FROM THE FIELDS OF WHEAT

TO THE TABLES OF McDONALD’S

The flour for McDonald’s bread also comes from these fields of wheat.

The Sergio Campana farm was chosen, with other businesses,
by “Fattore Futuro”, a McDonald’s project.

**McDonald’s Fattore Futuro Project with Tenute Campana wheat

“Fattore Futuro”, a McDonald’s project, was set up to accompany and help young farmers to develop their farms. The project has been backed by the Italian Ministry of Agricultural, Food and Forestry Policies.

At Expo, a new supply chain project backed by the Italian Ministry of Agriculture was presented to the world.

The initiative is aimed at Italian farmers under the age of 40 who have an innovation and sustainability project for their farm, and offers 20 of them the possibility of becoming a McDonald’s Italian supplier for three years.

The candidates have to be farmers and livestock owners working within 7 different supply chains: beef, poultry, bread, salad, potatoes, fruit, or milk. “With its 36,000 restaurants in 120 countries around the world, McDonald’s serves 70 million people every day: not many companies have the same numbers and can say they tackle issues, every day for decades, in the field and in a tangible way that will be at the centre of discussions during the six-month Expo: food and its production chain, as well as distribution and consumption methods”, explained Roberto Masi, the CEO of McDonald’s Italia.

This project is a chance to experiment with new working relationships with young farmers, focusing on the innovation that they embody, giving them stability in the medium-term too and helping with generational change in a key sector such as agri-food. This year, ‘young’ has been a keyword for the Italian Ministry.

“With Campolibero, our first law in the sector, we have put new measures in place ranging from interest-free loans to reduced land leases for people under 35, and tax credits for developing e-commerce sites.

We also thought about the under 40s during Italy’s six-month European presidency, voting for a measure in Brussels on three fronts: credit, land and training with a Erasmus scheme for young European farmers.
But more needs to be done: today in Italy only 5% of farms are run by young people and we must work hard to reach the European average of 8%. We therefore need to develop specific actions that also see businesses working alongside institutions, like in this case. More young people means more innovation, because they are primarily the ones who can make an essential contribution to this sector in terms of technology, know-how and experimentation.

We will all develop these issues together during Expo Milano 2015 too”, explained Maurizio Martina, the Italian Minister of Agricultural, Food and Forestry Policies.

“It is a pleasure for me to become part of this great project supported by major organisations such as McDonald’s, the Agricultural University of Padua and the Italian Ministry of Agricultural Policies. It will certainly be an incentive and will help me to develop my knowledge in a sector where you never stop learning and where technology is taking over in a very significant way. Thanks to this project, I will definitely be able to grow and follow the ambitions of expansion that I have in mind”.

Alongside appearing on placemats in restaurants all over Italy, last April, at a MAJOR CONVENTION which MCDONALD’S organises in America in Orlando,
SERGIO WAS INVITED onto the stage to talk about this project with McDonald’s Italia to all the other 120 McDonald’s businesses around the world.

Alongside appearing on placemats in restaurants all over Italy, last April, at a major convention which McDonald’s organises in America in Orlando, Sergio was invited onto the stage to talk about this project with McDonald’s Italia to all the other 120 McDonald’s businesses around the world.

Alongside appearing on placemats in restaurants all over Italy,
last April, at a major convention which McDonald’s
organises in America in Orlando,
Sergio was invited onto the stage to talk about this project
with McDonald’s Italia to all the other 120 McDonald’s businesses around the world.

This conference was attended by
the biggest suppliers and licensees
of restaurants from every single country:
with about 14,000 people.

This conference was attended by
the biggest suppliers and licensees
of restaurants from every single country:
with about 14,000 people.

This conference was attended by the biggest suppliers and licensees of restaurants from every single country: with about 14,000 people.