Monday, January 28, 2013

McDonald's Australia offers supply-chain transparency app

The changing consumer perception of food is starting to have a real influence on fast food chains. In 2011, McDonald's USA started a "farm to fork" campaign about their ingredient sourcing. Last year, McDonald's Canada launched an "ask us anything" site to try to dispel urban legends about their food. Now, according to Burger Business, McDonald's Australia (Known there as "Macca") has gone even further with the marketing transparency, creating an app that can source the farms and producers who created the ingredients for your actual meal. This video explains:
Burger Business writes:
In its Facebook film explaining the app, McDonald’s admits that there remains “some confusion about just how real our food is,” despite its having spent many years and tried a variety of approaches to explaining its food sourcing and preparation. No amount of food-quality information will suffice for some fast-food haters, vegetarian activists and food elitists, but McDonald’s has provided far more transparency on this issue for a longer time than has any other QSR chain.
I'll give McDonald's points for effort, if not for the actual products. Supporting local farmers and producers is great. Pushing highly-processed packages of sugar, salt and fat on families... somewhat less so. But it's great to see big brands reacting to grassroots change.

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