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Trends and consumers

McItaly: certified, top quality meat now becomes ‘low cost’

New partnership launched between McDonald’s and the Consorzio di Tutela del Vitellone Bianco dell’Appennino Centrale: burgers made with Chianina and Marchigiana beef will be sold for six weeks at affordable prices. Director Canestrari: “It is good thing that such a large group is interested in our breeds”.

Quality Italian meat makes its debut in one of the most important fast food chains in the world. For six weeks as of today, in fact, all beef burger lovers simply must taste try McItaly - two new McDonald’s burgers based 100% on Chianina and Marchigiana beef, accompanied by sauces and vegetables all grown and processed in Italy itself.


The goal of the campaign involving more than 500 outlets of the American fast food giant located all over Italy, is to inform more than two million Italians about the prized PGI beef from central Italy by offering affordable prices. All in all, 37 Tuscan breeding centres were involved, located near of Grosseto, Arezzo and Pistoia, as well as Umbria and Latium, which will supply a total of 310 head of cattle.


It is estimated that more than one million McItalys could be sold: the two new ‘jewels’ in the McDonald’s menu will promote among the public at large the goodness and quality of such Italian speciality products and the supply chain for this type of prized meat, customarily the realm of niche consumers. The initiative also exploits the “Qualivita standard”, the scheme assuring transparent information about the genuineness of food served in restaurants, which the fast food chain joined in 2012.


This continues the collaboration between the famous US brand and the Consorzio di Tutela del Vitellone Bianco dell’Appennino Centrale, which last year launched “Gran Chianina”, McDonald’s first beef burger with Italian meat, with an average of over 70 thousand servings sold per day. The king of fast food, in this way, confirms its strong support for Italian breeding centres: 200 million burgers are sold in Italy every year and are made 100% from Italian beef.


“We are delighted that such a major group as McDonald’s is interested in Italian beef breeds,” Eurocarne Post was told by Paolo Canestrari, Director of the Consortium. They are the only ones certified with the PGI ‘Vitellone Bianco dell’Appennino Centrale’ mark. I must point out that beef with this certification only comes from three breeds: Chianina, Marchigiana and Romagnola. McDonald’s has been promoting the consumption of these products already for two years, so we are very pleased that this important promotion is continuing.” 




Source: Eurocarne Outlook

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