PHOENIX, Ariz. – A free quarter pounder from Ronald McDonald under the golden arches may be one way to entice North Americans to eat more beef.
The McDonald’s restaurant clown handed out free burgers for lunch at the recent National Cattlemen’s Beef Association convention to show support for the American industry.
At one billion pounds per year, McDonald’s USA Corp. is the world’s number one buyer of American beef. It also buys another one billion lb. of agricultural products such as potatoes, said Mike Donahue, corporate vice-president of communications.
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When a case of BSE in the United States was announced on Dec. 23, the company responded by launching consumer surveys.
Seven out of 10 people interviewed said they would not change their burger eating habits nor were they concerned about the safety of beef. Government officials such as those who work for the U.S. Department of Agriculture were considered the most trusted group to deliver accurate information and protect the food supply.
A week later, agriculture secretary Ann Veneman announced widespread changes to handling of older animals, downers and removal of specified risk materials from cattle older than 30 months. Most ground beef is derived from older animals.
A second survey was even more positive.
“We saw a 10 percent jump in consumer confidence,” Donahue said.
McDonald’s plans to launch advertisements celebrating quality food and introduce a taco salad with beef in May as an adult meal.
