COVID-19 exposed vulnerabilities in the supply chain, highlighting the need for further innovation in the way poultry and meat is produced and processed, a McDonald’s executive wrote for CNN Business.
“Covid-19 isn't the first challenge we've faced as an industry, and it certainly won't be the last. We need to keep actively exploring and funding new technologies that support more efficient, safe and sustainable production,” Marion Gross, the brand’s chief supply officer for North America, said in the editorial.
A number of meat and poultry plant were forced to temporarily close this spring in an effort to stop the spread of the virus. Others in the industry worked hard to shift production from foodservice to retail in response to changing consumer demand.
Still, at least one quick service chain experienced a beef shortage at nearly 20% of its U.S. restaurants, forcing them to shift their marketing to more available chicken products.
Emerging technologies can help
The editorial shared some of the numerous ways emerging technologies have advanced the poultry and meat supply chain in recent years.
“I am inspired by the strides our supplier partners are making in this area. They're finding new ways to leverage automation and robotics -- not to replace their workforce, but to make their jobs easier and improve productivity. They're testing blockchain technology to increase traceability of meat from farm-to-table, which has significant implications for food safety and quality,” Gross wrote.
Stronger in the future
Ultimately, COVID-19 will strengthen the meat supply chain against further challenges.
“As painful as the Covid-19 pandemic has been for so many, it has also forced important conversations like this one that will make both the meat industry and our restaurant industry stronger. Through collaboration and partnership, we can emerge from this crisis better positioned to ensure the security and sustainability of the meat supply chain to help feed generations to come,” Gross concluded.
View our continuing coverage of the coronavirus/COVID-19 pandemic.
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