Potential Markets for New and Emerging Meats A Report for the Rural Industries Research and Development Corporation by Joanne Bobbitt, Heather Haines, Rachel Hodgeman and Tim Roache January 2006 RIRDC Publication No 06/008 RIRDC Project No DAV-216A

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© 2006 Rural Industries Research and Development Corporation. All rights reserved. ISBN 1 74151 271 9 ISSN 1440-6845 Potential Markets for New and Emerging Meats Publication No. 06/008 Project No. DAV-216A The information contained in this publication is intended for general use to assist public knowledge and discussion and to help improve the development of sustainable industries. The information should not be relied upon for the purpose of a particular matter. Specialist and/or appropriate legal advice should be obtained before any action or decision is taken on the basis of any material in this document. The Commonwealth of Australia, Rural Industries Research and Development Corporation, the authors or contributors do not assume liability of any kind whatsoever resulting from any person's use or reliance upon the content of this document. This publication is copyright. However, RIRDC encourages wide dissemination of its research, providing the Corporation is clearly acknowledged. For any other enquiries concerning reproduction, contact the Publications Manager on phone 02 6272 3186. Researcher Contact Details Joanne Bobbitt Primary Industries Research Victoria 375 Mickleham Road, Attwood, VIC 3049 Phone: (03) 9217 4200 Fax: (03) 9217 4299 Email: Joanne.Bobbitt@dpi.vic.gov.au

In submitting this report, the researcher has agreed to RIRDC publishing this material in its edited form. RIRDC Contact Details Rural Industries Research and Development Corporation Level 2, 15 National Circuit, Barton ACT 2600 PO Box 4776 KINGSTON ACT 2604 Phone: 02 6272 4819 Fax: 02 6272 5877 Email: rirdc@rirdc.gov.au. Web : http://www.rirdc.gov.au Published in February 2006

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Foreword The development of new and emerging meat industries provides many opportunities for Australian agribusiness, not the least of which is supporting the resilience of regional and rural Australia. Meat from animals such as emu, ostrich, kangaroo, buffalo, crocodile and rabbit provide to consumers a novel product of high nutritional quality; and the relatively low fat content of these products has potential health benefits for the consuming public. Building the markets for these products involves addressing a number of issues, and some of these have been the subject of a number of projects developed by the Rural Industries Research and Development Corporation. The specific aim of this study was to investigate potential international markets for Australian new and emerging meats. Market access for Australian product globally is a function of matching the product to the market and the expectations of consumers in that market; as well as meeting quality, regulatory, and volume demands, and developing supply chains that protect the safety and shelf life of the meat products into market. This report demonstrates, by successful trial export of farmed rabbits to Thailand, that international markets can be identified and developed for new and emerging meat exports from Australia, and as such provides guidance to other sectors of this industry. This project was funded from RIRDC core funds which are provided by the Australian Government. This report is an addition to RIRDC’s diverse range of over 1500 research publications. It forms part of New Animal Products R&D sub-program, which aims to accelerate the development of viable new animal industries. Most of our publications are available for viewing, downloading or purchasing online through our website: • downloads at www.rirdc.gov.au/fullreports/index.html • purchases at www.rirdc.gov.au/eshop Peter O’Brien Managing Director Rural Industries Research and Development Corporation

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Acknowledgments I wish to thank all those who assisted in the development and reporting of this project. In particular, I would like to thank the DPI colleagues who assisted me with this project, including: • Tim Roache • Brian Kearns • Bryan Balmer • Heather Haines • Rachel Hodgeman • Nik Kondekas • Jemma Isaac From industry: • Peter Hepples • Teena Park Rabbits, Leongatha • Bob Cooper from CT Freight • All of the participants in the luncheon in Bangkok

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Abbreviations AS Australian Standard AQIS Australian Quarantine Inspection Services AVE 1.4 tonne Airfreight Container cfu/g Colony forming units per gram DPI Department of Primary Industries HE Hektoen Enteric LAB Lactic acid bacteria MA Modified atmosphere MIRINZ Meat Industry Research Institute of New Zealand NATA National Australian Testing Authority PBS Phosphate buffered Saline PW Peptone water PIRVic Primary Industries Research Victoria RIRDC Rural Industries Research and Development Corporation TSI Triple Sugar Iron TTB Tetrathionate Brilliant Green Broth TVC Total viable count at 25°C XLD Xylose Lysine Deoxycholate

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Contents Foreword ................................................................................................................................................ iii Acknowledgments .................................................................................................................................. iv Abbreviations .......................................................................................................................................... v Contents.................................................................................................................................................. vi Executive Summary .............................................................................................................................. vii 1. Introduction...................................................................................................................................... 1 2. Objectives......................................................................................................................................... 2 3. Methodology .................................................................................................................................... 3

3.1. Identify and prioritise products and the respective market(s) to be targeted within the project3 and ....................................................................................................................................................... 3 3.2. Identify the key product attributes that must be met to be successful in the marketplace. ....... 3 3.3. Map the supply chain and identify the key blockages to success. ................................................ 3 3.4. Assist the elements of the supply chain to overcome technical issues in maintaining quality along the cold chain. ............................................................................................................................ 3 3.5 Organise at least one trade launch in a new market with possibility of in-store consumer tasting................................................................................................................................................... 4

4. Results .......................................................................................................................................... 6 4.1. Products and the respective market to be targeted – Alternative Meats ....................................... 6 4.2 Key Product Attributes .................................................................................................................. 9 4.3. Investigating the Supply Chain................................................................................................... 13 4.4. Technical Issues in Maintaining Quality along Cold Chain ....................................................... 16 4.5. Organise at least one trade launch in a new market with possibility of in-store consumer tasting............................................................................................................................................................ 18

5. Discussion ...................................................................................................................................... 19 5.1 Identify and prioritise products and the respective market(s) to be targeted within the project. 19 5.2 Identify the key product attributes that must be met to be successful in the marketplace. ..... 19 5.3 Map the supply chain and identify the key blockages to success. .......................................... 20 5.4 Assist the elements of the supply chain to overcome technical issues in maintaining quality along the ..............................................................................................................................cold chain. 20 5.5 Organise at least one trade launch in a new market with possibility of in-store consumer tasting................................................................................................................................................. 21

6. Conclusions and implications ........................................................................................................ 22 7. Recommendations.......................................................................................................................... 23 8. References...................................................................................................................................... 24 9. Appendices..................................................................................................................................... 25

Appendix 9.1 Selected Alternative meat processors.......................................................................... 25 Appendix 9.2: Participants Questionnaire of Rabbit at Thailand Launch ......................................... 27

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Executive Summary Background Seven value added meat products were developed in a previous project RIRDC Report 03/035; one for each of emu, ostrich, camel, crocodile, buffalo, kangaroo and rabbit meat. These products have enjoyed positive press within Australia, and have the potential for exposure in overseas markets (particularly in South East Asia) through trade launches and similar hosted events. The Australian domestic market was explored in the RIRDC funded project ‘Novel flavours, products and safe delivery of alternative meats’ (RIRDC Report 05/140). It was considered important to follow on from the findings of that project by continuing the research into market access issues for value added meat products. Given the enthusiasm of industry to access new markets, this project, “Investigation of potential markets for new and emerging meats” was developed in order to provide this information to the industry. The aim of this project was to increase market access by increasing industry capability to meet food safety requirements and to manage cold chain issues. Methods Used A literature review was prepared, which identified potential emerging meat products as candidates for the export component of this project. Information from this review was used to guide the selection of the rabbit meat for the demonstration product. Further discussion with key DPI Agribusiness staff identified Thailand as a market in which to trial exports of rabbit meat. Components of the cold chain from processor to international importer were identified and data collected regarding the temperature at each sector of the cold chain. Microbiological analysis was performed on rabbits from two different producers. The rabbits were assessed for spoilage organisms and potential pathogens, as well as shelf life studies. A luncheon was organised, and the product presented at the British Club in Bangkok on Saturday October 15th, 2005 with a group of people from the hospitality industry invited to review the quality of the rabbit. The product launch was very successful and was a very effective way to obtain feedback on the market acceptability of the farmed rabbit. The product was well received and the quality was excellent. Results The shelf life of the product in the export market is a function of the hygiene of processing, and the temperature of storage and transport prior to retail. Mapping of the supply chain revealed sectors that still consistently held product above 4°C. Microbiological analysis of the rabbits indicated that the product as presented would have a shelf life of approximately 7 days in the market. Improving temperature control will be very important for this product to potentially extend the shelf life of the product. Foodborne pathogens such as Staphylococcus aureus and Salmonella spp. were below the limit of detection of the test. After the product launch there was significant interest from the consumers in continuing supply of vacuum packaged rabbit to this market. Packaging under vacuum or modified atmosphere could significantly extend the shelf life of the product, as studies have shown that vacuum packaged rabbit can be stored at 4°C for up to 3 weeks without spoilage. In addition, further research on shelf life and safety of the product under modified atmosphere packing should be investigated.

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Recommendations This opportunity for export should be pursued strongly, as this product has no import tariff into Thailand and so has market advantage over other meats. Also, with the current threat of an avian influenza outbreak food service suppliers are looking for alternatives to chicken and this product was viewed as a good replacement for chicken (albeit more expensive). This opportunity should be actively communicated to the rabbit meat industry and a planned approach to export market development should be developed. It is acknowledged that the Australian domestic market is very strong, but an export development program should be commenced as soon as possible if the industry is to take advantage of this opportunity.

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1. Introduction Seven value added meat products were developed in project 03/035; one for each of emu, ostrich, camel, crocodile, buffalo, kangaroo and rabbit meat. These products have enjoyed positive press within Australia, and have the potential for exposure in overseas markets (particularly in South East Asia) through trade launches and similar hosted events. The Australian domestic market was explored in the RIRDC funded project 05/140 ‘Novel flavours, products and safe delivery of alternative meats’. It was considered important to follow on from the findings of that project by continuing the research into market access issues for value added meat products. Dr Peter McInnes (Research Manager, New Animal Products) recently surveyed industry representatives for kangaroo, emu, ostrich, camel and buffalo. This survey highlighted that industry identified a need for more research into value added meat products particularly focussing on storage and safety conditions, alternative packaging and presentation, consumer testing and tasting, overseas market research. Given the enthusiasm of industry to access new markets this project, “Investigation of potential markets for new and emerging meats” was developed in order to provide this information to the industry.

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2. Objectives This project aims to increase market access by increasing industry capability to meet food safety requirements and to manage cold chain issues. The major purpose of the project was to increase both the domestic and export capability of new and emerging meat industries such as ostrich, buffalo, kangaroo, crocodile, camel, emu and rabbit. The objectives of this project were to: 1. Identify and prioritise products and the respective markets to be targeted. 2. Identify the key product attributes that must be met to be successful in the marketplace. 3. Having identified suitable product(s), map the supply chain and identify the key barriers to

success. 4. Assist the elements of the supply chain to overcome technical issues in maintaining quality along

the cold chain. 5. Apply generic systems that apply to perishable products to improve the supply chain. 6. Present the product to a new market and evaluate the responses.

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3. Methodology 3.1. Identify and prioritise products and the respective market(s) to be targeted within the project and 3.2. Identify the key product attributes that must be met to be successful in the marketplace. A literature review was prepared by Mr Tim Roache (DPI Agribusiness Development Officer) identifying potential emerging meat products as candidates for the export component of this project. This review addressed issues of market readiness, key product attributes necessary for successful introduction of the product to the market place, and identified key industry figures in each sector of the emerging meat industries. Information from this review was used to guide the selection of the rabbit meat for the demonstration product. Further discussion with key DPI Agribusiness staff including Mr Bryan Balmer (Manager of Market Development, Thailand and Indochina), Mr David Shearer (Manager of International Market Development) and Mr Brian Kearns (Sub-project Manager Regional Market Development) identified Thailand as a market in which to trial exports of rabbit meat. Discussion with the contacts in Thailand assisted in determining the key product attributes required for rabbits into this market, which included fresh chilled whole-farmed rabbits. 3.3. Map the supply chain and identify the key blockages to success. The components of the cold chain from processor to international importer were identified and data collected regarding the temperature at each sector of the cold chain. These data were collected using TinyTagPlus™ data loggers. Two loggers were positioned within the package, close to the rabbits. A third logger was positioned on the product packaging (inside lid) to measure the ambient temperature conditions the product was exposed to. 3.4. Assist the elements of the supply chain to overcome technical issues in maintaining quality along the cold chain. 3.4.1 Microbiological Shelf Life testing. It was necessary to assess rabbits from two different producers during this study. The rabbits were tested on separate occasions in the Food Microbiology laboratory of PIRVic, Attwood. Rabbits were collected from the producers, and transported to a local processor for slaughter on the same day. The rabbits were assessed microbiologically for both spoilage organisms and potential pathogens, and shelf life studies for rabbits from producer A were tested over a 12 day period on day 0, day 7 and day 12. Rabbits from producer B were tested for the same organisms on days 0 and 7. Carcass Preparation Rabbit carcasses were aseptically washed with 270mL Phosphate buffered Saline (PBS) Preparation of Dilutions Homogenates and suspensions were 10-fold serially diluted in peptone water (PW).

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Salmonella spp. and Staphylococcus aureus Testing was performed according to Singapore methods. For Salmonella spp., a sample of 50g was added to 450mL of nutrient broth and this pre-enrichment medium was incubated at 35°C for 24hrs. One mL of pre-enrichment medium was added to 10mL Tetrathionate Brilliant Green Broth (TTB) to which 200µL and 20µL of Iodine and brilliant green was added respectively and incubated at 35°C for 24hrs. A loopful of TTB was streaked onto both Hektoen Enteric (HE) and Xylose Lysine Deoxycholate (XLD) media to obtain isolated colonies and incubated at 35°C for 24hrs. Plates were examined for typical Salmonella spp. colonies. For presumptive Salmonella spp., two or more colonies from each plate were stab inoculated into Triple Sugar Iron (TSI) agar slants along with a reference control culture of Salmonella and incubated at 35°C for 24hrs. Organisms positive for this test were subjected to OH grouping, and if positive were forwarded to the Microbiological Diagnostic Unit (MDU), the Victorian reference laboratory situated at the University of Melbourne, Parkville. For S. aureus testing, a sample of 30 g was added to 270 mL of PBS, from which dilutions in 0.1% PW were prepared as described above. A 500µL sample of each dilution was used to inoculate the surface of two Baird-Parker plates, the inocula were spread according to standard methods and the plates when dry were incubated at 35oC for 48 hrs. Plates were examined for typical colonies, and presumptive colonies were confirmed as S .aureus using the OXOID Staphylase kit (OR595). Pseudomonas spp. and Brochothrix thermosphacta Testing was performed according to MIRINZ methods (8). E.coli, Enterobacteriaceae spp. and coliforms Testing was performed using the appropriate 3M Petrifilms, according to Australian Meat Standards (16). Total Plate Count Total Plate Count analysis was performed according to Australian Standards (19) Lactobacillus spp. Lactobacillus testing was performed to a method adapted from the Oxoid Manual (17) and is a NATA accredited method in our laboratory. 3.5 Organise at least one trade launch in a new market with possibility of in-store consumer tasting. A luncheon was organised by Bryan Balmer, and prepared at the British Club in Bangkok on Saturday October 15th, 2005 with a group of people from the hospitality industry invited to review the quality of the rabbit. Bob Coombes, Managing Director of Choice Foods, an established and respected fresh food importer was approached to assist the project. He agreed to import the product in to Bangkok and assist with the product launch. Choice Foods has an extensive list of customers in food service and retail and suggested the names of Executive Chefs and restaurant owners who may be interested in farmed rabbit. The British Club was chosen as an appropriate neutral venue and the chef, John Hogg, is from Scotland and has had experience in preparing rabbit. Food writers, reviewers and other participants that could provide informed feedback on the product were also invited to the lunch. Ten kilograms of product was shipped to Thailand, which enabled a guest list of 14 people to be invited. On the day there were chefs from French, Italian and International restaurants.

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Before commencing the luncheon, the chef demonstrated how the rabbits were prepared for the dishes that were to be served, and Bryan Balmer explained the background to the project and spoke about the history of the rabbit industry in Australia. The chef then presented three rabbit dishes (see figure 1): • Loin of Rabbit and wild mushroom farci • Rabbit risotto and porcini mushrooms • Rabbit pie with curly endive and roasted pumpkin. Figure 1: rabbit as presented at luncheon at the British Club, Bangkok:a) loin of rabbit with wild mushroom farci; b) rabbit risotto with porcini mushrooms; c) rabbit pie with curly endive.

a b c

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4. Results 4.1. Products and the respective market to be targeted – Alternative Meats 4.1.1. Capability Development of these alternative meat categories for commercial production is relatively new, with most of the industries commencing production in the 1980s and 1990s. In terms of scale of production they are still quite small and accordingly are in their infancy and/or lack industry structure and development, and in some cases, such as the ostrich and emu industries, the industries are in decline. Often, the meat from these animals is considered to be a co-product or by-product, and most producers/processors face high costs of production due to small economies of scale. Accordingly information and statistics describing trends of production trade and demand often vary greatly between sources or are not readily available. Kangaroo and buffalo meats are the most prominent of these meat categories in terms of production capability and trade. Total exports of kangaroo meat since 2001 have an average value of $27m per annum and the export value of buffalo meat varies considerably ranging from $201,000 in 2001 to nearly $3m in 2002/03.(11) By comparison the ostrich, emu, rabbit and camel meat industries are significantly smaller and lack formal structure with total exports of the meats in 2003/04 totalling $4.1m, of which Ostrich meat contributed $3.8m (TradeData International, 2005). At present there is no export accredited camel meat processor in Australia. 4.1.2 Production Kangaroo Kangaroo is meat sourced totally from the wild. Under the Federal Environment Protection and Biodiversity Act, kangaroo’s can only be commercially harvested from Western Australia (WA), Queensland (QLD), New South Wales (NSW) and South Australia (SA) (Department of Environment and Heritage, 2005). In 2001, the total kangaroo population was in excess of 60 million (Kangaroo Industry Association of Australia (KIAA), 2005) and the population of the most predominant species, Red and Eastern Grey, have fluctuated between 15 and 50 million over the past 20 years. Commercial harvest numbers are determined by a quota system which is typically set at 15%-20% of the population every year (KIAA, 2005) and depend on a number of environmental and population factors. On average the number of animals harvested is approximately 53% of the annual quota (Department of Environment and Heritage, 2005). In 2003, 6.5 million kangaroos were harvested and in 2005 the quota has been set at 3.9 million animals. This number does not directly relate to meat production as some animals are harvested for their skin and hides only, but a statistical breakdown of this is not available. Buffalo In 2003 the number of buffalo in Australia totalled over 51,000 with 16,419 animals farmed across Australia and 35,000 wild buffalo in the Northern Territory (NT). Of these 2,805 were exported live and 1,253 slaughtered for meat, of which 305 were classified as TenderBuff®, a brand that reflects meat quality parameters set by the NT Buffalo Industry Council. The NT is the major producer of Buffalo accounting for 100% of live export and 59% of meat production. In 2003/04 the total value of the Buffalo meat industry in Australia was $1.8 million (11). The Victorian Buffalo industry produced 260 animals for slaughter and was valued at $52,700 (5).

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Ostrich and Emus After an industry boom in the early 1990s the ostrich industry has gone into decline, due largely to world oversupplies from 1995 onwards. According to Michael Hastings (personal com, 2005) there are approximately 75 ostrich producers in Australia running 80,000–100,000 birds, in Victoria (VIC), NSW, WA, QLD and SA. In 2000-01 Australia exported over 630 tonnes of ostrich meat. In addition, approximately 30,000 ostrich skins (at green skin stage) have been exported for tanning and finishing (1). RIRDC reports that in 2004, 12,500 birds were harvested for skins and meat in Australia (11), with the meat exports having a value of approximately $130, 000. Emus can be harvested from the wild and in 2001 there was 149 emu farms in Australia (VIC, WA, QLD, NSW, SA, TAS) producing 45,600 birds which decreased significantly from the situation in 1996 where 1,330 farms were producing 103,700 birds. Of the 149 registered farms in 2001, many were not processing and it was estimated that only 10 were processing meat for domestic or export trade. Emu oil and skins have emerged as more successful products from the animal, particularly the oil that is reputed to have anti-inflammatory and wound healing ability. In 1999-2000, 2,012 emus were slaughtered in Australia, equating to approximately 20 tonnes of meat, of which 90% was consumed domestically (6). Crocodiles Crocodiles can only be harvested from commercial farming operations and in 2002 there were 11 farms operating in QLD, WA and NT, with approximately 68,148 crocodiles. There are two species of crocodiles farmed, fresh and salt-water crocodiles. The saltwater species commands higher prices for its skin, and hence meat is a by-product of skin production (6). According to Environment Australia (2002), 15,016 crocodiles were processed for skins in 2001, indicating that around 90 tonnes of meat was available for meat production and export permits were issued for 63% of this total (6). Rabbit Rabbit meat can be produced from wild and farmed sources. However due to environmental conditions, disease and difficulties in shooting the wild rabbit, the number harvested fell to around 1,000 pair per week. Four states (NSW, VIC, SA, and WA) actively farm rabbit species, usually New Zealand White, Californian and Flemish giants being most commonly farmed with NSW being the dominant producer (10). In 2002 it was estimated there were 561 producers of rabbit meat in Australia, with total numbers of rabbit unknown. In Victoria there were 52 farms operating, approximately half of those operating prior to 1997 when new legislation required all farms become registered (6). These and other associated increased costs led to a decline in the industry. In 2003 it was estimated that 157 tonnes of rabbit meat was produced (15). Camels There are very few camels farmed in Australia and the majority of the feral population is located in WA, NT, SA and QLD. In 2001 the population was surveyed to be in excess of 200,000, but the figure is now likely to be around 500,000 (Central Australian Camel Industry Association (CACAI), 2005). As an alternative to culling these pests the CACIA developed markets for live trade and camel meat. The major (and possibly only) processor of camel meat in Australia is slaughtering 7 animals a week for supply to domestic markets. There is no export accredited camel meat processor in Australia. 4.1.3 Exports The export value of these industries combined for 2003/04 was $50.6million (Source: TradeData). In general the major existing markets are the more developed Asian economies (including Japan, Korea, Singapore and Hong Kong), the US, France and Russia. Demand is driven by culture (both intrinsic to the importing country and to any expatriate communities), increased occurrence of BSE and FMD in traditional meat species and the exotic appeal these products hold for high-end food service premises.

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The Russian Federation is the major market for kangaroo meat, followed largely by European markets. Australia's total meat export to Russia is around $AUD 45million. Approximately 45% of this is kangaroo meat for processing, a growth area, which was only 10% of the total of Australian meat exports to Russia in 2000/01 (1). Demand for kangaroo meat products has been increasing, particularly in Europe, due to the recent FMD and BSE outbreaks in some traditional livestock industries. In 2003/04, nearly 620 tonnes of ostrich meat valued at close to $3.8million was exported from Australia (11). The US was the major market importing over 40% of the total value of Australian ostrich meat exports. Switzerland, Singapore, Hong Kong and Japan made up the remaining bulk of ostrich meat exports totalling almost $1.5 million. According to the Australian Ostrich Association, 98%-99% of Australian ostrich meat was exported in 2004/05, with France, Switzerland, Japan and Malaysia the major markets (14). Emu meat exports were low in 2002, rising to 38.8 tonne in 2003. 55 tonnes of Emu meat was reported as exported from Australia at a value of $243,000. In 2001, Environment Australia issued licenses for the export of over 50 tonnes of crocodile from Australia (6). Since then, according to TradeData International between 5 –10 tonnes has been exported per year, with 9,350 kg of crocodile meat valued at $62,453 exported in 2003/04. In 2003/04 Hong Kong imported 80% of Australia’s total exported and in previous years Malaysia has been an important market. The volume and value of trade of Australian farmed rabbit meat has historically been low, although we are seeing an increased demand for rabbits in the local food service industry. In 2003/04, around 100kg of rabbit meat worth $1,300 was exported from Australia. In 2001/02 however $105,088 worth of meat was exported (TradeData International, 2005). Currently, most rabbits go directly into domestic foodservice, but potential markets for Australian farmed rabbits include Japan, South-East Asian markets such as Hong Kong and Thailand, and New Zealand (11). 4.1.4 Processors There are a number of abattoirs across Australia processing a range of these meat products for export. Generally, processing issues for alternative meats include: • Inadequate supply of animals. • High costs associated with meeting regulatory requirements for processing for export markets. • Small economies of scale. • Inconvenient abattoir location/high transport costs. There are many processors capable of processing these animals for export, contact details for selected processors can be found in appendix 1.

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4.1.5 Industry Bodies KANGAROO Kangaroo Industry Association of Australia http://www.kangaroo-industry.asn.au/index.html BUFFALO Australian Buffalo Industry Council http://buffaloaustralia.org/

President Bob Cook, PO Box 1510 DARWIN NT 0801 Email:gulfbuffalo@bigpond.com.au

OSTRICH The Australian Ostrich Association President

Michael Hastings President Ph: (03) 5267 2010

EMU Emu Farmers Federation of Australia

President Bruce Makin President PO Box 344, Keith SA 5267 Ph: (08) 8755 3026

CROCODILE There is no national Industry association. Each state has a loosely formed body

Contact Steve Peucker Department of Primary Industries and Fisheries Abbott Street, Oonoonba Q 4811 PO Box 1085, Townsville Q 4810 Telephone: + 61 7 4722 2688

RABBIT Farmed Rabbit Industries of Australia Ltd.

President: Peter Hepples (Ph. 03 5687 1450) Secretary: Margaret James (Ph. 02 6561 7233)

CAMEL Central Australian Camel Industry Association http://www.camelsaust.com.au/ http://www.austcamel.com.au/informn.htm

Executive Director, Peter Seidel, Camels Australia Export, PO Box 8760 Alice Springs, NT, 0871, Australia Ph: (08) 8951 8183

4.2 Key Product Attributes 4.2.1. Market Demand Currently a majority of the meat produced in these industries is consumed in domestic markets. These meat products are rarely found in retail markets, rather industry seeks to place the product into the food service sector, particularly at high end and tourist restaurants, speciality butchers and wholesalers.

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4.2.2 Market Segments Domestic Without necessarily fetching a higher price, these alternative meats could be classified as speciality/luxury products. Rarely do they appear in mainstream retail formats as repeat purchase does not occur, in store promotions (of game meat) sell product well, but sales of the product do not continue at the same level after the promotion has finished (5). All meat produced is either sold directly from the processor to final point of sale or via a wholesaler. These meat products are generally found in 4 market segments: 1. High End Food Service – High end hotels/restaurants as the ‘exotic’ dish option on the menu. 2. Tourist Food Service – Middle to upper class restaurants, particularly in tourist centres in NT, WA

and QLD such as Cairns. 3. Speciality Food Stores – Generally butchers, wholesalers or an independent grocer often located

in a food market situation such as the Queen Victoria Market (Melbourne). 4. ‘Farmers’ Markets – Growing in popularity, value added products such as burgers and sausages

are sold cooked and also fresh. And target 3 consumer groups: 1. High End or Inquisitive Diner – Looking for a different dining/eating experience, (Segments 1,3

and 4). 2. The Tourist – Seeking the true ‘Ozzie’ experience as viewed in advertising material or on

television, for example “The Crocodile Hunter” (Segment 2). 3. Culture/Religion/Ethnic specific – Individuals, families or communities whose heritage involves

regular consumption of these foods eg. Italians and rabbit meat (Segment 3 and 4). International The market segments and consumer groups appear to be quite similar. However the ‘Tourist Food Service’ and ‘Farmers Market’ segments do not exist and ‘The Tourist’ consumer does not really apply. However there would be a greater market demand from Culture/Religion/Ethnic specific consumers. The majority of the alternative meat exported from Australia are aimed at the market segments 1 and 3, and consumer groups 1 and 3 above.

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4.2.3. Existing & Growth Markets MAJOR MARKET TYPE MEAT EXISTING* GROWTH* POTENTIAL** Kangaroo Russia, Germany,

France Netherlands, South Africa, US, China

US, China

Buffalo Japan, US, Korea UAE, Saudi Arabia, Hong Kong, China

Ostrich US, Switzerland, Singapore

Japan, Singapore, Switzerland

Emu US Hong Kong, US Crocodile Malaysia Hong Kong, New

Zealand, Japan US

Rabbit Hong Kong, Japan - Camel - - UAE, Muslim

countries/communities *Source: TradeData International For a full list of countries importing Australia’s alternative meats see Appendices 1-7 4.2.4. Regulations, Industry & Trade Barriers For trade purposes, kangaroo, buffalo, ostrich, emu, rabbit and camel are classified as meat and meat products, whilst crocodile is classified as fish. The detail of requirements for Australian products for exports is contained in the Export Control Orders 2005, on the following web address www.aqis.gov.au/legislation. For crocodile refer to “Export Control (Dairy, Eggs and Fish) Orders 2005”, and for the other meats refer to “Export Control (Meat and Meat Products) Orders 2005. (3)” All meat and meat products for export must be prepared in AQIS registered export establishments. As well, many countries require that premises be specifically approved to meet their own requirements of registration. Often these overlap with AQIS requirements – They are known as “listings” (3). To export meat from cattle, sheep & goats an AQIS Meat Export Licence is necessary. However to export the meat from these alternative meat species no such licence is required. Under the Export Control Act 1982 an export permit must be issued for every consignment as well as a health certificate that reflects Australia’s and the importing country requirements (3). These requirements tend to be quite similar but can vary depending on country of destination. Trade barriers don’t tend to be a significant issue for these products, rather barriers within the domestic industry are more problematic. These industries tend to be quite fragmented with regulation regarding fees, production and processing varying from state to state. In general expansion is currently difficult due to limited and inconsistent supply, due to very low margins brought about by small economies of scale, inconsistent/low demand and poor consumer awareness and acceptance.

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Identified Industry Specific Barriers MEAT TYPE MAJOR INDUSTRY ISSUES – For meat products Kangaroo Marketing our national emblem/tourist attraction as food

Negative publicity domestic/international over kangaroo culling However, most structured and prominent of the alternative meats.

Buffalo Location, availability of processors/transport Demand – differentiation from beef Uptake of TenderBuff ® Poor quality meat entering the market is turning consumers away Live trade

Ostrich Industry crash Meat is a by product to skins/leather Competitors

Emu Meat is a by-product to oil and co-product to skin High processing costs for meat returned Little demand

Crocodile Meat is a by/co-product of skin/leather Regulative law means meat must be traded frozen

Rabbit Demand higher than volume in most states in most months of the year because demand drops in summer (hot) months

Camel No export accredited processor Little domestic demand Live trade is not a barrier

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4.3. Investigating the Supply Chain 4.3.1. Map of the Supply Chain for Rabbits to Thailand All components of the supply chain for export of Australian rabbits to Thailand is shown below.

Australian Producer Australian Processor Storage in Processor

Chiller

Loaded for transport to freight forwarder

Freight forwarder storage

Arrival in Thailand Airport storage

Truck transport

Importer Retail

CTO

Air Transport Truck transport

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4.3.2. Temperature Monitoring during transport The average temperature in each supply chain sector was determined by down loading loggers sent with the product in the trial shipment, analysing the data and calculating the average temperature for each sector. (See Table 1). In addition, a graph representing the logger measurements of temperature at each sector is presented. Table 1: Average temperature of rabbits for each cold chain sector.

Data Logger Location

Australian Chiller

Load for transport to freight forwarder

Transport to freight forwarder

At the freight forwarder

At CTO In flight

In 1.8oC 2.3oC 1.7oC 3.0oC 10.6oC 10.7oC

In 2.0oC 2.7oC 2.1oC 3.3oC 12.3oC 10.8oC

Out 1.6oC 3.3oC 2.5oC 3.7oC 16.0oC 11.5oC

15

Figure 2:Temperature monitoring of Shipment

Loaded for transport to freight forwarder

Transport to freight forwarder

Departure from Freight forwarder to airport

Flight to Bangkok

Arrival in Bangkok

Temperature inside package Ambient temperature Temperature inside package

Rabbit Shipment to Thailand – 12th of October

Temperature inside package Ambient temperature Temperature inside package

Loaded for transport to freight forwarder

Transport to freight forwarder

Departure from Freight forwarder to airport

Flight to Bangkok

Arrival in Bangkok

Logger Taken out of consignment

Figure 2: Temperature monitoring of Shipment

Temperature inside package Ambient temperature Temperature inside package

Loaded for transport to freight forwarder

Transport to freight forwarder

Departure from Freight forwarder to airport

Flight to Bangkok

Arrival in Bangkok

Logger Taken out of consignment

Consignment cleared from customs and transported to final destination

16

4.4. Technical Issues in Maintaining Quality along Cold Chain 4.4.1. Microbiological Data The microbiological results of the shelf life study for rabbits from both producers for all organisms tested is presented below, and figures representing the data over the shelf life of the product are presented. Neither Salmonella spp. and Staphylococcus aureus were detected in any of the samples tested. Table 2: Microbiological Analysis of Shelflife – Producer A Microbiological analysis of rabbit at 0, 7 and 12 days of shelflife. Results are expressed as cfu/rabbit carcass. Results proceeded with ‘<’ are below the limit of detection of the test.

Test

ing

Dat

e

Sam

ple

Lact

obac

illus

Pseu

dom

onas

Broc

hoth

rix

E.co

li

Col

iform

s

TPC

25

S.au

reus

Ente

roba

cter

iace

ae

17.08.05 1

1.4 x 102

4.2 x 104

1.9 x 106

1.4 x 102

1.4 x 102

1.9 x 106

<2.7 x 102

1.5 x 104

2

1.4 x 102

1.1 x 105

8.4 x 105

1.4 x 102

1.4 x 102

6.6 x 105

<2.7 x 102

1.4 x 103

24.08.05 3

2.7 x 108

>2.7 x 109

>2.7 x 109

<1.4 x 104

6.5 x 105

>2.7 x 109

<2.7 x 102

8.9 x 106

4

2.7 x 108

>2.7 x 109

>2.7 x 109

<1.4 x 104

5.7 x 105

>2.7 x 109

<2.7 x 102

<1.4 x 103

29.08.05 5

1.0 x 108

1.4 x 1012

1.8 x 1011

>2.7 x 109

>2.7 x 109

1.3 x 1012

<2.7 x 102

>2.7 x 109

6

1.5 x 108

1.2 x 1012

9.6 x 1011

>2.7 x 109

>2.7 x 109

8.3 x 1011

<2.7 x 102

>2.7 x 109

Figure 3: Microbiological analysis of Shelf-Life – Producer A

-2

0

2

4

6

8

10

12

14

log

10 c

fu/g

Day 0Day 7Day12

17

Table 3: Microbiological Analysis of Shelflife – Producer B Microbiological analysis of rabbit at 0 and day 7 of shelflife. Results are expressed as cfu/rabbit carcass. Results proceeded with ‘<’ are below the limit of detection of the test.

Test

ing

Dat

e

Sam

ple

Lact

obac

illus

Pseu

dom

onas

Bro

chot

hrix

E.co

li

Col

iform

s

TPC

25

S.au

reus

Ente

roba

cter

iace

ae

21.09.05

1

7.7 x 105

6.0 x 106

3.6 x 106

5.4 x 102

<1.4 x 102

1.1 x 106

Not tested

1.9 x 103

2

1.9 x 106

1.7 x 107

6.7 x 106

8.1 x 102

<1.4 x 102

1.0 x 107

Not tested

1.4 x 103

3

6.9 x 105

8.5 x 106

1.2 x 107

8.1 x 102

<1.4 x 102

6.3 x 106

Not tested

8.1 x 103

27.09.05

4

1.1 x 108

>2.7 x 1010

>2.7 x 1010

<1.4 x 102

<1.4 x 102

>2.7 x 1010

<1.0 x 101

1.9 x 105

5

1.7 x 108

>2.7 x 1010

>2.7 x 1010

<1.4 x 102

<1.4 x 102

>2.7 x 1010

<1.0 x 101

3.8 x 105

6

1.9 x 108

>2.7 x 1010

>2.7 x 1010

<1.4 x 104

4.1 x 104

>2.7 x 1010

<1.0 x 101

1.2 x 105

Figure 4: Microbiological analysis of shelf life Producer B

0

2

4

6

8

10

12

TVC25 LAB E.coli coliformsEnterobacteriaceae

S.aureusPseudomonas Brochothrix

Log

10 c

fu/g

Day 0Day 7

18

4.5. Organise at least one trade launch in a new market with possibility of in-store consumer tasting. The organisation details for the luncheon featuring Australian farmed rabbit is described earlier. After the main meal guests were asked to respond to a questionnaire. Refer to Appendix 9 for full responses to questionnaire. However, a summary of the responses indicated that: • Farmed rabbit would be very acceptable and sought after in the market (particularly for hotels and

restaurants) • The product would be well known to Western consumers but Thai consumers would need to be

introduced to the product. • The product had excellent quality, texture and flavour. • It should be supplied chilled (perhaps vacuum-packed) and not frozen.

19

5. Discussion 5.1 Identify and prioritise products and the respective market(s) to be targeted within the project. Kangaroo Other than China, very little demand is exhibited in Asia for kangaroo meat, probably reflecting the status of the kangaroo as a tourist attraction for our neighbours, and thus not a food. Also, kangaroo can not be harvested under halal conditions, which also rules out potential Muslim markets. Under the Federal Environment Protection and Biodiversity ACT, kangaroos cannot be commercially harvested from Victoria. Buffalo According to buffalo industry figures, the industry is lacking in supply of high quality meat. Markets within Asia and the Middle East could pose as opportunities. However production of buffalo in Asian countries is quite high and with the domestic industry focussing on live exports from Australia the international demand for Australian buffalo meat is low. Crocodile There is a demand for crocodile meat. Similarly to kangaroo meat, it appeals to many tourist consumers and the culinary inquisitive consumer, but without the ‘cuddly’ factor that limits consumption in some markets. Skin and leather are still the major products, but growing demand in Hong Kong and Japan, and the potential for growth of US markets on the back of the popularity of the ‘Crocodile Hunter’ could provide opportunities. Camel The feral camel population in Australia provides a certain level of capability however there is no export-accredited abattoir and very little demand for camel meat domestically. Australia now has a well-established rabbit meat industry and it is one of Australia’s fastest growing new industries. Farmed rabbit is becoming an interesting part of modern Australian cuisine, reflecting the place of rabbit in both European and Asian cuisine. The restaurant trade is supplied largely by farmed rabbit meat and demand currently far outstrips supply. The opportunity to meet existing demand for rabbit meat and to build on the growth potential of the industry has been identified by a number of people over the last few years and commercial rabbit farms have been established in all states except Queensland (10). Rabbit meat was identified as the product to be trialed in this project due to the strength of domestic demand and market opportunities that could be transferable to export markets. This reflects the findings of other researchers (5). 5.2 Identify the key product attributes that must be met to be successful in the marketplace. After analysis of market and supply aspects of a number of the range of emerging meat products, fresh rabbit product was identified for trial shipment to Thailand. The product launch resulted in significant interest in future supplies of rabbit to Thai food service, as the rabbits selected clearly met the organoleptic and quality attributes of the consumers attending the luncheon (see Appendix 8). Thailand, along with other South-East Asian countries, has a consistently hot and humid climate that requires close and careful attention to cool chain throughout shipment. The microbiological shelf life and safety of the product may benefit from the use of vacuum or other modified atmosphere (MA) packaging to protect against product deterioration and to preserve product quality.

20

Vacuum packaging severely limits the growth of any aerobic flora. The microflora of vacuum-packed meat reaches stationary phase after about 4-5 weeks at 0°C(13). Although the population may reach 107-108/cm2, spoilage occurs through the action of lactic acid bacteria, and a storage life in excess of 10-12 weeks is normal for vacuum packaged meat (13). Previous research has shown that acceptance of meat according to overall appearance is affected by the colour (Chroma), time storage and gas mixture, and the most appropriate gas mixture for preservation of rabbit is 30% CO2 + 70% O2, (22). According to the same study rabbit samples packed without O2 (ie. vacuum packaged) were considered unacceptable due to poor colour. Modified atmospheres may provide a better alternative for rabbits for export, although this will add to the costs of processing. A high oxygen content in the MA is necessary to maintain the red colour of the meat but, as rabbit meat has a high level of unsaturated fatty acids, higher oxygen levels could lead to more rapid oxidation of these fatty acids, reducing the organoleptic shelf life of the product (22). Oxygen in MA will also improve the growth and survival of microbial spoilage organisms, particularly Pseudomonas spp. (12), but this may be countered by higher CO2 composition of the gas. Guidelines for microbiological testing of fresh meat for exportation to Thailand were not available at the commencement of this project. Therefore, Singapore guidelines were followed for the detection of pathogens such as Salmonella spp and Staphylococcus aureus. A number of key opportunities exist to improve shelf life and hygiene of rabbits to be successful in the marketplace. The microbiological quality of rabbits, as assessed by the TPC, E. coli and coliforms, was variable between the two producers, and for both producers the shelf life of the product could be improved by careful attention to hygiene throughout processing. 5.3 Map the supply chain and identify the key blockages to success. Even with improved hygiene of processing, the temperature of storage and transport prior to retail must be controlled in order to inhibit the growth of spoilage and pathogenic organisms. As ambient temperature rises so may the product temperature and as Thailand is very hot this is a critical point in the supply chain that must be controlled. Figure two indicates the sectors along the supply chain that consistently had product above 4°C, and as can be seen temperature of the product started to gradually rise a few hours before departure from freight forwarder to airport and remained consistently above 10°C to arrival in Thailand. Factors that could improve the maintenance of cool chain for this product include improved thermal packaging, possibly using dry ice as coolant and increasing the shipment size in order to ship rabbits in AVE air freight containers, which have been successfully used for other fresh meat products (7). 5.4 Assist the elements of the supply chain to overcome technical issues in maintaining quality along the cold chain. Microbiological analysis was performed on rabbits from two different producers over a 12-day period. TVC counts were initially high for both producers, and the spoilage organism Brochothrix thermosphacta constituted the majority of the population. Rabbit meat has a relatively high pH (5.98), much higher than that in many muscles in red meat species (18). On fat tissue and muscle tissue with high pH, B. thermosphacta forms an important part of the spoilage flora (9), particularly on meats packed in modified atmospheres where carbon dioxide concentrations are high and oxygen is present. (21). Pseudomonas spp. are most often the dominant organism found on chilled meat stored under aerobic conditions, and both Pseudomonas and Lactobacillus were present in significant numbers on the rabbits, and levels of all three spoilage

21

organisms indicated the product as presented would have a limited shelf life of approximately 7 days in current packaging format. The potential foodborne pathogens, Staphylococcus aureus and Salmonella spp., were below the limit of detection of the tests for samples from producer A and B. Improving temperature control is very important for this product as previous experience suggests that improved temperature control through cold chain would potentially extend the shelf life of the product. Packaging under vacuum or modified atmosphere could also significantly extend the shelf life of this product, particularly with improved hygiene. Under aerobic conditions at temperatures at or above 4°C this product would spoil within 7 days, but studies have shown that vacuum packaged rabbit can be stored at 4°C for up to 3 weeks without spoilage (4). 5.5 Organise at least one trade launch in a new market with possibility of in-store consumer tasting. The luncheon was a very effective way to obtain feedback on the market acceptability of the farmed rabbit. The guests felt it was a relaxed way to try a new product and receive information about the industry. The product was well received, and the responses to all questionnaire questions by the participants can be found in Appendix 8.

22

6. Conclusions and implications This project looked at improving the export market for rabbit into Thailand. A literature review identified that rabbits would be the ideal trial product due to the strength of domestic demand and market opportunities that could be transferable to export markets. Cool chain was mapped and monitored and found not to be satisfactory from the freight forwarder onwards. Possible solutions to improve this process include: • Improved packaging of shipments • vacuum or MA packaging of product • use of dry ice as coolant • larger loads which facilitate the use of AVE containers. Microbiological analysis of spoilage and pathogenic organisms indicated that pathogens were below the limit of detection of the test and spoilage organisms indicated that the product as presented would have a limited shelf-life of up to 7 days. Overall counts of micro-organisms indicated that the hygiene of processing can be improved, with the effect of also improving the shelf life of the product. MA or vacuum packaging can be a good method for extending shelf life of fresh meat, with current research suggesting that fresh rabbit meat under vacuum at 4°C could potentially have a shelf life of 3 weeks. The main issue affecting the export of this product is production. Currently there is a high domestic demand for rabbit meat and the industry is having difficulties keeping up with this demand.

23

7. Recommendations There was significant interest in this product and further research on shelf life and safety of the product under vacuum or MA packaging should be investigated. There are significant reasons for pursuing this market opportunity. This product has no import tariff into Thailand, and so has a market advantage over other meats. Secondly, with the current threat of an avian influenza outbreak, food service suppliers are looking for alternatives to chicken and this product was viewed as a good replacement for chicken (albeit more expensive). The ability of rabbit producers to meet enhanced export needs must be addressed, and this opportunity should be actively communicated to the rabbit meat industry and a planned approach to export market development should be developed. It is acknowledged that the Australian domestic market is very strong, but an export development program should be commenced as soon as possible in order for the industry to take advantage of this opportunity. Once the product is available for export a simple promotion and education program be designed to assist the consumer of the merits of farmed rabbit as an alternative meat. It is also recommended that further trials be conducted on different packaging strategies for this product, and further investigations be conducted into possible improvements along the cold chain.

24

8. References 1. Austrade Australia 2005, posting date. Australian Trade Commission.

[Online.]http://www.austrade.gov.au/Italyx/layout/0,,0_PWB110414273-1_6croz16-2_- 3_PWB110359804-4_-5_-6_-7_,00.html

2. Australian Bureau of Agricultural Economics 2005, posting date. [Online.]http://www.abareconomics.com/index.html

3. Australian Quarantine and Inspection Service, posting date. [Online.]http://www.daff.gov.au/content/output.cfm?ObjectID=3E48F86-AA1A-11A1-B6300060B0AA00014

4. Bobbitt, J. 2003. Buffalo, Camel, Crocodile, Emu, Kangaroo, Ostrich and Rabbit Meat. New value added products. Rural Industries Research and Development Corporation. Publication Number 03/036

5. Bodger, J., and B. Goulding 2003. Distribution of Meat Products from prospective Australian Industries: crocodiles, emus, rabbits, game birds, hares and snails. Rural Industries Research and Development Corporation (RIRDC). Publication Number 03/038

6. Camargo, M. 2006. Distribution of Meat Products from Prospective Animal Industries: crocodiles, emus, game birds, rabbits, hares and snails. Rural Industries Research and Development Corporation. Publication on RIRDC Website.

7. Coates, K. 2000. Trial shipment of chilled pork to the Singapore market. Final report to PRDC DV 156/1319. Victorian Institute of Animal Science.

8. Cook, R. L. 1993. Microbiological Methods for the Meat Industry, 2nd Edition ed. Meat Industry Research Institute of New Zealand, Hamilton.

9. Dainty, R., and B. M. Mackey 1992. The relationship between the phenotypic properties of bacteria from chill-stored meat and spoilage processes Journal of Applied Bacteriology Symposium Supp. 21:103S-114S.

10. Eady, S. J. 2002. Farmed Rabbits in Australia. Rural Industries Research and Development Corporation. Publication Number 02/144

11. Foster, M. 2005. Emerging plant and animal industries - their value to Australia, 1st ed. Rural Industries Research and Development Corporation, Canberra. Publication Number 05/154

12. Grau, F. H. 2001. Meat and Meat Products. In C. J. Moir (ed.), Spoilage of Processed Foods: Causes and Diagnosis. Southwood Press Pty Limited, Sydney, NSW.

13. Grau, F. H. 1981. Microbial ecology and interactions in chilled meat. CSIRO Food Research Quarterly. 41:12-18.

14. Hastings, M. 2005. Australian Ostrich Association (President). 15. Kruger, I., and G. Taylor 2005. Farming Meat Rabbits in NSW. Department of Primary Industries. 16. Meat Standards Committee 2002. Microbiological testing for process monitoring in the meat

industry. Meat and Livestock Association. 17. Oxoid. Oxoid culture media, p. 2. In Oxoid (ed.). Oxoid Limited, Hampshire, UK. 18. Rodriguez-Calleja, J. M., J. A. Santos, A. Otero, and M.-L. Garcia-Lopez 2004. Microbiological

Quality of Rabbit Meat Journal of Food Protection. 67:966-971. 19. StandardsAustralia 1991. AS 1766.2.1 Standard plate count. Standards Australia. 20. TradeData International 2005, posting date. [Online.]http://www.tradedata.net/ 21. Vanderlinde, P. B. 2001. Brochotrhix thermosphacta, p. 349-354. In C. J. Moir (ed.), Spoilage of

processed foods: causes and diagnosis. Southowood Press Pty Limited, Sydney, NSW. 22. Vergara, H., M. I. Berruga, and M. B. Linares 2005. Effect of gas composition on rabbit meat

quality in modified atmosphere packaging Journal of the Science of Food and Agriculture. in press.

25

9. Appendices Appendix 9.1 Selected Alternative meat processors 9.1.1 Selected Major Kangaroo Meat Processor Macro Meats - Gourmet Game 51-53 Lavinia Street, Athol Park, South Australia, 5012 Postal Address: P.O. Box 222 Kilkenny, South Australia, 5009 Ph: (08) 8341 2533

Southern Game Meat Company 22 Churchill Street Auburn NSW 2144 Australia Tel: 61-2-9748 2261 Fax: 61-2-9647 2167 http://www.sgm.com.au/

Aussie Game Meats Old Surat Road, Roma, Queensland, Australia Ph: +61 07 46224782 http://www.aussiegamemeats.com.au/

9.1.2 Selected Export accredited emu and ostrich processors: The Game Meat Company (Emu and Ostrich) RMB 5800 Myrtleford Vic, 3737 Ph: (03) 5756 2999

Glenloth Game - Ian Milburn (Emu) RMB 1024 Whycheproof, Vic, 3527 Ph: (03) 54937383

9.1.3a .Crocodile Producers/Processors Northern Territory John Hannon Lagoon Crocodile Farm GPO Box 4600 Darwin NT 0801 Ph: (08) 8984 3997 Fax: (08) 8932 4567

Janamba Crocodile Farm PO Box 496 Humpty Doo NT 0836 Ph: (08) 8988 1617 Mobile: 0438 881 617 Fax: (08) 8988 8006 Email: <janamba@octa4.com.au>

Crocodile Farms NT Pty Ltd PO Box 86 Palmerston NT 0831 Ph: (08) 8988 1491 Mobile: 0438 881491 Fax: (08) 8988 2001 Email: <crocfarm@octa4.net.au>

Owen Pugh Coolibah Crocodile Farm PMB 149 Katherine NT 0851 Ph: (08) 8975 0856 Fax: (08) 8975 0649 Email: <coolcroc@bigpond.com>

Owen Jones Garrangali Crocodile Farm PO Box 1220 Nhulunbuy NT 0881 Ph: (08) 8987 2399 Fax: (08) 8987 1716 Email: <gcdep@bigpond.com>

Queensland Keith Cook Cairns Crocodile Farm Redbank Road via Gordonvale Qld 4865 Ph: (07) 4056 3095 Fax: (07) 4056 1728 Email: <ccf@bigpond.com>

Mick Tabone Johnstone River Crocodile Farm Flying Fish Point Rd PO Box 381 Innisfail Qld 4860 Ph: (07) 4061 1121 Mobile: 0419 732 397 Fax: (07) 4061 6202 Email: <crocodile@crocfarm.com>

John Lever Koorana Crocodile Farm MS 76 Coowonga via Rockhampton Qld 4702 Ph: (07) 4934 4749 Fax: (07) 4934 4702 Email: <koorana@rocknet.net.au >

Peter Freeman Hartley.s Creek Crocodile Farm PO Box 171 Palm Cove Qld 4879 Ph: (07) 4055 3576 Fax: (07) 4059 1017 Email: <sales@crocodileadventures.com> Web: <www.hartleyscreek.com>

Peter Fisher Melaleuca Crocodile Farm PO Box 1298 Mareeba Qld 4880 Ph: (07) 4093 2580 Mobile: 0438 127 695 Email: <pkfisher@telstra.easymail.com.au>

26

Peter Moet Edward River Crocodile Farm Edward River, Qld 4871 Ph: (07) 4060 4177

Discerning Smile PO Box 1190 Mareeba Qld 4880 Ph: (07) 4093 2580 Fax: (07) 4093 2589 Mobile: 0417 807959 Email: <ptgraham@tpgi.com.au

Western Australia Malcolm Douglas Broome Crocodile Farm Pty Ltd PO Box 5500 Cable Beach WA 6726 Ph: (08) 9193 7824 Fax: (08) 9193 6004 Email: <malcolmdouglas@bigpond.com>

Don Wieringa Wyndham Crocodile Farm PO Box 648 Wyndham WA 6740 Ph: (08) 9161 1124 Fax: (08) 9161 1486

9.1.3b. Specialised Export Requirements for Crocodile meat As Broome crocodile meat is sold both domestically and exported there is significant documentation associated with selling it, particularly relating to export. When the abattoir is registered with AQIS the processor is given an establishment number, which should be shown on all documentation. Any other export facility that handles the product must also have a number. These numbers must be quoted on all documentation. There are five sets of documentation required to export crocodile meat from its state of origin. All crocodile products are traced under the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES); distribution of the meat outside the state and overseas requires an export certificate from CITES. Processing of applications can take up to 2 weeks, so the authority allows approximations to be made as to the amount to be exported. The regulations allow more meat to be sent than quoted, but not less. If the approximation is above what is available to be dispatched an amendment can be applied for, and this takes another 2 weeks to obtain. To export crocodile meat to another state an application should be made to the state CITES authority, Department of Conservation and Land Management Western Australia (CALM), for a state export licence. An Australian Quarantine Inspection Service (AQIS) Transfer certificate is required (E 51 A). The original goes with the meat and is retained by the receiving establishment; the processor retains a copy. The transport company must also provide a consignment note, which documents collection and delivery points. To export product AQIS requires an Export Clearance Declaration (EX 222F). The crocodile producer returns the completed declaration to AQIS, together with the original CITES certificate for approval. AQIS then returns the approved documents together with another form called a ‘Certificate as to condition (EX46)’ to the exporting establishment. Exporting meat products, therefore, requires far more documentation than exporting skins, where only a CITES certificate with a list of tag numbers is necessary.

27

Appendix 9.2: Participants Questionnaire of Rabbit at Thailand Launch Participants reponses.

1. Marc Calderazzo. Managing Director , Calderazzo restaurant. 2. Michel Bezardin. Chef and Ambassador du bon Government Francious 3. Michel Binaux. Chef and Managing Director International French Food company. 4. Lucas Glanville. Executive chef. Grand Hyatt. 5. Bob Coombes. Choice Foods 6. Lesley Coombes. Choice Foods 7. Sebastian Beaumont. Principal. Marque Consulting. Calderazzo restaurant. 8. Bill Condie. Night editor. Evening Standard 9. Nicola Tychowski. Restaurant reviewer. Bangkok Guide. 10. Liz Kemp. Restaurant reviewer. Bangkok Guide. 11. Clare Florence. Counselor for external relations. Australian Thailand Business Council. 12. Barry Petersen. Managing Director. Laung Suan House. Co. Ltd 13. Bryan Balmer. Manager Thailand and Indo china. Victorian State Government. 14. Tricia Balmer. Victorian State Government

How would you describe the eating qualities of this product?

1. Refined 2. Very good. Good taste and a lot of meat. 3. The quality of the rabbit meat is good. 4. Great, very tender. 5. Simply excellent. Moist, firm and tasty. 6. Excellent. It particularly in that there are a big range of possibilities in the manner in which it can

be cooked. 7. Tender, tasty, light and flavourful. Versatile as shown by the menu. 8. Very good qulatiy. Tender, lighter flavour than expected. 9. Very light in texture. Worked will with other ingredients and took un their flavour but send a little

bland when eating a piece without sauce. 10. Lean, nice flavour when good with other ingredients. Not so keen on the loin dish – a little bland,

but has potential. 11. Versatile. 12. Excellent. However the way the dishes were prepared had a lot to do with the tastiness of each

dish. 13. Very tasty and well prepared. 14. Moist and tender. Able to blend with other ingredients.

Have you tasted farmed rabbit before? Comment. 1. No. Found feral rabbit to be gamey! Farmed rabbit has a softer and lighter flavour. Delicious 2. Yes – we have a local one from Chiang Mai. 3. Yes in France and Laos. 4. Yes in Australia. 5. No. 6. No. 7. Yes but not regularly. 8. Yes mainly wild and characteristic product. 9. No 10. Not for a long time. Quiet nervous about trying it but actually quiet impressed. 11. No only wild rabbit. 12. Yes over 40 years ago when I lived in Victoria. Rabbit was readily available when I lived in

Australia. 13. No. 14. No.

28

How does this product compare with others you have tasted?

1. N/A 2. Not gamey, tender, perfect 3. Different but good. 4. Very good. Same. 5. N/A 6. Different to wild rabbit but equally fine as a dining experience. Subtere in flavour but obviously

can be cooked in various ways. Perhaps the best difference is that farmed rabbit is much more moist.

7. Lovely. Look forward to seeing it available. 8. Lighter flavour but still characteristic. 9. N/A 10. N/A 11. Obviously less gamey, but still an excellent flavour particularly when served with other things. 12. I haven’t been able to compare it with other products, however the way it was prepared during this

meal has far surpassed the way I’ve eaten it previously. 13. N/A 14. N/A

Do you think there is an opportunity for this product in the Thai market? 1. Absolutely. If we have them skinned, chilled and gutted. 2. Yes 3. Certainly 4. Yes 5. Hope so. 6. Yes, but demonstrating and sampling the product would make a bid difference. 7. Certainly 8. Yes both restaurant and domestic retail. 9. Yes if you can find the right niche and it’s positioning is correct. Maybe need to have free samples

in restaurants for people to try. 10. Yes but testing essential. Perhaps offer as a complimentary hors d’ ouvre. 11. Yes 12. Yes however, it would have to ‘break the ice’ in European restaurants. 13. Yes particularly to the French restaurants and to the upper end of the food industry. 14. Yes with a marketing program.

Would you buy this product if it were available?

1. Yes. I have 5 different ways to prepare them in mind. 2. Yes 3. Yes of course 4. Yes 5. Certainly. 6. As a whole rabbit by preference. 7. Yes 8. Yes 9. Yes 10. Probably not to cook at home. But maybe I might change my mind after getting used to eating it in

restaurants. 11. Yes 12. Yes however I would like the recipes John used in preparing today’s lunch. 13. Yes 14. Yes.

29

Would you order this product from a menu? 1. Only after learning that it’s from Victoria. Australian quality control standards are respected here

in Thailand. 2. Yes 3. Yes 4. Yes 5. N/A 6. Yes most definitely. 7. Yes 8. Yes 9. Now I would, but before I would not. 10. Yes I would. 11. Yes but that would depend on the dish and how it was prepared. 12. If cooked in an imaginative way. I had only every eaten roast rabbit as a young man. 13. Yes particularly if it was prepared as per John Hogg’s recipes. 14. Yes particular if it was here at the British Club

Any other comments? 1. When is / will rabbit be available here? 2. 3. 4. Make sure the product is sold chilled not frozen 5. 6. A great experience. The presentation of the 4 different dishes proves its versatility. It should do

very well where ever it is served. 7. Thanks for an enjoyable lunch. Compliments to the chef and organizers 8. 9. Thought the pie was the best dish followed by the risotto. The loin I thought was the weakest

choice and did not enjoy it as much. 10. I think there is selling potential. It lends itself to strong flavour, like most game meats. May be

hard to introduce, so as mentioned hors d’ouvre tasting would help. 11. At the end of the day it would probably improve a little if a little more gamey but still was

delicious and today’s menu proved it was incredibly versatile in the range of dishes it can be used to prepare.

12. A thoroughly delicious meal in good company. 13. Availability is the key issue. Consistent supply and price will see the product grow in Thailand. 14. A really great lunch and a willing group of people to test the food. A great way to research

potential food products in the market.