“It’s a McDonald’s initiative but it has implications for the beef industry globally,” says Jeffrey Fitzpatrick-Stilwell, Senior Manager of Sustainability for McDonald’s Canada. “It’s the biggest, most in-depth pilot project of this type to date, and our process allows producers to demonstrate how they’re achieving positive outcomes under those five global principles. We’ve been learning as we go, and are trying to ensure that we have a robust, credible, and scalable process.”