Morgan Racz

November 27,2017
Renetas Burgers

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Part 1: Product Information
1.1 Product Description
Renetas Burgers are a pre-cooked salt free and gluten free chicken burger. They are sold
from frozen in packages of six. Each burger contains lb of ground chicken. Ingredients are as
listed below along with the supply company and/or producer brand.
Ingredients
Ground chicken sourced from contracted chicken farms no separation from white or
dark meat
Eggs ordered from Nurti Eggs
Rice Flower order form webstaurantstore.com
Oatmeal Quaker Old Fashion Oats (ordered from Food Service Direct)
Mushrooms- sold as frozen and sliced from Tillsonburg Custom Foods
Vegetable Spice mixture (which contains dehydrated vegetables, onion, garlic, carrot,
tomatoes, spices and herbs, dried mustard) ordered from Horton Quality

Figure 1: An image of Renetas Burgers cooked and plated served on a bun with tomato and
pickles.
1.2 Canadian Partners
The ideal producer of Renetas Burgers is Maple Leaf Foods. Renetas Burgers would

like to form a business partnership with Maple Leaf Foods; as they are one of Canadas top

protein producers (Swami, 2017). Maple Leaf Foods has a well-established foundation to

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produce a new product from. Maple Leaf Foods has a brand division called Maple Leaf Prime

that produces chicken products sourced from chicken without the use of antibiotics (Maple Leaf

Prime, 2017). Maple Leaf Foods already produces a frozen chicken burger that contains salt and

currently export to United States (Maple Leaf, 2017).

Darcy Lebowski, a consumer engagement specialist, was contacted by email for information on

sourcing of Maple Leaf Chicken. Her email address is ConsumerCare@mapleleaf.com.

1.3 The Production Journey

The ideal producer for Renetas Burgers is Maple Leaf Foods. If Renatas Burgers were

produced by Maple Leaf Foods, it would follow Maple Leaf Foods production cycle. Maple Leaf

Foods have their own chicken farms. All of Maple Leaf Foods chicken farms are located in

Canada (Lebowski, 2017).

The Chicken Production Cycle at Maple Leaf Foods (Mapleleafsustanability,2017)

Step 1: Broilers eggs are purchased from outside hatcheries or from Maple Leaf hatcheries

(Maple Leaf Sustainability, 2017).

Step 2: Eggs are taken to Maple Leaf Hatcheries. Maple Leaf Foods has three hatcheries, one

in Alberta and two in Ontario. Eggs are incubated for 18 days. Eggs are then moved to a hatcher

which is similar to an incubator (Maple Leaf Sustainability, 2017).

Step 3: Day old chicks are moved by truck to a grower barn, these barns are contracted out to

Ontario and Alberta farmers outside of Maple Leaf Foods. Broilers are raised for 5-6 weeks in

open barns where they have continual access to food and water. All grower barns must follow

the Chicken Farmers of Ontarios On Farm Food Safety Assurance Program (Maple Leaf

Sustainability, 2017), which is a strict guide on raising feeding, watering, catching, managing,

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and transporting chickens (Chicken Farmers of Canada, 2017).

Step 4: After 5-6 weeks chickens are again transported by truck to Maple Leaf Poultry

located at 32 Kennedy Rd S, Brampton, ON. This plant is inspected by the CFIA and all

employees are trained and receive Professional Animal Auditor Certification (Maple Leaf

Sustainability 2017), which is a program that supports Animal Welfare at all stages of animal

protein production (PAACO).

Renetas Burgers would be produced and prepared at Maple Leaf Poultry Plant; then shipped

to the United States using Lake Eire Warehousing, a refrigerated transportation system that

transports goods domestically and to the United States of America (Lake Eire Warehousing,

2005).

Target purchasers in the United States include grocery store chains, such as IGA, Kroger, and

Whole Foods. After crossing the border Renetas Burgers would go to a food distribution

warehouse for example, MWPVL International (MWPVL, 2017). Or directly to the store, for

example to Whole Foods location.

Consumers would then be able to purchase Renetas Burgers directly from their local Kroger,

Whole Foods, or IGA location.

1.4 Health and Nutritional Information

Each package will contain 6 chicken burgers. In total the six burgers contain 1.5

lbs of ground chicken, 1 egg, 1/3 cup of rice flour, cup of oats 1/3 cup of diced mushrooms,

and 1.5 tablespoons of the spices mixture. The tables below show the nutritional information for

the chicken and eggs.

Table 1: Nutrition Facts of Ground Chicken

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 Calories 267 Sodium 0
mg
Total Fat 6g Potassium 0
mg
Saturated 0g Total Carbs 38
g
Polyunsaturated 0g Dietary Fiber 3g
Monounsaturated 0g Sugars 0g
Trans 0g Protein 13
g
Cholesterol 0 mg
Vitamin A 0% Calcium 0%
Vitamin C 0% Iron 0%
*Percent Daily Values are based on a 2000 calorie diet. Your daily values may be higher or

lower depending on your calorie needs.

( http://www.myfitnesspal.com/food/calories/generic-ground-chicken-breast-204147101)

Table 2: Nutritional Facts of 1 Egg

Calories 7
Fat 5g
Protein 6g
( https://www.eggs.ca/eggs101/view/161/egg-nutrition).

1.5 Benefits to Canada

Canada currently exports chicken to the United States, in 2016 Canada exported 134.1

million kilograms of chicken meat and chicken bi-products to 60 countries, with the United

States being one of the largest exporters (Agriculture and Agri-Food Canada, 2017). These

chicken exports were worth 453.1 million dollars. Overall in 2016 The Canadian Chicken

Industry produced 2.5 billion dollars' worth of chicken products. Chicken production accounted

for 4.1% of total farm cash receipts. In 2016 Canada had 2817 regulated chicken producers and

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4650 commercial egg and poultry producers (Agriculture and Agri-Food Canada, 2017).

Exporting more chicken products to the United States would increase jobs in the chicken

production sector. For example, increasing the need for;

Chicken producers

Chicken processors

Chicken feed producers

Product transporters

Product Packagers

Food Safety Inspectors

As mentioned earlier in this report, the ideal producer for Renetas Burgers would be

Maple Leaf Foods. Maple Leaf Foods head office is in Mississauga, Ontario and they have meat

processing plants across the country (Maple Leaf Foods, 2017). Maple Leaf Foods also operates

in the United States and Asia. In total Maple Leaf Foods employ 11500 people (Maple Leaf

Foods, 2017). Increasing the production and export level of Maple Leaf Foods would increase

the demand for workers within the company, specifically the operations in Canada as Renetas

Burgers would be produced in Canada with Canadian Chicken.

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Reference List
Agriculture and Agri-Food Canada. (2017). Canadas Chicken Industry. Retrieved from
http://www.agr.gc.ca/eng/industry-markets-and-trade/market-information-by-
sector/poultry-and-eggs/poultry-and-egg-market-
information/chicken/?id=1384971854392

Chicken Farmers of Canada. (2014). On-Farm Food Safety Assurance Program. Retrieved from
http://www.chickenfarmers.ca/resources/on-farm-food-safety-assurance-program

Horton Quality. (2017). 1 - Spices.

Retrieved from
http://www.hortonspicemills.com/listing.php?pid=69

Lebowski, D. (2017). Personal communication by email. Date: November 22,

2017. D. Lebowski is a consumer engagement specialist for Maple Leaf Foods

Maple Leaf Foods (2017). About Us. Retrieved from

http://www.mapleleaffoods.com/about-us/

Maple Leaf Foods. (2017). Sustainability at Maple Leaf Foods. Retrieved from
http://www.mapleleafsustainability.ca/

Maple Leaf Prime. (2017). Raised without antibiotics. Retrieved from

http://www.mapleleafprime.ca/
MWPVL. (2017). The Grocery Distribution Center Network in North America. Retrieved from
http://www.mwpvl.com/html/grocery_distribution_network.html
Myfitnesspal Calories in Ground Chicken. (2017). Retrieved from
http://www.myfitnesspal.com/food/calories/generic-ground-chicken-breast-204147101

Nutrigroup. (2017). Ontario Pride Eggs | Large White Eggs. Retrieved from
http://nutrigroupe.ca/products/ontario-large-white-eggs-12/
Swami, R. (2017). Personal Communication by in class presentation. Date: Oct. 4, 2017. R.
Swami is the vice presidents Strategy of Maple Leaf Foods

Tillsonburg Custom Foods. (2017).Vegetables. Retrieved from

http://tcfoods.ca/products/vegetables/

Webstaurantstore. (2017). Bulk Flour. Retrieved from

https://www.webstaurantstore.com/8935/bulk-flour.html

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