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Brief Published: 7 Oct 2015

McDonald’s Organic Offer

McDonald's Organic Burger

For a limited time only, the German branch of fast-food giant McDonald's will be offering 100% organic beef sourced from organic farms across Germany and Austria.

The McB – which comprises an organic beef patty, lettuce, tomatoes, pickles, red onions, edam cheese and a dark bread with sunflower seeds – will be available from October 1 until November 18. A second product, the Long McB, also made using organic beef (and a spicy sauce), will go on sale from October 26.

As concerns grow about the negative health effects of processed food, and consumers become more conscious about where their meals come from, McDonald's CEO Steve Easterbrook announced the firm intends to alter the way it sources ingredients, transforming itself into a "modern, progressive burger company". This follows the recent announcement that by 2017 the brand would cease to purchase meat raised with antibiotics.

This strategy chimes well with the progressive fast-food developments recently tracked in Healthification of Fast Food, part of our New Food Frontiers Industry Trend.

It also highlights the impetus for brands to adopt transparent and sustainable production methods and product sourcing strategies. For more on wider sustainability concerns, see Reframing Rare and Food Vision 2014.