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McDonald's web-based CSR report a useful model for others

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OAK BROOK, IL — McDonald's Corporation last week issued its most recent sustainability report, and the breadth and depth of its approach is worth noting for other companies that wish to improve their reporting practices. The report outlines McDonald’s latest global best practices in the areas of sustainable supply chain, nutrition and well-being, environmental responsibility, employment experience, community and corporate governance and ethics. The all-digital 2009 Corporate Responsibility Report can be accessed at www.aboutmcdonalds.com/mcd/csr/report.html.

Highlights include:

Sustainable Supply Chain –
In 2008, 98% of the whitefish sourced for McDonald's Filet-O-Fish sandwiches originated from fisheries with favorable sustainability ratings.

Environmental Responsibility - In McDonald's Europe, more than 80% of used cooking oil is converted into biodiesel fuel.

Employment Experience – More than 80% of company-owned restaurant employees in McDonald's nine largest markets say they would recommend working at McDonald’s to a friend.

Community – Since 2002, McDonald's and its customers have raised nearly $150 million to support the work of Ronald McDonald House Charities through our annual fundraiser, McHappy Day, to help children and their families in need around the world.

"This report shares the core strengths of McDonald's - continuous improvement, sharing best practices and focusing on the issues that matter most to us, our customers and the communities in which we do business," said McDonald's Chief Executive Officer Jim Skinner.

McDonald's web-based corporate responsibility report takes the concept of CSR reporting to a new level. Themed "The Values We Bring to the Table," it includes embedded videos, access to updated CSR news and a link to McDonald's CSR blog, Open for Discussion. A new addition to this year's report is McDonald's Road to Sustainability video: www.youtube.com/watch?v=vSqIzZpfCqs. This video illustrates McDonald's focus on responsible and sustainable practices and progress touching every area of its business. It is available, along with other CSR videos, on McDonald's official YouTube channel: www.youtube.com/user/mcdonaldscorp.



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