Lulu Marketplace

McDonald’s Corporation’s recent decision to require its meat suppliers to phase out the use of certain antibiotics for animal growth promotion is a watershed event for the meat production industry. McDonald’s, the largest single buyer of meat in the U.S., and much of the world, is using its buying power to manage a growing array of attributes linked to its products and brand identity including consumer “intangibles” related to social responsibility, sustainable food supply, animal welfare, and human health. Other companies, both in the fast food industry and in grocery stores, are likely to take similar steps to manage product attributes related to human health. Responding to these new requirements will reinforce changes already underway in the meat supply industry, opening new avenues for product differentiation, tightening the links between meat suppliers and their customers, and spurring new investment in quality assurance and traceability.