McDonald’s Sustainable Beef Pilot Project - Mr. Jeffrey Fitzpatrick-Stilwell, Sustainability Senior Manager, McDonald's Restaurants of Canada, from the 2016 Global Roundtable for Sustainable Beef (GRSB), October 5 - 6, 2016, Banff, Alberta, Canada. More presentations at http://trufflemedia.com/agmedia/conference/2016-global-roundtable-sustainable-beef

1. McDonald’s
Sustainable
Beef Pilot
Project
Jeffrey Fitzpatrick-
Stilwell
Senior Manager,
Sustainability

2. Pilot Overview Video

3. Pilot Objectives
1. Begin purchasing a portion of our beef
from verified sustainable sources in
2016
2. Bring the Principles and Criteria of the
GRSB to life in a locally relevant way
3. Support and accelerate an industry-led
beef sustainability framework
3

4. How did we structure the pilot?
Multi-stakeholder engagement
Indicator development
Verifications
Chain of custody
Initiatives

5. Indicators Aligned with GRSB
5
Natural
resources
Community
& people
Animal health
& Welfare
Food Efficiency
& Innovation

6. Critical Indicators*

7. Verification Performance Scale

8. Chain of Custody

9. Fully-Verified Supply Chain
121 verified cow-calf and backgrounders
20 verified feedlots
2 verified packers
1 verified patty plant
8,967 head from a fully-verified
supply chain

10. General Lessons Learned
Lead and Listen
Build Community
Champion Progress over Perfection

11. www.mcdvsb.com
• Final Report
• Participant profiles
• Youth beef club videos