GFM Network News


Stephen Hughes of Chinook Ranch in Longview is Canada’s first flagship farmer.

‘A humble guy’ chosen as Canada’s first ‘flagship farmer’

In many ways, Stephen Hughes has become the face of the sustainable beef movement in Canada. He’s spoken at conferences, given numerous interviews, and appeared in videos and commercials for McDonald’s sustainable beef initiative. Now the fast-food giant has named the Longview rancher the first “flagship farmer” in Canada. But while he’s willing to stand […] Read more

The new McDonald’s advertisements will be the first time that most Canadians see the new Egg Quality Assurance certification mark.

McDonald’s to promote Egg Farmers of Canada standards

Egg Farmers of Canada is working with McDonald’s Canada to launch a new certification trademark for eggs served in the food-service chain’s 1,400 restaurants nationwide. McDonald’s advertising for its Egg BLT McMuffin sandwich sold this summer will display the EQA (Egg Quality Assurance) trademark. “The EQA program is the culmination of decades of work building […] Read more


McDonald’s to promote Egg Farmers of Canada standards

Egg Farmers of Canada is working with McDonald’s Canada to launch a new certification trademark for eggs served in the food service chain’s 1,400 restaurants nationwide. McDonald’s advertising for its Egg BLT McMuffin sandwich sold this summer will display the EQA (Egg Quality Assurance) trademark. “The EQA program is the culmination of decades of work […] Read more

Stephen Hughes wasn’t reading from a script when the sustainable beef commercial was filmed at his Longview ranch — instead he was encouraged to just speak his mind.

Alberta ranchers hit the big screen and steal the show

A McDonald’s commercial that ran in movie 
houses across the country is getting rave reviews

You’re in a movie theatre, popcorn in hand, and the lights dim. You’re expecting another car or soft drink commercial but suddenly, there’s a rancher on your screen. You may even know him. It’s Stephen Hughes, and he’s talking about transparency in a McDonald’s commercial about beef sustainability. “I learned how many people go to […] Read more


A McDonald’s Canada commercial (featuring its Angus burgers and the Calgary Stampede) prominently displays the CRSB logo.

There’s a new brand on Canadian beef

Beef from certified ranches or products containing 30 per cent of that beef can use new CRSB logo

It’s already in use by McDonald’s Canadian division, but now other sellers of Canadian beef can use the official sustainable beef logo if they source that type of meat. Having an official logo is a significant milestone in the lengthy journey to make Canada a world leader in the certified sustainable beef movement. Over the […] Read more

A pilot program to promote sustainable beef has convinced her family to purchase more cattle produced that way for its feedlot, said Karleen Clark 
(second from left). She operates KCL Cattle Company with (left to right) husband Jared; Tanner and Celia Granberg (Clark’s sister); and their parents 
Les and Lisa Wall.

Producers can now take beef sustainability to the bank

Raising ‘certified sustainable’ beef earns producers a premium and McDonald’s is going all in

Four years after McDonald’s chose Canada to launch its landmark sustainable beef initiative, some producers and feedlots are happily cashing cheques for participating in that effort. And while the amounts so far have been fairly small, it’s a big plus for producers, say participants. “We started on that journey because we thought it was important […] Read more


McDonald’s CEO Steve Easterbrook (centre) and Canadian division head John Betts met with Crossfield rancher Graeme Finn (right) on their tour of Alberta ranches in 2015. Canada’s beef sector is now a model for the company as it seeks to reduce greenhouse gas emissions.

McDonald’s raises the bar — but Canada’s beef industry already there

Fast-food giant wants to slash its carbon footprint, and Canada's beef sector is a model

McDonald’s plan to cut greenhouse gas emissions by one-third over the next dozen years is actually good news for Canadian beef producers, says the chair of the Canadian Roundtable for Sustainable Beef. “We’re far exceeding their expectations now and even into the future, so even for the 2030 goals, we’re well under it,” said Cherie […] Read more

McDonald’s rolls out campaign thanking Canadian farmers

Eighty-five per cent of the food it serves three million Canadian customers 
per day comes from Canadian farmers

McDonald’s Canada wants Canadian farmers to know it couldn’t do it without them. The company has rolled out a new advertising campaign with commercials featuring empty containers for its most popular menu items with the slogan “not without Canadian farmers.” The TV and online campaign emphasizes the whopping big quantities of its farm purchases. “We […] Read more


Basic info from cattle database will remain free

But new owners of BIXS also need to create revenue now that government funding has dried up

Cattle producers will be able to access basic data from the now privatized Beef InfoXchange System (BIXS), but may have to pay for some types of information, says the head of the company. “BIXS is totally voluntary, just like the Internet,” said Hubert Lau, president and CEO of BIXSco. “You can use the Internet and […] Read more

Beef sustainability benchmark study to be ready by fall

Initial results of a project to benchmark the sustainability of the Canadian beef industry will be presented this fall at its annual general meeting, the Canadian Roundtable for Sustainable Beef has announced. The group, set up last fall, now has a website and is encouraging those in the beef value chain — from producers and processors […] Read more