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October 9, 2013 Richard Ellis, Senior Vice President, Communications, Public Affairs & CSR, McDonald’s Canada

October 9, 2013 Richard Ellis, Senior Vice President, Communications, Public Affairs & CSR, McDonald’s Canada. Helping Families Make Healthier Food Choices Ontario Government to Begin Consultations on Menu Labelling Legislation .

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October 9, 2013 Richard Ellis, Senior Vice President, Communications, Public Affairs & CSR, McDonald’s Canada

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  1. October 9, 2013Richard Ellis, Senior Vice President, Communications, Public Affairs & CSR, McDonald’s Canada

  2. Helping Families Make Healthier Food Choices Ontario Government to Begin Consultations on Menu Labelling Legislation “McDonald's Canada supports the Ontario government's action to provide Ontarians with more access to nutrition information in restaurants. McDonald's is a long-time leader in providing comprehensive in-restaurant nutrition information based on the 13 core nutrients including calories, so its customers can make informed eating choices to suit their dietary needs and preferences.”

  3. The Trend Towards Transparency & Authenticity McDonald’s Canada Richard Ellis Senior Vice President, Communications, Public Affairs & CSR

  4. McDonald’s Canada • +2.5 million customers a day • +1,400 restaurants nationally • +83,000 employees • 80% of the system is franchised • $1 billion annual purchases • 67 million pounds of beef • 76 million fresh eggs • 24 million litres of milk • 143 million pounds of potatoes • 3 million fresh apples

  5. Environment Respecting our Environment We’re committed to doing the right thing for the planet and leaving a legacy of responsible environmental stewardship. Through our business practices and policies we achieve continuous improvement and strive to make a more positive impact on the environment. Our efforts focus on the areas of sustainable sourcing, environmentally-friendly packaging and energy conservation.

  6. Animal Welfare We’re committed to ensuring that the animals in our supply chain are humanely cared for throughout their lives. In fact, McDonald’s has longstanding relationships with renowned animal welfare expert Dr. Temple Grandin and our animal welfare council, which includes experts in poultry, swine and beef.

  7. Beef McDonald’s is a founding member of the Global Roundtable for Sustainable Beef. In 2013 we worked with the Canadian beef industry to establish the Canadian Roundtable for Sustainable Beef, a national, multi-stakeholder body to advance existing and new beef sustainability efforts. 67 million pounds of Canadian Beef

  8. Fish In recognition of our more than ten-year commitment to sourcing sustainable fish, in 2013 we adopted the Marine Stewardship Council (MSC) ecolabel on our Filet-o-Fish packaging. MSC certification represents the latest step in our decade-long collaboration with suppliers to improve sustainable fishing practices throughout our supply chain.

  9. Packaging Approximately 85% of our packaging is made from renewable resources, and of that fibre packaging, approximately 40% is made from recycled content. Next Step: “end of life” impact

  10. Coffee Our sustainable coffee program takes a balanced approach to improving farming practices and conditions and in turn increasing the supply of and market for sustainable coffee. We purchase third-party certified sustainable coffee beans and provide financial and technical assistance to coffee farmers. Jointly with McDonald’s U.S., we are investing approximately $6.5 million over five years to support sustainable agriculture training for 13,000 coffee farmers in Guatemala, where a large percentage of our coffee is grown.

  11. Biodiesel Most of our used cooking oil is recycled into other uses - the majority is turned into biodiesel. We tested biodiesel in the delivery fleet that supplied our restaurants on site at the Vancouver 2010 Winter Olympics and we continue to evaluate the use of biodiesel in our broader delivery fleet.

  12. Nutrition Transparency • McDonald’s is a longtime industry leader in nutrition disclosure • introduced Food Facts in the 1970s – an industry first • We provide comprehensive nutrition information • consistent with the Nutrition Facts table on packaged foods • at point-of-sale and electronically • in a variety of formats • nutrition facts poster • trayliner • online nutrition calculator • on-package • nutrition calculator mobile app

  13. Nutrition Transparency

  14. Nutrition Facts Education Campaign

  15. Increased Nutrition Transparency

  16. Nutrition Facts Brochure

  17. Responsible Marketing • The nutrition values for our ‘advertised meals’ are based on Health Canada’s Estimated Energy Requirements table and the Dietary Reference Intakes Reference Values for Macronutrients. • Our ‘advertised meals’ don’t contribute more than 1/3 of the average total daily calories children should consume (600 calories). • Our marketing practices continue to evolve to adapt to the changing media environment - our CAI commitment now extends beyond broadcast advertising to include online and out-of-home marketing.

  18. Happy Meal Print Ad

  19. Transparency – Our Food, Your Questions

  20. Transparency – Our Food, Your Questions • Total Questions: 21,839 • Total Visits: 2,261,709 • Most Questions Asked in One Day: 1,630 • Most Visits in One Day: 82,394 • McD Video answers viewed: >15 million

  21. RMHC Slide

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