TRADE AND MARKETING McDonald’s France presents fast food ‘from field to plate’ e Quiz de McDonald’s is a leaflet, divided into four, with two playfullylaid out multiple choice questions on each page about the most important foodstuffs which the fast-food giant uses in the various menus and Happy Meals. Children with fathers/mothers plus grannies and grandpas with small children are busily looking for answers that are playfully presented in the stand. Laquelle de ces variétés n’est pas utilisée pour les frites ou deluxe potatoes de McDonald's? What variety does McDonald’s not use for its Deluxe Potatoes? is one of the questions about the potato. The proper answer should be: the Charlotte (because that’s a table potato variety). The right answers to that quiz question are Bintje, Bafana, Innovator and Challenger. Families, school children, pensioners, in short, young and old from Paris with an interest in food (which means just about everyone in this country), enjoy to the full all the displayed livestock, food products, presentations and games that the Salon Internationale Agriculture brings to everyone’s attention. L Prominently present McDonald’s France has been attending this annual happening in the centre of the capital for 12 years now, which isn’t that strange, considering its prominent presence in France for more than 30 years. The latest, officially-released figures, all from 2013, bear witness to this. McDonald’s France isn’t secretive about these figures and spreads them around eagerly in leaflets and various promotional texts. The country has almost 1,300 restaurants, which are located in 980 different villages, towns and along motorways. Together, they have an annual turnover of over 4.4 billion euros, is tion that they employ 69,000 people in their restaurants and offices, and they do business with 4,960 companies outside the primary agricultural sector. Three-quarters of the expenditure goes towards agriculture in France Three-quarters of the company’s expenditure goes to the French food producers, and one-quarter to farmers and horticulturists across the borders. McDonald’s ‘I realise that McDonald’s in the US is thinking, together with Simplot, about the possible implementation of GMO-varieties. Here in Europe, however, we’re absolutely convinced that they’re not going to come here.’ Baptiste Brunello, McDonald’s what the texts say. Farmers in France profit from that enormously. Annually, McDonald’s France purchases 845 million euros worth of food (75 percent of the purchase costs). Add the packaging material (8 percent) and other purchases (6 percent), the total will be 1,163 million euros. Staff costs and other expenditure are costs about which McDonald’s isn’t very open, but the company does menNo trade fair in Europe brings agriculture and food, grower and consumer, so closely together as the Salon Internationale Agriculture (SIA) in Paris. France would prefer the latter to be nil percent, but that’s not yet possible for all products. Jean-Pierre Petit, President of the Management Board, emphasises the company’s aim in that respect in the 2013 Annual Report, which McDonald’s distributes at the SIA. He wants to achieve the maximum from and for France. As far as transport is concerned, this is already done, but their packaging material, or at least 50 percent of it, is still imported. The potato products are also not yet 100 percent of French origin, although the French fries were in 2014. The stand proudly announces that the French fries are 100 percent origine Française. Real French chips, cut from a total of 193,936 tons of potatoes from French soil and originating from a total of 311 growers. McCain France is MacDonald’s’ most important purchaser and French-fry producer and operates in a modern factory (only 3 years old) in Matougues in the northern part of France. Besides French fries, McDonald’s France also sells a great deal of wedges in restaurants, for example, deep-fried potato chunks, indicated as Deluxe Potatoes. These don’t originate from French growers, but are imported from the Netherlands and Belgium. They are Potato World 2015 • number 4 19 Pagina 18
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