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Originally Posted by Resolute 14
Evidently they are hoping to tap into that anti-oil/pro-"humane"(sustainable?) modern hippy demographic and really hope that buying into an American lobby's PR trademark will give them credibility with this group. It sounds like they didn't even bother working with any Canadian producers to ensure that the meat they were getting met any standards of ethical or humane treatment - they were only after someone that could allow them to promote the buzzword trademark on their website.
I would actually bet they are saving money too. Moving from multiple suppliers to one would surely allow for them to take advantage of economies of scale. Moreso if they have big US expansion plans.
Whether any gains from this exceeds the damage to Earls' reputation, and any potential lost business remains to be seen though.
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Thats what they pay the people who issue the certification to do.
Kinda the point....