Helping lead a global movement forBeef Sustainability

We’ve been working with farmers, environmental groups and governments for more than a decade to help advance beef farming and production practices. And we’re making progress.

 

 

Why it matters

Our burgers are some of our most iconic menu items, made from 100% ground beef. We’re one of the world’s biggest buyers of beef, so – although we don’t own farms or rear animals directly – it’s no surprise that we take seriously our responsibility to help lead the industry toward more sustainable production practices.

We support beef production that’s environmentally sound, protects animal health and welfare, and improves farmer and community livelihoods, and we have done so for over a decade. We believe that well managed beef production has an important role to play in a thriving ecosystem, and we’re in a unique position to use our scale and our many relationships from the farm to the restaurant to help accelerate the pace and widespread adoption of best practices and new solutions. This global movement is gaining extensive momentum through conversations, collaborations, pilot programs, and global and local roundtables, and is helping influence not just beef in McDonald’s supply chain, but beef production around the world.

Demand for meat is expected to grow substantially in the coming decades, meaning we need to collaborate within the industry to find solutions to produce more with less impact. Our work on climate change mitigation and conserving forests are examples of how we’re helping to drive change.

Our Beef Sustainability Report (pdf, 19.8MB) shows our journey so far.

 

On this page:

Our approach | Our actions | Our goals and progress

 

Our approach

 

It’s easy to use terms like beef sustainability but what does it actually mean? For us, it’s about beef production that’s environmentally sound, protects animal health and welfare, and improves farmer and community livelihoods. We call this holistic approach the “3 E’s” of sustainability:  environmental protection, ethical practices and long-term economic viability.

We cannot drive beef sustainability alone. As a result, since 2011, we have worked closely with industry leaders as a founding member of the Global Roundtable for Sustainable Beef (GRSB), which brings together stakeholders from across the supply chain – from farmer and rancher to packer-processer, retailer and the consumer, as well as non-governmental organizations. This diverse representation builds constructive dialogue and mutual understanding. Through this work, in 2014 the GRSB collectively finalized a global set of principles and criteria to:

  • Manage natural resources responsibly.
  • Respect people and communities.
  • Care for the welfare of animals.
  • Ensure the safety and quality of beef.
  • Drive efficiency and innovation to reduce waste and improve economic viability.

We acknowledge that the way beef is produced and the associated impacts vary greatly from country to country. These principles guide us because we believe that no matter where in the world beef is produced or what type of production system, these principles hold true.

As part of the Company’s ethos to use our Scale for Good, we leverage our position on cross-sector platforms like the GRSB to drive wider collaboration and action. To support the delivery of the GRSB principles and criteria on the ground, McDonald’s has helped set up national and regional multi-stakeholder platforms such as in Canada, the US and Europe, and we participate in several others around the world. Additionally, we continue to partner with farmers, suppliers, academics and NGO experts like the World Wildlife Fund, as well as with our industry partners across the value chain to accomplish our beef sustainability commitments.

 

“As one of the largest single customers of beef globally, McDonald’s is able to engage every point along the value chain. The Company helped create the Global Roundtable for Sustainable Beef and plays a big part in supporting the local roundtables and groups working on beef sustainability around the world.”

Jason Clay, Senior Vice-President, Markets and Food, World Wildlife Fund (WWF)

McDonald’s Beef Sustainability Program

Since the release of our global commitment to sustainable beef in 2014, we’ve released a Beef Sustainability Report (pdf, 19.8MB), which sets out our strategy, aims and achievements so far. It’s designed to empower beef producers to broaden their beef sustainability efforts within and beyond our supply chain, while helping to strengthen beef farming communities, conserve forests and other habitats, reduce greenhouse gas emissions of beef production and protect animal health and welfare.

Across McDonald’s top 10 beef sourcing countries, our goal is to promote beef sustainability programs that take sustainable farming practices to scale. We aim to engage key industry stakeholders to help develop initiatives aligned with the principles and criteria of the GRSB. We believe this will help build and accelerate the adoption of good practices throughout the beef sector.

Working closely with farmers, ranchers and our beef suppliers, we support the development of industry resources to help measure, benchmark and demonstrate advancements in beef sustainability that add value to all of our businesses. We also encourage peer-to-peer knowledge sharing through initiatives such as our Flagship Farmers Program, which showcases farmers leading sustainable practices and equips them to share those practices with their peers to encourage wider adoption.

 

“We started the ranch 42 years ago from scratch with nothing but the desire to succeed. Today, that desire to succeed and to be the best we can be, while sharing what we have learned with others is stronger than ever. Consumers will always have questions... Our future will depend on our ability to answer those questions with credibility and trust.”

Gary Price, Owner of 77 Ranch and McDonald’s U.S. Beef Flagship Farmer

We are also committed to working with partners around the world to innovate and discover new practices, working to advance research that will help solve the challenges we face. Using agricultural and scientific expertise, we’ll assess and validate the impact and benefits of these new practices and solutions. We’ll then identify and engage progressive farmers to trial the cutting-edge practices and help scale them up.

 

“Without McDonald’s, the roundtable would not have made the global, industry-wide inroads it has toward making beef a socially responsible, environmentally sound and economically viable product. McDonald’s is also involved in many local offshoots of our work, demonstrating its commitment at every level.”

Dennis Laycraft, Immediate Past President, GRSB

Our beef sustainability work supports the UN Sustainable Development Goals, a global agenda to end poverty, protect the planet, and ensure prosperity for all, specifically:

As well as these, we’ve mapped our Scale for Good initiatives to all 17 goals.

 

Our 2020 aspirational goals

As a part of our broader commitment, we have launched a new set of ambitious goals for 2020. By the end of 2020, in each of our top 10 beef sourcing countries (the U.S., Australia, Germany, Brazil, Ireland, Canada, France, New Zealand, the U.K. and Poland – which collectively represent more than 85% of our global beef volumes), we will:

 

Accelerate industry progress

Source a portion of our beef from suppliers participating in sustainability programs aligned with the GRSB principles and criteria, and that meet McDonald’s requirements for each applicable market.

 

Share knowledge and tools

Engage with local farmers through farmer outreach projects to help develop and share best practices related to our Priority Impact Areas.

 

Promote Flagship Farmers

Select and showcase McDonald’s Flagship Farmers to demonstrate leading best practices related to our Priority Impact Areas.

 

Pioneer new practices

Set up McDonald’s Progressive Farm Partnerships to trial and discover new practices related to our Priority Impact Areas.

 

Conserve forests

In regions with identified risks relating to the preservation of forests, verify that the beef sourced from those regions comes from farms where primary forests and high conservation value lands are preserved. Read more about our Commitment on Forests.

 

Our actions

 

Responsible Use of Antibiotics

McDonald’s has an antibiotics policy for beef that is focused on responsible use. Through this policy and in collaboration with our suppliers, producers and farmer partners, we will reduce the overall use of medically important antibiotics - as defined by the World Health Organization (WHO) - in our beef supply chain. Similar to many of our beef goals, this policy also focuses on the top ten beef sourcing countries, which represents more than 85% of McDonald’s global beef supply.

 

“The path for creating and implementing a global antibiotic use policy for beef is unprecedented. I’ve been encouraged by the thoroughness with which McDonald’s has engaged diverse experts while creating this policy and the seriousness with which they take this important issue.”

Dan Thomson, MS, PhD, DVM
College of Veterinary Medicine, Kansas State University

As a first step, McDonald’s committed to developing “pilot tests” in the Company’s top 10 beef sourcing countries in order to gather current baseline usage data from which we will establish market specific reduction targets by the end of 2020.

By 2022, we will be reporting progress toward our antibiotic reduction targets across all top 10 sourcing countries.

This policy marks an important milestone in McDonald’s food journey and for the industry. By partnering with our supply chain - representing suppliers and beef and dairy producers around the world - we believe this ambitious commitment will accelerate the responsible use of antibiotics within the beef industry and help preserve antibiotic effectiveness for future generations.

 

Farmer-to-farmer initiatives

The farming community has a vital role to play in informing the development of industry tools for benchmarking, decision-making and measuring progress, as well as inspiring other farmers and developing new practices. We have pioneered various programs in partnership with our suppliers to support knowledge sharing between farmers, such as BEST Beef (Germany), McDonald’s Sustainable Beef Network (U.K. and Ireland), the Agro-Ecological Strategy (France) and the Young Farmer Program (in several countries), and actively participate in other programs including the Novo Campo project (Brazil).

Our Flagship Farmers Program showcases progressive farmers and producers to encourage farmer-to-farmer peer influence, inspiration and knowledge sharing. The program offers an online resource for producers worldwide that celebrates innovative solutions around issues such as soil health, sustainable grazing techniques, animal welfare, biodiversity, ecosystem protection and greenhouse gas emissions. We have Flagship Farmers in 15 countries across nine different product groups. The program’s current area of focus is identifying beef farmers and producers from our top 10 beef sourcing countries.

 

Forest-friendly burgers

We want you to have the confidence of knowing the beef we use only comes from farms that meet the criteria outlined in our Commitment on Forests. We’ve pledged to eliminate deforestation from our beef supply chain by 2020 by focusing on countries with identified deforestation risks. This commitment makes us one of the first global restaurant brands to take a stand to ensure forests are protected while beef is produced.

 

Traceability

Knowing where food comes from is important to today’s consumer. Our food safety requirements help us ensure the quality and safety of our ingredients from farm to the front counter. In all countries where we source beef, we have traceability from the abattoirs through the processing plant and to McDonald’s restaurants. We audit the processors that supply our beef annually and 100% of them pass our strict requirements for food safety.

In many of these countries, traceability systems also exist to track further up the supply chain to the individual farms where animals are raised.

 

That’s not all…

See how we’re addressing beef sustainability around the world.

 

Field of cows

An industry first for Canada

In July 2018, McDonald’s Canada became the first company in Canada to serve Canadian beef from certified sustainable farms and ranches, beginning with its Angus line-up.

 

The Amazon forest

Conserving forests in Brazil

McDonald’s is a member of the Cerrado Manifesto Statement of Support group, which represents an international coalition of over 100 companies and investors working together to eliminate deforestation in cattle and soy supply chains in Brazil’s Cerrado Biome.

 

A cow sitting in a field

Elevating farm management in Europe

In partnership with the National Breeding Institute in France, we and our supplier MoyPark Beef are supporting the development of the Cap’2ER tool which evaluates the environmental footprint of a farm, compares the farm’s footprint to regional and national peers, and then identifies practical steps the farm can take to improve its carbon footprint.

 

Many cows standing in a green field

Beef sustainability in Ireland

As one of the largest purchasers of Irish beef, we work closely with Bord Bia (the Irish Food Board), which runs the Origin Green program, the only sustainability program in the world to operate on a national scale.

 

A few cows standing in long grass

Rebuilding soils in the U.S.

McDonald’s is working with several academic partners, including Arizona State University, and five pairs of ranchers in the Southeast U.S. to study a grazing technique called Adaptive Multi-Paddock Grazing (AMP), which mimics the natural grazing patterns of wild ruminants and has the potential to improve soil productivity and carbon storage.

 

 

 

Our goals and progress

 

As a part of our broader strategy, we have launched a new set of ambitious beef sustainability goals for 2020. These goals apply in each of our top 10 beef sourcing countries, which collectively represent more than 85% of our global beef volumes. We aim to set more specific country-based beef sustainability targets in these 10 countries.

Goal

Accelerate industry progress: By 2020, source a portion of our beef from suppliers participating in sustainability programs aligned with GRSB principles and criteria, and that meet McDonald’s requirements for each applicable market.

 

Progress

In 2016, we began purchasing a portion of our beef from a fully verified supply chain sustainability pilot program in Canada. This initiative is now being led by the Canadian Roundtable for Sustainable Beef. Arcos Dorados – Latin America’s largest restaurant chain and one of the Company’s largest Franchisees – sourced beef through the Novo Campo program during the Rio Olympics. Through these programs we continue to source a portion of our beef from recognized sustainability programs in two of our top 10 beef sourcing countries. We are actively collaborating through national multi-stakeholder and industry platforms to use our scale for good to develop beef sustainability programs in the remaining eight countries.

Goal

Share knowledge and tools: By 2020, engage with beef producers through outreach projects to help develop and share best practices related to our Priority Impact Areas.

 

Progress

As of June 2018, five of our top 10 beef sourcing countries are supporting or sponsoring beef producer sustainability groups, tools or programs.

 

Goal

Promote Flagship Farmers: By 2020, use our Flagship Farmers Program to select and showcase our most progressive suppliers.

 

Progress

As of January 2019, seven of our top 10 beef sourcing countries have recognized one or more beef producers as Flagship Farmers to work with peers and share their industry-leading processes and practices. The remaining three countries will be recognizing beef Flagship Farmers throughout 2019 and 2020. In addition to adding these sustainability champions to the Flagship Farmer Program, we’re also focused on providing them with resources and tools that better enable and equip them to engage with other farmers and industry influencers.

 

Goal

Pioneer new practices: By 2020, set up McDonald’s progressive farm partnerships to trial and discover new practices related to our priority impact areas.

 

Progress

As of June 2018, four of our top 10 beef sourcing countries have one or more pioneering projects underway or have a Progressive Farm Partnership in progress to test the scalability of key research.

 

Goal

Conserve forests: By 2020, in regions with identified risks relating to the conservation of forests, verify that the beef sourced from those regions comes from farms where primary forests and high conservation value lands are preserved. This is part of our Global Commitment on Forests and includes regions outside of our top 10 beef sourcing countries.

 

Progress

The first step for the Company was to identify the list of countries that we currently source beef from that have a high deforestation risk, as defined by the WWF Living Forests report. We are working with these countries and our suppliers, alongside expert consultants including Proforest and Agrotools, to identify tailored risk mapping and implementation plans for these identified regions.

We’re also engaged in multi-stakeholder groups to address these issues, including:

 

Goal

Responsible Antibiotics Use: In collaboration with our suppliers, producers and farmer partners, we will reduce the overall use of medically important antibiotics - as defined by the World Health Organization (WHO) - in our beef supply chain, focusing on our top 10 beef sourcing countries: Australia, Brazil, Canada, France, Germany, Ireland, New Zealand, Poland, the U.K. and the U.S. Full policy specifics here.

Progress

McDonald’s has established pilots in each of our top 10 beef sourcing countries.  Within each of these 10 countries, there are pilot farms selected that represent differing geographies and rearing practices covering beef and dairy beef.

 

 

1. McDonald’s program requirements include transparency, credible verification and measured performance against clearly identified impact areas.

2. These regions may differ from our top 10 beef sourcing countries. We aim to set specific country-based ambitious beef sustainability targets in these 10 countries.