McDonald’s announced this week that, by 2016, it will source only “verified sustainable beef.” The pledge is an effort to reduce the environmental impact of the fast-food chain’s meat production, as well as to be kinder to the animals on which its livelihood rests. Though there is, of course, plenty of debate over just what “sustainable beef” is, or whether it is achievable.
In its pledge, McDonald’s vows, rather vaguely, “to improve environmental practices in the way beef is produced, support positive workplaces in the beef industry, and drive continuous improvement in animal health and welfare.”