Producers who participated in McDonald’s “verified sustainable” pilot are enthusiastic about the project and the lessons learned.
"It felt like they (McDonald’s) were going to the grassroots where the other competitors were not,” said Les Wall, feedlot operator and owner of KCL Cattle Company near Coaldale, Alta. “I felt like the other competitors were doing marketing campaigns to drive sales.
“I’ve never had any feedback from them, and they’ve never asked me what I do. But from McDonald’s, I did. The communication was excellent.”
Stephen Hughes, of Chinook Ranch near Longview, Alta., also noted the verification process was informative.The beef industry needs to continue working in a collaborative way, said Hughes, part of a producer panel at the wrap-up event.
“What I took away from our verification was that where we didn’t score as well, it was because of paperwork or a plan,” he said. “I hope the beef industry as a whole learns to swim together and get on board with this kind of talk. Then I think we’re going to win.
"The Earls thing that you don’t mention by name is a great example of why we have to have these things in place.”
Anne Wasko, an industry analyst who raises cattle at Eastend, Sask., spoke about the importance of Canadian beef industry initiative.