McDonald’s and Sustainable Beef

McDonald’s fast food restaurants shook up the meat industry worldwide in January when it announced plans to begin purchasing ‘sustainable beef’ in 2016. By its own estimates, 회사 구매 거의 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 percent of the company’s carbon footprint, 에 12 에 18 달.

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, 카길과 JBS와 같은 프로세서, 시청합니다 비롯한 가축 생산자 그룹. National Cattlemen’s Beef Association (NCBA), Canadian Cattlemen’s Association and Cattle Council of Australia, and NGOs like World Wildlife Fund and National Wildlife Federation. The President is Cameron Bruett, JBS USA에서 기업 담당 책임자, 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.

그룹, 형성 2012, 지속 가능성의 다섯 ê°œ 가지 원칙을 확인했다: 천연 자원, 사람과 사회, 동물의 ê±´ê°• & 복지, 식품 안전 및 품질, 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, 행성의 ìš°ì„  순위를 환경 적으로 건전하고 경제적으로 실행 가능한 제품, 사람들, animals and progress.” 원탁 회의 회원들은 올해 말 최종 버전에 투표 í•  것이다.

According to a three-part series on McDonald’s quest for sustainable beef by Joel Makower on GreenBiz.com in January, McDonald’s has a history of working with non-profits and consultants on public policy issues that impact the company. 에 1989, ë°¥ Langert, now McDonald’s vice president, 글로벌 지속 가능성, 환경 방위 기금으로 작업을 시작하는 고형 폐기물 관리에 대한 해결책을 찾을 수, a major headache for McDonald’s at that time. That effort resulted in waste-reductions in the 1990s that saved about 300 포장 만 파운드, 추가 투자.

GreenBiz.com의 시리즈, Langert’s boss, J.C.. 곤잘레스 - 멘데즈, 글로벌 CSR 담당 수석 부사장, 지속 가능성과 자선, 더 큰 시야를 설명: “We aspire to source all of our food and packaging from sustainable sources, 그들은 동물을 치료하는 방법에 지속 가능성에 대한 검증 소스, 가는 길에 그들은 사람들을 치료, as well as the planet.” A cursory review of the McDonald’s website shows the sustainability goal, 그러나 정의, 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 에 100 %의 지속 가능한 팜 오일, 100 percent sustainable coffee and 100 재활용이나 퇴비화입니다 포장 %의 지속 가능한 섬유.

On what prompted McDonald’s to set the 2016 쇠고기 목표, 프란체스카 DeBiasca, 부통령, 전략적 소싱 및 지속 가능성, ì „ 세계 공급 체인 관리, 이야기 Meatingplace 잡지, “When we talk to our customers they are telling us, ‘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 percent of the company’s total greenhouse gas emissions come from its supply chain and around 40 ê·¸ %ê°€ 쇠고기에서입니다.

Bruett, GRSB 대통령, 이야기 Meatingplace that sustainability issues will vary by country. 예를 들어, 브라질 초점 가능성이 아마존의 삼림 벌채에있을 것입니다, 시청합니다 반면. 초점은 사육장 및 물 사용에있을 것입니다, water quality and nutrient management. 호주, Canada and Europe are further along in traceability of beef than the U.S. 으로 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. 쇠고기 산업은 추적 성을 제공하기 위해 지불해야 í•  것으로 예상된다, companies like McDonald’s increasingly see it in the long run as a normal part of doing business.

핼 해밀턴, 지속 가능한 식품 연구소의 공동 설립자, which is working with McDonald’s, 월마트, NCBA 등, 이야기 Meatingplace, “In the end, everyone’s customers will want some assurances that there is not a risk in their supply chain from environmental or social problems.”

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.

많은 제품에 대한 지속 가능성을 정의하기위한 노력이있다, 하지만과 미국의 소비자와 더 연결이 아무도 아마 없다. 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.

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