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Canadian Sustainable Beef Award Goes to McDonald's

21 March 2014

CANADA - The Canadian Cattlemen's Association has presented the first ever Beef Industry Innovation & Sustainability Award (BIISA) to McDonald's Canada.

The burger chain was selected for its long-standing commitment to Canadian beef in its hamburgers as well as its ‘Our Food, Your Questions,’ online platform.

The platform is an excellent example of how using innovation can enhance the sustainability of Canada’s beef cattle industry, said CCA President Martin Unrau.

“Using an innovative approach to address popular myths and misconceptions about products, and particularly beef production in Canada, has served to educate and inform consumers in a very open and transparent way,” Mr Unrau said.

“Producers also appreciate McDonald’s loyalty to Canadian beef. They’ve set an excellent benchmark for future BIISA recipients to meet or exceed.”

The BIISA was presented to McDonald’s representatives at the CCA Annual General Meeting (AGM) reception in Ottawa.

Rob Dick, Senior Director of Supply Chain Management, and Sherry MacLauchlan, Director of Government Relations, accepted the BIISA on behalf of McDonald’s Canada President John Betts.

“We’re committed to telling our food story in authentic and innovative ways that enable us to make a real connection with Canadians,” said John Betts, President and CEO, McDonald’s Canada.

“It’s a true honour to be recognised for our achievements and to receive the inaugural BIISA on behalf of the entire McDonald’s family and our industry partners.”

TheCattleSite News Desk

Top image via Shutterstock

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