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McDonald’s backed beef programme sees €4.4m investment
The Activate programme will see a total investment of €4.4m injected into it over three years and will provide payments to farmers who have successfully implemented agreed sustainability plans and reduced emissions.
According to Dawn Meats, this programme is the ‘first of its kind in Ireland’, with 50 farmers supplying the manufacturer signed up so far and having already completed farm sustainability plans.
A second phase of recruitment is now ongoing, with an aim of securing up to 200 farmers to join the programme in its first year.
Farmers can expect to earn between €4,000 and €8,000 a year through the programme depending on factors the number of animals per farm, qualifying grades and the level of emissions reductions.
Niall Browne, CEO, Dawn Meats described the initiative as a mutually beneficial concept that marks a major milestone in the company’s ongoing efforts to reach its emission targets.
“By working closely with the farmers that supply us, we will be helping them to farm more sustainably while reducing our scope 3 emissions. This is a win-win situation for us, for farmers and for our valued customers, who share our commitment to achieve Net Zero.”
McDonalds UK & Ireland are co-funding the project, which is also supported by Bord Bia, the Irish Cattle Breeding Federation (ICBF), and Teagasc.
The initiative aligns with Dawn Meats’ Plan Four Zero and McDonald’s Plan for Change sustainability strategies and aligns with the Irish Government’s objective to achieve a 25% absolute reduction in agricultural emissions by 2030.
“It is extremely encouraging to see a leading company such as McDonald’s making a clear commitment towards the global climate agenda and achieving carbon neutrality,” commented Jim O’ Toole, CEO of Bord Bia. “The targets outlined in ACTIVATE will not only help McDonald’s achieve its Net Zero targets but will also have a positive impact on the Irish agricultural sector and environment, in line with targets set out in the Climate Action Bill.”
As part of the programme, Dawn Meats and Teagasc representatives will share their expertise in both sustainable farming practices and the use of on-line sustainability tools, as well as offering one-on-one support to farmers. Training modules will be delivered through the on-line Bord Bia learning platform.
Activate farmers will also need to sign to up to the Teagasc Signpost sustainability programme and complete the Bord Bia sustainability survey annually, which will help calculate their on-farm emissions performance.
Farm performance data will be monitored and reported through AgNav, a sustainability support framework run by Bord Bia, Teagasc and ICBF. A herd management software funded by Dawn Meats – Herdwatch – will streamline the data collection process.
Laura Henderson, Vice-President UK & Ireland Supply Chain, McDonald’s said the programme presents “a real opportunity” to explore ways they can futureproof the industry and drive more resilient beef production.
“As a business, we have set ourselves ambitious climate targets as part of our Plan for Change strategy. Our scope 3 emissions present the biggest challenge, not just to our business but to the entire agriculture industry, and we can only achieve these targets through close collaboration across the supply chain, ensuring the right levels of practical support are in place to deliver positive change,” she added. “By partnering with our suppliers and industry partners on programmes like ACTIVATE, we hope to ensure that our customers can continue to have feel good moments when enjoying our famous beef burgers.”
The programme will be extended beyond the initial three-year timeframe, with scope to scale and increase the number of farmers involved.
In other news, Food Manufacture goes behind the scenes at a global ingredients supplier based in Essex. Read our latest Me & My Team here.
