Understanding A&W's Beef Commitment
Many consumers want to know about the quality and origins of meat, especially in fast-food chains. A&W Canada has focused on its beef standards, marketing the product as grass-fed, and raised without hormones or steroids. This move responds to increasing consumer interest in healthier and more sustainable food choices.
The Shift to Grass-Fed
A&W's dedication to better beef began in 2013 with a commitment to sourcing beef raised without hormones and steroids. The company later expanded this to include 100% grass-fed and grass-finished beef, where the cattle eat only grass and forage. This differs from conventional beef, where cattle are often moved to feedlots and fed grains to speed up growth.
Where A&W Sources Its Beef
A&W Canada obtains its grass-fed beef from various ranches to meet high demand, including from Canada, Australia, New Zealand, and the United States. While the company aims to use exclusively Canadian grass-fed and finished beef, it utilizes a global supply chain to maintain its standards. A&W reiterated its commitment in 2020 to increase Canadian sourcing, working with local producers to meet demand.
The Difference Between Grass-Fed and Conventionally-Raised Beef
The diet and living conditions of cattle significantly affect the final beef product, influencing its nutrition, flavor, and texture. Here is a comparison of grass-fed and conventional beef.
| Feature | Grass-Fed Beef (A&W Standard) | Conventionally-Raised (Grain-Finished) Beef |
|---|---|---|
| Diet | Primarily grass, hay, and other forages throughout their lives. | Starts on grass, then moved to feedlots and fed a grain-based diet (corn, soy). |
| Fat Content | Generally leaner, with a higher concentration of beneficial fats. | Higher in total fat and marbling, which contributes to tenderness. |
| Fatty Acids | Higher levels of Omega-3s and Conjugated Linoleic Acid (CLA). | Higher levels of Omega-6s. |
| Vitamins | Higher in vitamins A and E. | Lower levels of certain vitamins and antioxidants. |
| Hormones/Steroids | Raised without added artificial hormones or steroids. | Often given growth hormones to promote faster weight gain. |
| Antibiotics | Used sparingly and only for therapeutic purposes when an animal is sick, not for routine growth promotion. | Often used routinely to prevent disease in crowded feedlot conditions. |
| Flavor | A richer, more earthy, and complex flavor profile. | More consistent and milder flavor due to higher fat content. |
| Environmental Impact | Supports more sustainable farming practices like rotational grazing and regenerative agriculture. | Associated with more waste pollution and land-intensive grain production. |
A&W's Quality Control and Animal Welfare
A&W's commitment goes beyond feeding cattle grass. The company works with ranchers who adhere to strict animal welfare standards. A&W's third-party auditors conduct site visits to ensure suppliers comply with the company's protocols regarding animal treatment and feed. This auditing offers an extra level of verification, aiming to give consumers confidence in the products.
The Bottom Line for Consumers
For consumers, the choice between grass-fed and conventional beef depends on personal preferences, health, and ethical standards. While nutritional differences may be minimal for casual consumption, some prefer the flavor and environmental benefits of grass-fed beef. A&W's offer of grass-fed and finished beef, raised without hormones or steroids, caters to this market and distinguishes the brand in the fast-food industry.
The Expansion of Canadian Sourcing
Recognizing the advantages of local sourcing, A&W has invested in growing the Canadian grass-fed and finished beef market. They collaborate with Canadian producers and organizations like ALUS and Cargill to support regenerative agriculture, which promotes soil health and creates wildlife habitats. This commitment reduces the environmental impact associated with transporting beef, aligning with sustainability goals.
Considerations and Criticisms
Despite A&W's efforts, the change has sparked debate. Some parts of the conventional Canadian beef industry expressed skepticism about the company's marketing claims and the potential impact on consumer views of grain-fed beef, the industry standard in Canada. Concerns were raised regarding the environmental footprint of grass-fed cattle due to longer lifespans and land use. However, advocates of regenerative grazing suggest these practices can lead to overall environmental improvements that address these concerns.
Conclusion
Yes, A&W Canada has been serving 100% grass-fed and finished beef since 2013. The company's focus on sourcing beef raised without artificial hormones or steroids aligns with consumer demand for quality ingredients. By working with Canadian farmers and investing in regenerative agriculture, A&W works to increase its domestic sourcing and build a more sustainable supply chain. While this has sparked industry debate, A&W leads in offering transparently sourced and ethically raised beef. For those who prioritize ingredient quality and ethical practices, A&W offers a fast-food option meeting these criteria.
Our beef guarantee at A&W Canada provides information about their sourcing and standards.
