(Reuters) – McDonald’s Corp will offer its very first 100% organic beef burger for a limited time in Germany, as growing numbers of diners around the world demand more natural and less processed foods.
From October 1 to November 18, McDonald’s will be offering “McB” burgers, made with organic beef sourced from organic farms in Germany and Austria.
The world’s largest restaurant chain in terms of revenue comes as it revamps its food sourcing practices as part of new CEO Steve Easterbrook’s efforts to transform McDonald’s into a ‘burger company. modern and progressive ”.
Germans, known for their love of sausages, eat less meat and more vegetarian food as concerns grow about health, animal welfare and the environmental cost of animal husbandry.
In Germany, certified “organic” beef must come from cattle that eat organically grown feed and graze on pastures where synthetic chemical fertilizers and pesticides are not used.
“We have gone to great lengths to ensure sufficient quantities of meat that meet organic requirements and our own quality requirements,” said Holger Beeck, Managing Director of McDonald’s Germany.
McDonald’s has fine-tuned the menus and focused on improving service in Germany, one of its main European markets. The company’s quarterly sales at established restaurants in Germany recently increased for the first time since mid-2012.
A U.S. spokeswoman for McDonald’s declined to say whether the company would roll out the burger in other markets.
McDonald’s sales have plummeted, in part due to competition from newer chains, including Chipotle Mexican Grill Inc, which has for years offered meat from animals raised without hormones and antibiotics.
McDonald’s USA said in March that within two years it would stop buying meat from chickens raised with antibiotics essential to human health.
The move has been applauded by public health and consumer advocates, who fear that the overuse of antibiotics in meat production may contribute to the rise in the number of life-threatening human infections caused by antibiotic-resistant bacteria. nicknamed “superbugs”.
Still, a group of shareholders believe the company hasn’t gone far enough. He renews his appeal to McDonald’s to stop buying meat from animals raised with antibiotics essential to the fight against human infections.
Earlier this month, McDonald’s announced that its 16,000 U.S. and Canadian restaurants will switch from cage-free eggs by 2025.
Reporting by Lisa Baertlein in Los Angeles; Editing by Matthew Lewis