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McDonald’s Serious Lamb Burger fizzes farmers


13 August 2012

McDonald’s Serious Lamb Burger fizzes farmers

Federated Farmers is fizzing with excitement as lamb becomes a permanent fixture on the McDonald’s menu; both as a marquee burger and as a healthy wrap.

“What McDonald’s is doing here is massive,” says Jeanette Maxwell, Federated Farmers Meat & Fibre chairperson.

“This is about adding value to the lamb we produce because for the first time ever, lamb is to become a permanent menu item in a major family restaurant chain. While others have run ‘limited time’ offers, McDonald’s New Zealand believes it is onto a winner and we agree.

“As a sheep and beef farmer, I know the positive impact McDonald’s involvement with AngusPure has had. Since August 2009, McDonald’s has not only purchased some two million kilograms of AngusPure, it has greatly raised the profile of it as a premier product.

“This is where things get truly exciting. If lamb works here it may find itself onto menus in other countries; the Middle East and Asia especially.

“New Zealand is already a major supplier of beef as part of McDonald’s global supply chain and it is not a dream to believe lamb could well follow. The prospects are mouth watering.

“The Serious Lamb Burger is a big meal in its own right but to me, it is no different from what’s available at up-market takeaways. This burger is being pitched as an upmarket offering and that is a great position for lamb to be in.

“For the health conscious, the lamb wrap ticks all the boxes and shows the flexibility of lamb as a fulsome meal or as a healthy snack.

“Frankly, we are excited because we can see only upsides from the farmer’s perspective.

“Importantly, to deliver the lamb McDonald’s needs, we are seeing close cooperation from the farm gate, Beef+Lamb as well as multiple processors. This is unity around a value added product and it is as heartening, as it is creative,” Mrs Maxwell concluded.

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