McDonalds promotes British food for London 2012 Olympics

by William Surman - 19/05/2010

"MCDONALDS has teamed up with the London Olympic committee to lead the charge on delivering British farmed food to participants and spectators during the 2012 games."

In a huge boost to the farming industry, the London Organising Committee for the Olympic Games (LOCOG) announced today (Tuesday, May 18) it would procure UK Red Tractor Assured food wherever seasonally possible.

Meanwhile, main sponsors McDonalds will seek British produce to provide one in five of all meals consumed during what has been described as the biggest peacetime catering operation in history.

Lord Coe, LOCOG chairman, said it was the perfect chance to celebrate the work of UK farmers.

“The sheer scale of providing 14 million meals in just four weeks means this is a genuine opportunity for British agriculture,” he said.

McDonalds sources 55 per cent of all its food from 17,500 farms across Britain and Ireland and makes sure 100 per cent of all beef, pork, eggs and milk are local.

Peter Kendall, NFU president, praised the company for its ‘tremendous commitment’ to British farming, a compliment not lost on Steve Easterbrook, the UK chief executive of the sometimes vilified McDonalds.

“McDonald’s is proud to use its involvement in the Games to show what British farming has to offer,” said Mr Easterbrook.

The fast-food chain has also used the Olympic Games as a platform to launch its ‘McDonalds Open Farm’ initiative where it will throw open its farm gates to the British public.

Mr Kendall said the move would help farmers reach the urban population.

“We do Open Farm Sunday but it is always challenging to get into urban areas. This is a great initiative to get people into McDonalds and to connect with British farms,” he said.

Olympic athlete and 2009 World Champion gymnast Beth Tweddle said McDonalds were setting ‘the best example’ to other companies.

“Their support for British agriculture is great. My Uncle is a farmer and has been through some bad times but this sort of support keeps them in business,” said the 2012 gold medal hopeful.

One of the farmers that has benefited from McDonalds’ local sourcing is Richard Hoskin of Maiden Castle Farm in Dorchester. He has supplied beef into McDonald’s supply chain for five years and will open his farm to the public.

He said: “People are often surprised to hear that all the beef is sourced from the British Isles or that each product is tracked and traceable back to the farm they came from.

“I’m proud to be part of the new programme that showcases the quality of the food and the farms it comes from.”

Members of the public can enrol for farm visits at www.mcdonalds.co.uk/openfarms. There are five visits scheduled in 2010 in Dorset, Scotland, Northern Ireland, Cumbria and Derbyshire, with more to come in 2011.

More Details: http://www.farmersguardian.com/home/business/business-news/mcdonalds-promotes-british-food-for-london-2012-olympics/32010.article