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Summary of full report
Alternative Meats – Novel
flavours, products and safe delivery
by Joanne Bobbitt, Heather Haines, Rachel Hodgeman and Tim Roache
January 2006
RIRDC Publication No 06/008 RIRDC Project No DAV-216A
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.
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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