McDonald’s is an industry giant with more than 33 000 restaurants worldwide. So its unsettled other industry players with its recent announcement to begin purchasing ‘verified sustainable’ beef by 2016.
Where’s the controversy in that? The chain and the industry as a whole has no working definition of what ‘sustainable beef’ means. Yet, it is a definition that will impact the entire industry.
The food giant and other industry stakeholders like environmental groups, suppliers and retailers have formed the Global Roundtable for Sustainable Beef (GRSB) to discuss issues such as traceability, ecosystem and nutrient cycle conservation.
With McDonald’s shaping the new definition, how will other chains adjust?
- 75 per second – The number of McDonald’s burgers sold across the world.
- $44 billion – The size of the US cattle industry.
- 19,6 billion kgs – The amount of beef produced in the US annually.