The Canadian arm of fast food giant McDonald’s is putting an undisclosed level of support behind a national organization devoted to mental health and wellness in farming.
The Do More Agriculture Foundation announced Wednesday during the Canadian Beef Industry Conference in Winnipeg that McDonald’s Canada is supporting “a new collaboration to support mental wellbeing in Canadian agriculture.”
WHY IT MATTERS: A partnership with a household name, one which in recent years has publicly centred its Canadian agrifood supply chains, could encourage consumer-level investment in helping farmers and farm families maintain and sustain quality of life.
“We’re proud to begin this sponsorship with McDonald’s Canada because meaningful change happens when organizations across the agricultural value chain come together with a shared commitment to the producers who make Canadian agriculture possible,” foundation chair and Alberta rancher Emma Cross said in a release.
The foundation said it wouldn’t disclose the financial details of McDonald’s contribution, other than to say the company is a “Champion Level” partner of Do More Ag.
Champions are the foundation’s third tier of supporter, after Trailblazers and Leaders. Other Do More Ag Champions include Bayer, Corteva, Winfield United, Alberta’s Agriculture Financial Services Corp. (AFSC), Grain Farmers of Ontario and Alberta-based Porch Light Mental Wellness Society.
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