McDonald’s customers to benefit from beefed up labelling legislation

THE 150,000 customers who pass through the 75 restaurants in the McDonald’s chain in Ireland each day are now assured that only quality Irish beef is being served.

It was announced yesterday that McDonald’s Restaurants of Ireland is participating in the Irish Cattle and Sheep Farmers Association’s (ICSA) certificate of commendation for restaurants.

The certificate was devised to enable restaurants to comply with the recent country of origin (beef) labelling legislation. It allows customers to readily see that the restaurant is fully committed to serving only Irish beef.

ICSA president Malcolm Thompson said it was delighted that a global brand like McDonald’s, which has such a strong presence across Ireland, is getting behind the scheme.

“With 75 outlets, in the cities and all the main regional towns, McDonald’s are huge supporters of Irish farming, and Irish farm families.

“Not alone do they sell only 100% Irish beef, but they also export over €54 million worth of Irish beef for McDonalds restaurants in Britain and Europe every year,” he said.

Mr Thompson, speaking at the announcement in the newly-refurbished Kylemore branch of McDonalds in Bluebell, Dublin, said the restaurant chain has long since recognised that serving quality Irish beef is a key reason for its success in Ireland.

McDonalds Restaurant’s of Ireland chief executive Marcus Hewson said it was always pleased to get an opportunity to promote Irish beef, which it believes to be the best for its customers.

“Working with the ICSA, we hope to blaze a trail for other restaurants and show them that serving Irish beef is good for Irish farmers, for Irish consumers, and ultimately, good for business,” he said.

The ICSA said that its certificate scheme, which is free and involves a minimum of bureaucracy, has been a huge success, with over 400 restaurants now participating.