McDonald's Jeff Fitzpatrick-Stilwell has worked with the beef industry to help tell the beef story.
It's been eye-opening for Jeffrey Fitzpatrick-Stilwell. The McDonald's Canada senior manager of sustainability is the company lead on its innovative "verified sustainable beef" pilot project.
This project, he believes, is significant for Canada's beef industry. It also inevitably raises questions about the role of corporate players such as his company in driving industry direction.
Fitzpatrick-Stilwell is comfortable with that discussion. His career has taken him to the frontlines and backrooms of the sustainability world. He knows the realities of the global food industry and how Canada's beef producers can bridge those worlds today.
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