More than 30 years of continuous promotion of high-quality and green white feather chicken breeding in the industry

(June 19, 2024, Shanghai) McDonald's China launched the "good chicken without cage" logo for the first time to let more consumers know about the high-quality white feather chicken used by McDonald's, and further promote the practice of high-quality, green white feather chicken breeding and renewable agriculture. From now on, McDonald's China's leading chicken products - McLaren's Chicken Leg Burger, McLaren's Chicken Wings, Banshao Chicken Leg Burger, McLaren's Chicken with Crispy Sauce and other product packaging and online ordering channels will add the logo of "Good Chicken without Cage", and more than 6000 McDonald's restaurants across the country will also simultaneously use "Good Chicken without Cage" as the limited plate pad.

Zhang Jiayin, CEO of McDonald's China, said: "We are very happy to share with consumers the efforts and persistence of McDonald's in China's mainland for more than 30 years through the logo of" good chicken without cage ": 100% use of high-quality white feather chicken raised without cage. China has a very excellent natural breeding environment, and we hope to continue to reduce the impact on the environment, so that nature can continue to flourish. At the same time, white feather chickens can get more activities and bring more high-quality chicken through cage free breeding. On June 26, we will also bring Chinese consumers a new heavy product, thin skinned burnt fragrant V wings, to choose 'good chicken without cage'. "

Good cageless chicken: high-quality, green white feather chicken breeding

Chicken is the meat variety most used by McDonald's China. McDonald's China works closely with supplier partners to provide customers with high-quality and delicious chicken products. According to the relevant guidelines and requirements of McDonald's quality management, animal health and welfare, and regenerative agriculture, supplier partners breed white feather chickens in a high-quality and green way. One of the special requirements is that all the white feather chickens used by McDonald's use the "non cage breeding" breeding method, that is, the white feather chickens are not bound by cages in the breeding space, can walk freely, eat, exercise and rest fully, and improve the health level and chicken quality by paying attention to animal welfare. According to observation and statistics, white feather chickens raised in a non cage way walk more than 1000 steps per day on average [1]. The requirement of "non cage farming" has been implemented for more than 30 years since McDonald's entered the mainland of China in 1990.

In addition to the characteristics of "cage free breeding", McDonald's "cage free chicken" also has strict requirements on the site selection of chicken houses, flat floor environment and grain feeding, promoting high-quality white feather chicken breeding. The chicken house should be located in a quiet area far away from the downtown, and the surrounding water and soil are not polluted; The breeding space needs to be flat and open, to ensure ventilation, cleaning and activity space for each white feather chicken. Professional breeders and white feather chicken should be closed and managed together, pay attention to the growth and health status of white feather chicken, strictly comply with relevant national requirements, and do not use any growth hormone in the breeding process of white feather chicken; The feed for white feather chicken is scientifically matched to meet the growth needs of different stages.

At the same time, McDonald's is also working with suppliers to explore a greener white feather chicken breeding model. For example, renewable energy such as solar energy is used to provide lighting, equipment and other power needed for breeding, and more effective chicken manure collection and treatment methods are explored to ensure that the chicken house is clean, reduce the impact on the surrounding environment, and turn waste into treasure. Since 2021, McDonald's has been certified by the Responsible Soybean Roundtable Association (RTRS) to ensure the global sustainable planting of soybeans used for breeding and the social responsibility of the soybean industry.

Good chicken without cage: let more consumers know the white feather chicken used by McDonald's

In order to enable more consumers to correctly and scientifically understand the white feather chicken and feel the quality of McDonald's chicken, McDonald's China launched the logo of "good chicken without cage", starting from the demand side of the consumer end, to support the supplier partners' high-quality and green white feather chicken breeding practice.

From June 19, the logo of "good chicken without cage" will appear on the package of McDonald's chicken products, including spicy chicken leg burger, spicy chicken wings, grilled chicken leg burger, crispy chicken with spicy chicken sauce, etc. McDonald's Chinese online ordering channels will also launch the logo of "good chicken without cage" simultaneously. McDonald's China also designed a cute cartoon image for "good chicken without cage", and vividly described the non cage breeding, chicken house site selection, flat floor environment and grain feeding of white feather chicken in the process of breeding with four moves of "good chicken without cage boxing" - "stretch boxing without cage", "meditation and self-cultivation", "cool mind communication" and "good meal spread wings", The theme of limited plate pad paper has been launched in more than 6000 McDonald's restaurants across the country. Consumers can also download and use the same WeChat expression package of "cageless chicken".

Since 2023, McDonald's has launched the project of "wheat farm" to explore and trace the food ingredients. The "cageless chicken" will also be broadcast live on the Maimai Farm in June. Through McDonald's WeChat video number and the live broadcast room of Diaoyin Diaojin, McDonald's will take the audience to a base for raising "cageless chicken" under Wuyi Mountain in Nanping, Fujian Province, to observe and understand the breeding process of supplier white feather chicken, and meet with the keepers and base experts to talk about "cageless chicken" High quality and green stories behind. This time, McDonald's also invited the CCTV agricultural anchor to visit the "cageless chicken".

Maimai Farm: Cooperate with supplier partners to promote renewable agriculture and jointly present good food materials

McDonald's continues to work closely with suppliers with the concept of "three legged stool" to jointly implement the requirements and concepts of food safety, quality management and sustainable development, and together present consumers with fresh, reassuring and natural high-quality ingredients. In 2023, McDonald's China launched the plan of renewable agriculture, announcing that it will focus on the five fields of nature, soil, water, livestock and farmers together with nine suppliers to realize the systematic, large-scale promotion and implementation of the concept and practice of renewable agriculture, so that good food materials and nature can live forever.

Take chicken as an example. After McDonald's entered the mainland of China, it actively introduced and developed relevant suppliers to ensure high-quality, stable and sustainable supply in China. At the same time, it also introduced and implemented the world's advanced white feather chicken breeding concepts and requirements, and persisted for more than 30 years to continue to lead the development of the industry. Now, Tyson, Shengnong, Sun Valley, Fengxiang, Zhengda and other chicken suppliers, as well as broiler farmers behind them, all implement common standards to form a community of "wheat and wheat farms", bring "good chickens without cages" to McDonald's consumers, and promote high-quality and green development of white feather chicken breeding and processing.

Fu Fangfang, the chairman of Shengnong Group, said: "We are very happy to present 'good chicken without cage' with McDonald's China. McDonald's has been adhering to the requirements of cage free breeding, chicken house site selection, flat floor environment and grain feeding for more than 30 years, which also allows us to constantly improve the high-quality and green breeding methods, and jointly promote the growth, progress and improvement of China's white feather chicken breeding industry."

[1] Based on the monitoring equipment, the average walking data of white feather chickens of the right age in some suppliers' chicken farms were obtained.