I've been going on about it for a few years now, but it's actually happening.
Chipotle dropped the gauntlet with its promise of more local, sustainable sources. McDonald's has tried to become more transparent about its farm-to-fork supply chain (especially in Canada and Australia). Also in Canada, an independent A&W promises "hormone-free" beef and chicken raised without antibiotics.
Now American chain Carl's Jr. (whose gratuitously sexed-up ads frequently feature here) is doing something really smart: They're offering their customers a choice.
According to Burger Business, Carl’s Jr. is ready to introduce the first “all-natural, no hormones, no antibiotics, no steroids, grass-fed, free-range beef patty” from any major quick-service (fast food) chain in the United States.
But they're not replacing their ordinary beef burgers, just offering the more natural beef as an upgrade:
“We’ve seen a growing demand for ‘cleaner,’ more natural food, particularly among Millennials, and we’re proud to be the first major fast-food chain to offer an all-natural beef patty burger on our menu. Millennials include our target of ‘Young Hungry Guys’ and they are much more concerned about what goes into their bodies than previous generations,” Brad Haley, chief marketing officer for Carl’s Jr., said in a statement announcing the new burger. “Whether you’re into more natural foods or not, it’s simply a damn good burger.”Great news for people concerned about where their meat comes from, and how the animal lived. Now it's up to the restaurant's regulars to put their money where their mouths are.