TRADE AND MARKETING McDonald’s France presents fast food ‘from field to plate’ Children with fathers/mothers plus grannies and grandpas with small children are busily looking for answers that are playfully presented in the stand. made from a total of 40,639 tons of potatoes annually. They are purchased and made into wedges by Lamb Weston / Meijer in Kruiningen (NL). them and how that’s done. What the fast-food group especially wants to emphasise is that this is done in a sustainable way and that this is something ‘As regards taking steps in the cultivation itself, here in France, we pattern ourselves on the Skylark programme (Veldleeuwerik).’ Mark Jansen, Lamb Weston /Meijer Where does our food come from?! Interesting, of course, all those figures, but that’s not the most important message that McDonald’s France wants to convey to the consumer. What they want first and foremost is to show where the raw materials for the hamburger and the French fries come from, who produces that McDonald’s France firmly wants to stimulate. ‘In 2009, after large-scale consultations with the entire chain, we introduced the concept agro-ecology. To progress further on this subject, we’ve established example / reference companies that meet our sustainability conditions’, Petit also writes in his Foreword in the 2013 Annual Report. In respect of potatoes, in 2014, already 11 of the 311 farmers fully complied with these conditions. Agro-ecological farmers To explain to the public, but also to the trade & industry and the press how agroecological farming works for McDonald’s France, the company has introduced an impressive group of agronomists who have one foot in farming and the other in the centre of the restaurant world. One of them is Mark Jansen, Regional Account Manager for McDonald’s at Lamb Weston / Meijer. ‘Much about agro-ecology and what that exactly means has already been described in the 2013 Annual Report titled le journal du développement durable de McDonald's France. This explains what McDonald’s, but also its suppliers such as Lamb Weston, contribute to this. McDonald’s recently organised a congress about the subject. At this congress, the 20 Potato World 2015 • number 4 Pagina 19
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