McDonald's Canada to serve sustainable Angus at all restaurants

In a major nod to the quality of Canadian beef, McDonald's Canada announced today that it will be the first company in Canada to serve Canadian beef from certified sustainable farms and ranches, beginning with its Angus line-up. Soon, according to a news release, the brand's 3 million daily Canadian customers will get the beef on their burgers to the tune of more than 20 million Angus burgers over the next 12 month, a news release said. 

All the beef being sourced is certified by the Canadian Roundtable for Sustainable Beef (CRSB), and that logo will emblazon the Mighty Angus offerings on the menu. The CRSB Sustainable Beef Production and Processing Standards include more than 60 indicators across five principles for beef sustainability and are upheld by on-site certification audits.

"This is a big step in our beef journey - not just for McDonald's Canada and the Canadian beef industry, but around the world. ..." McDonald's Canada President and CEO John E. Betts, said in the release. "This partnership, combined with McDonald's scale, is creating change and encouraging responsible beef production for years to come that will benefit all Canadians."

CRSB Chair and rancher Cherie Copithorne-Barnes said the move is good business because of the tone of the QSR market right now, and into the foreseeable future. 

"Consumers are increasingly inquisitive about the food they're eating and want to know it was produced in a socially responsible, economically viable and environmentally sound manner," she said in the release. "As we all strive to make continuous improvements, it's important to recognize achievements made along the way. We celebrate with McDonald's Canada on their significant progress and acknowledge their role in supporting the establishment of a clear vision for beef sustainably."

In 1967, Canadians welcomed the first McDonald's restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited includes 1,400 Canadian restaurants locally owned and operated by independent entrepreneurs.

Of the almost $1 billion the group spends on food, beverages and packaging, more than 85 percent is purchased from more than 90 suppliers in Canada.

Topics: Burger/Steak/BBQ, Business Strategy and Profitability, Going Green, Health & Nutrition, International, Sustainability

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