Forget "Where's the beef?" For McDonald's, the question is "What's the beef?'"
McDonald's announced plans to begin purchasing "verified sustainable" beef by 2016. First, however, the burger chain needs to figure out exactly what "sustainable beef" means– a question that will impact the entire industry.
With no working definition of "sustainable" beef, McDonald's and other food-industry stakeholders have created the Global Roundtable for Sustainable Beef (GRSB). Founding members of the GRSB include environmental groups, beef industry suppliers and retailers such as Wal-Mart and Darden Restaurants (owner of Olive Garden and LongHorn Steakhouse).
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