Canada has been picked over Australia and Europe as the site of the McDonald’s chain’s pilot to serve only “sustainable beef,” Alberta Farmer has learned.
A definition of “sustainable” is still on the drawing board. However, the fast-food firm has the backing of the Canadian Cattlemen’s Association and is working with the CCA’s Canadian Roundtable for Sustainable Beef (CRSB).
“It is still in the preliminary stages, so there are a lot of details to be worked out, but everyone is on the same page,” Alberta Beef Producers chairman Greg Bowie told Alberta Farmer.
McDonald’s grabbed the attention of the global beef industry six months ago by announcing it would begin sourcing verified sustainable beef in 2016. [Related story]
The fast-food chain, the largest buyer of Canadian beef, has pledged it won’t impose rules on how to raise cattle, but will work with producers, feeders and packers to create guidelines on stewardship, animal health and welfare, and food safety.