This year, McDonald's will present an ad campaign that features the farmers and growers who supply the products. That’s the word from Debbie Roberts, vice president and general manager of McDonald’s Midwest Region, speaking at the Nebraska Farm Bureau Federation’s 94th annual convention.

“We will bring to the consumer, the folks who are actually producing the product,” Roberts said. “They will have the opportunity to meet those folks, see them on TV…put the face with the product.”

She points out that consumers have become increasingly savvy, and they want to know more about the source of their food.