The Land Group could not be more distant from McDonald's
The Land Group could not be more philosophically distant from McDonald's
We produce naturally and ethically raised, grass-fed beef for discerning consumers who value nutrient density and taste.
That said, it is encouraging to see large-scale players like McDonald’s starting to take regenerative agriculture more seriously.
According to this Reuters article, McDonald’s is partnering with the University of Oxford on a multi-year research initiative to study the effects of rotational “multi-paddock” grazing.
For years, we have been applying adaptive multi-paddock grazing systems across our farms to improve soil health and productivity, increase biodiversity, and build long-term resilience. The benefits are clear to us, so it is striking that this remains a niche approach to meat production.
Our company is just ten years old. And while we have ambitious plans to expand well beyond the 40,000 hectares we currently manage in Uruguay and Paraguay and to contribute meaningfully to a more sustainable food system, we are under no illusion about the scale of our impact compared to a global giant like McDonald’s.
If their shift in focus proves lasting, it could help accelerate systemic change.
We should all welcome that.
