McDonald's is the latest multinational to jump onto the organic bandwagon. The international fastfood chain announced that it is to start selling organic milk in its British restaurants from February onwards. This was followed by news last week that the multinational reported huge losses of US$343.8m in the last quarter of 2002. The company reported losses for the first time due to the closure of hundreds of its restaurants. The fastfood industry is suffering from intense price wars between chains, and a bad image due to outbreaks of BSE in Japan and Europe and the association of fastfood with obesity.