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Quality pays; Safety matters: Evidence from Research on Consumer               Perceptions and Valuation of Quality and Sa...
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Quality pays; Safety matters: Evidence from research on consumer perceptions and valuation of quality and safety of value added beef products in ECA

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Poster prepared by Lusato R. Kurwijila, Stella Makokha and Amos Omore for the ASARECA-Livestock and Fisheries Programme Scientific Conference in Bujumbura, Burundi, 31 October to 4 November 2011.

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

  1. 1. Quality pays; Safety matters: Evidence from Research on Consumer Perceptions and Valuation of Quality and Safety of Value Added Beef 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 Can consumers’ preferences for higher quality and their concerns for 5. Results and Discussion safety of beef products drive growth for value addition in the beef Quality attributes demanded by beef consumers were tenderness, industry? juiciness; special cuts, good beef color and less fibrousness in2. Introduction Tanzania and cleanliness, presence of official stamp; color, fat•The demand for meat in Africa will double to 22 kg per capita by 2050. content and age of slaughter, origin, size, fat cover, freshness, color,• The growing demand for imported value added meat products in East and storage condition, palatability, tenderness, packaging, absence of Central Africa is driving opportunities for value addition especially by gristle and blood spots respectively in Kenya and Ethiopia. Safety small and medium scale enterprises (SMEs) to close the demand-supply attributes demanded were slaughter of cattle at recognized places, gap in both conventional and niche markets (supermarkets and hotels). beef cuts packed in special bags, inspected and frozen among other• Understanding consumer dynamics driving demand for valued added beef (Table 1). Absence of worms was an important safety criteria only in products is key to exploiting the market opportunities. Ethiopia. Consumers in Kenya and Tanzania where this criteria was reported showed willingness to pay higher for beef considered safe. Table 1: Consumer criteria for quality and safety of beef and beef products3.ObjectivesTo assess the dynamics of consumer demand for quality and safety ofbeef products in the ECA region. Tanzania  Ethiopia  Rwanda  Kenya  Quality Attributes  Indicators 4. Materials and methods Fat content Good quality if low to moderate fat  ‐ ‐ ‐ Gristles High quality if there is no gristle • The study was conducted in Ethiopia, Kenya, Tanzania, Rwanda, Blood spot on the meat High quality if there is no blood spot  ‐ ‐ ‐ Uganda and Southern Sudan along the value chain nodes (Fig 1) Shelf stay High quality if it is fresh  ‐ ‐ ‐ Sale turn over High quality if the turnover is high • First: Rapid market assessments carried out in capital cities and Place of purchase Some butcher shops are known for their  ‐ ‐ ‐ quality service  regional towns in each country. Information on market demands on Color High quality if it is blackish red  quality and safety attributes were recorded through informal and focus Marbling High if the meat shines (weak indicator)  ‐ ‐ ‐ Price High if the meat is priced higher (weak  group discussions with various dairy value chain actors. indicator)  Safety Attributes Indicators • Second: a structured consumer survey conducted to get in depth Tape worm and other  Safe if tape worm and other hazardous  ‐ ‐ ‐ consumer characteristics and preferences hazardous parasites  parasites are perceived to be absent  Slaughtering Safe if meat inspection stamp present • Third: in Kenya and Tanzania case studies on food safety risk Neatness of the butcher  Safe if the butcher house and  equipment  house  use is clean and protected from flies  assessment were carried out Neatness of the butcher Safe if operators wears protective clothing  Beef Value Chain Consumers (overcoat)  Functions Neatness of the distributors  Safe if the distributors wear neat work  Fig. 1: Generalised beef value chains in the study counties to the butchers  cloths  Length of storage stay Safe if the meat is same day meat  Export market Supermarkets Butcheries/meat shops Groceries Roadside vendors Trust worthiness of the  Safe if the butcher is trust worthy  Retailing Butcher  Location Safe if  shop surroundings are clean  Type of shop Super markets are perceived safer than  ‐ ‐ ‐ Distribution Large scale Processors Small scale Processors Hides & Skins others outlets  Processors   Processing Formal Table 2: Consumer willingness to pay for quality and safety of beef Informal Commercial abattoirs Slaughter slabs Export abattoirs Slaughter Commodity Quarantine consumers willing to pay more for   Kenya  Tanzania  Secondary Primary market Dar es  Marketing Terminal market market Regulatory authorities   Nairobi  Eldoret  Salaam  Arusha  Brokers Standards authorities   N=102  N=50 N=15 N=18 Production   N=60  N= 28 N= 15 N=18 Beef  Traditional pastoralists Commercial Ranches Service providers Higher quality and safety  of beef products  50  56 58.8 80.0 How much more? (K.shs)  +13  +31 ‐ ‐ Input supply Input suppliers       6. Conclusion •Consumers have own criteria for quality and safety of locally produced value added beef products •There was greater agreement with regard to criteria for safety than for quality across countries •Indications in Kenya and Tanzania was that consumers are willing to pay higher prices for safer and better quality products.

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