The Rural Voice, 2003-03, Page 29University of Guelph has grouped
53 research scientists from several
disciplines under the umbrella of the
Canadian Research Institute for Food
Safety, one of the largest centres of
its kind in North America.
Dan Cohoe, in charge of
procurement for Quality Meat
Packers Limited, spoke of what the
pork industry can learn from "that
other white meat" and how it can
better compete with chicken to win
back market share.
Pork has been focusing on
delivering pigs with well -marbled
meat for tenderness and flavour but
that approach means a higher -fat
product and a marketing difficulty
compared to chicken, Cohoe said. An
alternative is a change in processing
technology to aim for moisture
enhancement.
Typically, Cohoe said, adding
moisture has a tenderizing
effect on meat and the
tenderization process can also modify
the texture. Use of flavourings in the
process can bring unusual taste
experience for consumers.
These new products would find
favour with the hotel and restaurant
industry, Cohoe predicts. He
suggested moisture -enhanced
products would also likely continue
to gain market acceptance and share.
That acceptance, however, would
have genetic implications in pork
production. Water -holding capacity
and colour would be critical, as
would uniformity. Intra -muscular fat
(marbling) would be Tess
emphasized, perhaps becoming more
of a niche market product.
The marketing ramifications for
farmers are in deciding if they are a
low-cost, commodity -based producer
or a high-cost, niche market
producer, Cohoe said. The danger is
being stuck in the middle, producing
a high-cost product for a low-cost
market.
"With a customer focus, if you
don't get a higher return, you have
high costs without the reward," he
warned.
Producers may think they can
compete as low cost producers but
"can we maintain that?" Cohoe
asked. What happens to the U.S.
market under Country of Origin
Labelling (COOL), for instance.
On the other hand, choosing to go
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