Earls, a Vancouver-based eatery, says it has listened to concerns over a controversial decision it made last week and will bring Alberta beef back into its restaurants.
The chain made the announcement on Wednesday morning, claiming that it had made an error when it decided to turn its back on Alberta beef farmers.
“We made a mistake when we moved away from Canadian beef,” said Earls President, Mo Jessa in a release. “We want to make this right. We want Canadian beef back on our menus so we are going to work with local ranchers to build our supply of Alberta beef that meets our criteria.”
Jessa said that the company has roots in Alberta, with the business starting in Edmonton. He also expressed a need to support Alberta during the economic downturn and admitted that the swap to U.S. beef was a mistake.
He did say that the controversy did result in a better conversation between Earls and beef ranchers. "Ranchers are willing to talk to us. I think if we are all committed, it's not going to be easy - nothing can be done by taking the easy way out. It's a way to get Canadian beef back on our menu that meets our standards."
Jessa says that ranchers have been very receptive to him after he apologized. "They've opened up their arms to work with us.
"Canadian beef is some of the best beef in the world. We just have to increase the supply that meets our criteria. It will happen. We will make it a priority at Earls and ranchers have agreed to make it a priority for them. I think it will happen if we are all committed to it."
He adds that before, the company sourced its beef from one supplier, Aspen Ridge. Now, Earls will need to have its beef supplied by a number of Alberta ranchers to ensure it meets their standards. "It is harder to do that, but we will make it happen."
As for the timing of the announcement, Jessa said that it was more important to have a better conversation with cattle producers. "It's more important for that rather than the media attention."
After seeing the announcement on Wednesday, the Alberta Beef Producers made a statement of it's own, saying that the news is a 'positive message' to Alberta cattle and beef producers.
"Now, we are hoping Earls will fulfill this commitment to building the supply of Canadian beef for their restaurants," the statement read.
The organization went on to say that it believes Earls understands the requirement for food safety, environmental protection and animal care.
Officials say that they hope Earls will also participate in the discussions working toward a Canadian verification system for humanely produced beef.
On April 28, Earls announced that was working with a Kansas-based beef producer and giving up on Alberta farmers because they could not supply the chain with enough Certified Humane beef.
The designation comes from a verification program set up in the United States.
The decision spread quickly across social media, with many calling for a boycott of the business with the hashtag #BoycottEarls.
Alberta beef farmers also responded, telling CTV that they were surprised by the sudden switch and said they hadn’t been consulted.
Earls says it is committed to sourcing as much Alberta beef as possible and will work with farmers to build their supply.
