BRUCE FEINBERG MCDONALD‘S CORPORATION, USA

GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 1
Bruce Feinberg
Senior Director Global Restaurant Quality
Good Agricultural Practices –
A Global Perspective
Today’s Agenda
About McDonald’s
Consumers Are Driving Change
What Keep’s Me Up At Night
Brand Trust
So What? Global Consensus, Local Solutions
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 2
“ There is no love sincerer
than the love of food”
George Bernard Shaw
And We Love Food In A
Big Way…
• In 118 countries
• Over 32,000 restaurants
• Serving > 64 million customers
EVERYDAY
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 3

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Fruit & Veggies for the US
Business
1.6 BILLION
pounds of
potatoes
60 MILLION
pounds of apples
43 MILLION
pounds of
tomatoes
2.1 MILLION
pounds
of blueberries
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 4
Changing Consumers
THEN
Limited choices
Home preparation
Food =Nourishment
Processed =convenience
Industry appreciated
Microwave as technology
NOW
Variety All Year-long
Global/Ethnic
Eat in/out; take home; mix it up
Fresh on-the-go
Food – health & wellness
Industry suspected
Food prepares itself
Contemporizing McDonald’s
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 5
“ The future ain’t what it
used to be”
Yogi Berra
Genuine Consumer Concern
73% of Americans are more concerned about the
food they eat than they were 5 years ago, up from
65% in 2010…
And the second most pressing concern, the safety
of food ingredients and product consumed,
increased significantly from 36% in 2010 to 49%
in 2011.
Source: Consumer Food & Product Insights Survey March 2011
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 6
Economic & Health Impact
Of 14 foodborne pathogens assessed, the top 5
Camphylobacter
Salmonella
Listeria Monocytogenes
Toxoplasma gondii
Norovirus
And while the top 14 pathogens cause an estimated loss of $14B,
the top 5 account for $12.7B…
Source: University of Florida Emerging Pathogens Institute May 2011
“ The Times They Are a-
Changin”
Bob Dylan January 1964
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 7
CuallLy
lngredlenLs
& Allergens
nuLrlLlon
Crlgln of lngredlenLs
Puman
PealLh
SafeLy
Soclal AccounLablllLy
Worker Welfare
Anlmal Welfare
Clvlng 8ack
1o CommunlLy
Carbon
looLprlnL
Brand Trust…Brand Protection
Brand Trust:
From Farm to Customer
Farm Supplier Distributor Restaurant Customer
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 8
SO WHAT?
Bruce Feinberg - Everyday
What We Did: After the completion of 3 separate benchmarking exercises in
Q4 2010, the Global Produce Food Safety Team deployed a global
produce food safety strategy Q1 2011 that includes:
A globally accepted set of expectations for on farm control
A verification checklist for growers and supplier via 2
nd
or 3
rd

party auditors
Training video production (an industry first), introduced via web
cast to each AOW, moderated by McDonald’s with industry
consultant Q&A following each session
30 minute classroom “ lecture”
20 minute proficiency test
McDonald’s Good Agricultural
Practices – Food Safety Standards
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 9
Critical Elements
For Produce Food Safety
1.0
Management
Commitment
2.0 Food Safety
Program– Growing,
Harvesting &
Transportation
3.0 Irrigation
& Water
Management
4.0 Fertilizer.
Soil Additives
and Pesticide
Use
5.0 Risk
Assessment
6.0 Land Use
Assessment
7.0
Personnel
Hygiene
8.0 Field
Foreign
Material
Control
9.0
Traceability
Standard: Water used in the production
and harvesting of fresh produce will be
from a source that does not result in an
unacceptable risk to fresh produce.
Expectations:
3.4 If any irrigation water is used, a minimum of one
sample at point of application that meets the criteria
stated in 3.10 must be sampled to establish a water
quality profile prior to use.
3.0 – Irrigation & Water Management
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 10
What’s Next?
Produce Processing Opportunities
In July 2011, released “ McDonald’s
Global Guidance for Produce
Processing Food Safety”
Provides needed guidance to fresh
produce processers assuring food
safety from the farm to the restaurant
McDonald’s Good Agricultural
Practices – Food Safety Standards
In Closing…
Internal Collaboration, External Inclusion
Global Solutions Require Global Support
Recipe for Future Success
React to changing food safety
concerns
Meet customers requirements
Simplicity and ease of use
McDonald’s Good Agricultural
Practices – Food Safety Standards
BRUCE FEINBERG MCDONALD‘S CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
©GLOBALG.A.P Secretariat | Page 11
Thank You!
“ None of us is as good as
all of us”
Ray Kroc – McDonald’s Founder

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