Company tells protein producers the increased attention placed on carbon-neutral food production offers opportunity
Sustainability should be seen as a positive feature to offer consumers and not a costly complication, says Maple Leaf Foods president Michael McCain.
It’s something protein producers can offer if they seize the opportunity.
“The Manitoba industry is uniquely positioned in the world to become leaders in this space,” said McCain, speaking to the Manitoba Protein Summit 2022.
In 2019, Maple Leaf Foods declared itself carbon neutral. In 2021, the company finished its transition to open housing for gestating sows.
His company’s hog barns and meat processing facilities are clustered in Manitoba, and others in the industry can also grab the sustainability glow, he thinks.
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“Differentiating our supply chains around sustainability and the carbon-neutral-now position would I think enhance that role globally,” said McCain.
Consumers weren’t yet demanding that Maple Leaf go as far as it did with environmental measures, McCain said, but the company decided it had a responsibility to lead the change, not follow behind shifting public attitudes.
“Ultimately, it takes example-setting and courage by leaders in industry and individual participants to take on a journey like this.”
Key to boosting the sustainability of Maple Leaf’s hog supply will be regenerative agriculture and anaerobic manure biodigesters, he said. Those approaches and technologies are far from being perfected, he acknowledged.
“We’ve got decades of challenges and continuous improvement and execution ahead of us,” said McCain.
Food producers should make sure to promote their products in a positive manner, rather than by bashing other alternatives.
“Many of the eco-friendly products today are positioned negatively and we need to transition that into a positive reason to support for consumers, rooted in the most-sustainable option,” said McCain.
It’s worth taking on the challenge of sustainability before it is forced, even if there doesn’t seem to be an immediate payoff.
“Adopt a long-term lens,” said McCain.
“If we continue to be mostly responsive to short-termism we would never take action that’s in the best interests of future generations.”
