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McDonald’s, Beef Industry Slammed for ‘Greenwashing’

cowsMcDonald’s and the rest of the Global Roundtable on Sustainable Beef are “greenwashing” beef production with their principles and criteria for global sustainable beef, according to consumer, worker and environmental groups.

In a letter to the Roundtable’s Executive Committee, 23 groups — including Friends of the Earth, Animal Welfare Approved, Consumer Reports and Food Chain Workers Alliance — criticized the principles and criteria for not addressing misuse of antibiotics and lacking specifics measurable performance standards, among other things.

“Unless the GRSB addresses the fundamental flaws outlined in our letter, the document will represent nothing more than an industry-led attempt to greenwash conventional beef production at a time when real, measurable, and verifiable change is so desperately needed,” the letter says.

McDonald’s, a member of the Roundtable’s Executive Committee, has already announced plans to source sustainable beef by 2016. The letter signatories criticize McDonald’s pledge for its vague criteria: McDonald’s doesn’t say what percentage of its purchased beef will be sustainable in 2016, give a timeframe for its 100 percent sustainable goal, or set sustainability criteria.

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2 thoughts on “McDonald’s, Beef Industry Slammed for ‘Greenwashing’

  1. All of the “sustainable” rhetoric is just part of the current propaganda campaign, by the Beef Industry! Antibiotics, hormones, and growth promoters could be eliminated, but the Pharmaceutical Industry controls the data that is used by the Banking Industry. Fifty years of relying on others to perform Production Research and you get what you pay for………..and the consumer gets poor quality meat!

  2. I agree that the beef industry can’t possibly ever be green – with beef production so energy-intensive, with 100 calories of grain expended for every 3 calories of beef produced, with rampant over-use of antibiotics and hormones (this at least could theoretically be addressed), etc.

    However, I fail to understand your reference to “the Pharmaceutical Industry controls the data that is used by the Banking Industry” – please explain.

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