Tuesday 26 November, 2013


09:30 – 10:00


10:00 – 10:05

Introduction by Moderator of the Debate

Moderator: Jacki Davis , Managing Director, Meade Davis Communications

10:05 – 10:35

Keynote Speeches

Julian Hilton-Johnson , Vice-President Corporate Relations & Chief of Staff to the President, McDonald's Europe
Mairead McGuinness , Member, European Parliament
Georg Häusler , Head of Cabinet – Commissioner for Agriculture and Rural Development, European Commission

10:35 – 11:30

Panel Discussion 1: “Would you like some environmental sustainability with your beef?”

Beef is a nutritious, high value product that a lot of consumers enjoy. However, its production uses valuable resources therefore currently it comes with what may be deemed a high environmental footprint compared to most other food products. There have been intensive debates on how to tackle this challenge but is there a solution that is feasible and acceptable to consumers, producers and other stakeholders alike?

Keith Kenny , Senior Director, McDonald's Europe
Peter Erik Ywema , General Manager, SAI Platform
Erik Mathijs , Professor of Agricultural and Resource Economics, University of Leuven
Henning Steinfeld , Livestock Information, Sector Analysis and Policy Branch , Food and Agriculture Organisation

11:30 – 11:45

Coffee Break

11:45 – 12:35

Panel Discussion 2: “Does beef supply have a future in Europe?”

The increasing costs of feed and other resources mean that using them efficiently has become just as important for farmers to stay in business as to protect the environment. Will the sustainability principles proposed help farmers to maintain their livelihoods or do environmental measures come with an additional cost?

Mike Gooding , Managing Director, FAI Farms
Padraig Brennan , Senior Analyst, Bord Bia
Luis Carazo Jimenez , Head of Unit - Animal Products, European Commission


12:35 – 13:30

Closing of Conference and Networking Lunch