McDonald’s Will Serve Up Sustainable Beef, Whatever That Is

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Scott Olson / Getty Images

A McDonald's restaurant in Des Plaines, Ill., on Oct. 24, 2013

By 2016, McDonald’s will source only “verified sustainable beef.” The pledge, announced Tuesday, is an effort to make the fast-food chain’s meat production both greener and kinder to the animals whose meat winds up in its burgers. Just one problem: no one knows exactly what sustainable beef is.

In a statement posted to it website Tuesday, the fast-food king said it wants “to improve environmental practices in the way beef is produced, support positive workplaces in the beef industry, and drive continuous improvement in animal health and welfare.”

But even after collaboration with Cargill, the World Wildlife Fund and others in the Global Roundtable for Sustainable Beef since 2011, McDonald’s has not yet drafted a set of rules for beef production, CNBC reports.

Sustainable beef has been used to describe everything from more effective land use to eschewing growth-promoting antibiotics, using more nutritional feed or only producing grass-fed beef.

It can also involve reducing greenhouse-gas emissions through more efficient meat processing. McDonald’s found last year that 28% of its greenhouse-gas emission impact is related to the beef in its supply chain.

[McDonald’s]

10 comments
DeweySayenoff
DeweySayenoff

Beef is inherently sustainable because there is an endless supply of it if managed right.  Oil, coal, and other "natural resources" with limited supplies are not sustainable because there is not an endless supply of it regardless of how it's managed.

I mean, I'm all for sustainable things, but this is like saying they are promotion sustainable people.  With proper management, it's not like we're going to pretty much ever run out of beef or people.

It's just another BS marketing ploy.

JoshWeinstein
JoshWeinstein

Didn't they (NOT McDonald's) invent a process a few years ago that turned feces into steak? That WOULD be sustainable and kinder to the animals. But it would make me become a vegetarian!

Openminded1
Openminded1

I never eat that crap anyway ,but for those that do, keep an eye on the neighborhood cats and dogs.

ddddddd
ddddddd

@DeweySayenoff There is not "endless supply" of beef.  In fact, the principle of scarcity tells us all resources are finite.

TimRobinsonAus
TimRobinsonAus

Sigh really?? No they did, wouldn't or couldn't

Tell you what I'll happily msg you contact details to collect $1,000 USD if you can show me one valid of piece of evidence that supports your fairly limited comment, must contain facts though.... You know, proof?

TimRobinsonAus
TimRobinsonAus

Gotta love when the non relevant get lonely.... No articles about cracks in the pavement or potholes or anything where the medicated, hard of hearing & slightly senile can jump on your bandwagon, old fella?? Thought you'd click on something them damn irresponsible lack of responsible respect for authority youth are involved in..?

TimRobinsonAus
TimRobinsonAus

Hydraulics engineer - hey if you're gullible enough to believe the faeces story you'd be dumb enough to see me as interloper here rather than someone limited enough to waste the time and effort to make up something so patently ridiculous that the Worlds largest fast food organisation would even bother to attempt