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Worker shortage handicapping ag sector
McDonald’s sustainable beef pilot moves into high gear
Plants have jobs but not enough Canadians interested in them
Fast-food giant has a long list of ‘indicators’ and is seeking producers ready to prove they’re good stewards
By Jennifer Blair af staff
A
chronic shortage of workers isn’t just a problem for meat packers, but all of agriculture, say experts. Mark Chambers sees the impact every day at Sunterra Farms, but also knows his experience is being mirrored across the country. “If we can’t get enough labour to produce the value-added products or to expand and grow, we’re going to be at a competitive disadvantage
see WORKERS } page 7
McDonald’s has promised its customers that it will ‘begin purchasing‘ verified sustainable beef in 2016, and officials say they will make good on that promise in Alberta next year. Photo: Thinkstock By Alexis Kienlen af staff / red deer
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cDonald’s has put its foot on the gas, and is revving up its verified sustainable beef pilot. The largest buyer of Canadian beef has developed a set of 40 ‘indicators’ to assess sustainability; created a scoring system
to grade ranches, feedlots and others in the beef value chain; and chosen an American verification company to oversee the process. But producers shouldn’t be worried by these moves, McDonald’s sustainability manager for Canada said at the recent Alberta Beef Industry Conference. “This is not a certification
regime — this is a verification opportunity,” said Jeffrey Fitzpatrick-Stilwell. “It’s about information sharing, not policing. It’s about producers demonstrating how they meet the criteria. It’s not an audit and it’s not pass/fail.” Since picking Canada for its global sustainable beef pilot last year, the fast-food giant has given few details on how that
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will work — even though it has promised to start using sustainable beef in 2016. But in consultation with an advisory board from across the Canadian beef sector, the company has developed ways — dubbed ‘indicators’ — to score practices on animal care, environmental stewardship, and
see MCDONALD’S } page 6
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