• Marketing Week, Monday, May 13, 2013 9:46 AM

McDonald’s is giving consumers unprecedented access into how its foods are made in an attempt to reinforce its commitment to provenance and quality in the wake of the horse meat scandal. The Quality Scouts campaign opens up the company’s supply process at some of the 17,500 British and Irish farms that supply the business. Scouts are selected from an online application process before visiting the farms and reporting back on how products, such as the Big Mac and Fries and the Sausage and Egg McMuffin, are made. McDonald’s will then publish the findings online alongside a series of videos documenting the scouts’ experiences later this year.

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