Jan. 7, 2008 - Cost is no longer the overriding factor in food purchasing decisions at the world's largest restaurant chain, according McDonald's U.K. CEO Steve Easterbrook. The executive told attendees at a recent conference that increasing consumer awareness of sustainable farming practices has profoundly affected the way McDonald's sources its food, Farmers Guardian reports.

"Customers are looking increasingly at issues like food provenance, welfare and the impact it has on the environment," Easterbrook said, pointing to a survey showing that 70% of consumers consider "green issues" when eating out. "Consumers now make choices based not only on the traditional criteria of price, convenience, and value, but also ethics, trust, sustainability, provenance, and transparency."

McDonald's U.K. sources as much food as possible from British farmers. The chain offers only free-range eggs, and is currently working with suppliers to improve conditions for McNugget-bound pigs and chickens. Five percent of the U.K.'s annual supply of organic mild is served with McDonald's teas and coffees. (And its switch to Fair Trade coffee has boosted sales 15%, the company reports.)

Easterbrook told conference delegates he recognized the importance of a "long-term sustainable agricultural industry."

"Were proud to be a customer of British farmers," he said. "So much so that youll see our commitment to British agriculture spelled out in 30-foot long advertisements on the side of all our distribution trucks, in all our restaurants, and online from early this year."