How McDonald’s improved its image among farmers

In front of the incredulous staff, the pollen spreads throughout the restaurant. On January 24, amid professional discontent, pictures of farmers’ action at a McDonald’s in Agen were making the rounds on social networks. We are a long way from the demolition of McDonald’s in Millau in 1999 by José Bove and the Confederacy Paysen, which left its mark. But 25 years later, American fast-food chains continue to be the target of farmers’ mistrust.

However, McDonald’s France has carefully demonstrated its connection and contribution to French agriculture for more than 20 years. The catering giant – serving two million meals a day in France – insists that 75% of its agricultural raw materials are French. Advertising campaigns, farm visits and even stands at agricultural shows: the brand leaves no stone unturned to make this known. There is something to be said “Very aligned with Current demand of farmers Especially on the challenge of remuneration and transmission”.says Remy Rocca, McDonald’s Senior Director Impact France.

McDonald’s guarantees “value for money”.

The French subsidiary ensures that it pays the farmers “Profitable pricing based on cost of production”And they seek to sign multi-year contracts with as many producers as possible to guarantee them an income “Regardless of market fluctuations”Remy Roca explains. “As we don’t change partners every four mornings, we have time to sit around the table to talk.” In 2022 nearly 3,000 farmers had formalized their relationship with the company. A figure is not a joke.

The wheat used in the burger buns is 100% French, McDonald’s assures, as is the chicken nuggets (produced by two suppliers in Loiret and Pas-de-Calais). All of these fries come from French potatoes processed at the McCain factory in Marne, but not the potatoes, made in the Netherlands where the supplier is located. “Has manufacturing skills”Remy justifies Roca.

Franchised image

McDonald’s has communicated extensively on this topic since the late 1990s. It was during the two mad cow crises to convince people of the origin of its steaks that the French subsidiary began to highlight their origin in campaign advertising. And it was to avoid being recognized as a symbol of bad practices that she invited herself to an agricultural show.

A good way to combat preconceived ideas among interested parties first. “It was during the discussion (on the show) that many farmers discovered that we were their customers.”Says the architect of this strategy, former communicator then CEO of McDonald’s France, Jean-Pierre Petit, in his book I sold my soul to McDonald’s.

At the same time, the American company has franchised its products – with the introduction of AOP cheese, Charolais meat burgers, etc. – to gain acceptance from both consumers and farmers. “They are truly exemplary in sourcing French products”Insinuated the executive of the powerful agricultural union FNSEA Figaro In late January, after the vandalism of a McDonald’s in Agen, which he considered “stupid”.

French beef… but also Irish and Dutch

Despite all these efforts, blind spots remain in the fast-food giant’s supply chain. During the action against McDonald’s – and Burger King – in Vesoul last November, the FDSEA of Haute-Saône condemned “Large scale importation of meat of foreign origin” Brands, especially in their burgers, draw attention to the issue of beef being the main ingredient.

McDonald’s recognizes that its steaks are not 100% French – they are obliged to indicate their origin in restaurants anyway. Half of its supply is imported from Ireland and the Netherlands. “We are at our maximum capacity in France”, defends Remy Roca, who cited the lack of cow fat to meet the chain’s specifications. He recalled that the brand had purchased and guaranteed 21,950 tonnes of French beef in 2022. “Working with the Beef Industry” To improve this point in his strategy.