McDonald's CSR

In light of our discussion of Starbucks, I looked up the McDonald's CSR report just to compare competitors. McDonald's doesn't go into as much detail, but one thing that did catch my attention was their coffee supply chain practices (http://www.crmcdonalds.com/publish/csr/home/report/sustainable_supply_chain/our_approach/coffee.html). They mention their dedication to Rainforest Alliance-certified farms. We've talked a number of times in class about the need for consistency in rating business' socially responsible practices, but it seems like there's a need for consistency in supply chain certifications as well. And what good do the ratings do if consumers don't know the difference?