By Colton Swiderski

M.L primary beef producer says Earls’ decision to source American beef is just marketing ploy

May 3, 2016 | 5:00 PM

The recent decision by Earls to source their beef from a certified humane operation in the United States has caused quite a backlash but a Meadow Lake primary cattle producer called the industry move ‘smoke and mirrors’ which won’t affect the Canadian beef industry.

Steven Pylot said Earls’ decision is based on a marketing program to serve certified humane beef.

“It probably has little to do with the way in which animals are raised and handled (in Canada),” he said. “They are looking for a branded product in which they can roll out into their marketing program. I haven’t seen nor heard anywhere that the consumer has asked for this. I think it’s more Earls staff and their board that has decided this is the way they want to market stuff at their restaurants,” Pylot said.

Pylot added there is nothing wrong with the way Canadian beef is sourced; the decision from Earls is based on a Certified Humane policy which differs only in some wording used.

“Certified humane is not a federal standard. It’s a set of standards put together by the purchaser. So it’s the terming of word statements that differentiates them from the vast majority of beef producers in western Canada,” he said. “It’s up to the provincial and federal bodies to continually reassure the consumer our standards are acceptable and we’re moving forward, just to maintain confidence within the consumer base,” he said.

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According to Pylot, Earls’ decision won’t affect the way Canadian producers raise their beef other than making them take a look at what they’re doing.

“There’s little wrong with what we do. It causes for frustration and backlash for sure, but that’s just human nature (to) defend what you do,” he said.

“The primary industry isn’t promoting (products) every day and it looks like we may have to if the marketing programs continue the way they are,” Pylot said.

He said the main issue for producers isn’t Earls’ decision, it’s who will be next in line to choose a branded product.

“We’ve seen some successful ones like A&W (and its hormone free policy) and McDonalds with their Canadian sourcing,” he said.

“Then we’ve seen things like Subway when they tried to source meat a certain way and I think they backed down from that realizing that was probably the wrong direction to go because it was a marketing stretch, not a sound business plan,” Pylot said.

He urged consumers to read between the lines on the strategy and to do research before believing the product is actually better for you.

“The perception being put out there is what we’re doing today isn’t right and what they’re doing over there with the Certified Humane is better,” he said.

Pylot said the decision sets some fear and confusion in the consumers mind because through social media and marketing, consumers are bombarded with misinformation.

“If it was the right thing for them (Earls) to do for the consumer – why would they have to announce it? If they think that’s the right thing to do they don’t need to announce it, but there’s a big marketing rollout that goes with it so read between the lines,” he said.

Pylot argued if producers were to raise their beef the way A&W and Earls want with the Certified Humane policy, it would lead to a bigger economic footprint while not actually being a better consumer choice.

“If we took hormones out of beef production altogether, you’re looking at 12 per cent more cattle, 11 per cent more feed, and 10 per cent more land while producing 10 per cent more greenhouse gases. So by going hormone free – these operations are making a greater environmental footprint. Earls is absolutely not greener for making this decision,” he said.

Earls responded to the recent criticisms by stating the decision was based on not enough supply in Canada to meet the restaurant chain’s demand.

cswiderski@jpbg.ca

On twitter: @coltonswiderski