GreenBiz Forum

A meaty look at McDonald's push for sustainable beef

In January, GreenBiz broke the story about McDonald's sourcing sustainable beef starting in 2016. At GreenBiz Forum 2014, Francesca DeBiase, VP, worldwide supply chain for the fast-food giant, delved further into what this significant decision will entail for the company and its customers.

Joining the conversation, led by GreenBiz Chairman and Executive Editor Joel Makower, were execs from two companies that have worked closely with the company to push for change: Suzanne Apple, vice president and managing director, business and industry, for the World Wildlife Fund; and Cameron Bruett, chief sustainability officer and head of corporate communications for JBS USA, one of the company's key beef suppliers. 

From the influence of the Global Roundtable for Sustainable Beef to developing a clear-cut definition of what sustainable beef means, the issues raised during their conversation illuminate the challenges that lie ahead in making this vision a reality — but also the immense opportunities it provides. "We all have a great opportunity here to change the world," said DeBiase. "We really do."