Environmental Leader

McDonald’s Europe has launched its Flagship Farms initiative, aimed at promoting and sharing the benefits of sustainable agricultural practices among its suppliers and the farming community, reports Farmers Weekly Interactive.

The project, in partnership with the Oxfordshire, UK-based Food Animal Initiative, will showcase innovative farming practices being used by some of the 500,000 European farmers supplying the company, reports FWI.

Seven farms, supplying eggs, beef, dairy, cereal, potatoes, lettuce and tomatoes, have been selected to start the program and another six will join shortly, according to FWI.

All Flagship Farms demonstrate sustainable practices for a range of issues from soil, water and energy use to animal welfare and employee wellbeing. It builds on the McDonalds Agricultural Assurance Program (MAPP), which uses existing farm assurance schemes to assess and improve the standards on farms.

Karl Fritz, McDonalds Europe chief supply chain officer told FWI  that the ultimate goal of these initiatives is to ensure supply, maintain price stability and respond to consumer demand for responsibly sourced, traceable produce.