FAI partnered with fast food restaurant chain McDonald's in Europe to launch the Flagship Farms programme in 2009. This was designed to promote and share the benefits of sustainable agriculture through the communication of real case studies from real farms in the supply chain.

At the launch of the programme Karl Fitz, Chief Supply Chain Officer at McDonald's Europe said, “The ultimate goal of initiatives like Flagship Farms and MAAP is to assure supply, maintain price stability and respond to consumer demand for responsibly sourced, traceable produce - so that everyone benefits - our farmers and suppliers, our business, and our consumers."

A ‘Flagship Farm’ is defined as one demonstrating excellence in one or more of the 3Es sustainability areas – Economics, Ethics and Environment. Showcasing the most innovative farmers through the Flagship Farm website (http://www.flagshipfarms.eu/) has encouraged broad adoption of such good practices across the European farming community.

Steve McIvor, Director of Food Business, Compassion in World Farming said: "The McDonald's Flagship Farm programme is an excellent new initiative highlighting outstanding examples of successful and sustainable producers.”

One of the Flagship Farmers, John Power, a beef farmer from the Republic of Ireland, has demonstrated effective farm business management, along with a defined cattle health programme and an optimal use of pastures to create a profitable, sustainable beef enterprise.

“Over the last 20 years we have developed a sustainable grass-based farming system for our suckler cow beef herd. We have focused on growing high-quality grass pastures, whilst breeding animals using the best available genetics. This has allowed us to produce more beef from grass and forage, which is, in our view, a very sustainable way of producing quality beef. When we were selected to become a McDonald’s ‘Flagship Farm’ I was delighted, and to me this has shown the positive commitment that McDonald’s has in our approach to beef production.”

‘Flagship Farm’ - John Power, Beef Farmer, Ireland