May 16, 2011 (Calgary, AB) -- The Beef Information Centre (BIC) recently partnered with McDonald's Canada in their efforts to promote the quality of their beef burgers.

"We are proud partners with McDonald's Canada," says Judy Nelson, BIC committee chair and cow-calf producer from Lundbreck, AB. "They are major supporters of the Canadian beef industry and we appreciate the opportunity to work with them to promote the quality of their beef offerings."

Many people within the industry are aware that McDonald's Canada sources its beef exclusively from Canadian beef farmers and ranchers. However, few are aware that McDonald's is the largest purchaser of ground beef in the Canadian restaurant industry, buying more than 66 million pounds of locally-raised beef every year.

McDonald's Canada produced a television advertisement highlighting the fact it uses only 100% pure Canadian beef to make its iconic burgers. The ad ran nationally for two weeks and the Canadian beef brand mark appears onscreen at the end of the 30-second spot.

As a company that values transparency and customer engagement, McDonald's Canada went one step further in telling its beef quality story by posting a video on YouTube where it reveals its "burger secret": http://www.youtube.com/watch?v=-Sd-P42Uj0g

BIC's efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products is funded by cattle producers through the National Beef Check-Off, which in turn makes it possible to access beef industry market development funds provided by the Government of Canada and the Government of Alberta.

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For more information contact:

Annemarie Pedersen
Stakeholder Communications Manager
Beef Information Centre
P: 403-275-5890 ext 310
E: apedersen@beefinfo.org