Increasing Beef Consumption Through Product Quality Rod Polkinghorne, OAM

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1 Increasing Beef Consumption Through Product Quality Rod Polkinghorne, OAM Warsztat finansowany w ramach realizacji zadania Warsztat POLSKA WOŁOWINA WOŁOWINAZ PRZYSZŁOSCIĄ z Funduszu promocji mięsa wołowego, Decyzja Prezesa ARR nr PPfp-4151-UW-MWł-029/ /2014 z dnia 28 stycznia 2014 roku.

2 The Australian Experience

3 Declining Consumption WHY Variable quality Impossible to see quality Lack of consumer confidence Consumer found purchasing meat complex & confusing ALL BEEF INDUSTRY REVENUE COMES FROM THE CONSUMER

4 Kg / Person 55 Improving Quality Consistency is the single biggest thing we can do to stabilise consumption Trend

5 MSA R&D OBJECTIVE Define consumer sensory response - To date, 80,000 consumers tested - Set grades from consumer results Test full range of product - cattle types, elements, cooking styles, aging Develop a consumer grading model Provide simple purchasing information Guarantee the result

6 CURRENT MSA CONSUMER GRADING MODEL 3G CONSUMER GRADING MODEL PROTOTYPE? Description Format Name Input? Aged cut muscle GRL RST SFR TSL YAK SSB SCT Estimated % Bos Indicus % or X if doubt EPBI 0 spinalis SPN Animal Sex Type M/F Sex m tenderloin TDR Hormone Growth Promotent Y or? / N HGP n 5 tenderloin TDR MilkFedVealer Y/N MFV n 35 tenderloin TDG SaleYard Y/N SlYrd n 5 cube roll CUB striploin STA Rinse/Flush Y/N RnFl n 7 striploin STP Hot Std Carcase Weight Weight in Kg HSCW 320 oyster blade OYS HangMethod AT/TS/TL/TC/TX Hang TX blade BLD blade BLD Hump Height mm Hump 40 chucktender CTR Ossification USDA USDA measure uoss rump RMP Marbling USDA USDA measure umb 400? 21 rump RMP RibFat mm RbFt 4? 28 rump RMP Ulitimate ph 5 UpH 5.6 rump RMP Loin Temp at Grade Metered Temp C Utmp 5 rump RMP knuckle KNU Days of Ageing from Kill Days Aged Age 21 knuckle KNU knuckle KNU knuckle KNU Day aged AT hung for Producer outside flat OUT outside flat OUT MSA INDEX eye round EYE topside TOP topside TOP topside TOP chuck CHK chuck CHK chuck CHK chuck CHK chuck CHK thin-flank TFL thin-flank TFL thin-flank TFL rib-blade RIB brisket BRI brisket BRI shin FQshin 68 shin HQshin 72 intercostal INT037 60

7 Exponential Growth Program now delivering premiums to farmer, processor and retailer

8 The Polish Experience

9 Applying MSA knowledge in Poland 2010 Initial Discussion with PBA Jerzy Wierzbicki Polish beef consumption falling Concerns about quality & consumer satisfaction Collaboration with SGGW Professor Agnieszka Wierzbicka Inclusion in ProOptiBeef Programme

10 Consumer Testing of Polish Product Elements from 232 cattle ( ) Bulls, Heifers, Cows and Steers 36 collections from 9 ubojnia Achilles & tenderstretch hung 5,652 elements aged from 4 to 35 days 3 cooking methods tested (grill, roast, stew)

11 Collection of Carcass Data linked to ProOptiBeef Database ph Marbling Ossification Fat Colour Achilles Hang Tenderstretch Meat Colour Jacek Pietras, PhD

12 Consumer Testing of Polish Product Element Element GRL RST SC2 YAK TOTAL Łopatka bez kości BLD Mostek i szponder BRI (Rozbratel) CHK Rozbratel CHK Mięsień nadgrzebieniowy CTR Antrykot CUB (Antrykot) CUB Ligawa EYE Skrzydło KNU (Skrzydło) KNU Zrazowa dolna OUT Podgrzebieniowy OYS (Zrazowa dolna) RMP Krzyżowa ze skrzydłem RMP Krzyżowa ze skrzydłem RMP Krzyżowa ze skrzydłem RMP Rostbef STR Polędwica TDR (Zrazowa górna) TOP (Zrazowa górna) TOP Zrazowa górna TOP TOTAL TOTAL

13 Consumer Testing Protocols - COOKING

14 Consumer Testing

15 Consumer Testing Protocols -SERVING Latin Square Presentation Common First Sample consumers tasted every sample samples, 6 diverse products from good to bad

16 Score sheets

17 Score sheet Willingness to pay

18 Polish Consumer Testing COOKING METHOD COUNTRY GRILL ROAST STEW TOTAL POLAND FRANCE TOTAL CONSUMERS BEEF SAMPLES

19 Consumer Satisfaction: Sample % by Nominated Quality Steak Roast Stew Niezadwalajaca 31% 36% 35% Dobre codzienna 37% 35% 40% Lepsza niz codzienna 20% 18% 19% Bardzo wyosoka 11% 11% 7%

20 Creating A Consumer Score Tenderness Juiciness MQ4 score Like flavour Overall liking 0.3

21 Allocating Grades from MQ4 Score.::::..::::::::..:::::::::::::..::::::::::::::::..::::::::::::::::::::::. :::::::::::::::::::::::::: 3* 4* 5*.::::.::::::.:::::::::.:::::::::::.:::::::::::::: ::::::::::::::: MQ4 Score

22 WTP Average Responses (pln/kg) Steak Roast Stew Niezadwalajaca Dobre codzienna Lepsza niz codzienna Bardzowyosoka

23 3 WTP in other countries WTP (as a rati io of 3 star) 2,5 2 1,5 1 0,5 Australian Irish Japanese USA RSA French Polish Quality Grade

24 Model Development Process for Poland Grading Inputs Derivation of Inputs from MQ4 Grade Standards BREED SEX UOSS MARBLING RIB FAT HSCW HANG ULT ph DAYS AGED Muscle Cooking Method Prediction of MQ4 MQ4 Fail 3* 4* 5* TENDERNESS FLAVOUR JUICINESS OVERALL

25 Potential Polish Model Example Element muscle GRL RST SFR TSL SCT Plec Jalowka (Antrykot) SPN Waga 350 Polędwica TDR Ossification 160 Polędwica TDR Marbling 800 Antrykot CUB ph 5.6 Rostbef STA Podgrzebieniowy OYS Days Aged 14 Łopatka bez kości BLD Mięsień nadgrzebiectr Krzyżowa ze skrzydrmp Krzyżowa ze skrzydrmp Krzyżowa ze skrzydrmp Skrzydło KNU Skrzydło KNU Skrzydło KNU Skrzydło KNU Zrazowa dolna OUT (Zrazowa dolna) RMP Ligawa EYE Zrazowa górna TOP Zrazowa górna TOP Zrazowa górna TOP Rozbratel CHK Rozbratel CHK Rozbratel CHK Rozbratel CHK Mostek i szponder BRI

26 Potential Polish Model Example Element muscle GRL RST SFR TSL SCT Plec Krowa (Antrykot) SPN Waga 350 Polędwica TDR Ossification 590 Polędwica TDR Marbling 300 Antrykot CUB ph 5.6 Rostbef STA Podgrzebieniowy OYS Days Aged 14 Łopatka bez kości BLD Mięsień nadgrzebieniowy CTR Krzyżowa ze skrzydłem RMP Krzyżowa ze skrzydłem RMP Krzyżowa ze skrzydłem RMP Skrzydło KNU Skrzydło KNU Skrzydło KNU Skrzydło KNU Zrazowa dolna OUT (Zrazowa dolna) RMP Ligawa EYE Zrazowa górna TOP Zrazowa górna TOP Zrazowa górna TOP Rozbratel CHK Rozbratel CHK Rozbratel CHK Rozbratel CHK Mostek i szponder BRI

27 GRADE STEAK ROAST STEW Dosconaleh 80zl 60zl 50zl Bardzo Dobre 60zl 45zl 37zl Dobre 40zl 30zl 25zl A simple, quality guaranteed retail offer built on predicted consumer satisfaction

28 International Collaboration

29 Collaborative International Beef EQ IRELAND Consumer Studies JAPAN NORTHERN IRELAND FRANCE POLAND KOREA USA SOUTH AFRICA AUSTRALIA NEW ZEALAND

30 Polish Beef Tested in France

31 Broad Concept for Data Structure Application COMPANY B RESEARCH DATABASE POLAND FRANCE Northern IRELAND Animal, Carcass & Cut Data CONSUMER DATA CONSUMER DATA CONSUMER DATA CONSUMER DATA IRELAND CONSUMER DATA CONSUMER DATA COMPANY A AUSTRALIA 3G model 3G Global Guaranteed Grading