Pressing on with their intentions to improve the company's image, McDonald's has started to serve 100% Rainforest Alliance certified coffee beans. Rainforest Alliance is a New York-based nonprofit that certifies coffee production farms and facilities to a set of standards that mandate specific environmental protection policies, workers' rights and community involvement and the group says that McDonald's intends to expand the use of their certified coffee from the UK to the rest of their European outlets over the course of the year. For now, the coffee will be available in all 1,200 outlets of McDonald's UK, making the company the first major retailer in the country to use such a certification.

Many McDonald's outlets in the US offer fair-trade certified coffee from Green Mountain Coffee, but there is no nationwide policy mandating the use of one specifically certified coffee.

Greenpeace is targeting European McDonald's as a catalyst for the destruction of the rain forest half a world away.  According to a report entitled "Eating up the Amazon," the eco-watchdog organization says that the soybeans that European fast food restaurants use to feed their chickens are grown in illegally deforested areas of the rain forest.

In Brazil, soybean farming has become so profitable that ranchers are selling off their now-valuable pasture land to farmers. The reason that this is illegal, says the group, is that there are regulations in Brazil that require landowners to keep 80 percent of their land forested. Once the ranchers have sold their cleared pasture land, they simply clear new land. Selling of chunks of their property means that they are keeping themselves under the 80 percent margin set by the government, but it does mean that the rain forest is getting smaller. There is also talk of ranchers and farmers using near-slave labor to harvest and tend the crops and an insinuation that the fast food companies might be simply turning away from the problem, if not outright promoting it.