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2006年05月26日 13:05
AP
McDonald's CEO Decries Fast Food 'Fiction'
Thursday May 25, 2:39 pm ET
McDonald's CEO Tells Shareholders Not to Believe Recent Surge of 'Fiction' Maligning Fast Food
CHICAGO (AP) -- McDonald's Corp. CEO Jim Skinner told shareholders Thursday not to believe the recent surge of "fiction" maligning fast food and pledged that the company will be more aggressive and creative in setting the record straight.
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Skinner's comments at the fast-food chain's annual meeting were the strongest evidence yet of its initiative to counter negative publicity from a new children's book and soon-to-be-released movie, both associated with the 2001 book "Fast Food Nation."
"These days, big equals bad," he said at the meeting at McDonald's headquarters in Oak Brook, Ill. "And fiction somehow has become more compelling than fact. You have every reason to be proud of your company, our values and our social responsibility record."
Skinner said McDonald's is a leader in food safety and quality, toy safety, employment opportunity, training and development, charitable giving, animal welfare and the environment.
"Fictitious information irresponsibly published and reported in the media has people questioning the quality and safety of fast food in general," he said. "But at McDonald's, we work closely with our suppliers to develop and implement the highest standards, and have for over 50 years."
Concerns about the nutritional content of fast food have risen in recent years along with obesity rates among both children and adults. McDonald's has responded to complaints by consumer advocates to make its food healthier by offering more salads and fruit items and other menu options.
But that pressure has stepped up in 2006 with the publication of "Chew On This," co-written by "Fast Food Nation" author Eric Schlosser, and publicity about the upcoming film version of "Fast Food Nation." The book adds to criticism of the fast-food industry for its perceived role in increased obesity and views McDonald's and the industry harshly on the issues of food safety and employment security, among others.
McDonald's CEO Decries Fast Food 'Fiction'
Thursday May 25, 2:39 pm ET
McDonald's CEO Tells Shareholders Not to Believe Recent Surge of 'Fiction' Maligning Fast Food
CHICAGO (AP) -- McDonald's Corp. CEO Jim Skinner told shareholders Thursday not to believe the recent surge of "fiction" maligning fast food and pledged that the company will be more aggressive and creative in setting the record straight.
ADVERTISEMENT
Skinner's comments at the fast-food chain's annual meeting were the strongest evidence yet of its initiative to counter negative publicity from a new children's book and soon-to-be-released movie, both associated with the 2001 book "Fast Food Nation."
"These days, big equals bad," he said at the meeting at McDonald's headquarters in Oak Brook, Ill. "And fiction somehow has become more compelling than fact. You have every reason to be proud of your company, our values and our social responsibility record."
Skinner said McDonald's is a leader in food safety and quality, toy safety, employment opportunity, training and development, charitable giving, animal welfare and the environment.
"Fictitious information irresponsibly published and reported in the media has people questioning the quality and safety of fast food in general," he said. "But at McDonald's, we work closely with our suppliers to develop and implement the highest standards, and have for over 50 years."
Concerns about the nutritional content of fast food have risen in recent years along with obesity rates among both children and adults. McDonald's has responded to complaints by consumer advocates to make its food healthier by offering more salads and fruit items and other menu options.
But that pressure has stepped up in 2006 with the publication of "Chew On This," co-written by "Fast Food Nation" author Eric Schlosser, and publicity about the upcoming film version of "Fast Food Nation." The book adds to criticism of the fast-food industry for its perceived role in increased obesity and views McDonald's and the industry harshly on the issues of food safety and employment security, among others.