This year, Canadian fast-food restaurant, A&W, announced it would source 100% grass-fed beef from right here in Canada. Traditionally, a lot of grass-fed, or at the very least grass-finished beef, would need to come from Australia or New Zealand, but it seems that Canadian farmers are starting to see an opportunity in this market and changing up their model to take advantage.
A&W CEO, Susan Senical, said this initiative was developed because customers were demanding higher quality meat, fast-food or not. First of all, to this I say: Bravo, Canada! Changes like this give me hope that society is shifting to a more health-conscious collective. Sure--just because one is eating grass-fed beef doesn’t mean they are the picture of health (because, let’s be honest: that burger is coming with a side of fries), but it’s a step in the right direction. It means people are getting thoughtful about what goes into their bodies. And I like it.
I have to admit, when I first heard that A&W was providing grass-fed beef, the skeptic in me immediately went on the defensive. What’s the catch? Some of it is grass-fed? It’s fed some grass among other things? It’s fed a bit of grass, but not grass-finished? I figured, for sure, this was a huge marketing ploy, but that ultimately we weren’t really being offered true grass-fed beef. But the more I read, the more it seems that, in fact, consumers are getting 100% grass-fed beef. Cattle purchased cannot be fed any grain or feed additives. This model is also in support of the regenerative agriculture movement, something we know is extremely important for the health of our planet and food sources.
So there isn’t any catch? Well, that depends on how you look at it…
Grass-fed is great. It’s definitely what you want your beef to be, if you can swing it. But that doesn’t mean that the cows haven’t been injected with growth hormones or antibiotics. It sounds like the Canadian restaurant chain has good intentions though, and will do their best to source their beef free of these things, but if you truly want to know what your beef is eating, purchasing from a fast-food chain is likely not your best bet. Try a meat subscription service that works with small, local farms, like NIKU, True Local, or Butcher Box. Services like these make it so much easier to get the nitty gritty on your meat. You can often go right to the farmer’s website, if available. Plus, you feel good knowing you are supporting small, sustainable farms with your purchase.
That said, if you’re looking for a fast-food hamburger from time to time, I”m going to have to get on board the A&W train and say, well done. Let’s hope we see more chain restaurants thinking beyond convenience and dollar signs in the future.