McDonald's seeks to cut cows' methane emissions

Article taken from The Observer. To view article click here

McDonald's has long been the butt of jokes about what goes into its burgers, but now it is to spend thousands of pounds investigating what comes out of its beef cows.

The fast food chain, which uses beef from 350,000 cattle a year for its burger meat, is to conduct a three-year study into methane emissions from cattle on 350 farms across Britain. Gas produced by flatulent livestock accounts for 4% of the UK's total greenhouse gas emissions. It is 23 times more powerful than carbon dioxide as a greenhouse agent.

The company's announcement comes after the environment secretary, Hilary Benn, called for the food industry to look at ways to reduce greenhouse gas emissions as part of the government's 2030 food strategy, which was unveiled last week.

A study carried out in America in 2006 calculated that producing a single cheeseburger involves the emission of around 3.1kg of carbon dioxide.

"This ground-breaking project will help drive further reductions in our beef supply chain," Steve Easterbrook, chief executive of McDonald's UK, told the Observer. "At the same time it should also deliver real financial benefits to the farmer."

The initiative will be the first of its kind to provide accurate data from working farms and is being run by the E-CO2 Project, an independent rural consultancy and energy-auditing company. A sophisticated greenhouse gas calculator accredited by the Carbon Trust will measure results over a three-year period. The first readings are due in April and specialist consultants will advise farmers on the best ways to reduce emissions and increase efficiency. If successful, the initiative will be extended to McDonald's in Europe.

The scheme is expected to have ramifications beyond the fast-food industry. Although McDonald's buys beef from more than 16,000 British and Irish farmers, its restaurants use only the forequarter and flank in burgers. Other retailers and butchers that use different cuts from the same animal will benefit from the same greenhouse gas reductions.

The scheme is part of a broader attempt by Easterbrook to rebrand McDonald's in the UK as a more socially aware and environmentally friendly organisation. He became chief executive in 2005, when the company was reeling from the negative publicity generated by Morgan Spurlock's 2004 film, Super Size Me.

Spurlock ate only McDonald's food for 30 days and put on almost two stone. His cholesterol level shot up. According to Easterbrook, 42, the film was "absurd. it was a foolish thing to do. Don't do it. Don't eat a McDonald's three times a day, 30 days a month."

McDonald's employs more than 80,000 people in the UK, more than half of whom are under 21. An apprenticeship scheme was introduced this month and staff can work towards nationally approved qualifications equivalent to GCSE or A-level.

Easterbrook has met the prime minister and senior Tories to talk about its expansion. "Gordon Brown was actively engaged and seemed very interested," said Easterbrook. "Effectively, it is about how young people, when they come out of education, can be more workplace-ready."

Your Feedback

Related News

• McDonald's reports on its best green efforts from around the world
• Sodexo awarded the Red Tractor certification
• Ben & Jerry's to make warm ice cream to reduce emissions
• SDC report links sustainable food procurement to health benefits