We are working with the Canadian Cattlemen’s Association, the Canadian Roundtable for Sustainable Beef, Alberta Beef Producers, Alberta Cattle Feeders and numerous other Canadian beef cattle experts to run a pilot project to demonstrate and verify the sustainability of our Canadian beef supply. This is being accomplished through transparent collaboration, communication and celebration of the great work done throughout the beef supply chain in Canada.
The Canadian Pilot Project is designed to enable Canadian beef producers to demonstrate their commitment to sustainable beef production through a self-assessment process followed by independent 3rd party ranch, feedlot and processor on-site verifications by the uniquely qualified professionals at Where Food Comes From. www.wherefoodcomesfrom.com/.
The first wave of on-site verifications began in May 2015 and verifications will carry on till March 2016. The pilot project will conclude in April 2016 after which learnings from the project will be shared with the Canadian Roundtable for Sustainable Beef (CRSB) and other interested industry stakeholders. Our aim is to transition the pilot to the CRSB who will then develop it into a working program suited to the needs of the Canadian beef industry.
McDonald’s is committed to sourcing food sustainably, and we would like you to join this journey!
Beef is core to McDonald’s business and we are proud of the fact that 100% of the beef sold to consumers in McDonald's restaurants in Canada is supplied by Canadian beef producers. We want to continue this tradition while we help Canadian beef producers make continuous improvements in the environmental, social and economic performance of their operations. It is our aim to work with Canadian beef producers to sell more Canadian beef through increased consumer trust and confidence.
Customers are asking us more and more questions about where our beef comes from and how it is produced. We need your help to define Canadian sustainable beef production and help our Canadian customers understand how hard you work to take care of your cattle, land and community. You are the experts – we need your support to deliver answers to their questions and celebrate verified continuous improvements down the road.