Assurance schemes a pact with the consumer


By Graham Cruickshank


CREDIBILITY, transparency and traceability are the basic tenets of farm assurance, David Clarke of Assured Food Standards told the Poultry Industry Conference in Blackpool last month.

Assurance schemes are in essence a pact with the consumer, he said.

There were serious challenges for the future in the pultry industry, not least reduction of microbial contamination and in particular campylobacter.

In addition, pressure groups such as Friends of the Earth perceived assurance as meaning free-range, he alleged.

The Food Standards Agency had shown concern about assurance schemes since research had shown a low recognition of understanding by consumers, and there was confusion over their uses of logos and their meaning.

It was important to be reactive to these challenges through promotion of assurance brands and to be convincing to the Policy Commission On the Future of Farming and Food that they were taking account of food safety, welfare and environmental impact.

Richard Hutchinson of British United Turkeys presented a detailed review of the world turkey market.

The USA and Europe accounted for over 90% of world production.

The Americans were the largest consumers of turkey meat at 8.1kg/person/year with the UK in fifth place at 4.2kg.

With regard to breeding stock, some 4.1 million parent females were placed in North America in 2000, compared to 3.4 million for Europe.

However while the breeding-stock market in North America had levelled off, Europe was showing a small increase.

France accounted for 55.4% of breeding-stock placements, compared to 13.1% for the UK.

On exports, Europe led with 297,000 tonnes, compared to 231,000 tonnes for the USA.

In Europe since 1998, commercial poult placings in Germany had risen by 25% to 29.46 million in 2000.

This compared to a 3% increase in France to 134 million, a 20% drop in the UK to 28.8 million and a 25% drop in Italy to 32 million.

Moving on to central Europe, Poland was the major player with 21 million commercial placements, followed by Hungary with 11 million.

The key issues facing central Europe were the capital investment required, potential cereal production, low poultry density, low labour cost, stockmanship skills and their variable economies.

Summarising, it appeared the North American market was static, South America was expanding production but from a small base, Europe had potential for increased consumption but with production limitations in the EU, for Central Europe and for Asia/Oceania there was scope for increased production.

Amanda Cryer was next on stage to explain to delegates how the BEIC had been effective in promoting Lion Eggs and to detail consumer research carried out in 2001.

This involved groups of housewives and asked detailed questions regarding eating trends, egg usage, health issues, the Lion, ambivalence towards eggs, and egg fixtures.

In responding to this research, the Lion subscriber levy had been increased and 5 million was to be invested in Lion egg promotion in 2002.

Andrew Walker of ADAS Gleadthorpe presented a detailed review of knowledge transfer in the poultry industry.

This involved consultation with industry bodies and farmer surveys.

Priority issues in the egg sector were furnished cages, alternatives to beak trimming, red mite control, IPPC and gender determination in embryos.

For the meat sector leg weakness, economics of production, differentiating UK meat from imports, food safety, reduced reliance on antibiotics and IPPC were the key issues.

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