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Canada picked for sustainable beef pilot

EXCLUSIVE: McDonald’s working with CCA on ambitious project to make Canada the first country to supply it with sustainable beef

PHOTO: LAURA RANCE By Alexis Kienlen af staff

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cDonald’s has chosen Canada over Australia and Europe as the site of its first pilot project in its ambitious quest to serve only “sustainable beef” in its massive global restaurant empire, Alberta Farmer has learned. The exact terms of the pilot — or even a definition of sustainable — have yet to be finalized, but the fast-food giant has the backing of the Canadian Cattlemen’s Association, and it’s working with the Canadian Roundtable for Sustainable Beef (CRSB), an organization the CCA founded last year. “It is still in the preliminary stages, so there are a lot of details to be worked out, but everyone is on the same page,” said Ponoka seed stock producer Greg Bowie, who is chair of Alberta Beef Producers and a CRSB member. “They’re working with industry to come up with something that is sustainable long term, for the entire industry.” Bowie and others are quick to say that McDonald’s, the largest buyer of Canadian beef, has steadfastly pledged it won’t impose rules on how to raise cattle. Instead, it has promised to work with producers,

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feeders and packers to create practical guidelines on environmental stewardship, animal health and welfare, and food safety — a process that will likely stretch into next year. “A lot of these things are going to be things that producers are doing anyhow,” said Bowie. “They’re just going to come up with a means of proving that the producer is doing it.” The pilot project could have major benefits for Canada because it is the first partner to be selected by McDonald’s, which grabbed the attention of the global beef industry six months ago by announcing it would begin sourcing verified sustainable beef in 2016. “Whether that’s from Canada, or from anywhere else, they will start buying verified sustainable beef, whatever the definition is,” said Pine Lake cow-calf producer Doug Sawyer, a CCA director and past chair of Alberta Beef Producers. “What we have to do now is put a definition to this and do it. We’re poised in Canada to capitalize on this.” Jeffrey Fitzpatrick-Stilwell, manager of sustainability with McDonald’s Canada, declined an interview request. But a company email sent to CRSB members in March stated it “has secured support from

the Canadian Cattlemen’s Association for a global McDonald’s project to take place in Canada.” While most producers may not have to change their production practices, they will have to provide a lot more information about what they do — and the foundation of the new system will be a highly detailed database able to track a host of information on millions of head of cattle. “One of the advantages to Canada over other countries is that we have our traceability system, we have BIXS 2.0 coming out, and we’ve got a very good environmental system put together,” said Sawyer. “We’ve got our new animal welfare codes of practice. We’ve got almost all the pieces there.” Senior officials from McDonald’s headquarters and its Canadian arm toured Alberta last summer and returned again in mid-May, visiting the JBS and Cargill slaughter plants, the company’s hamburger production facility in Spruce Grove, and cattle operations. CL Ranch near Calgary, one of the province’s oldest and most prominent cattle operations, hosted both tours and the first one resulted in CEO Cherie Copithorne-Barnes being asked to head the CRSB.

see SUSTAINABLE BEEF } page 6

McDonald’s decision to pilot its sustainable beef program in Canada is a win for producers, says ABP president Greg Bowie.  photo: supplied

First-time horse buyers need to watch for pitfalls } PAGE 24


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