Source: MCDONALD'S, 1/7/14

Over the years, we've worked hand-in-hand with our suppliers to get better at responsible purchasing. For example, we purchase varying quantities of whitefish certified by the Marine Stewardship Council, coffee certified by the Rainforest Alliance, and packaging certified by the Forest Stewardship Council.

We're now committing to a goal of purchasing verified sustainable beef. This sounds simple, but it's actually a big challenge because there hasn't been a universal definition of sustainable beef. That's why we joined forces with other stakeholders to build coalitions and influence industry-wide change. For instance, we collaborated with World Wildlife Fund (WWF), Cargill, JBS, and others to develop the Global Roundtable for Sustainable Beef (GRSB). We began our work in 2011, and now, this multi-stakeholder group has drafted guiding principles and best practices for sustainable beef - a breakthrough for the beef industry, and for McDonald's.

Our Aspirations
      Support development of global principles and criteria in 2014
      Develop targets for purchasing verified sustainable beef
      Begin purchasing verified sustainable beef during 2016

Our Vision
McDonald's beef comes from farmers and processors who create economic value and nutritious protein through verifiable and diverse production systems that:
      Optimize cattle's impact within ecosystems and nutrient cycles
      Positively impact the lives of their employees and the communities in which they operate
      Care for the welfare of the cattle throughout their lives

Our Approach
      Create principles and criteria for sustainable beef production
      Identify and test sustainable beef production practices
      Lead with transparency and engagement
      Work closely with our suppliers and other partners for change in the industry