"As the world's biggest fast-food chain, which has 34,000 restaurants in 118 countries, seeks to make its supply chain more environmentally friendly, McDonald's is trying to enlist its customers as allies ... By talking to consumers about its sustainability efforts, McDonald's hopes to build brand trust and loyalty. Until recently, people had to dig into the company's website to learn about its environmental performance. "We've had sustainable fish for many years, but we didn't tell people about it," Langert, the vice president of sustainability for McDonald's, told me during lunch in Washington DC. "We feel there's a tipping point coming. We see the consumer starting to care. Consumer expectations are rising." (Quoted from article)