Restaurants de menjar ràpid McDonald va sacsejar a la indústria càrnia a nivell mundial en quan es va anunciar que començaria a comprar 'carn sostenible' en gener 2016. By its own estimates, l'empresa gairebé compres 2 percent of the annual global beef supply. It has not set a quantity target for 2016, but plans to develop a percentage target for 2020. McDonald’s already has sustainable criteria of other products and plans to next focus on poultry, 12 per cent de la petjada de carboni, en 12 a 18 mesos.

The company first needs a definition of sustainable beef. McDonald’s plans to use the definition established by the Global Roundtable for Sustainable Beef (GRSB); it is a founding member. Other members include Walmart, processadors com Cargill i JBS, grups de productors de bestiar incloent-hi l'u. L'Associació de Nacional ramaders vedella (NCBA), Associació de ramaders canadenc i Consell de bestiar d'Austràlia, and NGOs like World Wildlife Fund and National Wildlife Federation. The President is Cameron Bruett, Responsable d'afers corporatius a JBS EUA, the world’s largest beef processor. The GRSB aim is to facilitate a global dialogue to advance continuous improvement in the sustainability of the global beef value chain.

El grup, format en 2012, ha identificat cinc principis de sostenibilitat: recursos naturals, persones i la comunitat, Sanitat Animal & benestar, seguretat i qualitat alimentària, and efficiency and innovation. A list of criteria and intent has been developed for each principle. These principles are tied together by a triple bottom line of social responsible, economically viable and environmentally sound. A draft version was available on their website for public comment and review from mid-March to mid-May. Their current summary definition is “We define sustainable beef as a socially responsible, producte so ambientalment i econòmicament viable que prioritza la planeta, persones, animals and progress.” Membres de la taula rodona votarà sobre una versió final més tard aquest any.

Segons una sèrie de tres parts a McDonald s ’ s buscar Bou sostenible per Joel Makower en el GreenBiz.com de gener, McDonald’s has a history of working with non-profits and consultants on public policy issues that impact the company. En 1989, Bob Langert, ara McDonald vicepresident, sostenibilitat global, va començar a treballar amb el fons de defensa ambiental per trobar solucions a la gestió de residus sòlids, a major headache for McDonald’s at that time. That effort resulted in waste-reductions in the 1990s that saved about 300 milions de lliures d'envasament, amb cap inversió addicional.

En la sèrie GreenBiz.com, Boss de Langert, JC. Gonzalez-Méndez, el vicepresident de la RSC global, sostenibilitat i la filantropia, es descriu la visió més gran: "Podem aspirar a tots els nostres aliments i envasament d'orígens sostenibles d'origen, verificat fonts per a la sostenibilitat en el camí que tractar els animals, en el camí van tractar persones, as well as the planet.” A cursory review of the McDonald’s website shows the sustainability goal, No obstant això defineix, is widely accepted and being put in place. It is not going away. McDonald’s is currently buying fish that is certified sustainable and committed by 2020 a 100 oli de Palma sostenible per cent, 100 percent sustainable coffee and 100 percentatge fibra sostenible en envasament reciclable o compostable.

En què demanava McDonald s de posar la 2016 l'objectiu de vedella, Francesca DeBiasca, Vicepresident, estratègic d'abastament i sostenibilitat, gestió de cadena de subministrament a tot el món, va dir Meatingplace revista, "Quan parlem als nostres clients ells ens estan dient, ‘We want to eat more beef. We like beef. But we also want to feel good about what we are eating.’” Asked about the biggest misconception of this decision, she said it is that McDonald’s is going to dictate or mandate some definition and tell producers what to do. McDonald’s brings the customer’s voice to the table because they have 70 million customers per day. According to McDonald’s website, 70 per cent de les emissions totals de gasos de l'empresa provenen de la seva cadena de subministrament i als voltants 40 per cent del que és de vedella.

Bruett, el President de GRSB, va dir Meatingplace that sustainability issues will vary by country. Per exemple, l'enfocament brasiler serà probablement a la desforestació de l'Amazones, mentre que en la EUA. el focus es en engranalls i aigua utilitzarà, water quality and nutrient management. Austràlia, Canada and Europe are further along in traceability of beef than the U.S. Per 2016, 100 percent of Ireland’s agricultural exports will come from farms that have joined the country’s voluntary sustainability program. While some people in the U.S. indústria de la carn està esperant a cobrar prestació de traçabilitat, empreses com McDonald cada vegada més veure a la llarga com una part normal de fer negocis.

HAL Hamilton, co-fundador del Laboratori de menjar sostenible, que està treballant amb McDonald, Wal-Mart, NCBA i altres, va dir Meatingplace, "Al final, de tots els clients voldran algunes garanties que no hi ha risc en la seva cadena de subministrament de problemes socials o mediambientals."

Where sustainability goes in the marketplace will be determined by consumers’ assurances about feeling good about the eating experience and supply chain assurances of avoiding problems. GRSB’s intent to not set standards or to create a certification program, but to provide a common baseline understanding of sustainable beef that national roundtables and other initiatives can use to meet their needs that will help in matching sustainability principles with local production realities. The underlying criteria and indicators will need to reflect real differences in production systems.

Hi ha esforços a definir la sostenibilitat per a molts productes, però hi ha probablement cap que té més connexió amb els consumidors en l'u. and around the world than McDonald’s. They have to do it on a worldwide scale and at a cost that allows it to remain competitive in the mass market of fast food restaurants.

Ross Korves és un comerç i analista de política econòmica de veritat sobre comerç &Tecnologia (www.truthabouttrade.org). Segueix-nos: @TruthAboutTrade en Refilar |Veritat sobre comerç & Tecnologia en Facebook.