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-029/13-3-311/2014 z dnia 28 stycznia 2014 roku.
The Australian Experience
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
Kg / Person 55 Improving Quality Consistency is the single biggest thing we can do to stabilise consumption. 50 45 Trend 40 35 30 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998
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
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 SPN081 84 74 83 79 85 Animal Sex Type M/F Sex m tenderloin TDR034 85 79 Hormone Growth Promotent Y or? / N HGP n 5 tenderloin TDR062 79 78 81 75 71 67 MilkFedVealer Y/N MFV n 35 tenderloin TDG062 80 SaleYard Y/N SlYrd n 5 cube roll CUB045 73 73 73 73 74 35 striploin STA045 74 75 76 73 76 67 Rinse/Flush Y/N RnFl n 7 striploin STP045 69 69 72 68 70 62 Hot Std Carcase Weight Weight in Kg HSCW 320 oyster blade OYS036 66 63 69 70 70 HangMethod AT/TS/TL/TC/TX Hang TX blade BLD095 46 51 blade BLD096 59 63 65 65 67 53 65 Hump Height mm Hump 40 chucktender CTR085 54 57 62 65 Ossification USDA USDA measure uoss 130 21 rump RMP131 63 72 71 74 69 61 67 Marbling USDA USDA measure umb 400? 21 rump RMP231 66 75 74 73 77 RibFat mm RbFt 4? 28 rump RMP005 68 73 76 77 79 Ulitimate ph 5 UpH 5.6 rump RMP032 75 77 Loin Temp at Grade Metered Temp C Utmp 5 rump RMP087 63 68 68 66 14 knuckle KNU066 56 69 64 68 66 57 Days of Ageing from Kill Days Aged Age 21 knuckle KNU098 64 69 67 knuckle KNU099 46 57 54 61 57 62 knuckle KNU100 70 74 72 65 5 Day aged AT hung for Producer outside flat OUT005 52 51 55 65 66 52 67 outside flat OUT029 69 76 70 MSA INDEX 65.95 eye round EYE075 52 55 53 55 57 56 topside TOP001 52 63 65 70 62 topside TOP033 46 62 68 68 69 topside TOP073 47 55 55 65 65 57 64 chuck CHK068 51 56 68 chuck CHK074 63 60 65 70 62 75 chuck CHK078 58 61 62 65 61 48 73 chuck CHK081 64 67 63 78 chuck CHK082 55 59 thin-flank TFL051 66 66 thin-flank TFL052 75 67 72 thin-flank TFL064 69 66 68 rib-blade RIB041 53 brisket BRI056 46 60 56 63 brisket BRI057 44 51 51 67 shin FQshin 68 shin HQshin 72 intercostal INT037 60
Exponential Growth Program now delivering premiums to farmer, processor and retailer
The Polish Experience
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
Consumer Testing of Polish Product Elements from 232 cattle (2010 2014) 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)
Collection of Carcass Data linked to ProOptiBeef Database ph Marbling Ossification Fat Colour Achilles Hang Tenderstretch Meat Colour Jacek Pietras, PhD
Consumer Testing of Polish Product Element Element GRL RST SC2 YAK TOTAL Łopatka bez kości BLD096 45 32 53 10 140 Mostek i szponder BRI056 48 48 (Rozbratel) CHK074 6 30 36 Rozbratel CHK078 26 18 69 20 133 Mięsień nadgrzebieniowy CTR085 16 11 21 4 52 Antrykot CUB045 200 19 219 (Antrykot) CUB081 76 46 122 Ligawa EYE075 212 44 39 6 301 Skrzydło KNU066 228 35 24 10 297 (Skrzydło) KNU099 228 38 38 10 314 Zrazowa dolna OUT005 386 64 58 10 518 Podgrzebieniowy OYS036 109 25 27 10 171 (Zrazowa dolna) RMP005 145 34 10 189 Krzyżowa ze skrzydłem RMP087 72 17 89 Krzyżowa ze skrzydłem RMP131 234 59 293 Krzyżowa ze skrzydłem RMP231 124 65 189 Rostbef STR045 1046 92 51 1189 Polędwica TDR062 426 56 482 (Zrazowa górna) TOP001 78 20 6 104 (Zrazowa górna) TOP033 143 10 153 Zrazowa górna TOP073 469 65 69 10 613 TOTAL TOTAL 4126 740 676 110 5652
Consumer Testing Protocols - COOKING
Consumer Testing
Consumer Testing Protocols -SERVING Latin Square Presentation Common First Sample 1 2 3 4 5 6 2 4 1 6 3 5 3 1 5 2 6 4 4 6 2 5 1 3 10 consumers tasted every sample 5 3 6 1 4 2 6 5 4 3 2 1 7 samples, 6 diverse products from good to bad
Score sheets
Score sheet Willingness to pay
Polish Consumer Testing COOKING METHOD COUNTRY GRILL ROAST STEW TOTAL POLAND 5220 660 600 6480 FRANCE 600 600 TOTAL CONSUMERS 5820 660 600 7080 BEEF SAMPLES 40740 4620 4200 49560
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%
Creating A Consumer Score Tenderness 0.3 + Juiciness 0.1 + MQ4 score Like flavour 0.3 + Overall liking 0.3
Allocating Grades from MQ4 Score.::::..::::::::..:::::::::::::..::::::::::::::::..::::::::::::::::::::::. :::::::::::::::::::::::::: 3* 4* 5*.::::.::::::.:::::::::.:::::::::::.:::::::::::::: ::::::::::::::: MQ4 Score 46 64 77
WTP Average Responses (pln/kg) Steak Roast Stew Niezadwalajaca 22 21 22 Dobre codzienna 46 42 44 Lepsza niz codzienna 65 58 60 Bardzowyosoka 89 76 79
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 0 2 3 4 5 Quality Grade
Model Development Process for Poland Grading Inputs Derivation of Inputs from MQ4 Grade Standards BREED SEX UOSS MARBLING RIB FAT HSCW HANG ULT ph TEMP@pH6 DAYS AGED Muscle Cooking Method Prediction of MQ4 MQ4 Fail 3* 4* 5* TENDERNESS FLAVOUR JUICINESS OVERALL
Potential Polish Model Example Element muscle GRL RST SFR TSL SCT Plec Jalowka (Antrykot) SPN081 85 74 84 80 Waga 350 Polędwica TDR034 88 82 Ossification 160 Polędwica TDR062 84 83 86 81 Marbling 800 Antrykot CUB045 75 76 75 76 ph 5.6 Rostbef STA045 71 72 73 70 Podgrzebieniowy OYS036 74 71 77 78 Days Aged 14 Łopatka bez kości BLD096 61 65 67 67 67 Mięsień nadgrzebiectr085 60 62 67 70 Krzyżowa ze skrzydrmp131 59 67 66 70 62 Krzyżowa ze skrzydrmp231 62 70 69 69 Krzyżowa ze skrzydrmp087 60 65 66 64 Skrzydło KNU066 54 67 62 66 55 Skrzydło KNU098 62 67 64 Skrzydło KNU099 44 55 52 59 60 Skrzydło KNU100 68 72 63 Zrazowa dolna OUT005 52 51 55 65 67 (Zrazowa dolna) RMP005 67 72 76 76 Ligawa EYE075 52 56 54 56 56 Zrazowa górna TOP001 48 60 62 58 Zrazowa górna TOP033 44 61 66 68 Zrazowa górna TOP073 43 52 52 62 61 Rozbratel CHK068 57 62 74 Rozbratel CHK074 69 66 71 77 81 Rozbratel CHK078 64 67 68 71 79 Rozbratel CHK081 70 74 84 Mostek i szponder BRI056 54 68 71
Potential Polish Model Example Element muscle GRL RST SFR TSL SCT Plec Krowa (Antrykot) SPN081 73 62 72 68 Waga 350 Polędwica TDR034 76 70 Ossification 590 Polędwica TDR062 71 71 73 68 Marbling 300 Antrykot CUB045 56 57 57 57 ph 5.6 Rostbef STA045 51 51 53 50 Podgrzebieniowy OYS036 62 59 66 67 Days Aged 14 Łopatka bez kości BLD096 45 49 51 50 51 Mięsień nadgrzebieniowy CTR085 39 42 47 50 Krzyżowa ze skrzydłem RMP131 43 52 51 54 47 Krzyżowa ze skrzydłem RMP231 46 55 54 53 Krzyżowa ze skrzydłem RMP087 45 50 50 48 Skrzydło KNU066 38 51 46 50 39 Skrzydło KNU098 46 51 48 Skrzydło KNU099 28 39 36 43 44 Skrzydło KNU100 52 56 47 Zrazowa dolna OUT005 35 35 38 48 51 (Zrazowa dolna) RMP005 51 56 59 60 Ligawa EYE075 33 37 35 37 37 Zrazowa górna TOP001 33 44 47 43 Zrazowa górna TOP033 29 46 51 53 Zrazowa górna TOP073 28 37 37 47 46 Rozbratel CHK068 40 45 57 Rozbratel CHK074 53 49 54 60 65 Rozbratel CHK078 48 50 51 55 62 Rozbratel CHK081 53 57 68 Mostek i szponder BRI056 35 49 52
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
International Collaboration
Collaborative International Beef EQ IRELAND Consumer Studies JAPAN NORTHERN IRELAND FRANCE POLAND KOREA USA SOUTH AFRICA AUSTRALIA NEW ZEALAND
Polish Beef Tested in France
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