BRUCE FEINBERG MCDONALDS 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
Todays Agenda
About McDonalds
Consumers Are Driving Change
What Keeps Me Up At Night
Brand Trust
So What? Global Consensus, Local Solutions
BRUCE FEINBERG MCDONALDS 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 MCDONALDS 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 MCDONALDS 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 McDonalds
BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
GLOBALG.A.P Secretariat | Page 5
The future aint 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 MCDONALDS 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 MCDONALDS 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 TrustBrand Protection
Brand Trust:
From Farm to Customer
Farm Supplier Distributor Restaurant Customer
BRUCE FEINBERG MCDONALDS 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 McDonalds with industry
consultant Q&A following each session
30 minute classroom lecture
20 minute proficiency test
McDonalds Good Agricultural
Practices Food Safety Standards
BRUCE FEINBERG MCDONALDS 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 MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USA
GLOBALG.A.P Secretariat | Page 10
Whats Next?
Produce Processing Opportunities
In July 2011, released McDonalds
Global Guidance for Produce
Processing Food Safety
Provides needed guidance to fresh
produce processers assuring food
safety from the farm to the restaurant
McDonalds 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
McDonalds Good Agricultural
Practices Food Safety Standards
BRUCE FEINBERG MCDONALDS 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 McDonalds Founder