — create its own standards that all of its buyers can use.

The wrap-up event drew more than 300 ranchers and industry players to celebrate the accomplishment — a sharp contrast to the quiet, behind-the-scenes start to the project, which only became public knowledge in May 2014, when Farm Business Communications broke the story.

Attendees praised the fast-food giant, the largest buyer of Canadian beef, for choosing Canada for its global pilot.

Read the full story here.