My Twitter feed exploded this morning with the news of Earls latest beef announcement:
“We made a mistake when we moved away from Canadian beef.” says Earls President, Mo Jessa.”We want to make this right. We want Canadian beef back on our menus so we are going to work with local ranchers to build our supply of Alberta beef that meets our criteria.”
See their full press release here.
This comes after an uproar over Earls decision to source all of its beef supply from Kansas based Creekstone Farms, in order to “Ethically Source” from a Certified Humane supplier who was also 100% antibiotic and added hormone free. I wrote about this decision last week here. Cattle producers across Canada were outraged by the insinuation that Canadian beef is not raised humanely. The hashtag #boycottearls was born, and farmers and consumers united to show Earls just how important Canadian beef is to them.
When I first heard the news, I did the kind of awkward happy dance that you pray that no one will ever see. The idea that the Canadian beef community not only has a voice, but also how incredibly supportive Canadian consumers were (and are!) filled my heart with joy. Knowing that my voice helped create this change was icing on the cake. But me being me, I had to look closer at what this actually means.
Earls posted this on the their Facebook page:
Earls fans, we’re listening to you. We made a mistake and we’re sorry. It was wrong to move away from Canadian Beef and we want to make it right. Earls will get Canadian Beef back on the menu. We are going back to Aspen Ridge and will work hard to source as much #CanadianBeef that meets our criteria as possible.
For anyone that read my post that went a little viral last week, you will know that my biggest beef (no pun intended!) with Earls’ decision was the lack of integrity in their marketing. Conciously using words like “Humane”, putting emphasis on “antibiotics and added hormones”, instead of postive promotion of great food, is what is what I had issues with. From their statement above, this has not changed. They say that Canadian beef will be back on their menus, but are only willing to work with one small supplier in order to maintain their marketing buzz word sourcing. Earls themselves have said that Aspen Ridge cannot supply enough beef to fully service even one of their Alberta restaurants. Can we consider this move of opening the door a crack to allow a small amount of Canadian beef into their restaurants meaningful change? Or just more meaningless marketing jargon? Only time will tell.
Admitting you are wrong is never easy, and is a huge step for any company. I give full credit to Earls for taking that first step. But that is not the end. This is one win in the war against fear based marketing.
Earls has opened the door, just a crack, to Canadian beef. It is now our job as Canadian beef producers to open that door wider, engage in meaningful conversations with both Earls and consumers, and discuss the realities and truths of Canadian beef production. Let’s not let this storyline ride off into the sunset – we need to keep up the important work of talking with consumers and restaurants alike about how and why we are raising the best darn beef available in the world.
See the Canadian Cattlemen’s Association statement here.