McDonald's New Beef Lead to Build on 'Iconic' Product Legacy

McDonald's has appointed Beth Hart as Vice President Global Category Lead for Beef after two years as Chief Sustainability Officer. Suheily Natal Davis will take over the sustainability role.

Restaurants that promote sustainability credentials typically prioritise reducing beef on menus. Other common measures include ethical ingredient sourcing, seasonal produce, minimising food waste and cutting single-use plastics.

According to industry data, beef has some of the highest greenhouse gas emissions, land use and water pollution per unit of protein of any food. This makes it a target for reduction in sustainability strategies.

McDonald's operates more than 43,000 restaurants worldwide, and holds considerable influence in the beef supply chain as one of the largest food outlets globally.

Marketing beef sustainability claims

The fast food chain reported in 2014 that it would pursue a mission for sustainable beef. The company has since regionalised its sourcing strategy, with all US burgers now made from North American beef, and UK restaurants supplied from Northern Ireland.

McDonald's was also a founding member of the Global Roundtable for Sustainable Beef. The company also joined the European arm of the organisation and maintains a presence in sustainability discussions.

The question remains whether beef at this scale can be sustainable. The leadership changes could signal a shift in how the company markets its beef products.

Leadership transition and strategy

Suheily Natal Davis is moving from her role as Vice President, Global Inclusion, which she held for nearly two and a half years. Beth Hart held the Chief Sustainability Officer post for two years before the change.

"I'm excited to share that I'm stepping into a new role at McDonald's as Vice President, Global Category Lead for Beef," Beth says on LinkedIn.

"As part of our Restaurant Experience team, I'll work alongside category leaders in Chicken and Beverages/Desserts to keep raising the bar on taste, quality, consistency and innovation – building on the legacy of one of our most iconic categories."

Beth added: "It's been a real privilege to be part of our Impact work over the past few years. I'm very proud of what we've built together and even more grateful for the people behind it. Our team and partners around the world have shown what's possible when purpose and partnership come together, and that's something I'll always carry with me."

Regenerative agriculture positioning

As Chief Global Sustainability & Social Impact Officer, Beth helped guide McDonald's toward an approach that links environmental action with commercial resilience. A major part of that strategy has been regenerative agriculture.

The company has worked with farmers to support practices that improve soil health, strengthen biodiversity and build resilience against climate volatility. The approach could provide a way to protect long-term supply chains and ingredients.

This strategy addresses a challenge for global food companies. Reducing environmental impact while maintaining scale, consistency and affordability requires operational changes.

By backing farmers through transitions and investing in climate-smart sourcing, McDonald's has positioned sustainability as supporting operational stability. The move could also protect reputation.

Campaign to shift orders

McDonald’s has previously made attempts to encourage customers away from beef – most recently through its ‘Betray Your Go-To’ campaign launched in April, which encouraged customers to change their order to the McCrispy chicken burger.

The campaign was created by Leo UK, and positions the McCrispy as being so delicious that customers go back on their usual order. The fully integrated campaign launched across TV, social, out of home, radio, CRM and influencer partnerships. It was designed to challenge the concept that once people find their order, they rarely change it.

"Everyone has a go-to order. Whatever it is, it's with you for life," says James Hodson, creative director at Leo UK. "Betray your go-to is all jolting people out of their autopilot to consider the McCrispy. The campaign takes a universal truth and challenges it in a playfully rebellious way, just as creativity should."