Winnipeg, Oct. 13 – McDonald’s plans to use sustainable beef by 2016 and intends to sourcing at least part of it from Canadian producers.
The fast-food giant’s latest step toward sustainability is to define what exactly that means.
Defining sustainability is important, according to a beef brand officer, because in some cases it’s something consumers want—in increasing amounts—though they don’t necessarily know what it is.
Beef consumers are moving away from traditional definitions when it comes to defining quality, industry experts say.
Consumers used to focus on marbling, but now they look for beef that can be described as wholesome, humanely raised, natural, organic, and grass-fed.
But those words might not be the first that come to mind when consumers think about fast-food.
That could change though, as McDonald’s is planning to use verified sustainable sources starting in 2016, and will be getting a portion of that meat from Canadian producers.
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