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7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
1/11
BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 1
Bruce FeinbergSenior 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
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 2
There is no love sincerer
than the love of food
George Bernard Shaw
And We Love Food In ABig Way
In 118 countriesOver 32,000 restaurantsServing > 64 million customersEVERYDAY
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 3
Over$9.3billionU.S
.SupplyC
hain
Purchase
s
808MillionPou
ndsofBe
ef
727MillionPou
ndsofCh
icken
1.6BillionPoun
dsofPota
toes
Fruit & Veggies for the USBusiness
1.6 BILLIONpounds ofpotatoes
60 MILLIONpounds of apples
43 MILLIONpounds oftomatoes
2.1 MILLIONpounds
of blueberries
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.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 hea lth & wellness Industry suspected Food prepares itself
ContemporizingMcDonalds
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 5
The future aint what it
used to beYogi Berra
Genuine Consumer Concern
73% of Americans are more concerned about thefood they eat than they were 5 years ago, up from65% in 2010
And the second most pressing concern, the safetyof food ingredients and product consumed,increased significantly from 36% in 2010 to 49%in 2011.
Source: Consumer Food & Product Insights Survey March 2011
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 6
Economic & Health Impact
Of 14 foodborne pathogens assessed, the top 5
CamphylobacterSalmonellaListeria 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
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
7/11
BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 7
!#
$
!
!
#
!#
"
!#
Brand TrustBrand Protection
Brand Trust:From Farm to Customer
Farm Supplier Distributor Restaurant Customer
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.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 globalproduce food safety strategy Q1 2011 that includes:
A globally accepted set ofexpectations for on farm control
A verification checklist for growers and supplier via 2nd or 3rd
party auditorsTraining video product ion (an industry first), introduced via web
cast to each AOW, moderated by McDonalds with industryconsultant Q&A following each session
30 minute classroom lecture
20 minute proficiency test
McDonalds Good Agricultural
Practices Food Safety Standards
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
9/11
BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 9
Critical Elements
For Produce Food Safety
1.0ManagementCommitment
2.0 Food SafetyProgram Growing,
Harvesting &Transportation
3.0 Irrigation& Water
Management
4.0 F ertilizer.Soil Additivesand Pesticide
Use
5.0 RiskAssessment
6.0 Land UseAssessment
7.0PersonnelHygiene
8.0 FieldForeignMaterialControl
9.0Traceability
Standard: Water used in the product ionand harvesting of f resh produce will be
from a source that does not result in anunacceptable risk to fresh produce.
Expectations:
3.4 If any irrigation water is used, a minimum of onesample at point of application that meets the criteriastated in 3.10 must be sampled to establish a waterquality profile prior to us e.
3.0 Irrigation & Water Management
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 10
Whats Next?
Produce Processing Opportunities In July 2011, released McDonalds
Global Guidance for ProduceProcessing Food Safety
Provides needed guidance to freshproduce processers assuring food
safety from the farm to the restaurant
McDonalds Good AgriculturalPractices 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
7/28/2019 111018 GG TOUR2011 Atlanta Feinberg
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BRUCE FEINBERG MCDONALDS CORPORATION, USA
GLOBALG.A.P. TOUR2011 18 October Atlanta, GA, USAGLOBALG.A.P Secretariat | Page 11
Thank You!
None of us is as good as
all of usRay Kroc McDonalds Founder