SHANGHAI
,
March 24, 2023
(press release)
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McDonald's China joined hands with nine major suppliers to announce the launch of the "McDonald's China Regenerative Agriculture Plan" at the 2023 "McMai Feast". This is the first exploration of agricultural green development jointly promoted by the catering industry chain. Participating suppliers include: Tyson, Cargill, Sunner, Simplot, McCann, Lanwei, Bimbo, McCormick and Jinxian Foods . McDonald's China purchases nearly 300 kinds of ingredients every year, of which more than 2/3 of the purchases are provided by these nine suppliers. McDonald's China joined hands with nine major suppliers to announce the launch of the "McDonald's China Regenerative Agriculture Program" "McDonald's China Regenerative Agriculture Plan" focuses on five major areas: nature, soil, water, livestock and farmers, realizes the systematic, large-scale promotion and implementation of regenerative agriculture concepts and practices, contributes to the protection and restoration of the agricultural ecological environment, and jointly helps nature Protect and biodiversity, so that good food and nature can be endless; at the same time, support the response to global climate change through regenerative agriculture practices, promote the realization of McDonald's global 2050 carbon neutral goal, and help accelerate the development of green and low-carbon agriculture. The plan will take four major actions in the first phase from 2023 to 2028, including: promoting and popularizing the concept of McDonald's China's regenerative agriculture, promoting the upgrade pilot of McDonald's China's regenerative agriculture, and promoting McDonald's China's regenerative agriculture in line with China's agricultural reality Continue to land and establish a collaborative ecosystem of McDonald's China's regenerative agriculture. Mr. Zhang Yichen, Chairman of the Board of Directors of McDonald's China, delivered a speech, looking forward to the "regenerative agriculture" plan to continue to provide consumers with fresh, safe and natural good ingredients "In the six years since we entered the 'Golden Arch Era', we have been adhering to the original intention of 'providing delicious food and cohesion for the community and neighbors', making delicious food and beauty easy for everyone. The journey of the 'Golden Arch' is a green journey, McDonald's China has always been driven by the "green growth engine", and is constantly exploring how to make nature and people live in harmony and move forward in a more sustainable way while the business is developing rapidly." Zhang Yichen, chairman of the board of directors of McDonald's China, said, "McDonald's China's board of directors will fully support the 'McDonald's China Regenerative Agriculture Plan', expecting this plan to strengthen the cooperation between the upstream and downstream of the industrial chain, continue to provide consumers with fresh, safe and natural good ingredients, and contribute to the protection and restoration of the agricultural ecological environment , to make the mountains greener, the water greener, and the lives of farmers in rural China richer." Regenerative agriculture makes ingredients fresher, safer and more natural, creating a more sustainable supply chain "McDonald's Feast" is an annual brand event of McDonald's China. Chefs are invited to use McDonald's ingredients to customize a set of creative dishes, presenting freshness, peace of mind, nature and deliciousness, and using this as a platform to announce McDonald's China in important strategic areas. latest items. The chicken, beef, eggs, lettuce, potatoes and other ingredients used in this year's McMac Banquet are all produced through sustainable supply chain practices in cooperation between McDonald's China and suppliers. Agriculture is not only a source of high-quality food materials, but also an important field for coping with climate change and protecting biodiversity. In China for more than 30 years, McDonald's and its supply chain partners have worked together to explore sustainable agricultural supply chain practices, such as using crop rotation to produce potatoes to make the soil more fertile and healthy; focusing on improving animal welfare and reducing the impact on the environment during the breeding process ;Choose cod caught in sustainable fishing grounds certified by the Marine Stewardship Council (MSC), to protect the fish fry and so on. As of March 2023, McDonald's China and its suppliers have promoted the practice of land rotation on more than 40,000 acres of potato fields, and scientifically raise more than 150 million white-feathered chickens every year with high standards. On average, McDonald's China purchases nearly 3,500 tons of finished cod steaks each year, and 100% of them are certified by the Marine Stewardship Council (MSC). On this basis, McDonald's China and nine major suppliers jointly launched the "McDonald's China Regenerative Agriculture Program", which mainly focuses on five major areas: nature, soil, water, livestock and farmers, and realizes the systematic and large-scale promotion and promotion of regenerative agriculture concepts and practices. Landing, including: continuously improving raw material procurement standards through cooperation with relevant authoritative certification, promoting the "zero deforestation" supply chain to protect forest and marine resources; on the basis of traditional planting methods such as crop rotation, exploring new ways to integrate new science and technology, Make the soil healthier, improve the fertility and mu energy of the land; optimize the protection and utilization of water resources; save water responsibly and protect water quality by upgrading technology and facilities; provide a good living environment for animals, improve animal health, and produce Safe and reliable food materials, while reducing the impact of farming on the environment; sharing knowledge, technology and experience, and working with Chinese farmers to cultivate food materials more carefully, so that regenerative agriculture can be implemented, and help green water and green mountains and rural revitalization. Ms. Zhang Jiayin, CEO of McDonald's China, delivered a speech, creating a greener future for the next generation through the "McDonald's China Regenerative Agriculture Program" "McDonald's China has always been committed to cultivating fresh, safe and natural high-quality ingredients for consumers, and paying attention to the commitment and practice of sustainable supply chains. In the future, we hope to further promote the concept of regenerative agriculture through the 'McDonald's China Regenerative Agriculture Program' Philosophy and practice, let nature thrive and create a greener future for the next generation." said Zhang Jiayin, CEO of McDonald's China. Four major actions will be launched in the next five years to accelerate the promotion of regenerative agriculture and the implementation of preliminary results In the recent "Opinions of the Central Committee of the Communist Party of China and the State Council on Promoting the Key Work of Rural Revitalization in 2023" and the "Government Work Report" in 2023, agricultural green development and ecological construction have received extensive attention and heated discussions. The "McDonald's China Regenerative Agriculture Plan" takes the next five years as the first phase, through four major actions to promote the concept of regenerative agriculture and the implementation of initial results, focusing on concept promotion, pilot upgrades, accelerated implementation and expanded collaboration, to help accelerate the development of green and low-carbon agriculture . At the event site, Ms. Zhang Yaner, Vice President of Sustainable Development of McDonald's China Supply Chain, shared knowledge and practice of regenerative agriculture with representatives of Simplot and farmer partners Farmers are the main force in the practice of regenerative agriculture. "McDonald's China Regenerative Agriculture Program" will actively share and promote the knowledge, experience and practice of regenerative agriculture, empower more farmers, and allow more farmers to participate in sustainable agricultural practices. It is estimated that in the next five years, McDonald's China will provide long-term systematic training on regenerative agriculture to more than 2,000 key farmers and agricultural managers in the supply chain system, benefiting more than 20,000 farmers in related fields. At the same time, McDonald's China, together with its suppliers, continues to build a "pilot farm for regenerative agriculture" to provide farmers with a network and platform for learning, sharing and communication. It is estimated that by 2028, the plan will cover McDonald's China's main food ingredients, and launch 10 regenerative agriculture pilot farms to realize concept promotion and initial results. McDonald's China will also actively cooperate with scientific research institutions, competent departments, and professional organizations to popularize the concept of regenerative agriculture to more farmers and all walks of life inside and outside the McDonald's system, and explore more ways to protect the agricultural ecological environment, biodiversity, and address climate change. Changing innovative practices. McDonald's invites consumers to learn about "regenerative agriculture" and leads the trend of "green" eating According to PwC's 2022 Global Consumer Insights Survey, consumers are starting to pay attention to consumption that is "better for the environment and society as a whole". According to the research report on sustainable consumption of Chinese youth under the double carbon target by EO think tank, 39.3% of young people hope to practice sustainable lifestyle and consumption through sustainable consumption and eating behaviors. More data also confirm that consumers' demand for green and low-carbon diets is increasing day by day, and carbon emissions in the food life cycle have become a topic of increasing concern to consumers. Ms. Gu Lei, Chief Impact Officer of McDonald's China, delivered a speech, letting green and low-carbon run through every link of consumer experience In order to let consumers better understand the "McDonald's China Regenerative Agriculture Program" and its social influence, McDonald's China will launch a series of consumer communication and experience activities. On March 27th, consumers can visit the McDonald's China App (APP) and mini-programs to receive a member's day discount package of French fries made from potatoes supplied by regenerative agriculture practices, and learn about the concept of regenerative agriculture through illustrated introductions and videos and practice. In 2023, McDonald's Chinese family-themed event "McDonald's Parent-child Reading Club" will also focus on the theme of green and low-carbon. "Regenerative Agriculture" will be the reading theme in April. Parents and children can learn about the importance of agriculture to a green home by reading and sharing the environmental protection science book "Homeland", inspire children's green dreams, and take a step towards creating a better future for the next generation. One small step for a better future. Starting from March 29, McDonald's will launch the registration for the 2023 parent-child reading club, inviting parents and children to visit more than 2,000 family-themed McDonald's restaurants across the country to participate. Disclaimer: The above content is auto translated Source: McDonald’s [Category: Events] Copyright 2023 Contify.com
“We not only hope to promote regenerative agriculture through the supply chain together with farmers, but also hope to provide customers with a green experience through McDonald’s restaurants across the country, lead a green and low-carbon lifestyle, and achieve greener development.” McDonald’s China Chief Executive Officer Gu Lei, the influence officer, said, "Whether it is online interaction or offline experience, we hope that green and low-carbon will run through every link of consumer experience, so that every green and low-carbon behavior will converge into the next generation to create green products. A strong synergy for the future."
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