Under increasing attack for the caloric content of its products, McDonald's is dishing it back at its critics. In a speech to shareholders, company CEO Jim Skinner said the recent books and movies about the company's food are "fiction."
"These days, big equals bad to some people," Skinner said.
The 2001 book "Fast Food Nation" issued a scathing review of the health benefits of McDonald's food.
That was followed a few years later by the movie "Supersize Me," in which an independent filmmaker documented the effects of eating nothing but McDonald's food for 30 days. Now critics are publishing a children's book about fast food and Fast Food Nation is being made into a movie.
Skinner says it's unfair, piling on.
"Fictitious information irresponsibly published and reported in the media has people questioning the quality and safety of fast food in general," he said.
Skinner maintains that his company has led the way in food safety and has worked over the years to improve the product.
If that weren't enough, he says McDonald's has been a leader in employment opportunity, charitable giving, and has even gone out of its way to promote animal welfare and the environment.
McDonald's has come under fire, along with other fast food chains, as America's obesity problem has mushroomed.
While critics blame the high fat content of burgers, chicken and fries, McDonald's counters that it offers plenty of healthy food too. Skinner repeated his vow to do a better job in telling what he sees as the company's positive story.
