Why do you choose product

rather then service for your

business?

1. MARKETING OF LOCAL AND TYPICAL

PRODUCTS

Objectives

TEST YOUR

1.3. Product MTTM

What are PRODUCT features? Module: 1 1.3. Product

A product is anything that can be offered to a market for attention, acquisition, use or consumption; it includes physical objects, services, personalities, places, organisations and ideas.

Core Product Features

Formal Product Augmented Product Features

Future Product Features Features

Brand name

Objective 1- To acquire knowledge about the product basic features and characteristics

Objective 2 - To acquire knowledge about the product quality and basic rules for food processing

Objective 3- To acquire practical perception on product development process by case study

What is the buyer really buying? What can this product or service do for the customer or receiver? Which problem will it help to solve? etc.

Image Quality Price Outlets Personnel relations Package Design Styling Colour Prestige Availability t

Assistance After sales service Delivery Installation Warranty Maintenance system

Is the product produced in an environmental protective manner? Is it safe in use? Does the manufacturer have a decent and moral respectable image?

Insurance Reparability Credit terms Instalments Leasing etc. Recycling Status.

etc.

A man buying a camera is not buying a mechanical devise just to own a piece of machinery. He is buying a quality device, which can provide him with memories, pleasure or entertainment during winter, looking at all the pictures taken on a summer holiday. Along with the camera comes the warranty and other services of the retailer

A woman buying perfume is not buying a chemical fluid - she is buying hope, charm and self-consciousness

If a man wants his car to be repaired he buys few spare parts and a lot of know-how and capability to change the parts. When he buys a car he buys the car and some services and maintenance systems

The Mix of Psychical and Physical Elements in Products Module 1

Sophisticated goods. (fashionwear, shoes, furniture, life-style products) generally are long-lasting commodities Stabled goods. (standard goods like sugar, milk, petrol etc.) generally are short-term

Physical goods (material) Psychical elements

Visit at a restaurant

Fast food restaurant

Buying a car

Having a car repaired

Accommodations at a hotel

Buying articles in a super market

commodities

Buying a life insurance

What is added value?

How do you calculate the added value?

A buyer’s behaviour is very different when buying goods, articles or services of different characteristics. The pattern of buyer’s decisions and habits in the buying procedure is very much connected to the nature of the purchased item. Adding value to a project often incorporates an extra element of service or a product. New product success is influenced by factors, which include product superiority, economic value to user, overall project fit, technological complexity and brand name, and image. This way, added value can be offered with the physical product. More added value and higher preference level – more independent the marketer can be in setting price. Various target groups of customers or receivers will value different benefits. The marketer must offer the “individual” relevant product packet according to values of the target market. Though, often these additional elements may be removed through efficiency drives, so a common technique employed in modern marketing analysis is a ‘value chain analysis’, which seeks to remove waste or unnecessary cost in the supply chain while retaining values, which the customer is willing to pay for. These values are elements such as breed variety or welfare in animal production, or even utilizing packaging, which created convenience or extra satisfaction, or guarantees for the end user.

What are your innovative ideas

for product development?

The main stages for product development: idea generation idea screening concept

development business planning

and evaluation product

development launch

Project & Product development sequential process

The standard approach to optimizing success is a sequential process of idea generation, idea screening, concept development, business planning, prototype development, market test and launch.

Idea generation

Idea screening

Concept development

Business planning and evaluation

Product development Test market

Launch

The objective of the idea generation stage is to maximize the number of ideas available for consideration. At the idea screening stage, the objective is to pursue only those ideas, which appear to have genuine potential for success. In the concept development phase, the first step is to redefine ideas into customer-oriented benefit and product attribute statements. The resulting concept statements can then be tested with possible target audiences using techniques such as focus group meetings and one- on-one interviews. Data from focus groups and interviews provide the basis for evaluation of the new product business plan. During the product development phase is very important to understand the identified specific customer benefits. Prototypes are produced during this phase. The objectives of the test market are to assess in a geographically restricted area, the performance of the product, when placed alongside competitive offerings in end user outlets. Once a launch decision has been reached, the question is whether the product should be introduced on a national or a phased, market-by-market, basis.

What are the actions, which could promote the product

second life?

The product life cycle is a concept that has attracted marketers for many years. Using the biological analogy, it is argued that all products are born, introduced to the market, grow in sales, mature (sales growth stops) and then decline (sales fall).

Introduction Sales rise slowly, probably via small test marketing operation, but development and initial marketing costs result in negative profits.

Growth If the product ‘catches on’, there is a period of rapid growth in sales volume and development of profit contribution. This stage involves distribution and communication of the product benefits, and is perhaps the most critical period of the product’s life. It must be securely established now and a high reputation for quality and delivery maintained.

Maturity Long stage in the cycle, in which sales grow slowly or are stable, then begin to decline, when competition items appear. Profits attain their peak here, but marketing skills are required to maintain the products position in the market.

Decline It maybe rapid or prolonged as sales decline. However, an opening of new markets for the product or a promotional push might give it a second life and postpone its ultimate expiry. The most useful feature of the product life cycle is that it enables the marketer to plan ahead new uses, new product features and new market segmentations, rather then having to react to them when they occur.

Pa Module 1 Module 4 –

Section: 4.3- Methods and strategy of

product pricings, classification and

Product life cycle

The main stages of product life cycle: introduction

growth

maturity

decline

What environmental

condition should be taken into account for packing?

Module 1 Packaging is supposed to guarantee that on its way from producer to consumer the product in the filled package will not be damaged. The packing material for transport, as well as, for small packages must be unused and should not transfer any unhealthy substances to the product. Colour prints and typing should not be on the interior side of the wrapping, shelter or covering paper, and so should not get into contact with the product. The contents of each filled package require regularity and unity. As the products stage of maturity should fit the demands of the destination market, length and duration of the transport ways, type of transport means (normal or refrigerated truck), influences of weather situations and determined use (immediate consumption or storage) have to be taken into account.

Packaging and package labeling have several objectives:

Physical protection

Barrier protection

Containment or agglomeration

Information transmission

Marketing

Security

Convenience

Portion control

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Package labelling is any written, electronic, or graphic communications on the packaging or on a separate, but associated label.

Pa PACKAGING

LABELLING Labelling on each filled package indicates the amount and kind of the product, its origin and marketing characteristics. Furthermore, it enables the identification of the packer and the sender’s address. In organic farming it indicates the official brand mark for organic farming, and, if available, the number of the EC-Control-body. It also shows the label of the organic farming association (e. g. soil association, Demeter, etc.) in case the farm is under contract with an organic farming organisation.

Pagin Module 1 -

QUALITY

QUALITY

Quality in Processing Processing always changes product’s texture, taste, odour, colour

and nutritional value. So, process must be carefully controlled if we expect to obtain a high quality product. During processing there are many variables that may influence chemical changes in food: time, temperature, mode of heat transfer, kind of container used, water quality, pH, etc. Over-heating fruits and vegetables during thermal processing may originate an excessive food softening, browning, new odours and loss of nutritional value. On the other hand, sub-heating may originate an inadequate enzyme inactivation and inadequate microbial destruction. Also, to maintain quality and ‘freshness’ characteristics of processed fruits and vegetables products, it’s very important to minimise total time between harvesting and processing. It minimizes lose of quality, particularly high in perishable crops, like strawberries, raspberries, blackberries, apricots and cherries. Delays between harvesting and processing may create direct losses (water loss and product decomposition) and indirect losses (flavour change and nutritional quality decrease).

Selection of Raw Material is Highly Important!!!

Raw material for the processing industry must be in good sanitary condition and be of good overall quality. Therefore, it’s necessary to ‘choose’ fruits and vegetables. It is also desirable that raw material is uniform in size, shape and physical condition. Considering texture, it’s convenient to many products that raw material is able of withstand the processing treatment without tissue breakdown, that is, without raw material completely ripping up. It is also necessary to pay attention to the stage of maturity at which fruits and vegetables are harvested. Fruits for processing should be usually harvested at the ‘firm ripe’ stage, when they are already developed and well coloured, but before starting to get soft. About vegetables, it’s typical to obtain better results with vegetables harvested young and tender.

Pagin Module 1 -

Hygiene

Many products are tasty and healthy, but sometimes they may be tricky for our health. Many things, during food manufacturing process may turn out badly. For instance, objects like screws, fragments of glass or wood, may be included in the final product without being noticed. The product may even be contaminated with flies, bugs, rats, etc.

WHY HYGIENE ? During the manufacturing process, foods may be contaminated with microorganisms. Sometimes, microorganisms are easily detected because they produce unpleasant tastes or flavours, or by changing product appearance. For instance, bread and milk growing moulds gives the product a bitter taste. Both are cases of spoiled foods.

Longer shelf life Attractive and

safe food Producer and

consumer safety Better working

environment However, in other cases, the presence of microorganisms may not be detected because the food has good appearance and it’s tasty. So, some apparently “healthy” food, may originate diarrhoea and other diseases.

Prevents equipment and service damage

Costs decrease

The absence of microbiological contamination (microorganisms, which deteriorate product and pathogenic) and contamination by foreign particles has a major importance to the food industry. Contamination may force product to be recalled, what may lead to adverse publicity for the company, decreasing sales and profits, loosing clients. When contamination is due to breaking the rules, it may lead to the payment of a caution or other kinds of sanctions, and in extreme cases, even to factory closure or loosing exportation licenses. When followed correctly, sanitation programmes are economically viable, and they lead to a decrease of microbiological risks and contamination by foreign particles. Due to the intrinsic needs for high quality levels on food production, and because of consumers, clients and legislator’s pressure in order to increase product’s shelf-life, it is necessary that sanitation has the same kind of attention than any other key process, on the production of safe and high quality foods. Besides removing microorganisms and materials that might lead to microbiological growth, sanitation programmes allow increasing product shelf life and help preventing equipment and service damage. Proper sanitation creates a clean and safe environment for employees, which increases motivation and productivity, and also creates a positive image to clients and public. Consumer safety increases, as well as, producer’s safety.

Why personal hygiene is so important for

food processing?

Module 1 1. The operator must maintain his personal cleanliness. Always wash hands: - before handling foods - after using a bathroom - after dealing with garbage - after blowing one’s nose 2. Whenever possible avoid handling foods with unprotected hands. 3. Wounds on hands must be protected with a wound dressing and covered with a protector rubber. 4. Do not cough or sneeze on foods. Do not smoke on food manipulation area. 5. Keep nails and hair clean. Avoid touching mouth, nose, ears and hair. 6. Never handle non-packed foods, if you have a cold, don’t feel well or have any contagious disease. 7. Foods being preserved by refrigeration must be cooled as fast as possible. 8. In order to avoid cross contamination, separate raw foods from processed non-packed foods. Never use the same instruments used for raw materials on manipulation of prepared foods. 9. Throw away every food, which falls on floor. Garbage must be placed in containers with lids. 10. Do not place boxes and packages, which have been on the floor, on surfaces used for placing foods. 11. Be very careful cleaning instruments, equipments and installations. 12. Cleaning/sanitation of instruments and equipments should be followed by fast drying. Parts should be allowed to dry completely in an aired place before setting up the equipment.

WHICH MEASURES OF PERSONALL HYGIENE YOU WILL FOLLOW IN ORDER TO ENSURE THE QUALITY IN FOOD PROCESSING?

Personal hygiene may be described as

the principle of maintaining

cleanliness and grooming of the external body.

It is in general looking after

yourself,

www.hygieneexpert.co.uk

Personal Hygiene Pa

Why the protection wear is required for

food processing?

1. Protective clothes (aprons, work-clheadgear (caps, hair nets, etc.) provided by a company must be used and changed regularly. When considered necessary, a complementary hair-net should be used. Workers shouldn’t use air hooks. Visitors and part-time workers must follow the regulations.

othes, etc.), shoes and Module 1

2. Protective clothes can’t be used outside and must be maintained in good condition.

3. Hands should be washed regularly and always kept well cleaned. 4. Beards should be kept short and clipped. 5. Do not use nail varnish, make-up, neither false eyelash, nor

nails. The varnish cracks and contaminates products. 6. Wrist-watches and jewellery are strictly forbidden (unless

wedding rings, or national equivalents and permanent rings) because they are microorganisms-accumulation main points.

7. Do not brush hair on food preparation and transformation area. 8. Do not eat or consume candies, neither chew gum. 9. It’s forbidden to smoke or chew tobacco. 10. Spitting is forbidden. 11.Superficial damages (for instance, cuts, slight injuries on the

skin, skin infections, etc.) must be protected with waterproof dressing wounds (coloured, in order to be easily detected, if they fall off) and covered with a protector rubber, in order to avoid infection to spread into food products.

12. Infectious diseases (including stomach disorders, diarrhoea, skin infections, pus suppuration from eyes, nose or hears) are a hazard. In these cases, never handle non-packed foods.

13.There should be First-Aid Kits in accessible places, with anti-septic products (alcohol, hydrogen peroxide, creams, etc.), dressing wounds and ties for quick treatment of injuries.

Protective wear - Protective wear should have soft colours and must be

changed regularly. It should be made of resistant to regular washes material.

- Clothes of synthetic fibre are advantageous because they may be washed at the end of a workday, dried overnight and do not need to be ironed.

- Head should be protected by caps, hair-nets or other garment to prevent food and surface contamination by fallen hair. At the same time. It is preventing hair to become dirty with hot, humid or greasy vapours or with dust.

- Comfortable and strong shoes should be delivered to all workers that are submitted to stand on their feet during most of their working time.

- In general terms, all workers should use strong shoes or boots (always small heels) to avoid wounds caused by equipment or by utensils falling.

- Shoes, which are used indoors, always must be maintained clean and must not be used outdoors, in order to avoid pathogenic germs transportation inside.

Food processing is the set of methods and techniques used to transform raw ingredients into food or to transform food into other forms for consumption by humans or animals either in the home or by the food processing industry

www.wikipedia.org

Basic Rules for Food Processing Pa

What is HACCAP Guidebook?

Module 1 What is HACCP? HACCP is a food safety management self-control system, which identifies specific hazard(s) (physical, chemical or biological) and the probability of their occurrence in all stages of production, and specifies measures for their control. HACCP Benefits 1. Systematic and scientific 2. Pro-active and preventive 3. Cost effective 4. Identifies all conceivable hazards 5. Internationally acknowledge (FAO/WHO, CODEX) 6. Greater confidence in product safety HACCP Principles 1. Identify the potential hazard(s) associated with food production during all stages. 2. Determine the Critical Control Points (CCP’s). 3. Establish critical limit(s), which must be met to ensure that each CCP is under control. 4. Establish a monitoring system to ensure control of the CCP by scheduled testing or observation. 5. Establish the corrective action to be taken when monitoring indicates that a particular CCP is not under control. 6. Establish procedures for verification to confirm that the HACCP system is working effectively. 7. Establish documentation concerning all procedures and records appropriate to these principles and their application. Implementing HACCP 1. Select HACCP team/staff 2. Describe the product 3. Identify intended use 4. Construct flow diagram 5. Confirm (on site) flow diagram 6. List all relevant hazards and preventive measures 7. Identify CCPs and apply the decision tree 8. Establish critical limits for CCPs 9. Establish monitoring system for CCPs 10. Establish corrective action plan 11. Establish verification procedures 12. Establish documentation and record keeping 13. Review HACCP plan

WHICH LEGISLATIVE NORMS DEFINE THE FOOD PRODUCT HYGIENE?

WHY HACCAP SYSTEM IS SO IMPORTANT IN EUROPEAN UNION?

WHAT ARE THE STEPS FOR IMPLEMENTING THE HACCAP SYSTEM?

HACCAP Pa

HACCP Hazard Analysis Critical Control Points

Case study - The veal calf under the cow

THE VEAL CALF UNDER THE COW METHOD To effectively sell a product of superior quality, such as the calf under the cow, you must run a dynamic advertising campaign. The success of the campaign rests on your ability to adequately differentiate your product from its inferior counterparts. Consumers should be able to identify your product by various symbols of quality. Today, the product is well marked and widely recognized by consumers as superior. We distinguish five distinct stages:

- Production - Marketing - Distribution Channels - Distributors - Consumption

PRODUCT AND PRODUCTION Characteristics of production:

- 110,000 veal calves under the cow (equates to 6-7% of the overall production of veal) produced by about 7,500 family farms of modest or medium size, the majority of which are oriented towards mixed farming.

- This method is found principally in the Southwest of France (the four Limousin regions, Aquitaine, Midi-Pyrénées, and Auvergne)

Product characteristics It is an animal raised for its meat:

- A descendent of the traditional dairy cows of the Southwest of France (principally Limousine, Aquitaine Blond, and Bazaidaise) or of crosses of these breeds with other local or dairy breeds.

- Raised in a manner respecting the well-being of the animal (special attention to the comfort and ambiance of housing, providing a tranquil environment, etc).

- Nursed with whole milk directly from the mother’s udder (or, if necessary, from other members of the herd, so-called “aunts”) twice a day on a regular schedule.

- Sold and butchered between the ages of 3 and 5 ½ months old at a live weight between 180 and 250 kg (between 120 and 170 kg once butchered).

- Of a commercial quality defined by specific butchery standards, a light colored meat of extreme tenderness that has attained a certain level of fattening (presence of marbling and of a small covering of fat).

PRODUCT MARKETING Producers of calves under the cow engaged with Red Label (Label Rouge) have two marketing directions for their calves: - The sale of carcasses to distributors, who utilize the quality class system of carcasses at the slaughterhouse. This method of sale is organized namely through the aid of Producer Organizations. They are specialists in the Red Label method; certain among them have over 40 years of experience setting up, developing, and commercializing veal calves under the cow. These producer organizations control the sale of around 2/3 of the 110,000 calves under the cow produced each year and all of the labeled calves (statistics of 2006). - Live sale to livestock dealers or slaughterhouses at fairs or markets, or even directly from the stable. DISTRIBUTION CHANNELS Each region is characterized by ancient commercial traditions played out by specific actors:

The Limousin and Auvergne regions: distributed by the processors to the large commercial centers: Parisian region, Côte d’Azur, etc.

Aquitaine region: commerce split between intraregional distribution (North-Aquitaine, Poitou-Charente) and distribution to other regions

Midi-Pyrénées region: a region dominated by short distribution channels, it is generally the butcher, who buys the product alive and slaughter it himself

DISTRIBUTORS Traditional butcher shops are most often the points of distribution with close to 1,100 shops with Red Label contracts in France in 2007 (of a total of around 4,000 butcher shops who sell veal calves under the cow). When it comes to the quantity of supermarkets engaged in Red Label contracts, to this day their number does not exceed one hundred. Around 40,000 labeled calves pass through these differing locations of distribution each year. CONSUMPTION Veal of this kind is essentially consumed by all social classes. Of course, the frequency of consumption varies. Households of higher income consume the product on a regular basis. Other households only purchase it for special occasions and celebrations. Its potential demand is estimated at 15-20% of the overall veal market.

IN SUMMARY:

Sector of extremely structured process (production and marketing)

Organization built around the commercial valorization of the product under Red Label regulations

Distribution largely assumed by traditional butchers

Non-saturated consumption potential

Market demand: two specific needs First necessity: a regular and sufficient supply of veal

The supply of labeled veal to the market is insufficient for the months of November, December, January, and especially February, March, and April.

Butchers’ demand for veal calf under the cow lowers considerably during the summer months. This drop in summer consumption is more pronounced with each passing year.

However, during summer supply is in excess. The principal cause of this surplus is due to the difficulty that many cattle farmers have in regulating winter stable temperature. This, therefore, limits their production to the warmer months.

Many adjustments need to be made in order to guarantee the production of calves under the cow all year round in response to market demands. This adjustment must start with changing the seasonal nature of the herd’s ability to calve so that they can do so all year round. Only under these conditions will the summer imbalance between supply and demand be calibrated, which will ease the suffering of cattle farmers subject to fluctuating summer prices.

Evolution of Production and Market Demand. Evolution of Production Costs (2006 Statistics)

Source: the Interprofessional Committee of Mother Nursed Calves TThhee ssuummmmeerr ddrroopp iinn pprroodduuccttiioonn ccoossttss ccaann rreeaacchh aa ddiiffffeerreennccee ooff 11..55 €€//kkgg ooff tthhee ccaarrccaassss ffoorr ccaallvveess ooff mmeeddiiuumm qquuaalliittyy,, tthhiiss rreepprreesseennttss aarroouunndd 220000 €€ ppeerr ccaallff Second necessity: regular and unrivaled product quality The Red Label: Tool certifying superior quality The technical requirements of the production records: Authorized breeds:

- Father of a meat race: the main breeds used are the Limousin, the Charolais, the Aquitaine Blond, the Bazadais, the INRA 95, and any mixes of these breeds;

- Mother of a dairy or mixed (dairy-meat) breed generally used in the region.

Calf origins: - The calves must have been born on the farm or, for exceptional adoption cases,

introduced to the farm at an age no later than six weeks.

Calf housing: - Spacious and well ventilated accommodations that are periodically disinfected; - Plant based litter that is clean and regularly replaced is obligatory; - Housed in collective pens no later than at the age of eight weeks; - Sufficient floor space per calf (minimum 1.5-1.8 m2 , depending on weight).

Calf diet: - Natural whole milk suckled directly from the cow’s udder; - Supplement with plant fiber conforming to the norms imposed by European regulation

on animal well-being; - If necessary, to assure the best finish, the last several weeks can see the addition of

several supplements. Health guidelines:

Each animal is provided with its own health log from birth to slaughter. Treatments are strictly limited to ones necessary to re-establish the health of the animal. No veterinary treatment is allowed the 15 days before slaughter.

Characteristics of labeled carcasses:

- Slaughter between 3-5 ½ months old with a carcass weight in the range of 85-170 kg; - Commercial class: E, U, or R for conformation; 1,2, or 3 for meat color; 2 or 3 for the

fat grade. Note: Each producer must have written records well documenting the above stated points. Animal transport and processing:

Strict rules on the length and the conditions of transport between the farm and the slaughterhouse are imposed so that the animals arrive in perfect physical condition. Processing is conducted only at slaughterhouses in conformity with European regulations and approved by the Ministry of Agriculture. It should take place as soon as possible after arrival and in the least stressful of circumstances for the animal.

Refrigeration and carcass transport:

The refrigeration of carcasses follows a prearranged procedure that progressively decreases the temperature to 7 °C. Carcass transport must be accomplished without interrupting the refrigeration process. To allow for meat maturation, the minimum length of time between slaughter and sale is four days.

The practice of commercial exclusivity:

Distributors that sell labeled veal calf under the cow meat must agree to sell only this type of meat. Exceptions are made for stores that distribute more than two calf carcasses per week, under the condition that the product is clearly identified and presented in a specific section/display.

Butcher characteristics sought by distributors Weight of the carcass

The market principally demands carcasses weighing between 120 and 140 kg.

Three standards of commercial quality: color, conformation, fattening - Meat coloration

The consumer expects veal to be light in color. This leads the distributor to seek principally carcasses of classes 1 (white) and 2 (light pink).

- Carcass conformation

Carcasses of the best conformation are the most sought after by distributors (carcasses classified E, U, and eventually R, at processing). These are the ones which generally give the best meat return and which have the highest percentage of Category 1 pieces.

Classification of carcasses: EUROP

- Carcass fattening The only kind of fat that interests and is wanted in a calf carcass is the type found interspersed with the muscle fibers (marbled). It renders the meat juicy and increases tastiness.

The market demands carcasses stated as “COVERED” (class 3) or, at the limit, stated as “WAXED” (class 2)

Consumer product expectations The consumer of veal calf under the cow demands:

- A certain quality in meat presentation: clear coloration (white or light pink) and a firm and consistent texture that remains upon cooking;

- Appealing to the senses: moderate taste, but of an elevated tenderness and juiciness with each bite;

- Sanitary and hygienic guarantees on the product; - Indication and guarantee of the geographic origin (farm) and method of husbandry

(traditional, natural); - Official signs of certified quality of the product (the Red Label for veal calf under the

cow).

IN SUMMARY:

In order for the best response to market demands:

Spread out or “de-season” production so as to ameliorate the regularity of supply to the market

Heavier carcasses are not better carcasses (optimum weight: 120-150 kg)

Produce quality: good confirmation (classes E, U and sometimes R); clear coloration (white and light pink); good fat finish (in a “covered” or “waxed” taste).

Disperse production with the help of a reputable organization and mark products with an official sign of quality (Red Label).

The nursing process To produce quality veal calves from a milk diet, the most important factor is, obviously, nursing. The method of nursing heavily influences the quality of veal (especially when it comes to fattening and coloration). In order to produce the light coloration of meat demanded by the market, two essential conditions must be met: - Make the calf anemic by only providing it food poor in trace elements (iron, copper, cobalt,

etc) and in vitamin B12 - Avoid the addition of solid food (foraged food, litter, etc…), which would induce

fermentation. Only milk suckled “as the only dish” combines these two conditions. What are the dietary needs of a veal calf under the cow?

The volume of suckled milk The energy needs of a calf augment rapidly in the first several weeks. On average they correspond to:

Age of calf

At birth

1 month

2 months

3 months

4 months

Daily milk

needs

5 L

8 L

11 L

13 L

15 L

The milk needs of a veal calf under the cow based on its weight at sale are, on average, the following:

WEIGHT OF CALF

(Age)

175 Kg

(3½ - 4 months)

200 Kg

(4 - 4½ months)

220 Kg

(4½ - 5 months)

Total volume of

milk needed

1,200 L

1,500 L

1,800 L

Using this table, the average milk production of the more frequently used breeds in the production of calf under the cow (Limousine, Aquitaine Blond, and Bazadaise) hardly exceeds 1,200 – 1,300 L over five months of lactation. This represents the total need for a calf of 170-180 kg.

The composition of suckled milk - Fats and proteins In order to avoid digestive problems, the milk shouldn’t be too rich in fat or too poor in protein. - Minerals Cow milk is perfectly balanced with calcium, phosphates, sodium, and potassium. However, it is poor in most trace elements:

- Its lack of iron, copper, and cobalt is beneficial because it renders the calf anemic and keeps the meat white;

- In contrast, its lack of zinc, manganese, and selenium can negatively affect the health of the calf.

- Vitamins Well stocked with vitamins B (B1, B2, B3, B6, and B12) and C, cow milk has, a deficit in vitamins A, D3, E, and K. Supplements of these vitamins should be given to the calf as early as possible, even before its birth, to the cow at the end of pregnancy. How do you organize nursing to respond to these demands? Adjust the availability of the herd’s milk to meet the needs of the calves. It is necessary:

- To practice multi-nursing; that is, to have the calves, which have not been satisfied by their mother’s milk, adopted by other cows, which have a milk surplus (those whose calves are still small or have just been sold). Reserve the milk of cows near the end of nursing or lactation (generally more rich in nutrients) to calves near termination.

- To use dairy breeds as aunts (Normandy, Montbéliard, Alp Brune, Salers, or mixes of these breeds) to compensate for the insufficient milk potential of cows of a meat breed.

In fact, the total milk need of a calf of 200 kg is 1,500 liters of milk. The average milk production of a veal calf mother: 1,000 liters, where the milk deficit per cow/calf couple is 500 liters. The minimum milk production of a dairy aunt is 3,500 – 4,000 liters. An aunt, under these theoretical conditions, is capable of meeting the additional milk needs of four calves while providing for her own calf. This analysis assumes that calving is spread regularly throughout the year, which is, in practice, not easy to accomplish.

- Normally at least 20% of the herd should be composed of aunts.

Calves nursing from their “aunts” Aunts dispersed throughout the stable

Some important advice to benefit the most from milk aunts: - Try to best coordinate aunts’ calving with periods of high milk need (easy to say, harder

to do!). - Feed the aunts like you would other nursing cows. Reserve them the best foraging and

monitor their rations to give them a good balance of protein/energy. - Have the calves adopted by their aunts as soon as possible after the aunts’ calving.

Habituate the aunts to being nursed by multiple calves from their first calving. - Milk the cow in the case of a sudden temporary excess of milk and be attentive for

aunts running out of milk (this is also the case for the other cows in the herd) to avoid mastitis.

Put great effort into ameliorating the herd’s milk production. Two practices for success:

1) Feed the cows well all year round: - By regularly distributing quality foraging, which has been harvested at the right stage

of maturity; - By correcting nutritional imbalances. 2) Augment the genetic milk potential of the herd: - Through the male line, by using bulls labeled for “breeding” with a good “dairy” index to

produce the females used as mothers in the herd; - Through the female line, by choosing to keep the best milk producing cows of the herd.

If, for some reason, there is a lack of milk for calves nearing termination, then one of two solutions can be followed:

- Priority solution: sell the youngest and lightest calves. (180-210 kg live weight equals 120-140 kg carcass weight: this is the most sought after weight range.)

- Last resort solution: distribute a small amount of milk food authorized for the termination phase (Maximum amount: 35 kg per calf).

COW AND CALF HOUSING In order to produce good milk-fed veal calves, the herd must be well housed. Cow housing should combine the following strengths: - Optimal function to fulfill the needs of the animal: food, exercise, rest; - Easy temperature surveillance and control; - Mechanization of the more annoying chores: feeding, adding straw, cleaning, and removing

manure. Cow housing The free stable best responds to the ensemble of these necessities.

Example of free stabling: the animals can roam over a floor of litter, feed from a manger, and are immobilized during meals

Several rules need to be respected:

- 9-10 m2 per cow with a sleeping area of 5-6 m2 - Regular supply of straw of the order of 5-6 kg per day, per cow - A feeding frame (see picture above) width of 75-80 cm per cow head.

Calf housing To produce the best milk-fed veal calves, they need to be lodged in the best of conditions. This is especially important in respect to sanitation, comfort, and ambiance. Calves are extremely sensitive to temperature changes, heat, air currents, and parasitic and bacterial infections. The European Directive of the 20th of January 1997 specifically regulates the housing conditions of veal calves. The principal demands of this Directive are as follows:

- Individual calf housing is tolerated up until the age of eight weeks; - Collective calf housing obligatory after the age of eight weeks

The calves must not be tied down in any situation INDIVIDUAL PENS COLLECTIVE PENS Tolerated only for up to 8 weeks old Obligatory after 8 weeks old Width equal to at least the height of

the calf (usually a minimum of 70-90 cm at the oldest)

Length equal to at least 1.1 x the length of the calf (usually between 120 and 150 cm at the oldest)

Pen separations must be see-through (barred)

Minimum dimensions: - 1.5 m2/calf if live weight < 150 kg - 1.7 m2/calf if live weight = 150-220 kg - 1.8 m2/calf if live weight > 220 kg Comfortable flooring required The Red Label handbook for Veal Calves Under the Cow requires plant litter for the calves at this stage

Several base rules to respect.

- A fundamental rule: you must keep the calves’ habitat separate from that of the mothers while simultaneously keeping it as close as possible to their nursing location.

- The volume of the space should be large enough to allow for sufficient and total air

renewal inside the pen all the way to the litter (normally, the calf lies down between 16 and 18 hours per day).

- The thermal insulation should be efficient. In fact, sharp daily and seasonal temperature

variations are unfavorable to the health of young calves and to the color of the meat.

- Normal lighting of the calves’ space does not damage the quality of the product (meat coloration); but, avoid exposing the calves to direct sunlight.

Recommendations for housing calves in collective pens:

Place calves in collective pens at their youngest age

Do not build collective pens that are too large (the optimum is 2-4 calves per pen).

Create square pens, when possible.

Respect the surface area per calf regulations (1.7 or 1.8 m2 per calf nearing termination).

Remove any rusted metal bits and ones predisposed to rusting that are within reach of calves in the pens.

Choose pen materials that are hard to chew or gnaw on (ex. Dry, hard wood) and that are easy to clean and disinfect.

Always keep the pen’s litter clean and dry. Never use soiled or badly preserved (molded or spoiled) straw or sawdust.

Young calves in collective pens

Link to Case Study

CASE STUDY N. 1

CASE STUDY N. 2

Stymulus questions on Case Studies

http://www.agroplan.org/pages/project.htm

http://www.lead-edge.cok.uk http://www.businesslink.gov.uk

Infography and Web resources

Stig Klitmoeller, “Understanding the Role of Marketing Management in today’s Organisation”

Packing, Food Processing Hygiene, Milk & Meat Preservation and Fruit and Vegetable Processing. (IMPRO project)

Odille Dalet “The veal half under the cow”

Bibliography

Case study Laci Case study Kelmeni Case study Lielvaiceni Case study Straupe Case study Trikata

TRAINERS CONNECTIONSFinally TEST What did I learn at the end of this module?

HINTS FOR TRAINERS