That’s right. You read the title correctly. I am a Canadian Rancher, and I am thankful to A&W!
As most people from rural Western Canada know, in September of 2013 A&W, a fast food burger chain, came out with their “Better Beef” campaign. This campaign made claims that their “Better Beef” used no hormones or steroids. They claimed it was raised “sustainably” and “ethically”. Their campaign also meant a shift from the 100% Canadian Beef they were selling to importing the majority of it from South America and Australia. This sparked immediate outrage from the Canadian Beef Industry. These commercials were aimed to spark fear in consumer hearts about the safety of conventionally raised Canadian beef. This was a conscious decision to mislead consumers in order to sell more burgers. I personally was insulted by their in-direct portrayal of the beef that I raise. The beef I raise is neither unsustainable nor unethical. Fellow Canadian Agvocates Sarah Schultz and Andrew Campbell wrote excellent articles on the danger of this fear marketing. Sarah’s post on her Nurse Loves Farmer blog, Fear Marketing: I’ve Got a Beef with A&W, and Andrew Campbell’s piece for Real Agriculture, I’m Done with Fearing Food and Done with A&W do an excellent job of explaining why this is a huge issue for not only us Canadian beef producers, but for a grain grower and dairy producer as well.
But wait a minute…
I just explained why I am furious with A&W for their fear mongering ways. Why I have not eaten a teen burger in three years. Why I continue to be outraged with every product line that they mislead consumers about. Their eggs are from vegetarian hens (even though chickens are omnivores), their coffee is organic (even though organic in many coffee growing areas means slash and burning of the rainforest). I believe in every fibre of my being that this organization has chosen a path of dishonesty and sensationalism as a marketing strategy, and that is something I can never get behind. So how could the title possible state that I am THANKFUL to A&W?
So here it is..
A&W and their misleading advertising has been a call to action for all Canadian farmers and ranchers.
The growing movement of food myths, smear campaigns and out-right marketing lies was sneaking up on Canadian farmers at such a slow pace that it was easy to ignore it. It was easy to tell ourselves that only the granola crunchies were actually buying the crazy stories that were out there. Only the downtown hipsters were ready to believe that us normal, everyday, hardworking farmers would knowingly grow and raise something other than delicious and SAFE food. A&W’s Better Beef campaign showed us just how wrong we were. This huge eye opening moment is something that I am extremely thankful for. Suddenly all of Canadian Ag took a step back to see how badly we need to tell OUR story.
The hard truth is that people, everyday people, are talking about where their food comes from. They have questions and we can let organizations like A&W tell them their version of the answers, or we can tell them the TRUTH. The truth is that my Canadian raised beef is GOOD! The truth is that knowing, inside and out, exactly how Canadian beef is raised, I will serve it to my own children daily. That is much more than can be said of the
South American beef that A&W is importing for their “better beef”. This very blog was born from that campaign, as I had A LOT to say, and needed more space to say it than regular social media would allow.
At a Farm and Food Care Saskatchewan conference I attended this winter, Sarah Shultz was asked what her extended family thought about how much of their farming operation that she shares online. She explained that the A&W Better Beef campaign was an eye opener for her farmer Father-in-law. He, as a grain farmer, could see where this was heading and did not like it at all. It gave him, and thousands of other farmers, the pause needed to fully get behind those of us willing and able to tell the Canadian Agriculture story. The unvarnished farming truth.
So I still will not eat a teen burger. Their vegetarian eggs have gone untasted by me and my family. But as a bigger person, I can give credit where credit is due. Thank you A&W for making yourself the greater enemy that Canadian Ag needed in order to rally our troops, see the bigger picture, and start standing up for ourselves.
Update: I have been told that A&W does not buy beef from South America at this point. I have not been able to get a response back from them directly to confirm or deny that. I want to be completely truthful in anything I write, so will gladly take back the statement about their beef coming from South America. There website does specifically mention three suppliers from Canada (Spring Creek), USA and Australia. Wherever the source their beef from does not change the issue I have with how they are interacting with consumers. I do not like it.
Also, I am always willing to give credit where credit is due. A&W has chosen to take part in, and be very supportive of, the Canadian Roundtable for Sustainable Beef. I wish they had chosen to go through with this before claiming their beef is sustainable, but I applaud them in this great endeavor.