Afe150622

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FIELD MEDICINE

CONSERVATION CASH

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McDonald’s pilot project ramps up Alberta visit of McDonald’s global CEO signals a sea change in the beef industry

The damage is done — but how much worse will it get? It’s not a writeoff yet, but recovery potential is limited and a late harvest seems inevitable, says crop expert

By ALEXIS KIENLEN AF staff

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t’s full speed ahead for McDonald’s “verified sustainable beef” project. The country’s largest buyer of beef is finishing up the first phase of its groundbreaking pilot project in Canada, and earlier this month the head of the global fast-food giant paid a visit to Alberta to get a first-hand look. Recently appointed CEO Steve Easterbrook visited CL Ranches just west of Calgary and Southern Cross Livestock near Crossfield. “Being as he’s brand spanking new to the job, the sustainability team, which is headquartered in Chicago, really wanted to give him the opportunity to see first hand what they’re up to here in Canada,” said Cherie CopithorneBarnes, CEO of CL Ranches and chair of the Canadian Roundtable for Sustainable Beef. “That was really important because he comes from more of a business side of things and really had no exposure whatsoever to what they’re doing with the sustainable pilot project.” Easterbrook — who has vowed to “shape McDonald’s future as a modern, progressive burger company” — was keenly interested in

Cattle graze along the Porcupine Hills, north of Lundbreck, earlier this month. While the area west of Lethbridge is dry, most of the province was in the red zone as of June 9 — which means moisture levels are below one-in-six-year levels.   PHOTO: WENDY DUDLEY, GRAPHIC: AFSC

By JENNIFER BLAIR AND ALEXIS KIENLEN

see VERIFIED } page 6

AF staff

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fter one of the “driest Mays on record,” producers across the Prairies are wondering how their crops are going to fare this growing season. It’s not looking good. “The crops are going to be substantially smaller than they have been over the past few years,” Bruce Burnett, CWB crop and weather specialist, said in an interview June 15. “It’s too early to write things off totally, but if we get a few more weeks of dry weather, crop production is going to drop dramatically.” An early start to seeding had many farmers hoping for an early harvest. That isn’t likely to happen, said Burnett. “We have the crops in the dry areas

70 CROPS:

growing very slowly because they’re trying to conserve moisture, and they’re not developing as they would normally,” he said. “We’re at a point now where we’re going to be harvesting a later-thannormal crop with, in many cases, below-average yield potential.” Scattered rain showers across the province in the middle of June offered some relief to growers, but “one-tenth to two-tenths of an inch every week is just not enough.” “There has to be at least 25 to 50 millimetres in these dry areas. Anything less is really not going to do enough.” Early-seeded crops have emerged, he said, but are growing slowly. In some cases, producers are seeing spotty emergence or no emergence at all. “They look reasonable for the growing season that they’ve had, but the

see DRY TIMES } page 7

AND STILL GOING STRONG } PAGE 18


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Afe150622 by Farm Business Communications - Issuu