McDonald’s will offer its first-ever 100 percent organic beef hamburger for a limited time in Germany. They are calling them the McB burger and will be available from Oct. 1-Nov 18th. The organic beef is sourced from organic livestock farmers in Germany and Austria.
McDonald’s is trying to create an offering to meet the high demand for organic beef alternatives. Germans are eating less meat and more vegetarian options. This movement is due to concerns about health, animal welfare and the environmental cost to livestock farming practices. This is part of a new effort to transform McDonald’s into what they are calling a modern progressive burger company.
Organic certified beef must come from cattle that eat organically grown feed and graze on pasture where synthetic chemical fertilizers and pesticides are not used.
Germany is one of McDonald’s top European markets. They are working on creating menu alternatives to improve service in Germany. The company’s quarterly sales at established restaurants in Germany recently grew for the first time since the middle of 2012.
McDonald’s USA has a goal to stop buying meat from chickens raised with antibiotics, vital to human health in the next two years. This goal was highly regarded by public health and consumer advocates, who are concerned with overuse of antibiotics in meat production.
Earlier this month, McDonald’s said its 16,000 US and Canadian restaurants would switch to cage-free eggs by 2025.