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McDonald’s Sustainable Beef Pilot Project

Empathy and community key to McDonald's approach to beef sustainability.
McDonald’s Sustainable Beef Pilot Project
McDonald’s Sustainable Beef Pilot Project - McDonald's Restaurants of Canada

Mr. Jeffrey Fitzpatrick-Stilwell, Sustainability Senior Manager, McDonald's Restaurants of Canada, shares a case study about McDonald's approach to beef sustainability. The video first shares an in house piece highlighting the background [PR piece at 1 minute 26 seconds] then Jeffrey dives into the background of the piece and approach taken to develop it [analysis piece at 9 minutes 42 seconds].