Meat+Poultry - August 2017 - 8

C O M M E N TA R Y

Strategic transparency
The meaning of transparency has
evolved. In previous years it was a
catch phrase food companies used
to highlight an initiative that gave
their customers and consumers a
glimpse inside their operations to get
a closer look at how an operation was
performing responsibly, efficiently
and in a manner that would make
their customers beam with pride.
The well-intended, "we-have-nothingto-hide" approach up and down the
supply chain has resonated with
customers and consumers, and still
has plenty of value. But providing a
come-one, come-all viewing window
into all facets of meat and poultry
processing isn't necessarily a winwin, when considering the potential
for misinterpretation and scrutiny.
Because the industry has become
the target for more than its share of
scrutiny on many fronts, efforts to pull
back the curtain have become much
more complicated.
Transparency in the era of social
media and at a time when photos
and video opportunities are at the
fingertips of a majority of foodindustry stakeholders and consumers
has made transparency a strategy
that must be carefully considered and
meticulously monitored.

In some cases, a company's qualitybased initiative results in customers
and/or consumers being given a peek
through the keyhole of its operations,
behooving the company to swing the
door open in the name of transparency.
Officials from BPI would likely
attest to the challenges of reeling in a
runaway media outlet that is hellbent
on proving a hypothesis without letting
scientific facts get in the way. Years
before it agreed to settle its defamation
suit with ABC News, BPI opened its
doors to politicians, dignitaries and
critics to prove it had nothing to hide.
McDonald's Corp. is about six
months from reaching its goal of
serving its Quarter Pounder burgers
using fresh, as opposed to frozen, beef
patties, a practice its competitor, The
Wendy's Co., has utilized for decades,
albeit on a much smaller scale. When
the McDonald's plan was announced
this past March, the chain, which serves
60 million-plus customers per day,
possibly created more concern than it
added value in the minds of customers.
Social media outlets buzzed with
unknowing customers wanting to know
why the meat used heretofore wasn't
fresh, not understanding the meaning
of that type of industry jargon.
While McDonald's marketing
information is overt about the fact that
the transition will allow restaurants to
offer "fresh, made to order," Quarter
Pounders, using the descriptor

"fresh" was
McDonald's may
misinterpreted
have created more
by too many.
concern than it added
This is one of
value in the minds
those initiatives
of customers.
that had best been
executed behind
the scenes rather
than as part of a marketing maneuver
demonstrating McDonald's ongoing
commitment to investing in the quality
of its menu.
While the company never went
out of its way to hide its beef supply
chain included using frozen patties for
Quarter Pounders, more customers
than ever are likely questioning the
previous practice, which they never
knew or cared about until it became an
obvious issue put before them in the
form of a marketing message.
Now questions abound about what
this means for McDonald's food safety,
whether or not the made-to-order
feature will mean longer waiting
times in restaurants or drive-thrus and
whether its other burgers are held to a
lower quality standard.
To his credit, Stephen Easterbrook,
president and CEO, has been very
open about the changes suppliers
and restaurants are making to ensure
a seamless transition. By mid-2018,
this system will surely have all come
to pass and the next chapter of
transparency will begin.
J O E L C R E WS, E D I TO R | j c r e w s @ s o s l a n d .c o m

Providing a come-one, come-all viewing window
into all facets of meat and poultry processing
isn't necessarily a win-win, when considering the
potential for misinterpretation and scrutiny.

8

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Meat+Poultry - August 2017

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