Quality pays; Safety matters: Evidence from research on consumer perceptions and valuation of quality and safety of value added dairy products in ECA

Quality pays; Safety matters: Evidence from Research on Consumer Perceptions and Valuation of Quality and Safety of Value Added Dairy Products in ECA Lusato R. Kurwijila1, Stella Makokha2 and Amos Omore3 1Sokoine University of Agriculture, P.O. Box 3004, Morogoro, Tanzania; 2Kenya Agricultural Research Institute, 14733-00800, Nairobi Kenya 3International Livestock Research Institute, P.O. Box 30709, Nairobi, Kenya 1. Message: Is consumers’ preferences for quality and their concerns for safety of dairy products drivers of growth of value addition in the dairy sector? 5. Results and Discussion: Dairy and beef industry value chain maps were constructed for each2. Introduction: site(Fig 1). Only 3-16% and 8-10% of supermarket shoppers•The demand for value added products is increasing in the ECA region. purchased dairy and beef products respectively in Kenya and• The region is a net importer of dairy products. Most products are imported Tanzania. The results showed that quality attributes of milk products from outside the region. demanded by the niche markets were high hygienic standard;• The growing volumes of imported value added dairy products indicates freshness, good packaging, taste, absence of milk adulteration; failure of domestic Small and medium scale enterprises (SMEs) to meet enough pasteurization and good smell among others (Table 1) the demand• The existing demand supply gap presents an opportunity for SMEs to grow and create wealth . Table 1: Consumer criteria for quality and safety of milk and dairy3.Objectives: productsTo assess the consumer demand for quality and safety of dairy products Tanzania Ethiopia Rwanda Kenya in the ECA region Quality Attributes Indicators Hygienic stds., Indication product meets hygienic standards 4. Materials and methods: No adulteration, (more an issue of safety) High lactometer reading ‐• The study was conducted in Ethiopia, Kenya, Tanzania, Rwanda, Enough pasteurization, Indication that milk has been pasteurized (more of a safety issue) Uganda and Southern Sudan along the value chain nodes (Fig 1) good taste and flavor No offflavours Butter fat content, Indication of high fat content • First: Rapid market assessments carried out in capital cities and packaging, Good packaging; leakproof Freshness Not sour, will not clot on boiling regional towns in each country. Information on market demands on Storage conditions, Whether or not milk is chilled quality and safety attributes were recorded through informal and focus smell, No foul smell Density Not watery group discussions with various dairy value chain actors. Texture, Color White, Creamy• Second: a structured consumer survey conducted to get in depth Safety Attributes Indicators consumer characteristics and preferences Packaging Good packaging• Third: In Kenya and Tanzania case studies on food safety risk Pasteurisation Evidence that milk pasturised or boiled shelf‐life well labeled Expiry date well shown assessment carried out Storage, Condition of storage vessel or container ‐ ‐ ‐ Source of milk Trusted source, well known Fig. 1: Generalised dairy value chains in the study counties Colour, White and creamy, freshness, not sour Date of packaging, Indication of manufacture date ‐ Cleanliness of premises Cleanliness of retail premises is important taste of milk Should have normal taste Cold storage, Should be chilled udder health Should come from health cow ‐ ‐ ‐ Smell No offflavours Density Not watery Table 2: Consumer willingness to pay for quality and safety consumers willing to pay more for Kenya Tanzania Commodity Dar es Nairobi Eldoret Salaam Arusha N=102 N=50 N=15 N=18 Higher quality (%) 74 73 58.8 80.0 safety of dairy products (%) 80 68 58.0 80.0 M ilk How much more for quality? (K.shs) 1‐5 (%) 73 70 ‐ ‐ 5‐10 (%) 20 18 ‐ ‐ >10 (%) 7 13 ‐ ‐ 6. Conclusion • Consumers have own criteria for judging quality and safety of milk which are quite similar across countries • Criteria used show concerns for quality and safety of locally produced value added dairy products • In Kenya and Tanzania there were indications of willingness to pay higher prices for safer and better quality products

Quality pays; Safety matters: Evidence from research on consumer perceptions and valuation of quality and safety of value added dairy products in ECA

by ILRI on Feb 01, 2012

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Quality pays; Safety matters: Evidence from research on consumer perceptions and valuation of quality and safety of value added dairy products in ECA — Document Transcript