“McDonald’s has chosen Canada over Australia and Europe as the site of its first pilot project in its ambitious quest to serve only “sustainable beef” in its massive global restaurant empire,” says the Alberta Farmer. It says the pilot project “could have major benefits for Canada because it is the first partner to be selected by McDonald’s, which grabbed the attention of the global beef industry six months ago by announcing it would begin sourcing verified sustainable beef in 2016.”
The Calgary Herald has a similar story. Its lead is: “Canada is set to become the first market to supply its McDonald’s restaurants with proven sustainable beef as part of the company’s drive to improve its environmental credentials.”