The company explained on a new website the goal of the campaign is to have a positive influence on how beef is produced through improving environmental practices and animal health and welfare, among other endeavors. A 2013 life cycle analysis of the company's carbon footprint further motivated the company to address sustainability issues within its global supply chain and restaurants.
According to the site: "We found that about 70% of our greenhouse gas emission impacts are in our supply chain, and of those, around 40% are related to beef. Even though our purchases represent less than 2% of the total beef and dairy industry, we are working with other end users and the broader beef industry to address this important topic."
McDonald's noted that achieving its goal presents a challenge because "there hasn't been a universal definition of sustainable beef". In 2011 the chain turned to industry stakeholders such as Cargill, JBS and the World Wildlife Fund (WWF) to develop the Global roundtable for Sustainable Beef (GRSB).
The company also worked with the National Cattlemen's Beef Association (NCBA) to present workshops focused on beef sustainability.
"We cannot do this alone, so we will listen, learn, and collaborate with stakeholders from farm to the front counter to develop sustainable beef solutions," the company said on the web site.