On its new beef sustainability webpage, McDonald’s outlines a three-part plan including aspirations, vision and approach. The company’s aspirations include developing global principles and criteria this year, developing purchasing targets and then beginning to purchase sustainable beef in two years.
McDonald’s doesn’t, however say what percentage of its purchased beef will be sustainable in 2016, or give a timeframe for its 100 percent sustainable goal.
Late last year, McDonald’s and other members of the Sustainable Agriculture Initiative (SAI) Platform launched the Principles for Sustainable Beef Farming, intended to help the beef industry produce beef sustainably. The group says the principles are the most complete guidelines developed for beef production to date, covering sustainable farming systems, economic sustainability, social sustainability and economic sustainability, and requiring achievements in each area of beef cattle production.