Multiple Chapters on "Global Food Companies in Farm Animal Welfare Issues in UK"

Multiple Chapters 12 pages (3480 words) Sources: 30 Style: Harvard

[EXCERPT] . . . .

However, on the consumer side, the information dissemination lacks enough thrust leading to confusion regarding the animal welfare policies undertaken by retailers in general in 2005. According to a survey by European Commission, about 35% of the respondents stated that they could not distinguish products brought forward by those who followed welfare practices towards animals for food from those that did not. A further 30% of the clients were only partially aware of only some of the products that came from welfare farms to the retailers. (Farm Assurance.pdf, 2012).

The same agency, Eurobarometer, surveyed UK consumers in 2007 for the same issues and found that the results showed no improvement. About 65% of the customers found no concrete way of ascertaining that the food they bought from the retailers came from animal welfare farms or assurance schemes.

M&S takes the initiative in welfare programs for pigs, laying hens and broiler which it does not display very publicly. At Marks and Spencer's, they take the initiative in transportation of pigs, laying hens and broiler to a target period of 4 hours maximum which is half the time stipulated by legislation and welfare organizations. They supply free range outdoor bred pork and free range eggs (since 1999). They have sought the supervision and advice of Humane Slaughter Association with respect to slaughtering of pigs and culling of chicken. In addition to their internal auditors of farm welfare, they have a strategic partner in FAI (farm Animal Initiative) to carry out projects on space allowances ('enrichment' of accommodation) required for chicken production and open, indoor farrowing accommodations for pigs. Their recent "Plan A" targets the year 2020 as the landmark for creating the best animal welfare practices rather than simply following the legislations created by the governmental and welfare bodies.

In addition to its free range eggs it also needs to pay more attention to the pork it obtains from the farmers. The pigs selected for food come selectively from the fast growth types. Such pigs feed on efficient conversion of food intake and contain large amounts of lean meat. However, the downside is that such animals suffer from serious health disorders that may often go unnoticed. They suffer from cardiovascular problems, leg disorders, and osteochondrosis (Rauw et al., 1998; AHAW, 2007c).

As such, the recommendation is that genetically engineered pigs and their offspring should be avoided. The pigs should have a provision of wallows and shower that allows them to thrive in their natural manner. The killing system should be revised; use of excess of harmful carbon dioxide should be replaced by gas stun systems. Scottish Organic Producers Association (SOPA) needs to develop a measuring system in alignment with Assurance Scheme. (Farm Assurance and animal welfare schemes, 2012; ethicalperformance.com/reports/view/293).

In their CSR report of 2013-14 M&S reiterate their commitment towards their customers and the animal welfare organizations towards seeking the information they consider important for consumption. They (M&S) hope to get such vital feedback from the customer and public organizations by the time 2015 ends through various channels. They have sought a time until 2020 to disseminate such information as needed by the public. On the supply side too, M&S aims to bring about a coherence in welfare schemes through identification of hotspots for each of the 200 identified indicator farms that supply beef, poultry and pork to its outlets.(M&S Plan A report 2014). M&S had committed itself to publishing a progress report on the works undertaken by it towards its CSR and animal welfare commitments stated above by the end of 2015.

3. The case study of McDonald

3.1 Review of company CSR practices: writing what are their CSR practices in this area (150 words)

McDonald's is the largest chain of instant food servicing industry in the world that takes pride in their CSR activities. Their 'Farm to Front Counter' encapsulates the policies they follow towards animal welfare. In most of their non-vegan products, the main ingredients are organic beef and they profess avoiding any fillers or chemical (preservatives). Animal welfare is their main concern along with sustainability and they take concerted efforts to maintain the environment naturally and organically. They share their concerns in this regard with the World wildlife Foundation. In 2010, they sponsored the WWF Global conference in Denver Colorado to achieve sustainability in Global beef production. A remarkable initiative that McDonald's engaged in was preserving the rainforests for more than two decades. Brazilian deforestation led to their sourcing cancellation by McDonald's. The process started in 1989 when procurement of soya for cattle feed was sought from Brazil that led to deforestation and turning the land into soya farming as soya is the chief food for cows. That step led to a further commitment towards Sustainable land Management. (McDonald's Corporation, worldwide CSR, 2010 Report).

3.2 Finding (Evaluation): interpret and evaluate their CSR animal welfare practices of Pigs, broiler chicken and laying hen: For example, what they focus on, which CSR tools in case study can imply they engage in CSR, Is there anything they ignore or should include (but they didn't include) in those CSR practices, what do those practices mean toward public sector (300-400 words)

McDonald's foray into the European and specifically the UK market was not very encouraging around the year 2000. However, they made their outlets more customer friendly, expanded menus that featured fruits, salads, gourmet burgers thereby giving the customers a larger choice. The most important change was that it rid itself of the tag of 'junk food' it carried. In the UK it rebranded itself as an ethical company that saw its fortunes improve in 2007-8. It adhered to the strict laws pertaining to animal welfare at the same time. Now, the beef cattle processing takes place in specially designed abattoirs. They have recruited the services of Dr. Temple Grandin, a leading welfare authority in the country. The main aspect of McDonald's is that they devised sustainable welfare activities in their business procurement. The three principles they work on are ethical business practice and production criterion, transparency and assured food quality. Towards the same they have developed MAAP ( McDonald's Agricultural Assurance Program). They have strategic partnerships with national suppliers and work coherently with local players. They have taken concerted efforts to manage Brand image. (McDonald's Corporation, worldwide CSR, 2010 Report; www.aboutmcdonalds.com/.).

MAAP is the steering strategy for the supply network of McDonald's. This platform came into being in 2001 when the company faced troubled times in Europe owing to the continents' stringent animal welfare requirements. McDonald's took the setback positively and engaged with agricultural consultants and major suppliers in the country of business. The main consultant was Food Animal Initiative based in Oxford, UK. Farm assurance schemes are since assessed yearly and gaps in them as against standards of MAAP are targeted for the following year.

McDonalds Europe set up an assurance programme - MAAP - in 2001 to try to influence and upgrade existing farm standards in its supply chain in terms of animal welfare. Over 500-000 EU farms provide McDonalds with the raw materials it needs for its 7 000 restaurants. McDonald's Europe has committed to using only free-range eggs (from hens not confined to cages) since 2010. British retailer Marks & Spencer has adopted the Five Freedoms as part of its business principles. The company aims to ensure that animal welfare is protected wherever animals are used in their products. Global fast food chains such as McDonald's and Burger King are sourcing an expanding share of their food from crate free sources (Martin 2007). The negative information treatment, published by the People for Ethical Treatment of Animals (PETA), denounced that McDonald's suppliers mistreat chicken and inflict them terrible pains while stocking, transporting and slaughtering them. (Dentoni et al. / International Food and Agribusiness Management Review/Volume 13, Issue 4, 2010) International Food and Agribusiness Management Association (IFAMA). Starting 2001, Mc Donald's has phased out caged hens and supplying free range eggs across Europe including UK. Two alternative explanations 5 predominate for why McDonald's -- and, later, other food retailers3 -- has taken up FAW: 1) they were responding to activist pressure that had damaging reputational effects, and 2) they were responding to internal experts and animal welfare boards in order to be an industry leader in all aspects of corporate social responsibility, which includes FAW. (Framing PETA and McDonald's: Assessing the Causes of Industry-Driven Farm Animal Welfare Measures) http://ikesharpless.pbworks.com/, 2008). However, most of the discussion regarding McDonald's is about the free range eggs' case that it has espoused . very less is known about the farming methods, raising and rearing standards of pigs. The slaughter, however, is done by very scientific means guided by Dr. Grandin

The McDonald's Corporation differentiates itself from the industry by carrying out animal welfare audits. They require of all their sourcing facilities to abide by the Five Freedoms- this leads to avoidance of cruelty, abuse, and neglect of farm animals. Remarkably, all the suppliers were audited in 2009 and all of them passed their tests.… READ MORE

How to Reference "Global Food Companies in Farm Animal Welfare Issues in UK" Multiple Chapters in a Bibliography

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