McDonald's says it remains committed to Canadian ranchers while piloting plant-based options

For a company that proclaims its loyalty to Canadian ranchers on the back and sides of its transport trucks, navigating a foray into the plant-based market is going to be somewhat tricky.

McDonald’s marketing director Jean-Guillaume Bertola fully understands that the company has to strike a balance between adapting menus based on changing consumer preferences, and celebrating and nurturing the community it has built with its Canadian value chain members — farmers and ranchers.

Bertola says its “Not without Canadian ranchers” campaign is just one part of the company’s commitment to Canadian producers and to continued improvement of the beef industry. As a founding member of the Canadian Roundtable for Sustainable Beef, McDonald’s has been at the forefront of bringing branded sustainably-raised product to the fast food market.

There’s also support for sharing what practices go in to this value chain. Recently, an Alberta rancher was the first Canadian to be recognized as one of the company’s “model farmers,” a means to “amplify the stories of exceptional farmers that exemplify best practices,” Bertola says.

Though McDonald’s originally said it would stay out of the plant-protein marketing, the company is moving forward with a Beyond Meat-based “P.L.T.” Bertola says support for the recent plant-protein initiative has no impact on McDonald’s continued commitment to the beef sector, noting, “It’s a response to consumer demand, and we want to explore that as well, to have variety on the menu.”

Listen on to Bertola’s full discussion with Shaun Haney, recorded at Canada’s Ag Day at Ottawa, Ont.

Leave a Reply

 

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Privacy Preference Center

Necessary

Necessary cookies help make a website usable by enabling basic functions like page navigation and access to secure areas of the website. The website cannot function properly without these cookies.

gdpr, __cfduid, PHPSESSID, wordpress_test_cookie, woocommerce_items_in_cart, woocommerce_cart_hash, wp_woocommerce_session, wordpress_logged_in, wordpress_sec, wp-settings, wp-settings-time, __cf_mob_redir, wordpress_cache, realag
__cfduid

Marketing

Measuring interactions with the ads on the domain.

__gads,fsk_ut_2317
scmtid,v,a,JSESSIONID
IDE

Statistics

These are used to track user interaction and detect potential problems. These help us improve our services by providing analytical data on how users use this site.

_ga,_gid,_gat,_cb,_chartbeat2,_chartbeat4
_ga,_gat
_ga,_gid
metrics_token

Preferences

Preference cookies enable the website to remember information that changes the way the website behaves or looks, like your preferred language or the region that you are in.

chartdefaults, comment_author, comment_author_email, comment_author_url
JSESSIONID, _os_session,anonymous_votes,csrf-param,csrf-token,user,user-id,user-platform,intercom-session,intercom-lou,intercom-session
personalization_id, tfw_exp