McDonald’s Serves Up Their First Sustainably Raised Mighty Angus Burgers

As promised earlier this summer, McDonald’s Canada has officially rolled out its Mighty Angus burger line made with Canadian verified sustainably-raised beef

Complete with a new advertising campaign and sporting the Canadian Roundtable on Sustainable Beef (CRSB) Certified logo, McDonald’s Mighty Angus line is the first major product offering with a completely verified beef supply chain behind it.

Cargill recently announced the CRSB pilot project, initiated in fall of 2017, had produced more than one million pounds of beef from certified sustainable sources in the third quarter alone, which nearly doubled the pilot’s total production between the first and second quarter.

The Canadian Roundtable for Sustainable Beef tweeted, “Way to go @McDonaldsCanada – the first to serve @CdnAgnus beef from #CRSBcertified sustainable farms & ranches.”

“This is a big step in our beef journey, not just for McDonald’s Canada and the Canadian beef industry, but around the world”

The restaurant chain will introduce the sustainability claim with its Angus burger lineup, and is expecting to sell more than 20 million Angus burgers sourced according to these standards in the next 12 months.

The introduction of the sustainability standard at the company’s 1,400 restaurants across the country marks a major milestone in a process that began four years ago with the establishment of the Canadian Roundtable for Sustainable Beef (CRSB.)

“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,” noted Cherie Copithorne-Barnes, rancher and chair of the CRSB. “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.”

McDonald’s says customers will also see a new CRSB certification logo alongside its Mighty Angus line-up on restaurant menus.

“This is a big step in our beef journey – not just for McDonald’s Canada and the Canadian beef industry, but around the world,” said John Betts, president and CEO, McDonald’s Canada, in the announcement on Thursday. “Without the support from the industry and the incredible work Canadian ranchers do every day, beef sustainability in Canada would not be possible. This partnership, combined with McDonald’s scale, is creating change and encouraging responsible beef production for years to come that will benefit all Canadians.”

The company says it looks forward to growing the volume of available beef sourced from CRSB-certified sustainable operations, as more producers and other companies join the program.

Source: Real Agriculture