october 9, 2013 richard ellis, senior vice president, communications, public affairs & csr,...

October 9, 2013Richard Ellis, Senior Vice President, Communications, Public Affairs & CSR, McDonald’s Canada

Helping Families Make Healthier Food Choices Ontario Government to Begin Consultations on Menu Labelling Legislation

“McDonald's Canada supports the Ontario government's action to provide Ontarians with more access to nutrition information in restaurants. McDonald's is a long-time leader in providing comprehensive in-restaurant nutrition information based on the 13 core nutrients including calories, so its customers can make informed eating choices to suit their dietary needs and preferences.”

The Trend Towards Transparency & Authenticity

McDonald’s Canada

Richard EllisSenior Vice President, Communications, Public Affairs & CSR

McDonald’s Canada

+2.5 million customers a day

+1,400 restaurants nationally

+83,000 employees

80% of the system is franchised

$1 billion annual purchases• 67 million pounds of beef• 76 million fresh eggs• 24 million litres of milk• 143 million pounds of potatoes• 3 million fresh apples

We’re committed to doing the right thing for the planet and leaving a legacy of responsible environmental stewardship. Through our business practices and policies we achieve continuous improvement and strive to make a more positive impact on the environment. Our efforts focus on the areas of sustainable sourcing, environmentally-friendly packaging and energy conservation.

Respecting our Environment

Environment

We’re committed to ensuring that the animals in our supply chain are humanely cared for throughout their lives. In fact, McDonald’s has longstanding relationships with renowned animal welfare expert Dr. Temple Grandin and our animal welfare council, which includes experts in poultry, swine and beef.

Animal Welfare

McDonald’s is a founding member of the Global Roundtable for Sustainable Beef. In 2013 we worked with the Canadian beef industry to establish the Canadian Roundtable for Sustainable Beef, a national, multi-stakeholder body to advance existing and new beef sustainability efforts.

67 million pounds of Canadian Beef

Beef

In recognition of our more than ten-year commitment to sourcing sustainable fish, in 2013 we adopted the Marine Stewardship Council (MSC) ecolabel on our Filet-o-Fish packaging. MSC certification represents the latest step in our decade-long collaboration with suppliers to improve sustainable fishing practices throughout our supply chain.

Fish

Packaging

Approximately 85% of our packaging is made from renewable resources, and of that fibre packaging, approximately 40% is made from recycled content.

Next Step: “end of life” impact

Our sustainable coffee program takes a balanced approach to improving farming practices and conditions and in turn increasing the supply of and market for sustainable coffee.

We purchase third-party certified sustainable coffee beans and provide financial and technical assistance to coffee farmers.

Jointly with McDonald’s U.S., we are investing approximately $6.5 million over five years to support sustainable agriculture training for 13,000 coffee farmers in Guatemala, where a large percentage of our coffee is grown.

Coffee

Most of our used cooking oil is recycled into other uses - the majority is turned into biodiesel. We tested biodiesel in the delivery fleet that supplied our restaurants on site at the Vancouver 2010 Winter Olympics and we continue to evaluate the use of biodiesel in our broader delivery fleet.

Biodiesel

Nutrition Transparency

McDonald’s is a longtime industry leader in nutrition disclosure• introduced Food Facts in the 1970s – an industry first

We provide comprehensive nutrition information • consistent with the Nutrition Facts table on packaged foods• at point-of-sale and electronically• in a variety of formats

– nutrition facts poster– trayliner– online nutrition calculator– on-package– nutrition calculator mobile app

Nutrition Transparency

Nutrition Facts Education Campaign

Increased Nutrition Transparency

Nutrition Facts Brochure

Responsible Marketing

The nutrition values for our ‘advertised meals’ are based on Health Canada’s Estimated Energy Requirements table and the Dietary Reference Intakes Reference Values for Macronutrients.

Our ‘advertised meals’ don’t contribute more than 1/3 of the average total daily calories children should consume (600 calories).

Our marketing practices continue to evolve to adapt to the changing media environment - our CAI commitment now extends beyond broadcast advertising to include online and out-of-home marketing.

Happy Meal Print Ad

Transparency – Our Food, Your Questions

Transparency – Our Food, Your Questions

Total Questions: 21,839 Total Visits: 2,261,709 Most Questions Asked in One Day: 1,630 Most Visits in One Day: 82,394 McD Video answers viewed: >15 million

RMHC Slide