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Current and Emerging Trends in the Meat and
Poultry Industry
Liz Boyle, PhD
What U.S. Consumers Want
Know where and how meat and poultry are
raised
http://www.nielsen.com/us/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html
U.S. Consumers Today 15-24 year olds
6
11 minutes
12
9 3 17 minutes
Meat Consumption - Mexico
Poultry
Beef 17 Kg
Pork 16 Kg
Sheep/Goat – 1.5 Kg
30 Kg
USDA Foreign Agricultural Service Report: commodity and marketing programs. Livestock and poultry world markets and trade (2014)
Meat Purchases
Quality Price
51% Quality
49% Price
http://www.cargillfreshmeat.com/2016/03/grocery-headquarters/
Boomers Gen X Millennials
True meat lovers Seek products with claims
Similar to Gen X
Prepare beef 6+ times/month
Present themselves as knowledgeable about food they consume
Seek unconventional information about food prepatation, trends
Price important Quality important Plan to spend more on red meat as income
Less likely to pay premium
Value tenderness
http://www.cargillfreshmeat.com/2016/03/grocery-headquarters/
Woody Breast Syndrome & White Striping • Woody Breast Syndrome:
– Characterized by hardened areas with pale ridge-like budges, often with white striping
– Breast muscle hard to the touch, pale color – Tough, chewy, stringy and have gummy texture
• White Striping – Caused by fat deposit during growth and development
• Not a food safety issue
Incidence in Commercial Plants
3.9+ kg 3.2 kg
Owens-Hanning, RMC 2016
25-35+% 5-10%
Moderate to Severe Woody Breast
More common in fast growing, high breast yielding birds
Incidence in Commercial Plants
3.9+ kg 3.2 kg
Owens-Hanning, RMC 2016
35-40% 10-20%
Severe White Striping
Potential Causes • Localized hypoxia
– Inadequate blood supply to tissues leading to reduced O2 concentration
• Oxidative stress • Increased Ca++ in tissue • Decline in metabolic waste-product
removal from muscles of CO2/lactic acid
• Histological changes
Impact on Marinated Poultry Breast Quality Attributes
0
5
10
15
20
25
Normal Mild White Striping Woody Breast Both
Marinade Uptake Cook Loss
Perc
ent
a b bc c c
bc c
ab
abc
a Means within the same attribute having different superscripts differ at P < 0.05
Tijare et al, Poultry Science 2016
Clean Labeling: What Consumers Want
Label Drivers • Driven by consumer demand • Encouraged by some governments, food safety
authorities • Consumer concerns
– What is in their food – How food is manufactured – Origin or source of ingredients (provenance) – Sustainability
• Linked to health and wellness trend
http://www.cleanlabelinsights.com/research
Many consumers have become label
critics
What is Clean Labeling? • Difficult to define
– Consumers have different interpretations due to: • Demographics • Regions • Products
• No industry-wide definition for the term “clean label”
• No regulation or legislation to help manufacturers with product formulation
‘Clean Label’ defined:
1. Natural, wholesome 2. Free from chemical additives 3.Simple ingredient listing that consumers understand 4.Foods processed using traditional techniques or that are minimally processed
http://www.foodinnovation.com/foodinnovation/en-us/RegForms/Documents/2013%20Why%20Clean%20Label%20Webinar.pdf
INGREDIENTS: CHICKEN BREAST MEAT WITH RIB MEAT, WATER. CONTAINS LESS THAN 2% OF SALT, RICE STARCH, SPICES, GARLIC POWDER, ONION POWDER
USDA Natural Definition • Described in Policy Memo 055, "Natural Claims“ • The term "natural" may be applied only to products
that contain no artificial ingredients, coloring ingredients, or chemical preservatives; and the product and its ingredients are not more than minimally processed.
• Minimally processed products that do not contain these types of ingredients, such as fresh meat and poultry, will automatically qualify for the use of the term "natural" on product labeling.
Clean Label Product Launches in North America
Claims matching one or more of ‘all natural’, ‘no additives / preservatives’, ‘organic’
http://www.cleanlabelinsights.com/research/Pages/trends.aspx
1,151
6,211
Targeted Ingredients Preservatives and Shelf Life Extenders
• Most consumers are not familiar with the
ingredient function • Consumers want:
– Safe, yet reasonably inexpensive food – Convenience – Long shelf life
The length of the ingredient list and the complexity of the actual ingredient label consistently influence
consumer choice and repeat purchase
International Food Ingredients No. 3, 2010
Consumer Poll Respondents from France, Germany, Italy, Spain, U.K., and U.S. Consumers consider baby foods, dairy products and MEAT as the most important food categories to be ‘additive-free’ Over 70% of consumers always or usually read the claims or descriptions on the front of the pack 2/3rds of respondents rated ‘no additives’ / ‘no artificial ingredients’ as an important purchasing factor Claims most likely to encourage brand switching are ‘low or reduced fat / salt / sugar’, ‘natural’ / ‘all natural’ and ‘no artificial ingredients’
Study conducted by MMR Research Worldwide in January 2011
In the U.S., 58% of consumers always or usually read the ingredient list on the back or side of the pack 76% of consumers see a short and simple ingredient list as important A minimally processed claim would cause 41% of U.S. consumers to consider switching from their usual brand Starch is more acceptable as an ingredient than modified starch
Study conducted by MMR Research Worldwide in January 2011
U.S. consumers are more cynical towards claims, but have the best understanding of ingredients and label design
No Antibiotics Claim Requires production affidavits and testimonials
http://www.fsis.usda.gov/OPPDE/larc/Claims/Organic_Claims.htm
For example: If a claim on a label for a beef cut conveys that no antibiotics were used during the last 100 days of finishing the animal from which the beef cut was derived, the protocol should include information covering that time period. If the claim states that "no antibiotics were used during raising," the protocol should cover the entire life of the animal from which the product is derived. The affidavits and testimonials must be provided to officials at the Federal establishment at the time of slaughter. A carcass identification program (i.e., receipt through processing) is required at the slaughter plant to assure that only the labeling of products derived from qualified carcasses bear such claims.
No Antibiotics Claim
No Antibiotics Claim
http://www.head2tail.com/canned/
Antibiotic Free Labeling 3,337 consumers in 11 countries
About ⅓ of consumers believe that because some products are labeled “antibiotic free,” it means that products without the label do contain antibiotics
http://foodindustryexecutive.com/2017/04/consumers-confused-food-labels-report/ https://www.consumerreports.org/cro/2012/06/antibiotics-are-widely-used-by-u-s-meat-industry/index.htm
• Consumers are more willing to pay for meat labeled antibiotic-free – Despite the fact that all meat sold in the U.S. is
already antibiotic-free by law
• 20% knew that FDA banned the sale of meat containing antibiotic residues
71% of consumers believe their meat contains antibiotic residues
http://www.beefmagazine.com/beef-quality/consumers-not-science-are-driving-demand-antibiotic-free-meat
Antibiotic Use
• Practice of using antibiotics for growth promotion – Was voluntarily phased out by 2016
• Consumers may not understand that antibiotics are administered to treat, control, or prevent sickness in animals – Requires veterinary prescription and oversight
• Withdrawal time required before harvest
“80 percent of antibiotics are used in animals”
• Each year, more than 30 million cattle, 100 million hogs, 200 million turkeys and eight billion chickens are processed in the U.S.
• The combined weight of livestock and poultry in the U.S. is more than triple the combined weight of American men and women.
• A 1,200 pound steer is equal to roughly six men. • If a steer needs treatment for pneumonia, common sense
will tell you that it will require a larger dose. Similarly, it is logical that our combined U.S. livestock and poultry herds and flocks will require more antibiotics by volume than our combined human population.
https://www.meatinstitute.org/index.php?ht=a/GetDocumentAction/i/99943
Over use of antibiotics in humans is the leading contributor to
resistance CDC, 2013
Preservatives • Consumers who are natural food and
beverage users – Believe:
• The products are ‘better’ for them • Promote overall health • Avoid negatives such as toxins, pesticides, additive • Taste better and are higher quality
– 50% base food selection on ingredient list – 50% look for short list of ingredients
Natural Marketing Institute, Harleysville, PA
‘Undesirable’ Preservatives • Nitrates • Nitrites • Sulfites
• 37% of consumers rate natural preservatives as beneficial
• 55% of ‘natural’ consumers would be willing to pay a 5% premium for a food with natural preservatives vs an artificial preservative
Why?
Sound like unappetizing chemicals
Some linked (fairly or not) to various diseases, from ADD to
allergies to cancer
Natural Marketing Institute, Harleysville, PA
Whole Foods Market :Unacceptable Ingredients List
• artificial flavors • artificial preservatives • BHA (butylated hydroxyanisole) • BHT (butylated hydroxytoluene) • foie gras • microparticularized whey protein derived fat substitute • monosodium glutamate (MSG) • potassium sorbate • sodium diacetate • sodium nitrate/nitrite • synthetic nitrates/nitrites
http://www.wholefoodsmarket.com/about-our-products/quality-standards/food-ingredient
What Can You Do? Show consumers what they are looking for:
No additives / preservatives -Remove or replace food additives Real ingredients they could find in their cupboard -Choose recognizable ingredients that do not sound chemical or artificial Short, clear ingredient lists Natural, minimally processed foods -Process foods using traditional techniques that are understood by consumers and not perceived as being artificial
Cleanlabelinsights.com; International Food Ingredients No. 3, 2010
Challenges • Clean label alternatives can be more
expensive • May not be as effective as chemical
counterpart – Evaluate:
• Texture • Microbial stability • Flavor • Color • Shelf life
Welfare & Environmental Labels UK, France, Germany, Spain, Poland, Sweden
4408 respondents
Grunert et al, Food Policy, 2014
Sustainability labels currently do not play a major role in consumer’s food choices in Europe
Major sustainability concern items in connection to food choice
50%
40%
30%
20%
10%
0%
Ready Meals
Amount of Packaging
Food Waste
Recyclable Packaging
Use of Pesticides
Animal Welfare
Grunert et al, Food Policy, 2014
Self Reported Use of Food Label Information
Consumers asked: When buying food and drink products, how often do you look for the following
information on a package?
Grunert et al, Food Policy, 2014
Self Reported Use of Food Label Information Label Information Mean SD
Price 6.09 1.32
Best before/use by date 5.94 1.46
Quantity/size of product 5.23 1.64
Brand 4.73 1.67
Ingredient list 4.32 1.84
Nutritional benefits (low fat, reduced salt) 4.12 1.92
Cooking instructions 4.08 1.84
Nutrition information 4.00 1.92
Country of origin 3.98 1.95
Portion information 3.65 1.91
Health benefits (lowers cholesterol, good for bones)
3.63 1.90
Health logo/symbol 3.23 1.85
Organic status 3.17 1.88
Environmental impact (production, transport) 2.98 1.78
Ethical impact (working conditions, fair trade) 2.97 1.77
Allergy information 2.75 1.97
7 = Always 1=Never
Grunert et al, Food Policy, 2014
Humanitarian – Helping Others and Giving Back Meat companies donating to local food banks
Small processing companies donate fabrication and processing services for deer and livestock donated by farmers and hunters
Former Tyson CEO partnered with UT started small farmer initiative with USAID/Rwanda, Zamura Feeds Ltd Seeks to provide 750 Rwandan smallholder farmers with the skills and tools to successfully produce broiler chickens, processing, and market support
Giving Back: Hunger relief, disaster relief
In the last 15 years, has donated more than 100 million pounds of food to hunger and disaster relief, working with major hunger relief organizations, and helping create awareness of hunger through their KNOW Hunger program
Pledged $50 million in cash and in-kind donations over five years in the fight against hunger
http://www.tysonhungerrelief.com/our-commitment/
http://www.tysonfoods.com/we-care/giving-back/hunger-relief
Social Media: Beneficial or Driver of Distrust
• Powerful tool • Cost-effective • Education opportunities
“ISU Professors Ruth MacDonald and Ruth Litchfield say the individual choices food manufacturers are making to make “clean label” claims are having negative consequences when it comes to food safety, food waste and costs”
Litchfield blames social media for being a “driver of distrust.” She urges consumers not to believe everything they read on social media. She recommends use the internet to track down original research instead.
“…too many decisions to remove additives are being made for marketing reasons alone without considering whether they increase food safety risks”
http://www.foodsafetynews.com/2017/11/food-safety-risks-costs-waste-likely-to-increase-in-clean-era/#.Wgr4Go9Sxpg
Sustainability “The ability to meet a growing global beef demand while balancing environmental responsibility, social diligence and economic opportunity” RMC 2017
Approximately one-third of all food produced for human consumption in the world is lost or wasted. The food an average American family wastes translates into about $2500 per year.
https://www.beefitswhatsfordinner.com/raising-beef/beef-sustainability
https://www.usatoday.com/story/news/nation-now/2017/05/16/food-waste-america-throwing-away-food-too-soon/320035001/
Bioimpedance to Assess Shelf Life
Technology being explored for retail meat
http://seafoodanalytics.com/
https://www.cargill.com/sustainability/poultry/sustainable-poultry
Mexican consumers' perceptions and attitudes towards farm animal welfare and willingness to pay for welfare friendly meat products G.C.Miranda-de la Lama, L.X.Estévez-Moreno, W.S.Sepúlveda, M.C.Estrada-Chavero, A.A.Rayas-Amor, M.Villarroel, G.A.María
Meat Science 125: 106-113, March 2017
843 consumers in Toluca, Mexico
Meat Science 125: 106-113, March 2017
0 = Not important 10 = Very Important
Meat Science 125: 106-113, March 2017
0 = Not important 10 = Very Important
Meat Science 125: 106-113, March 2017
• Mexican consumers appear to be interested in farm animal welfare and its ethical, sociological and economic implications – More evident in women and the more educated
• There was a high level of empathy for animal needs and consumers had a good working knowledge of the living conditions of farm animals
• Demand for more information and more regulations about animal welfare
• Majority said they were willing-to-pay more for properly certified WFP, but mostly based on the benefits in terms of product quality and human health (not animal welfare per se)
Campylobacter, Salmonella spp. Carcass Interventions
• Use multi-hurdle approach – Multi-stage scalders with countercurrent flow, utilizing
high flow rates and agitation • Hard scald-higher temperatures, greater bacterial
reduction • Processing aid in scald
– Increase in Campylobacter after defeathering – Evisceration
• Apply GMPs, equipment maintenance, process birds of similar size
https://etd.auburn.edu/bitstream/handle/10415/4959/Laura_J_Bauermeister_Dissertation_12.12.2015.pdf?sequence=2
• Wash cabinets – Multiple better than single – Processing aids: peracetic acid, cetylpyridinium chloride,
chlorine, acidified sodium chlorite, trisodium phosphate, or other organic acids
– High pressure sprays may actually force bacteria into the skin of the poultry carcass, so pressure should be validated in the cabinet locations in each individual processing facility
• Chiller – Incorporate antimicrobial agent
https://etd.auburn.edu/bitstream/handle/10415/4959/Laura_J_Bauermeister_Dissertation_12.12.2015.pdf?sequence=2
Use of 85 ppm PAA and 30 ppm chlorine, Salmonella spp prevalence was reduced by 91.8% and 56.8%, respectively
between the entrance and exit of the chiller
Campylobacter was reduced by 43.4% and 12.8%
Gracias
Dr. Liz Boyle Kansas State University 249 Weber Hall Manhattan, KS 66503 [email protected] 785-532-1247