Domino’s and Dairy Farmers of Canada were the happy new couple yesterday. Domino’s proudly proclaimed their new commitment to use only 100% Canadian cheese on their pizzas. Dairy Farmers of Canada was overjoyed by the marriage. We can only speculate that DFC came with a hefty dowry.
Obviously this is a win-win. Domino’s gets to look good for using only “local” cheese. Hush now, don’t question the fact that Canada is a HUGE country and “local” doesn’t quite encompass all of its cheese products. And don’t even bother to question the fact that Domino’s (an American chain) is hardly a local business. Dairy Farmers of Canada gets the certainty that at least one pizza chain will use only Canadian cheese on their Canadian pizzas. Of course, Domino’s made the same commitment to the US Dairy Association several years ago. Not to mention the publicity that both parties get out of this partnership.
Those more skeptical among us might question the motives behind this union. Although the details are not readily available, I can’t help but to speculate that this relationship is similar to that in the US. For those who haven’t read the second link above, the USDA bailed out a floundering Domino’s in return for promised use of more of their cheese, and only their cheese.
Dairy Farmers of Canada, you know that you don’t have to marry the first corporation that wants to get in bed with you, right? You could have done so much better than this. You could have committed to an initiative that would have garnered positive publicity such as working with schools or food banks to provide milk or yoghurt to those in need. You could have chosen a more nutritious product to attach your name to. Yes, good pizza is delicious but Domino’s is far from good and putting more cheese on it isn’t going to hide that fact (nor, let’s face it, is it going to make it any more nutritious). At the very least you could have joined forces with a Canadian company to promote your Canadian cheese. You know that Domino’s only wants you for your money, right?