MCDONALD’S HAS hinted at a change in the way it markets its food during a conference at the Royal Show.
The burger chain, which recently reformed its menu with healthier food, is looking to emphasise its local sourcing policy.
The chain already sources all its beef from the UK and Ireland, as well as all its pork, eggs, lettuce and 50% of the wheat in its baps from British farmers.
Head of UK supply chain Keith Kenny said: “We’re very proud of the food we produce and we don’t get enough credit for that.
“You’re going to see a lot of this change in our approach as we change for our customers.
“All the research says they want more information on what they’re putting in their mouths.
“And given the preference, most of them want it to be British.”
Mr Kenny also said he was planning to increase the organic range on offer in McDonald’s, though he would not go into details.
The recent launch of an organic milk drink in outlets had boosted sales by 35%, he added.