McDonald's Canada is trying to feed consumers' understanding of farming.

Jeffrey Fitzpatrick-Stilwell, senior manager of sustainability for McDonald's Canada, spoke at the University of Manitoba last week about their perspective on sustainable food systems as customer expectations change.

He says today there is a growing disconnect between consumers and farms, and social media plays a role in this disconnect, as it drives the public want of more information, but can sometimes lead to misinformation.

"The problem is that consumers almost have a limitless amount of information but they don't really have the time to go through that and understand all the complexities around it," he says. "When you take the context that largely they don't have a background in farming or understanding of modern agricultural processes, it starts to be a lot of information that there isn't a framework to put it within, so it can often lead to fear and a consequent tendency to avoid certain things because they don't fully understand it."

Fitzpatrick-Stilwell says one way McDonald's has tried to improve consumer understanding was through their Our food. Your questions. campaign.