On the 21st of September the Franco-Belgian fast-food chain Quick took the plunge, selling a certified organic burger– with Swiss cheese and locally-raised meat– for a cost of 2.50 euros each, 43 percent more than the traditional Quick burger. The burger will be available for eight weeks to measure demand. The company claims that it has worked for a year to procure the quantity of organic meat needed to fulfill the eight weeks of service. Oh, and in case you were wondering, the organic patty and onions are cut square instead of round, differentiating it from the non-organic version.
It is not surprising that the French market is moving in this direction. The government recently announced an additional six million euros would go towards helping farmers transition to certified organic agriculture, which can be costly for the farmer and takes five years in France. The French government has also set a goal of converting 20% of French agriculture to organic by 2020. It seems fast-food restaurants are seeing the handwriting on the wall.
While fast-food chains like Chipotle have staked their reputation on buying antibiotic and hormone-free meat stateside, and locally based fast-food chains like BurgerVille in the Pacific Northwest have focused on local, sustainable food and practices, larger chains like McDonald’s and Burger King have yet to acknowledge this market in any significant way. If American fast-food chains went organic, would you be more likely to buy their food? Why or why not? Let us know in the comments.