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A new livestream brings anyone to the grasslands, even if only digitally.
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Livestream beams view from Manitoba pasture

Langruth-area ranchers teamed up with McDonalds to highlight the beauty and benefits of Canadian grasslands

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Picture this: It’s a mild October day. You’re sitting outside with a pasture spread out before you. Wind rustles through the long grass and through the sun-gilded leaves of the nearby poplar bush. You hear cattle just out of your line of sight and gentle music is playing. Viewers could get hours of that ambience
Backers of the certified sustainable beef program are urging more producers to sign up as demand exceeds supply.
Beef cattle, News

Fast-food chain joins beef sustainability effort

Harvey’s signs on to program as demand for certified sustainable beef continues to grow

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Fast-food chain Harvey’s has become the latest major buyer to sign up for the ‘sustainable’ beef initiative. But even while the number of retailers is increasing, most cattle producers are taking a ‘wait and see’ approach that has resulted in a gap between supply and demand. However, that gap is closing, said Ponoka rancher Greg
The new McDonald’s advertisements will be the first time that most Canadians see the new Egg Quality Assurance certification mark. Photo: McDonald’s Canada

McDonald’s to promote Egg Farmers of Canada standards

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Egg Farmers of Canada is working with McDonald’s Canada to launch a new certification trademark for eggs served in the food service chain’s 1,400 restaurants nationwide. McDonald’s advertising for its Egg BLT McMuffin sandwich sold this summer will display the EQA (Egg Quality Assurance) trademark. “The EQA program is the culmination of decades of work
The Canadian cattle industry continues to work with McDonald’s Canada as part of a national discussion to verify the industry’s sustainability.
Beef cattle, News

McDonald’s commits to continued sustainable beef conversation

McDonald’s Canada is now working with Canadian Roundtable 
for Sustainable Beef to create a single national standard

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McDonald’s Canada is doubling-down on its strategy of meeting sustainability goals by working with the beef industry. With a recent pilot project on sustainable beef that partnered with the industry groups and experts that demonstrated and verified the sustainability of the Canadian beef supply wrapped up, it’s looking to build on that base. The key
Emily Murray, general manager of the Cargill burger patty plant in Spruce Grove, and Andrew Brazier, director of the worldwide supply chain with McDonald’s Corporation, both presented the results of McDonald’s global pilot project.
Beef cattle, Livestock

‘Sustainable’ beef pilot a success — but the job isn’t done yet

McDonald’s pilot is complete but now the Canadian beef industry 
has to create and implement its own standards

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After being the first to source and track “verified sustainable” beef for McDonald’s, the Canadian cattle industry has a new challenge — create its own standards that all of its buyers can use. The wrap-up event drew more than 300 ranchers and industry players to celebrate the accomplishment — a sharp contrast to the quiet,
Jeffery Fitzpatrick-Stilwell, manager of sustainability and government relations for McDonald’s Canada.
Beef cattle, News

McDonald’s Canada announces investment in beef research

One of Canada’s largest fast-food companies sees value in the Manitoba Beef and Forage Initiative

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McDonald’s Canada has put its money where its mouth is with an investment into the Manitoba Beef and Forage Initiative (MBFI). “We are trying to balance being responsive to our customers and responsible to our downstream supply chain,” said Jeffery Fitzpatrick-Stilwell, manager of sustainability and government relations for McDonald’s Canada. “I really look at this
man with microphone
Livestock, Local news

McDonald’s seeks Manitoba producers for pilot project

With the majority of contributions stemming from Alberta, McDonald’s Canada’s verified sustainable 
beef pilot project is hoping for further participation from Manitoba’s cow-calf producers

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As McDonald’s Canada’s verified sustainable beef pilot project enters its final five months, organizers hope to engage more Manitoba producers in the verification process. “I would love to have more Manitoba producers involved because, as I tell everyone in Alberta, yes, McDonald’s may be sourcing Alberta beef, but most of it was born in Manitoba,”
McDonald’s rolls out campaign thanking farmers
News

McDonald’s rolls out campaign thanking farmers

Eighty-five per cent of the food it serves three million Canadian customers per day comes from Canadian farmers

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McDonald’s Restaurants of Canada wants Canadian farmers to know they couldn’t do it without them. The company rolled out a month-long advertising campaign this week with commercials featuring empty containers for its most popular menu items with the slogan “not without Canadian farmers.” Television and online commercials link consumers to its Our Food Your Questions

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