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Unformatted text preview: the débâcle of the McLibel trial, the McDonald’s Corporation has tried to improve its public image and at times behave in a
more socially responsible manner. During the spring of 2001 it began to offer discounts on health insurance and other benefits to employees
at company-owned restaurants in the United States, which comprise about one-seventh of the chain. During the summer of 2001 it disclosed
the basic ingredients of its natural flavors (and, perhaps in deference to Hindus, has taken the beef extract out of its McNuggets). In addition
to forcing compliance with the FDA’s feed regulations, McDonald’s has required that its meatpacking suppliers handle and slaughter animals
more humanely. For years, excessive line speeds and improper stunning have led to cattle and hogs being dismembered while fully
conscious. McDonald’s new policy on humane slaughter did not arise in a vacuum. Animal rights groups, such as People for the Ethical
Treatment of Animals, were staging protests at McDonald’s, asking the company to seek changes from its suppliers. Whatever the true motive,
McDonald’s acted decisively and hired Temple Grandin — one of the nation...
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- Spring '08