16 Jun '11, 10am

Behind the Brand - follow up to Behind the Label - has arrived. First to get the treatment: McDonald's:

Behind the Brand - follow up to Behind the Label - has arrived. First to get the treatment: McDonald's:

Since 2007, the company - which is one of the world’s biggest coffee retailers - has committed to selling only Rainforest Alliance certified coffee. Although the certification body has certainly been responsible for improving conditions and practices in many farming operations worldwide, it has been the subject of controversy - most recently after an undercover investigation by the Ecologist revealed allegations of sexual harassment and poor conditions for some workers at its certified Kericho tea plantation in Kenya which supplies the PG Tips brand. Certification issues aside, McDonald’s has undoubtedly become considerably better at taking criticism. In 2006, Greenpeace activists stormed McDonald’s restaurants across the world dressed in chicken suits in protest at the destruction of the Amazon rainforest, which they attributed to greedy soy producers - who in turn were s...

Full article: http://www.theecologist.org/green_green_living/behind_the...

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