McDonald_s Presentation EUFF 2015.pptx
McDonald’s Europe Stefanie Anton
McDonald’s Europe at a glance…2014 • We operate in • 40 countries • 7,900 Restaurants • We serve an average of 15.7 million customers daily • 26 million more than 2013 • We employ about 425,000 people • 73% of our restaurants are franchised
GLOBAL CSR & SUSTAINABILITY FRAMEWORK Brand Ambition: Together we are Good Food, Good People, Good Neighbour
Global Sustainability & CSR Framework – 5 pillars
Global Sourcing Commitments Fish Coffee Palm Oil Fibre We’ve come a long way on our global sourcing commitments
Begin sourcing verified sustainable beef
Begin sourcing Sustainable Poultry
> 10 years McD‘s Sustainable Fisheries Standard • Work started in 2002/2003 with Jim Cannon – first with Conservation International and later with SFP • A combined effort between Sustainable Fisheries Partnership (SFP), our suppliers and their suppliers • Europe piloted and roll-out happened globally 2003/2004 • First public communication in 2004
McD‘s Sustainable Fisheries Standard 3 components: Management Quality, Fish stock, Marine Environment Green • The fishery is well managed
Yellow
Red
• Fishery management is satisfactory but could use some improvement. There may be early warning signs that something is amiss. We may need to investigate further and/or support the fishery to develop and implement a corrective action plan
• Urgent need for action is recommended. This signals the need for an improvement program with specific milestones. Failure to meet these milestones will result in reduced business or elimination from our purchasing program
McDonald‘s Sustainable Fisheries Standard • A fishery with a yellow rating needs an improvement plan • For a fishery with a red rating • improvement plan process more strict and if no progress achieved - move away from that source
McDonald‘s Sustainable Fisheries Standard • In 2006-2007 we stopped sourcing Eastern Baltic Cod and Russian Pollock • Thanks to major improvements in the Baltic cod fishery / green rating against our standard / returned to the fishery in 2010
Yearly review of the fisheries by 3rd party (SFP) 2014 Summary Stock
MSC (2014)
West Baltic cod East Baltic cod Barents Sea cod Icelandic cod New Zealand Red cod US East Bering Sea pollock US Gulf of Alaska pollock Russian W Bering Sea pollock Russian Sea of Okhotsk pollock Japanese pollock Barents haddock Icelandic haddock North Sea haddock Faroese haddock New Zealand Western hoki New Zealand Eastern hoki Chilean hoki Argentine hoki South African deepwater hake South African Cape hake Namibian hakes (shallow/deep-water) Chilean hake Argentine hake Nth 41S Argentine hake Sth 41S Peruvian hake North Pacific hake (whiting) NZ Southern blue whiting NZ Southern blue whiting - Campbell NZ Southern blue whiting - Bounty Legend:
2003 M S E
2004 M S E
2005 M S E
2006 M S E
2007 M S E
2008 M S E
2009 M S E
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
2010 M S E
2011 M S E
2012 M S E
2013 M S E
2014 M S E
§
§
ⱡ
ⱡ
▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀
◊
◊
◊
▀ ▀ ▀ ▀ ▀
NA NA NA NA
▀ ▀ ▀
NA
NA
NA NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
improve worsen
no change
*
*
*
ⱡ
▀ MSC Full Assessment ▀ MSC Certified
11
Species
§ Today fish for our “core” product Filet-O-Fish as well as for Fish fingers and Fish McBites meet our sustainability standard - Cod, Alaska Pollock and NZ Hoki (....all our ”whitefish”)
MSC – a logical next step In 2011 we had our entire SC certified and used the MSC logo in our Restaurants and Packaging in Europe!
McDonald‘s US followed 2013
What’s next - products § Tuna - Offered in a few markets on salads - Intend to move towards MSC, FAD-free - Initial talks have started § Farmed items like Shrimp and - Short time offerings - Goal for ASC certified
Salmon
What‘s next – raw material § We are supporting our partner Espersen on their sustainability journey § As they design a comprehensive and strategic approach to sustainability – and communication § Partnering with the Oxford based organisation scientists, consultants and producers
- a group of
§ Using the “3E” framework to identify an organisation’s footprint and associated sustainability issues
5 areas identified
Joined project on bottom trawling • The aim is to reduce environmental impact from trawling by reducing contact with the seabed • Reduce carbon emission from trawling activities • Readily scalable technology
Our partnership with SFP • Based on our positive experience we continue our partnership • SFP is a good thought partner on fish sustainability • They continue the yearly assessment of the fisheries we source from according to our standard • Making sure we get accurate facts • Consulting us in our decision making processes
THANK YOU
McDonald’s Europe at a glance…2014 • We operate in • 40 countries • 7,900 Restaurants • We serve an average of 15.7 million customers daily • 26 million more than 2013 • We employ about 425,000 people • 73% of our restaurants are franchised
GLOBAL CSR & SUSTAINABILITY FRAMEWORK Brand Ambition: Together we are Good Food, Good People, Good Neighbour
Global Sustainability & CSR Framework – 5 pillars
Global Sourcing Commitments Fish Coffee Palm Oil Fibre We’ve come a long way on our global sourcing commitments
Begin sourcing verified sustainable beef
Begin sourcing Sustainable Poultry
> 10 years McD‘s Sustainable Fisheries Standard • Work started in 2002/2003 with Jim Cannon – first with Conservation International and later with SFP • A combined effort between Sustainable Fisheries Partnership (SFP), our suppliers and their suppliers • Europe piloted and roll-out happened globally 2003/2004 • First public communication in 2004
McD‘s Sustainable Fisheries Standard 3 components: Management Quality, Fish stock, Marine Environment Green • The fishery is well managed
Yellow
Red
• Fishery management is satisfactory but could use some improvement. There may be early warning signs that something is amiss. We may need to investigate further and/or support the fishery to develop and implement a corrective action plan
• Urgent need for action is recommended. This signals the need for an improvement program with specific milestones. Failure to meet these milestones will result in reduced business or elimination from our purchasing program
McDonald‘s Sustainable Fisheries Standard • A fishery with a yellow rating needs an improvement plan • For a fishery with a red rating • improvement plan process more strict and if no progress achieved - move away from that source
McDonald‘s Sustainable Fisheries Standard • In 2006-2007 we stopped sourcing Eastern Baltic Cod and Russian Pollock • Thanks to major improvements in the Baltic cod fishery / green rating against our standard / returned to the fishery in 2010
Yearly review of the fisheries by 3rd party (SFP) 2014 Summary Stock
MSC (2014)
West Baltic cod East Baltic cod Barents Sea cod Icelandic cod New Zealand Red cod US East Bering Sea pollock US Gulf of Alaska pollock Russian W Bering Sea pollock Russian Sea of Okhotsk pollock Japanese pollock Barents haddock Icelandic haddock North Sea haddock Faroese haddock New Zealand Western hoki New Zealand Eastern hoki Chilean hoki Argentine hoki South African deepwater hake South African Cape hake Namibian hakes (shallow/deep-water) Chilean hake Argentine hake Nth 41S Argentine hake Sth 41S Peruvian hake North Pacific hake (whiting) NZ Southern blue whiting NZ Southern blue whiting - Campbell NZ Southern blue whiting - Bounty Legend:
2003 M S E
2004 M S E
2005 M S E
2006 M S E
2007 M S E
2008 M S E
2009 M S E
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
2010 M S E
2011 M S E
2012 M S E
2013 M S E
2014 M S E
§
§
ⱡ
ⱡ
▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀
◊
◊
◊
▀ ▀ ▀ ▀ ▀
NA NA NA NA
▀ ▀ ▀
NA
NA
NA NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
improve worsen
no change
*
*
*
ⱡ
▀ MSC Full Assessment ▀ MSC Certified
11
Species
§ Today fish for our “core” product Filet-O-Fish as well as for Fish fingers and Fish McBites meet our sustainability standard - Cod, Alaska Pollock and NZ Hoki (....all our ”whitefish”)
MSC – a logical next step In 2011 we had our entire SC certified and used the MSC logo in our Restaurants and Packaging in Europe!
McDonald‘s US followed 2013
What’s next - products § Tuna - Offered in a few markets on salads - Intend to move towards MSC, FAD-free - Initial talks have started § Farmed items like Shrimp and - Short time offerings - Goal for ASC certified
Salmon
What‘s next – raw material § We are supporting our partner Espersen on their sustainability journey § As they design a comprehensive and strategic approach to sustainability – and communication § Partnering with the Oxford based organisation scientists, consultants and producers
- a group of
§ Using the “3E” framework to identify an organisation’s footprint and associated sustainability issues
5 areas identified
Joined project on bottom trawling • The aim is to reduce environmental impact from trawling by reducing contact with the seabed • Reduce carbon emission from trawling activities • Readily scalable technology
Our partnership with SFP • Based on our positive experience we continue our partnership • SFP is a good thought partner on fish sustainability • They continue the yearly assessment of the fisheries we source from according to our standard • Making sure we get accurate facts • Consulting us in our decision making processes
THANK YOU
