McDonald's Jumps on the Ethical Meat Bandwagon

They've got an new campaign focusing on the treatment of animals on their farms, the quality of the cuts of beef they use, and natural rearing methods. It's interesting that even the world's biggest fast food supplier is now concerned with proving its meat ethics.

While I'm of course far too skeptical to be swayed by such a move and think the campaign is likely 100% (free range?) bullshit, I do find it really heartening that even a company as powerful as McDonald's is feeling pressured by an increasing public awareness of the ethical issues surrounding meat. That can only be a good sign for how influential this movement is becoming. Although with popularization there is always the danger of the discussion becoming all about stupid lip service and using the right language to prove your ethical cred, and losing a lot of its meaning. Which such a campaign certainly hints at.