McDonald’s 360 outlets in Taiwan have started applying Australian and New Zealand beef country of origin logos on tray mats to reassure consumers that McDonald’s Taiwan only serves safe and residue free beef.
McDonald’s has been using blended Australian and NZ beef in its burgers for many years, and the purpose of the recent action is to highlight this as a highly visible point of sale (POS) message.
This is largely in response to the Taiwanese public concern over recent decisions over acceptable levels of beta-agonist Ractopamine in imported beef.
Ractopamine is not permitted for use in beef in Australia, but is widely used in the US industry.
McDonald’s also plans to apply the logos on various POS materials to further reinforce this message.
According to news reports in 2011, McDonald’s Taiwan is estimated to expand its number of franchisees to operate a total number of 500 outlets within three years.
Source: Argentine Beef Packers S.A.
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