"Sustainable beef" sounds great. Trying not to be cynical but what does that mean?
McDonald's ads in the United States don't talk about the quality of the beef in the fast food hamburgers. We know McDonald's ads in Canada have a completely different mindset than U.S. ads. This McDonald's ad on sustainable beef ran earlier this spring on Canadian television.
"At McDonald’s Canada, (sustainable beef) it’s a commitment. A commitment to ensuring we preserve Canada’s most valuable resources for future generations to come. To look after the land, to care for animals, and to provide the best quality food we possibly can without compromise."
McDonald's Canada says that the company has "partnered to produce beef sustainably" with Canadian farmers for over a decade. The practice applies to the Mighty Angus Burger but not every burger that McDonald’s Canada sells.
Dr. Reynold Bergen, Science Director, Beef Cattle Research Council, is quoted in the ad as saying "the same pound of beef today produces 15% less greenhouse gas than it did 30 years ago, and so our environmental footprint is shrinking."
Is McDonald's Canada beef grass-fed or grass-finished? The ad implies that the cows eat grass and aren't trapped in pens.
In 2018, McDonald's Canada announced that the Angus beef would be certified sustainable according to standards from the Canadian Roundtable for Sustainable Beef (CRSB).
From McDonald's Canada:
For example, a few of the indicators a farmer or rancher must achieve include:
- Grasslands and grazing are managed in a way that maintains or improves soil health and protects watershed areas.
- Outcomes related to feed/water, animal care, shelter, herd health and handling procedures are met as per requirements outlined in Canada's Code of Practice for the Care and Handling of Beef Cattle.
McDonald's Canada notes that 100% of its beef comes from Canadian ranches and farms, primarily in Alberta and Saskatchewan.
Canadian ads from spring 2019 NHL Center Ice free preview
A tale of 2 fast food justification ads from Subway Canada and A&W Canada
A&W Canada says the company is a proud member of both the Canadian Roundtable for Sustainable Beef as well as the Global Roundtable for Sustainable Beef.
The chain has touted its stance that it uses beef "raised without any added hormones or steroids." The FAQ does say "our cattle enjoy a mix of different grains and grass" so their beef isn't 100% grass-fed.
When asked about the verifying process, their reply was "We audit all facilities that handle our beef and they are also audited by the Canadian Food Inspection Agency or equivalent regulatory agencies. At A&W, we’ve developed our own animal welfare programs that meet the National Farm and Animal Care Council requirements, adding additional requirements from our own research. This means we also audit our supplies using third-party auditors accredited by the Professional Animal Auditors Certification organization to ensure all our requirements are met."
BalanceofFood.com fast food coverage
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You might decide that McDonald's Canada or A&W Canada doesn't meet your high standards (e.g., grass-finished). These places might exceed your current level of standards (likely none).
Having a conversation about sustainability in fast food is rather fun, though a few more details wouldn't harm the discussion. We would love to see more fast food places in Canada jump into the conversation. Fast food outlets in the United States? Someone has to take the first step.
Food companies will try to take advantage of buzzwords such as "sustainability." Holding them accountable keeps them on their toes and we all benefit as consumers.
video and photo credit: McDonald's Canada
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