As one of the country's largest Canadian beef purchasers, McDonald's Canada, through its Verified Sustainable Beef Pilot, tracked the journey of nearly 9,000 head of Canadian cattle, or the equivalent of 2.4 million patties. The cattle spent their entire lives, from 'birth to burger', raised on or handled by verified sustainable operations. Image: CNW Group/McDonald's Canada.
McDonald's Canada announced the successful conclusion of its Verified Sustainable Beef Pilot today, an industry-first. This marks a major milestone of its collaborative partnership with the Canadian beef industry over the past 30 months to advance more sustainable beef practices and supports the global company's broader aspirational goal to source all of its food and packaging sustainably.
Also read, Canadian Centre for Food Integrity launched to connect farm gates to dinner plates.
As one of the country's largest Canadian beef purchasers, McDonald's Canada, through the Pilot tracked the journey of nearly 9,000 head of Canadian cattle, or the equivalent of 2.4 million patties. The cattle spent their entire lives, from 'birth to burger', raised on or handled by verified sustainable operations.
The Pilot has successfully demonstrated that not only can sustainable practices and outcomes be verified through the entire Canadian beef supply chain (from farm to processing), cattle from verified sustainable beef operations can also be tracked through these operations. The Verified Sustainable Beef Pilot Project in Canada is the first program to make the Global Roundtable for Sustainable Beef (GRSB) principles and criteria actionable across the entire beef value chain.
In celebration of the Pilot's wrap-up, executives from McDonald's, World Wildlife Fund U.S. and members of the Canadian Roundtable for Sustainable Beef (CRSB) met Wednesday with Pilot participants, industry stakeholders and elected officials to share the progress that has been made towards verifying a sustainable beef supply. In addition to discussing the outcomes of the program, the Pilot's findings were officially handed over to the CRSB who has responsibility for mapping the path forward for verified sustainable beef in Canada.
By the Numbers
News & Updates
Stay informed with the latest news around foodservice, agriculture and other related food news.