McDonalds chief outlines new opportunities in food service sector

McDonalds UK chief executive Steve Easterbrook outlined at the Oxford Farming Conference how changing consumer habits have provided new opportunities for farmers in the food service sector.

The traditional image of McDonalds is of a low-cost, low-nutrition fast food phenomenon that has brought US food values to every high street in the country.

That image is changing, however, as the fast food chain leads the way in responding to shifts in attitudes of consumers towards their food.