No proof, but my guess is that MCD's bad quarter was due to that pink slime and the egg story. Europe was mentioned as they had a cold Winter, but they are more health conscious that the US if you just go by their GMO stance.
MCD is getting more health conscious as they have added oatmeal, I don't know when though. They did dump the pink slime in a hurry and dropped the egg plant in Iowa that made the news fast as well. They got a future.
My opinion is all meat is suspect to start with since artificial hormones are used in 66% of the cattle raised today. I do eat beef, but very little. As a pseudo environmentalist I believe that all the vegetable protein animals we eat need to give us protein can come directly from the plants anyway directly to us without wasting all the energy to grow the animals. Have you ever eaten a piece of meat that stuck in your gums for a few hours and started to hurt. How about that meat sticking in you colon? Sorry, I got side tracked from the subject, but what the heck, it's Saturday.
A real spec stock in this area is NTRZ. NTRZ just emerged from restructuring and has a JV with DSM developing rice protein, and an update in a couple of months stated. NTRZ is about to announce the updating of a huge rice bran oil plant in Brazil when the 80% of the leftovers from the oil extraction will be stabilized and fit for human consumption, which it was not before the process update. The rice protein will be made from those leftovers. As well as nutraceuticals and pharmaceuticals will be extracted from that stabilized defatted rice bran as well. A nutraceutical deal has been stated to be ready at the end of 2012. The stock is really in a sweet spot after being ravaged by an incompetent and crooked CEO, ousted in 2009. Nutracea is doing it right as it has 3 global partners, DSM, Beneo-Remy(Subsidary of Sudzuker) and Alothon(A spin off of Deutsche Bank). All three are huge European businesses.
For a small company to succeed today, they must have global partners to take advantage of the tailwinds and NTRZ does.