OAK BROOK, IL: McDonald's sent a message to the public last week
that it is working to ensure mad cow disease (BSE) will not become an
issue in the US - in the same week as it issued a profit warning due to
these very fears in Europe.
The fast food giant has publicly directed its beef suppliers in the US
to prove they are complying with federal regulations on feeding cattle
by April 1.
The company issued no press release on the subject. But news of its
safety effort appeared in the AP in the same week that it warned full
year earnings might be two to three cents per share below forecasts.
'The effect of consumer concerns regarding the European beef supply has
persisted longer than we expected,' said CEO Jack Greenburg in a
The National Cattlemen's Beef Association has backed McDonald's effort
to educate suppliers and consumers. 'We all have to work together to
make sure we are protecting consumers,' said Carol duBois, director of
public affairs. The American Meat Institute also plans to issue a
statement ensuring certification.