Joel Makower is chairman and executive editor of GreenBiz Group Inc. and producer of GreenBiz.com. For 20 years, Joel has been a well-respected voice on business, the environment, and the bottom line. He is executive editor of the acclaimed website GreenBiz.com and its sister sites, conferences, and research, all produced by GreenBiz Group, of which he is co-founder and chairman; he is also lead author of the annual State of Green Business report and hosts the State of Green Business Forum, the GreenBiz Innovation Forum, and other events. Joel also serves as a senior strategist for GreenOrder, a sustainability management consultancy, and is co-founder of Clean Edge, a cleantech research firm. He is author of more than a dozen books, including Strategies for the Green Economy. He also writes “Two Steps Forward”, a popular blog on green business, clean technology, and green marketing. Joel joins Katy Keiffer on this week’s edition of What Doesn’t Kill You to talk about McDonald’s, and their recent announcement that they will aim to source only sustainable beef by 2016. How will McDonald’s define sustainability for their purposes? Why is McDonald’s jumping into the responsible beef market? Find out all of this and more on this week’s episode of What Doesn’t Kill You! Thanks to our sponsor, Tabard Inn.

“Most of what companies are doing is not known; the media isn’t talking about it!” [5:00]

“Consumers want what they want, but they aren’t always willing to pay for it.” [22:20]

— Joel Makower on What Doesn’t Kill You

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