Day 285 - 23 Oct 96 - Page 07
1
2 So we would say not only do they have a poor reputation,
3 but they have destroyed any right to -- I cannot think of
4 the word -- any right of self-defence in terms of an
5 action for defamation on this issue because of their
6 conduct, and in fact the issuing of lies has further
7 damaged the reputation on this issue. It really is a
8 complete travesty. So that is...
9
10 Now, moving on to policy. The fact that McDonald's
11 formulated a policy, we will say that is established in
12 1988 to 1989 and we would further say it established that
13 as a result of wide ranging criticisms and their bad
14 reputation on the subject. The fact they formulated a
15 policy is a recognition of their role and their importance
16 in the subject. And, as I said before, they have accepted
17 through their policy, their claimed policy, that they have
18 a responsibility for the whole supply chain. They cannot
19 say, 'Well, we do not really know what goes on and even if
20 it does go on it is nothing to do with us, we just buy the
21 beef', as they have said a few times previous to this
22 trial.
23
24 But on this subject, and in fact on any subject to do with
25 their suppliers, they have accepted that they must take
26 responsibility for what is done throughout the supply
27 chain if it can be shown that they are a player in that.
28 They are not just buying on the open market. They have
29 specific specifications and policies, monitoring, they
30 say, supervision, so they are responsible for what
31 happens.
32
33 If we start off with the importance of - well, I have
34 already stated our collective case, which is that
35 McDonald's is the largest user of beef in the world, as
36 they have admitted, the largest promoter of beef products
37 in the world, dwarfing other companies. We have heard in
38 the advertising section and the nutrition section about
39 how they are promoting a beef based diet in countries
40 where there is not a substantial beef eating culture, but,
41 in any event, that, as is known worldwide, they are a
42 successful, expanding and pivotal company in creating a
43 demand for the products which they supply, they and others
44 supply.
45
46 In particular, obviously, they have a very prime position
47 in the USA which is, I think, something like half their
48 business worldwide. In fact, Jim Nations' article from
49 1983, when they were smaller than they are now, probably
50 half the size of what they are now... If I can just find
51 the right references... (Pause).
52
53 On page 17 there is a reference in the second paragraph on
54 that, in the last column on that page, to: Beef exports
55 from Central America began in earnest in the 1960s when
56 the emphasis placed by US cattlemen on higher profit grain
57 fed beef and the rights of the fast food industry combined
58 to create a shortage of the cheap cuts using hamburgers
59 and processed beef products and they had to turn to
60 imports to satisfy that growing demand. At that time,
