EDMONTON, Alta. / Troy Media/ - When the largest purchaser of Canadian beef says it's going to begin obtaining a portion of its supply from sustainable sources, the whole industry takes notice.
Sustainability is important not only to McDonald's Restaurants but to all food retailers, who are moving fast to respond to changing public values around health, the environment and animal welfare. But McDonald's has led the pack with its Verified Sustainable Beef (VSB) Canadian pilot program, which actually gets into the nuts and bolts of beef production.
Since early 2014, McDonald's has worked with producers, stock growers, feedlots, packers and all of us at the Beef InfoXchange System (BIXS) to find a consistent way to track "sustainability indicators" like animal health and welfare, efficient feeding and management practices, innovation, and land management.