August 17th marked the official launch of McDonald's Sustainable Beef in Brazil. At an event with environmental NGOs, journalists and private sector representatives, McDonald's Brazil committed to moving to 100 percent deforestation-free, sustainable beef, starting with 250 tons in the first year.
All sourcing will be from the Moore-supported Novo Campo Program in Alta Floresta. Novo Campo, which raised 11.5M euro of impact investment last year and created farm management Benefit-corporation PECSA, is the first of its kind to guarantee zero deforestation from cow-calf operations to the slaughterhouse. The partnership with McDonald’s is already helping to bring additional buyers and investors to help expand the program in Northern Mato Grosso.
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