UPDATE 1-McDonald's to offer first-ever organic burger, in Germany
(Adds details on sales, organic rules in Germany)
By Lisa Baertlein
Sept 25 (Reuters) - McDonald's Corp will offer its first-ever 100 percent organic beef hamburger for a limited time in Germany, as a growing number of global diners demand food that is more natural and less processed.
From Oct. 1 to Nov. 18 McDonald's will offer "McB" burgers, made with organic beef sourced from organic farms in Germany and Austria.
The move from the world's biggest restaurant chain by revenue comes as it is revamping food-sourcing practices as part of new Chief Executive Steve Easterbrook's effort to transform McDonald's into a "modern, progressive burger company."
Germans, known for their love of sausages, are eating less meat and more vegetarian food as concerns grow about health, animal welfare and the environmental cost of livestock farming.
In Germany, beef certified as "organic" must come from cattle that eat organically grown feed and graze on pasture where synthetic chemical fertilizers and pesticides are not used.
"We have made a great effort to secure sufficient quantities of meat which satisfies the organic requirements and our own quality claims," said Holger Beeck, chief executive of McDonald's Germany.
McDonald's has tweaked menus and worked to improve service in Germany, one of its top European markets. The company's quarterly sales at established restaurants in Germany recently grew for the first time since the middle of 2012. Continued...