[Cecil Terwilliger]

http://www.cbc.ca/news/business/tim-...ors_picks=true

Ranchers say science proves it's necessary to add hormones and antibiotics, but increasingly, restaurants argue their customers are demanding those substances not be used.

What really pains farmers is that A&W's strategy is an overwhelming financial success for the chain, and other food companies are taking note.

McDonald's Canada spent the last two years working with ranchers to develop a sustainable beef program that includes animal welfare and environmental standards.

Tim Hortons is the latest company to contemplate offering a special type of beef. In front of more than 500 ranchers at a beef conference in Calgary this week, the company warned it will give customers what they want.

Promoting beef that is free of hormones, antibiotics and steroids is a major concern for the beef industry, which is losing market share in Canada in retail meat sales. Ranchers use these substances to increase the size of the animals, reduce the amount of feed required and help animal welfare by fighting off diseases, among other reasons. Without them, the industry fears production will decline and beef will become a luxury item only affordable for the wealthy.

"We need marketing that does not reinforce consumer distrust or misconceptions," he said in an interview with CBC News. "We as an agricultural industry need to think about how we are communicating with consumers and not just let consumer perception drive the entire debate."

Some very concerning trends IMO and that last quote nails it. Dumb consumers who believe in falsehoods and fear mongering should not drive these changes.