While technically McDonalds is doing nothing illegal, a comprehensive report by by Michelle Simon is suggesting that the Ronald McDonald Charities brand does little to actually contribute to its charities but harvests heavily from the branding associations.
USA Today notes that:
“The 30-page report, funded by Corporate Accountability International and The Small Planet Fund, charges that McDonald’s is mostly using the charity as a branding device for its food sales because the corporation, itself, contributes so little to the charity. While McDonald’s reaps 100% of the “branded benefit” from the charity, it contributes only about 20% of the money, the report charges.”
Some of the findings that emerged during this research cited in the report include:
• Promoting the McDonald’s brand unremittingly through Ronald McDonald House Charities, despite contributing only a fraction of the charity’s revenue.
• Taking undue credit for the generosity of its customers. For example, McDonald’s often claims the “donation box” contributions to Ronald McDonald Houses as its own.
• Selling unhealthy children’s menu items by linking their sale to very modest charitable giving.
• Profiting from marketing to children in schools under the guise of charity and education.
How Good is This for Health?
The Corporate Response
“However, executives from Ronald McDonald House Charities say they wouldn’t exist without help from McDonald’s. “Ronald McDonald House Charities helps approximately 12,000 families every single night around the world,” says Sheila Musolino, chief operating officer of the charity. “This would not be possible without McDonald’s.”Well then, why the disconnect between the actual charity and Corporate I wonder.
One of them is well, to put it colloquially, lying or at least tweaking the truth a bit methinks.Something is rotten in the world of Mickey D it seems. And it doesn’t just seem to be limited to the low quality menu items we are discovering.
For more on the Corporate influence on our food chain and its overall impact see: