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Summary

This project examines the issues involved in the distribution of meat products produced from crocodiles, emus, game birds, rabbits, hares and snails. These industries comprise relatively small producers trying to establish markets for their meat products.

The movement of these meats from the processor to the customer is controlled and regulated by legislation and licensing bodies, and this area became an important part of the study. The consensus of opinion was that all logistic issues were taken care of within this framework, which includes quality control (HACCP) and accreditation systems (Safe Food); and it was felt that any problems would be quickly resolved. However, the rules and regulations vary from state to state; for example, meat- licensing costs differ widely between states in some industries.

In every industry it was suggested that additional support was needed for marketing the products and raising awareness of the meats, which are not always well accepted or understood by Australian consumers.

The main domestic markets for these meats are in areas catering to the tourist industry from overseas or to Asian and European communities. The meats included in this report are all competing against the more established domestic meats in the Australian marketplace. This means these meats need strong marketing to overcome price resistance, and in some instances consumer reluctance to try them.

Distribution channels were well established and becoming more competitive at the retail end of the chain. However, economies of scale were hard to achieve for these small industries.

Seasonality was also an important factor in both supply and distribution; consistency of supply of some meats was therefore not always achievable. In most cases the supply of frozen meat made it possible to maintain supply; but fresh meat is preferred by the restaurant trade.

Labelling was seen as important, because it provides an opportunity to advertise not only the brand but also the quality-assurance status and analysis of the meat, especially for product sold into the retail sector. Packaging could be improved in the areas where whole carcasses were supplied (e.g. rabbits, hares and some game birds).

Only licensed accredited food vehicles can carry these meat products, and availability of transport is often a limiting factor. Some producers favoured road transport over airfreight. This was because air transport had been found, in some instances, to compromise the quality of the meat by the breakdown of the cool chain, and by poor handling practices. Proximity to markets did not appear to be an issue with producers, although the location of these businesses often impacted on the ability and cost of delivering product to the marketplace.

Demand for crocodile meat, some game birds and rabbit/hare meat was reported to be greater than current domestic production. There was apparently only a very small demand for emu meat and snail meat.

Supply networks in these fiercely competitive industries could be improved. For example, customers were sometimes not aware of the availability of some of these meats, and in some cases assumed lack of supply or did not know who to contact for alternative supply.
 
 

Future directions

Analysis of these industries has revealed a number of opportunities to develop the market for the meat products covered in this report. In summary, these are:

• assistance in marketing to establish viable markets for these products;

• market research into export markets to maximise opportunities for Australian animal meats;

• development and promotion of electronic communication systems for documentation and exchange of information;

• scientific research to determine the current risk of tapeworm (Spirometra erinacei) infection from crocodile meat;

• scientific research into the medicinal properties of meat, oil, blood and cartilage;

• information dissemination on new developments in packaging;

• alternative harvesting methods for rabbits rather than the use of disease control;

• possible joint promotion of the smaller industries in Australian animal meats.

Assistance in marketing was most often suggested as needed by these industries. Domestically, encouragement might be given to regional food projects, which may develop a brand to differentiate and promote these meats from the more widely accepted domestic meats.

 There is a global demand for alternative meats, as a result of food scares caused by diseases such as foot-and-mouth disease and bovine spongiform encephalopathy (BSE). Some Australian animal meats are more successful than others in these export markets. Australia holds a unique position for marketing native animal products overseas, as a technically advanced country with a clean, green environment. It is recommended, therefore, that work should continue to assist growers to capture these export markets.

There was reportedly far more time-consuming documentation required for the distribution of crocodile meat than for crocodile skins. This may be an area that could be streamlined by better use of electronic communication.

Gourmet restaurants prefer fresh (chilled) rather than frozen meat. Under present regulations crocodile meat must be frozen to eliminate the risk of tapeworm (Spirometra erinacei) infection. Some producers believed that this parasite has not been found in the meat for some years. Since the parasite was first identified management systems have changed. It is suggested, therefore, that this protocol might be addressed and research carried out to establish whether the restriction is still necessary for food safety.

Some of these Australian animals are reported to have extreme resistance to disease, especially the emu and crocodile. There may be opportunities to interest commercial companies in examining potential by-products from these animals (e.g. blood and cartilage), which are currently discarded, and to carry out scientific research to identify any nutraceutical value.

Packaging is an area that continues to develop, and work is under way to develop the technology even further. It is suggested that processors should be kept informed of any new developments in this area, with a view to updating their current packaging methods.

Disease issues create barriers to trade. In recent times disease-control programs have been implemented to control populations of unwanted animals. It is reported that this often happens with little consultation with other stakeholders. It is suggested that there are often markets for these food proteins and more research should be carried out into quick and effective methods of catching and utilising the meats.

It is suggested that an industry development officer might be employed to represent a number of the smaller meat-producing industries, coordinating industry promotion and encouraging industry growth.

This could include helping to capture government incentives and commercial investment for these industries. Cohesiveness within the industries needs to be encouraged, and a central focus can help to achieve greater communication between groups.
 

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Last updated: 19 March 2003
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http://www.rirdc.gov.au/reports/RNF/03-023sum.html