MUNICH – Organic beef burgers are coming to McDonald’s Germany as a limited-time offering. The McB and the Long McB will be on the menu starting Oct. 1 through Nov. 18.
McDonald’s sourced the 100 percent organic beef from farms in Germany and Austria, the company said. The limited-time offering addresses consumer demand for organic beef while engaging McDonald’s in the growing trend of organic food production.
Holger Beeck, CEO of McDonald's Germany, said the company “made a great effort to secure sufficient quantities of meat which satisfies the organic requirements and our own quality claims. This challenge we have successfully mastered and can now offer the ‘McB’ to our guests.”
The McB combines an organic beef patty with lettuce, tomatoes, pickles, red onion rings, Edam cheese, various sauces and dark bread. Starting Oct. 26, participating restaurants will serve the Long McB which is topped with arugula, Maasdam cheese, red onion rings, tomato and a spicy sauce.
McDonald’s Germany noted that offering organic beef burgers presented organizational and logistical challenges. McDonald’s Germany franchisees were required to undergo elaborate certification procedures by state-approved organic inspection organizations. Organic beef producers must provide adequate space for their cattle while on pasture or in an exercise yard. Also, cattle must be fed green fodder and organically grown feed free from GMOs. Use of synthetic chemical fertilizers and pesticides are prohibited in fodder production by European Union law.
McDonald’s Germany recently launched a cross-media marketing campaign to drive consumer awareness of the McB sandwiches, while encouraging consumer comments regarding the chain’s organic beef initiative.
“We want to contact our guests and critics in dialogue and to speak openly about this initiative,” Beeck said. “Of course we are looking forward to the feedback that we receive here.”
On Sept. 23-24, the Allianz Arena in north Munich was lit in the colors of the McB.