McDonald’s Europe
has launched a unique initiative designed to promote and share the
benefits of sustainable agricultural practices among its suppliers
and the farming community.
Called Flagship Farms,
the scheme has been developed in conjunction with the
Oxfordshire-based Food Animal
Initiative and will showcase innovative farming
practices being used by some of the 500,000 European farmers
supplying the company. Seven farms have been chosen to begin with
(see list below) and another six will join shortly.
All Flagship Farms can demonstrate novel, sustainable ways of
dealing with a range of issues, from soil, water and energy use to
animal welfare and employee wellbeing. It builds on the McDonalds
Agricultural Assurance Programme, which uses existing farm
assurance schemes to assess and improve the standards on farms.
“Our customers care about where food comes from and we want to
build on that trust,” McDonalds Europe chief supply chain officer
Karl Fritz said. “Flagship Farms highlights successful innovations
ahead of the mainstream and we believe it will help us assure the
future of sustainable agricultural production in Europe.”
2008 Farmers
Weekly Poultry Farmer of the Year David
Brass is the only UK Flagship Farm. He supplies
around 25m eggs to McDonalds each year, sourced from his own
48,000-bird free range flock near Penrith, Cumbria, and several
local producers.
Mr Brass has demonstrated how high welfare standards can benefit
the wellbeing of the flock, the environment and the farm’s
profitability. In particular, he has planted 100,000 trees in the
last 18 months as he believes this increases productivity of
free-range hens and reduces welfare problems.
“There’s very little science behind free range egg production.
We want to change that and prove to people that these things do
work and benefit the bottom line. With Flagship Farms, it’s nice to
be able to learn from other farmers and improve what they’re doing
as well.”
Mr Fritz said that such farm-based initiatives may not be
rewarded with a higher price for the end product, but they did
improve brand acceptance among consumers and therefore improved
sales in the longer-term.
“The ultimate goal of initiatives like Flagship Farms and MAPP is
to assure supply, maintain price stability and respond to consumer
demand for responsibly sourced, traceable produce, so that everyone
benefits,” he said.
McDonalds Flagship Farms
The Lakes Free Range Egg Company, Cumbria
Free range egg producer using range of methods, including planting
trees, to improve flock welfare
Dempsey Farm, Ireland
Beef farm
demonstrating high standards of animal welfare and good
environmental management
Benefica do Ribatejo, Portugal
Tomato farm using range of technology to meet processor
requirements
Primaflor, Spain
Lettuce producer that has
demonstrated how efficient water use and targeted fertiliser
application can improve productivity and protect the
environment
Stockland, Netherlands
Dairy farm using
range of methods to improve cow welfare. Examples include dual
chamber water beds, grooved anti-slip flooring, weekly foot bathing
and tri-annual foot trimming
Autruy-Sur-Juine, France
Cereal farm that
has shown how soil testing can maximise yields and avoid
over-application of fertiliser
Farm Frites, Poland
Potato farm that uses
several innovative processes and technology to improve use of soil,
water and energy. Potato yields have been increased to 45t/ha,
compared with a national average in Poland of nearer 12-15t/h