As promised earlier this summer, McDonald’s Canada has officially rolled out its Mighty Angus burger line made with Canadian verified sustainably-raised beef. Complete with a new advertising campaign and sporting the Canadian Roundtable on Sustainable Beef (CRSB) Certified logo, McDonald’s Mighty Angus line is the first major product offering with a completely verified beef supply… Read More

Today marks International Women’s Day, and McDonald’s Canada is marking the occasion with a new commercial celebrating the farm women who play a role in bringing home the beef in Canadian agriculture. In the commercial, you’ll likely recognize Alberta’s Jill Harvie (@BrightPasture) from a previous McDonald’s commercial, and also featured for this Old MacDonald-themed sing-a-long is… Read More

For farmers and ranchers looking to “tell their story,” it doesn’t get much bigger than working with an advertising giant like McDonald’s. The fast-food company’s commercials and billboards are literally everywhere. Since launching the “Not Without Canadian Farmers” campaign in late 2015, McDonald’s Canada has focused part of its media spotlight on Canadian agriculture, aiming to explain… Read More

“We did it! We did it,” exclaimed Francesca Debiase, chief supply chain and sustainability officer for McDonald’s, pumping her hands through the air, at yesterday’s celebration of the conclusion of McDonald’s Verified Sustainable Beef (VSB) Pilot in Calgary. “Several years ago, McDonald’s supply chain made a really interesting discovery,” Debiase explained, “and that discovery was… Read More

Only a week after Subway’s (U.S.) announcement to shift towards animal protein raised without antibiotics, McDonald’s Canada has made its own announcement. The company is starting its transition to only source chicken raised without antibiotics important to human medicine. The change is part of the company’s “journey to evolve its menu to better meet the changing preferences… Read More

North America’s largest chain restaurant has pledged to source all of the eggs for its nearly 16,000 restaurants in Canada and the U.S. from cage-free chicken farms. McDonald’s announced today that it will completely transition to cage-free or “free-run” eggs within the next 10 years. “Our guests increasingly tell us they appreciate the efforts we… Read More

McDonald’s Corporation is offering up to $20,000 in funding for organizations and members of the Canadian beef community for projects that help prepare ranches and feedlots to successfully participate in the McDonald’s Verified Sustainable Beef Pilot Project (VSB Pilot). Qualifying applicants may be veterinarians, genetics providers, feed companies, associations and more. The funding, up to… Read More

I remember reading an interesting quote that, paraphrased, said society was losing touch with where food came from and that the increase in urbanization was a death knell for rural life. The quote was from the 1920s. Shocking? A little, but it’s also an excellent bit of perspective for where we sit now, nearly 100… Read More