McDonald’s is looking to set the industry standard for serving sustainably raised beef and become a major player at the intersection of consumer digital dining experiences.
The golden arches chain is set to take part in two pilot programs to fund sustainably-raised beef, reports Fortune. The first, run by the Noble Foundation, will focus on the viability of sourcing sustainable beef throughout the company’s supply chain. In the second, they’ll be matching a grant of $4.5 million to test new grazing processes that could result in negative carbon impacts.
In 2016, McDonald’s also began experimenting with purchasing sustainable beef in Canada, and in Rio de Janeiro, Brazil, during the 2016 Olympics.
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