Canadian restaurant chain offers heartfelt apology to Canadian ranchers and has it accepted at Canadian Beef Industry Conference.
August 12, 2016
by Canadian Packaging staff
Earlier this year, Vancouver-based Canadian restaurant chain Earls opted to switch its beef purchases from Canadian to U.S. sources with a “Certified Humane” designation from the Humane Farm Animal Care not-for-profit organization—a decision that caused an uproar not only amongst Canadian beef ranchers, but also within the restaurants loyal customer base.
The implication people took from Earls’ action was that Canadian beef ranchers simply weren’t ethical in their treatment of the animals—something Canada’s beef industry took great umbrage at.
In July, after three months of negative press, Earls restaurant listened to its customers and switched back to Canadian beef sources.
Not one to shy away from its decisions and subsequent fallout, on August 10, 2016, Earls president Mo Jessa showed up at the Canadian Beef Industry Conference held in Calgary and offered up a big apology for his restaurant’s decision to step away from Canadian meat earlier this year.
Calling it all a “dumb decision” for switching to a U.S. supplier, Jessa profusely apologized to all involved in the Canadian beef industry.
Jessa explained to reporters: “There was an implied association that Canadian beef was inhumane—and when that came out, it broke my heart. For Canadian ranchers to feel that they were inhumane was just terrible.”
While it is certainly true Jessa learned one should never get on the wrong side of the Canadian beef industry, the 500 members attending the Canadian Beef Industry Conference gave Jessa several standing ovations, showing there’s no beef with Earls and Canadian beef.
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