Maple Leaf Foods increasing antibiotic-free production

Maple Leaf Foods has identified a growing demand for poultry products that were raised without antibiotics (RWA) and as a result, will transition its entire Maple Leaf Prime line into RWA production.

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(Maple Leaf Foods)
(Maple Leaf Foods)

Maple Leaf Foods has identified a growing demand for poultry products that were raised without antibiotics (RWA) and as a result, will transition its entire Maple Leaf Prime line into RWA production.

Michael H. McCain, president and CEO of Maple Leaf Foods, announced during its third quarter earnings call on October 26, that the company has been investing in RWA production for several years, making it a North American leader in RWA pork and a Canadian leader in RWA poultry.

Now, the company is committing to further advance its position of leadership in Canada.

“The depth of our RWA platform has enabled us to make a very big step in our step to convert our entire flagship poultry brand, Maple Leaf Prime, to a fully raised without antibiotics offering in a staged rollout across the country,” said McCain.

By the end of the fourth quarter, McCain said the company expects all Maple Leaf Prime chicken in the eastern Canadian provinces to be raised without antibiotics. Meanwhile, the company is developing strategies for the transition in the western areas.

CEO says change is a response to consumer needs

McCain said the switch to RWA production is being made in response to “consumer needs and the critical importance of reducing antibiotic use in animal production.”

“We know the consumer demand for chicken continues to accelerate, and consumers are choosing this option at a very high rate,” McCain said, noting that about two-thirds of consumers in Canada are aware of raised without antibiotics products and are seeking that choice.

He said he expects “very favorable consumer responses” to the RWA transition.

Headquartered in Mississaugua, Ontario, Maple Leaf Foods’ product line includes value-added prepared meats, lunch kits and snacks, value-added fresh pork and poultry products and refrigerated plant protein products.

In June, Maple Leaf Foods announced its ambitions to be “the most sustainable protein company on Earth.”

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