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 lboyle@ksu.edu 785-532-1247