{"id":8518,"date":"2014-01-07T14:56:24","date_gmt":"2014-01-07T13:56:24","guid":{"rendered":"http:\/\/www.ethicalquote.com\/?p=8518"},"modified":"2014-01-07T14:56:24","modified_gmt":"2014-01-07T13:56:24","slug":"exclusive-inside-mcdonalds-quest-for-sustainable-beef","status":"publish","type":"post","link":"https:\/\/www.covalence.ch\/index.php\/2014\/01\/07\/exclusive-inside-mcdonalds-quest-for-sustainable-beef\/","title":{"rendered":"<!--:en-->Exclusive: Inside McDonald&#8217;s quest for sustainable beef<!--:-->"},"content":{"rendered":"<p><!--:en--><a href=\"http:\/\/www.greenbiz.com\/blog\/2014\/01\/07\/inside-mcdonalds-quest-sustainable-beef\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-8519\" title=\"Exclusive: Inside McDonald's quest for sustainable beef\" alt=\"Exclusive: Inside McDonald's quest for sustainable beef\" src=\"http:\/\/www.ethicalquote.com\/newTemplate\/wp-content\/uploads\/2014\/01\/140107_mcdo.jpg\" width=\"200\" height=\"130\" \/><\/a>Today, McDonald\u2019s<a href=\"http:\/\/www.aboutmcdonalds.com\/content\/mcd\/sustainability\/signature_programs\/beef-sustainability.html\"> announces<\/a> that it will begin purchasing verified sustainable beef in 2016, the first step on a quest to purchase sustainable beef for all of its burgers worldwide. Behind McDonald\u2019s lofty ambitions is a complex story that has been unfolding over the past several years. It involves engaging the global beef industry, from ranchers and feedlots to restaurants and supermarkets, as well as environmental groups, academics and the McDonald\u2019s senior executive team. I watched the story unfold for much of 2013 and recently interviewed nearly a dozen McDonald\u2019s executives, one of the company\u2019s largest beef suppliers and its principal NGO partner on this initiative, along with other industry experts. The story is remarkable not just because of its scope and scale, but also as a case study on what it takes to nudge a large and entrenched industry toward sustainability in today\u2019s global marketplace. (Sustainable beef will be the topic of a plenary panel at our upcoming <a href=\"http:\/\/www.greenbiz.com\/events\/greenbiz-forum\/2014\/02\/arizona\">GreenBiz Forum<\/a>, featuring several people in this article.) \u201cOur vision is to buy verifiable, sustainable beef in the future for all of our beef,\u201d said Bob Langert, McDonald\u2019s vice president, global sustainability. \u201cWe have achieved internal alignment and energy around that aspirational goal, which is a big task,\u201d he told me during a November visit to the company\u2019s headquarters in Oak Brook, Ill. <a title=\"Exclusive: Inside McDonald's quest for sustainable beef\" href=\"http:\/\/www.greenbiz.com\/blog\/2014\/01\/07\/inside-mcdonalds-quest-sustainable-beef\" target=\"_blank\">More&#8230;<\/a><\/p>\n<p>News selected by Covalence | Country: Global | Company:\u00c2\u00a0McDonald\u2019s | Source: <a title=\"Exclusive: Inside McDonald's quest for sustainable beef\" href=\"http:\/\/www.greenbiz.com\/blog\/2014\/01\/07\/inside-mcdonalds-quest-sustainable-beef\" target=\"_blank\">GreenBiz.com<\/a><!--:--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, McDonald\u2019s announces that it will begin purchasing verified sustainable beef in 2016, the first step on a quest to purchase sustainable beef for all of its burgers worldwide. Behind McDonald\u2019s lofty ambitions is a complex story that has been unfolding over the past several years. It involves engaging the global beef industry, from ranchers&hellip;<\/p>\n","protected":false},"author":665,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"wds_primary_category":0,"wds_primary_post_series":0,"footnotes":""},"categories":[1],"tags":[82],"post_series":[],"class_list":["post-8518","post","type-post","status-publish","format-standard","hentry","category-news","tag-mcdonalds","entry","no-media"],"_links":{"self":[{"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/posts\/8518","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/users\/665"}],"replies":[{"embeddable":true,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/comments?post=8518"}],"version-history":[{"count":0,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/posts\/8518\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/media?parent=8518"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/categories?post=8518"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/tags?post=8518"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/www.covalence.ch\/index.php\/wp-json\/wp\/v2\/post_series?post=8518"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}