McDonald’s UK & Ireland took home the award for the corporate category of the Sustainable Food & Farming Award.
Specifically, the fast food chain won for its Regenerative Beef Project, which aims to demonstrate the benefits (environmental, ethical and economic) for an Adaptive Multi-Paddock (AMP) grazing approach, with the ultimate goal of developing a roadmap towards a commercial regenerative beef farming system.
As CIWF explained, the AMP system uses robust easy calving breeds that are fit for the environment and able to forage outdoors year-round. These cows are kept in large, stable groups which aims to promote good social networks.
They are also regularly in contact with the stockmen, which means they are ‘happier, calmer and easier to handle’. Pasture is rotated regularly, allows for the availability of fresh, nutrient-rich plants.
“We are incredibly proud to be working on this ground-breaking project, alongside our brilliant partners FAI Farms, and the impact it could have on the UK beef industry,” said Harriet Wilson, Agriculture and Sustainable Sourcing Manager at McDonald’s UK & Ireland.
“The project presents a real opportunity to explore the ways in which we can futureproof the industry and drive more resilient production, to ensure our future beef supply contributes to a sustainable food system where people, local communities, animals and the planet can thrive.”