By Doug Carder
McDonald’s will start sourcing verified sustainable beef in 2016. With McDonald’s buying less than 2 percent of the world’s beef, the restaurant chain’s move is viewed as more symbolic than structural, Rabobank analysts said.
But it does signal beef’s move into the consumer trend for sustainably produced food, the analysts said in Rabobank’s Global Beef Quarterly 4Q report released Monday. McDonald’s – along with major beef players JBS, Cargill and Walmart – have supported the Global Roundtable for Sustainable Beef, as well as some other regional “sustainable beef” initiatives. And 2016 should reveal which other companies follow suit, said analysts with Rabobank, a global financial services provider for agriculture and agribusiness.
The U.S. and China will be the main import markets to watch in 2016, the quarterly report said, also identifying Australia, Brazil, India and the U.S. as the key exporters to watch – in particular the supply of cattle and beef in response to rebuilding pressures at different points in the cycle.
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