Sustainable: Is There Wiggle Room?

sus·tain·a·ble

səˈstānəbəl/

adjective

adjective: sustainable

1. 1.

   able to be maintained at a certain rate or level.

   "sustainable fusion reactions"

   • conserving an ecological balance by avoiding depletion of natural resources.

     "our fundamental commitment to sustainable development"
2. 2.

   able to be upheld or defended.

   "sustainable definitions of good educational practice"

I had to look up the definition of the word "sustainable" after I read the Mother Jones article about McDonald's announcement to transition to sustainable beef by 2016.  I wanted to see the exact definition, and as you can see there are 3 ways to use the word.  I believe that most food growers and producers intend the word to be used as "conserving an ecological balance by avoiding depletion of natural resources".

Regarding their "transition to sustainable beef", McDonald's does not have a plan to accomplish this yet. From the article:
"The company is working with the Global Roundtable for Sustainable Beef, a stakeholder group that includes Walmart and the World Wildlife Fund, to come up with a definition, and expects to announce further details of its plans in the spring."  The article's author, Dana Liebelson, goes on to say that Mother Jones asked McDonald's whether they have plans to stop using antibiotic-fed beef, and the answer from a spokesman was, "McDonald's will continue to rely on the sound science derived from this group of expert advisers including academia, suppliers, animal health and welfare experts, and the FDA, as we continue to review our policy​." 

Going back to our definition, is McDonald's really planning to conserve an ecological balance, or are they relying on "able to maintained at a certain rate or level"? McDonald's has proven antibiotic laced beef can be maintained at a certain rate or level - a LARGE level.

What do you think?  Is there wiggle room in the word "sustainable"?  Is sustainable the new buzz word to avoid, like "artisanal" and "cage-free"?  Is that cheese really being made by hand? And how large is that "farmyard" where those chickens are roaming free?  


Your local food marketing should have no "wiggle room".  The words you use to describe your brand, your product development, your growing or buying practices, should be accurate and authentic. You should be able to back up your marketing adjectives with facts, records, vendor invoices and the ability to talk freely without couching your words.  Your customers must be able to trust you, your words and your marketing materials.    

Make your business be sustainable - "able to be upheld or defended".