Do you want to be involved or committed to the future of agriculture? That is the question Bruce Feinberg, senior director of Global Quality for McDonald's Corporation, asked hundreds of veterinarians, veterinary technicians, students and industry representatives last week at the 46th annual American Association of Bovine Practitioners Conference in Milwaukee, Wis.

McDonald's has chosen to be committed, he said. Last year, the restaurant company purchased 1.8 billion pounds of beef, 1.8 billion pounds of chicken, 350 million pounds of pork and more than 7 billion pounds of potatoes. McDonald's relies on the agriculture industry to feed 69 million customers each day at its 34,500 restaurants worldwide.

Market research done by McDonald's has shown a shift in consumer priorities. The latest survey found that customers now value the care and welfare of animals being used for their food almost as important as fair pay and treatment for employees. The company's commitment to animal welfare stems back to the early 1990s, when work with Temple Grandin, world-renowned livestock handling specialist from Colorado State, improved animal treatment and slaughtering processes in facilities where McDonald's purchased meat.

Most recently, in 2012, the restaurant formed a Global Animal Health and Welfare Team, including company and industry representatives. This team shows its continued commitment to improving the livestock industry and meeting consumer needs, Feinberg said. He challenged the audience to decide if they wanted to be just involved in production agriculture or committed to changing practices on the farm and educating the public about where food comes from.