A villain of the Canadian beef industry a few months ago, Earls president Mo Jessa was blunt as he took the stage in front of hundreds of ranchers Wednesday morning.
"We need to talk about what is likely on everybody's mind — why did I even show up?" he said to laughter.
The Vancouver-based restaurant chain came under fire when it announced it would start sourcing its beef from an American ranch accredited by the non-profit group Humane Farm Animal Care. After sales plunged by 30 per cent at some locations, Earls said sorry and put Canadian beef back on the menu.
In hindsight, Jessa simply called it a "dumb decision" to not even consult with the farmers in Canada.
"I am asking for your forgiveness and allow me the chance to work with the industry," he said at the Canadian Beef Industry Conference in Calgary.
After the controversy, Jessa said he visited several ranches on the Prairies and rode enough horses that he "woke up sore many mornings."
Not only did Earls stop selling Canadian beef, the move also suggested that the ranchers in this country weren't taking care of their animals.
"There was an implied association that Canadian beef was inhumane — and when that came out, it broke my heart," Jessa told reporters. "For Canadian ranchers to feel that they were inhumane was just terrible."
The sold-out crowd of more than 500 at the beef conference gave Jessa several ovations, suggesting the animosity has subsided.
"It's been well responded to by Earls," said Terry Hepper, who raises cattle near Zehner, Sask., about 25 kilometres northeast of Regina. "I feel it's over with."
Source : CBC