This document provides a literature review on the relationship between local butchers and consumers in Ireland over the last ten years. It discusses how health issues like BSE and the horse meat scandal affected this relationship. It also examines how the rise of supermarkets and changes in consumer trends due to factors like health, busy lifestyles, and the recession impacted where consumers purchase meat. The development of organizations like the Food Safety Authority of Ireland and the Associated Craft Butchers of Ireland helped rebuild consumer confidence in local butchers.

1. From Farm to Fork: An investigation into the relationship between the
local butcher and the consumer and how health issues and consumer trends
have affected this over the last ten years.
John J. Sheridan
A thesis in partial fulfilment of the requirements of the Bachelor of Business Studies
(Honours) in Hospitality Management
May, 2016

2. i
Declaration
I the undersigned declare that this thesis has not been submitted to any other University or Third
Level Institute and that it is entirely my own work.
Signed
_____________________________________
John J Sheridan

3. ii
Acknowledgements
Firstly, I would like to express my deepest thanks to Ms. Ruth Farrell, Lecturer at Cork Institute of
Technology who was my mentor for this dissertation. I have benefited greatly throughout this process
with her aid and assistance and keeping my focused at all times. This has been a great learning
experience and I thank her for her patience and support.
I am also very grateful to all the participants who took part in this study and who readily gave up their
time from work commitments to complete my questionnaires. The knowledge and experience they
shared with me was immensely helpful and I am very grateful for it.
I addition, I would like to thank my fellow dissertation students who also provided me with a great
deal of support and assistance when times were tough. Just a few moments of advice or a little bit of
encouragement helped me keep my mind focused throughout the process and I am deeply grateful for
this assistance.
I would also like to thank my friends and family who helped me throughout this process and who
were often treated like test subjects throughout this dissertation. For this I am very much grateful and
appreciative of your time and patience.
Finally, I would like to thank my wife, Laura Sheridan and my children Cole and Cara for your love,
support and patience with me throughout my time in college. There has been many a day and night
where I have been locked away in a room from my family trying to complete this dissertation. I thank
you all for giving me the space I needed and your patience with me through those frustrating times.
This has been a journey that I possibly could not have made if not for your love, support and
encouragement along the way.

4. iii
List of abbreviations:
ACBI Associated Craft Butchers of Ireland
BSE Bovine Spongiform Encephalopath
DAFM Department of Agriculture, Food and Marine
FSAI Food Safety Authority of Ireland
MAFF Minister for Agriculture, Food and Forestry
vCJD Variant Creutzfeldt-Jakob disease

5. iv
List of Figures
Figure 1: Research Onion
Figure 2: Respondents Age and Gender – Consumer Survey
Figure 3: Respondents Aware of BSE – Consumer Survey
Figure 4: How did the BSE Influence your Purchasing Habits – Consumer Survey
Figure 5: Respondents Aware of the Horsemeat Scandal – Consumer Survey
Figure 6: Influence of Horsemeat Scandal on Shopping Habits – Consumer Survey
Figure 7: Purchase of Meat Per Week – Consumer Survey
Figure 8: Where Do You Purchase Your Meat? – Consumer Survey
Figure 9: Purchasing One to Two Times per week – Consumer Survey
Figure 10: Purchasing Three to Five Times per week – Consumer Survey
Figure 11: Purchasing Six or More Times per week – Consumer Survey
Figure 12: Reason for Purchasing – Consumer Survey
Figure 13: Buying Behavior – Consumer Survey
Figure 14: Purchase of Ready Meals – Consumer Survey
Figure 15: Purchase of Healthy Ready Meals – Consumer Survey
Figure 16: Have you Heard of the Food Safety Authority Ireland – Consumer Survey
Figure 17: Has the Information Provided by the FSAI Influenced where you buy meat from? –
Consumer survey
Figure 18: Respondents Indication of Trust – Consumer Survey
Figure 19: Years Trading – Butcher Survey
Figure 20: Effect of BSE on Business – Butcher Survey
Figure 21: Effect of the Horsemeat Scandal on Business – Butcher Survey
Figure 22: Development of Ready Meals – Butcher Survey
Figure 23: Negative Impact on Sale – Butcher Survey
Figure 24: Effect of Recession on Business – Butcher Survey
Figure 25: Development of Healthy Ready Meals – Butcher Survey
Figure 26: Members of Associated Craft Butchers of Ireland – Butcher Survey
Figure 27: Membership of Quality Assurance Schemes – Butcher Survey
Figure 28: Level of Agreement/Disagreement –Butcher Survey
Figure 29: Has the FSAI helped you build trust with your customers? – Butcher Survey

6. v
List of Appendices
1. Consumer Survey
2. Butcher Survey

7. vi
Abstract
The purpose of this research paper is to identify the relationship between the local butcher and the
consumer and how health issues and consumer trends have affected this over the last ten (10) years.
Over the last ten (10) years butcher businesses have been affected by the issues such as the Bovine
Spongiform Encephalopathy (BSE) crisis, the Horse Meat scandal, increased competition from
multinational supermarket chains and the recession. This report set about investigating into how
these issues shaped or changed the relationship between the local butcher and the consumer.
The report first gathered information from secondary sources to compile and understand the effect
these issues has had on the butcher industry and to determine if these issues changed consumer
purchasing habits. This stage was followed by primary research to gather information from the
butcher’s point of view and the consumers point of view and compare the results. For this a
quantitative research method was used to gather and compile data which was then analysed and
findings and recommendations were given.
The primary and secondary research both highlighted the effect of the BSE crisis and the Horse
Meat scandal on changing the purchasing habits of the consumer in relation to where they bought
their meat from. Research indicated that through lack of trust in traceability during the BSE crisis
consumer switch to supermarkets due to their ‘quality assurance schemes’. Reports indicated that
the implementation of a quality assurance scheme by the supermarkets allowed the consumer to feel
they could trust their meat compared to the butchers who at this time may not have had a recognised
quality assurance scheme. With the public awareness raised during the Horse Meat scandal, the
research indicated that consumer, no trusting the butchers, changed over to the butchers to buy
minced meat based products. The research gathered indicated that the butchers had made a number
of changes since the outbreak of the BSE crisis and had implemented a number of quality assurance
schemes with the aid of the Associated Craft Butchers of Ireland (ACBI). This gave the consumer
more trust in their purchases of minced meat based products over the supermarkets. The research
indicated that this was partially to do with the publication of the findings of an investigation carried
out by the Food Safety Authority (FSAI) in Ireland into the contamination of meat products in
supermarkets. The research also suggests that the consumer after the public media coverage of the
Horse Meat scandal had become more health conscious and less trusting of processed food. This led
to a change in consumer trends where the public reduced their consumption of ready meals and
began carrying out research into what was going into the meals before purchasing. This has led to
the rise in consumer reading food labels and has seen the development of ready meals using natural

8. vii
ingredients with no additives or preservatives.
The research gathered also indicated that since the recession consumers have begun to shop around
more and purchased smaller purchases throughout the week rather than one big shop once a week.
The research has also indicated that consumer’s carryout research online and compare prices to
ensure they are knowledgeable and can get the best deal possible. This has posed a challenge as
butchers try to compete with multi-national supermarkets and their pricing strategies.
The research gathered from both primary and secondary sources has indicated that the pricing
strategy of below cost selling by multi-national supermarkets to entice the customer to spend in
their store has devalued certain meat products within the market. Butchers have indicated that they
cannot compete with the buying power of these supermarkets and this has been one of the most
significant reason for reported loss in sales. To combat this issue the butchers have developed
various ranges of ready meal products to cater for families and those with dietary needs such as
Gluten Intolerance. The research has indicated that unless action is taken by the government to cut
down on the practice of selling meat as a loss leader further damage will be done to the perception
of the cost of meat and will continue to harm businesses such as butchers, producers and suppliers.
The findings have shown that butchers with the aid quality assurance schemes and the ACBI will
further develop practices and policies to continue to build the relationship with the consumer. The
findings have also identified that in this modern day of technology and an ever increasingly
educated consumer, bricks and mortar business will have to develop an online presence in order to
compete. This included having an active presence on social media to further build and strengthen
the relationship with their consumer.

9. viii
Contents
Section 1 Introduction……………………………………………………………………………1
1.1 Rationale for Research……………………………………………………………….2
1.2 Research Question……………………………………………………………………3
1.3 Aim…………………………………………………………………………………...3
1.4 Objectives…………………………………………………………………………….3
1.5 Conclusion……………………………………………………………………………3
Section 2 Literature Review
2.1 Introduction…………………………………………………………………………..5
2.2 Background: Ireland and Meat Production…………………………………………..5
2.3 Family Butchers in Cork……………………………………………………………..6
2.4 Health………………………………………………………………………………...6
2.4.1 Bovine Spongiform Encephalopathy (BSE) effect on Butchers…………...6
2.4.2 The Horse Meat Scandal…………………………………………………...8
2.5 The effect of the Supermarket on the Local Butcher………………………………...9
2.6 Consumer Trends…………………………………………………………………....10
2.6.1 Health and Wellness…………………………………………………….…11
2.6.2 Busy Lives…………………………………………………………………11
2.6.3 The Recession……………………………………………………...………12
2.7 The development of consumer confidence…………………………………….…….13
2.7.1 The Formulation of the Food Safety Authority of Ireland…………………13
2.7.2 Establishment of the Associated Craft Butchers of Ireland………………..14
2.8 Conclusion…………………………………………………………………………..14
Section 3 Methodology
3.1 Research Purpose……………………………………………………………………17
3.1.1 Research Question………………………………………………………....17
3.1.2 Research Aims…………………………………………………………..…17
3.1.3 Research Objectives…………………………………………………….....17
3.2 Research Instruments……………………………………………………………..…17
3.2.1 Qualitative Research…………………………………………………...….18
3.2.2 Quantitative Research………………………………………………..……18
3.3 Rationale for method choice and design…………………………………………….18
3.4 Research Sample……………………………………………………………...……..19

10. ix
3.5 Pilot Test……………………………………………………………………………..20
3.6 Timescale…………………………………………………………………………….20
3.7 Research Limitations…………………………………………………………….......21
3.8 Conclusion…………………………………………………………………………...21
Section 4: Findings, Analysis & Implications
4.1 Introduction……………………………………………………………………….…23
4.2 Demographics (Consumer)…………………………………………………………..23
4.3 Theme 1: Health (Consumer)………………………………………………………..24
4.4 Theme 2: Trends (Consumer)………………………………………………………..27
4.4.1 Consumer Purchasing Trends……………………………………………...27
4.4.2 Health and Wellness……………………………………………………….31
4.5 Theme 3: The Development of Consumer Confidence……………………………...32
4.6 Demographics (Butcher)…………………………………………………………….36
4.7 Theme 1: Health (Butcher)…………………………………………………………..37
4.8 Theme 2: Trends (Butcher)………………………………………………………….38
4.8.1 Consumer Purchasing Trends……………………………………………...38
4.8.2 Health and Wellness……………………………………………………….40
4.9 Theme 3: The Development of Consumer Confidence……………………………...40
4.10 Implications, Findings & Analysis………………………………………………....44
4.11 Conclusion…………………………………………………………………….……45
Section 5: Conclusion & Recommendations
5.1 Conclusion…………………………………………………………………………...47
5.2 Recommendations…………………………………………………………………...49
Bibliography……………………………………………………………………………………..51
Appendices
Appendices 1…………………………………………………………………………….59
Appendices 2 …………………………………………………………………………...64

11. 1
Introduction

12. 2
1.1 Rationale for Research
This paper will aim to investigate the relationship between the consumer and the local butcher and
factors that have effected this relationship over the last ten (10) years. The relationship between the
consumer and the butcher has been ever changing over the past ten (10) years. This has been put
down to various changes in consumer trends, industry health issues and the dominance of the
supermarket chain. According to Pat Brady, Chief Executive of the Associated Craft Butchers of
Ireland claimed that changes in demographics and lifestyle along with the rise of convenience foods
and loss of cooking skills were a contributing factor in the decline of the local butchers. He further
stated that growing competition from the bigger supermarket chains and health issues which had
arisen from the Bovine Spongiform Encephalopath (BSE) crisis had also had an effect on the
relationship between the consumer and the local butchers (Irish times, 2000). Dublin Greengrocer
Jack Roche stated that the arrival, emergence and growth of businesses such as Aldi and Lidl have
'decimated prices' by selling 'way below cost' which is having a detrimental effect on the independent
retailer (Irish Independent 2014). This departure from the purchasing of meats from the local butcher
and the reasons contributing to this move have also been mirrored in the United Kingdom where it
was reported that butchers were laying blame for the average closure of twenty-three (23) butchers a
month to 'increased overheads and food scares' but were claiming that the major reason for these
closures was down to the 'ever-increasing dominance of supermarkets and competition from foreign
imports' (Daily Mail, 2008). This has shown that the relationship between the butcher and the
consumer has been affected both in Ireland and the U.K.
The move of the consumer purchasing their meat products from their local butchers to the bigger
supermarkets has been contributed to the lower prices being they charge compared to the local
butchers. In a report by United Kingdom Competition Commission in 2008 findings showed that the
buying power of large grocery stores and their practice of transferring 'excessive risk and unexpected
costs' to their suppliers created issues that restricted or distorted competition within the market. This
control the bigger supermarkets had through power over their suppliers allowed supermarkets to sell
items in their store at a lower price while decreasing the risk to themselves by passing on these
discounted rates to their suppliers. This was highlighted in an article in the Daily Mail (2014) where
Professor Chris Elliot, head of the Institute for Global Food Security in Belfast claimed that,
supermarkets putting pressure on suppliers to drop prices had increased from the previous year.
Professor Elliot also claimed that this pressure from retailers had been a contributing factor of some
suppliers fraudulently passing-off horse meat for human consumption and that this fraud was more

13. 3
widespread than consumers were being led to believe. This has shown that certain practices of the
bigger supermarkets have been a contributing factor in the move of the consumer purchasing from
the local butcher to the bigger supermarket but also contributed to why some consumers have moved
back to the local butcher. It is the aim of this report to investigate further into this ever evolving
relationship to determine the current status and involvement of the consumer with their local butchers.
1.2 Research Question
The following research question will be answered by the research carried out by this dissertation.
What is the relationship between the local butcher and the consumer and how have health issues and
consumer trends have affected this over the last ten years?
1.3 Aims
The following are the aims of this dissertation submission:
 To determine the relationship between the local butcher and the consumer
 Examine issues which affected this relationship
1.4 Objectives
The following are the objectives of this dissertation submission:
 What relationship has the butcher and consumer had with each other over the past ten
years
 Explore what trends and health issues which have affected this relationship over this
period of time
 Examine how these issues have affected the consumer’s motivation and buying behavior
1.5 Conclusion
This project will determine the factors over the past ten (10) year which has affected the relationship
between the local butcher and the consumer. It will aim to discover the main health and trends which
has affected this relationship and determine how consumer react to these issues. It is hoped that this
project will gather enough information to give an accurate understanding of how the relationship has
changed over this period and identify how the local butcher has managed these changes to maintain
the relationship with their customers.

14. 4
Literature Review

15. 5
2.1 Introduction
This section we will look to develop an understanding of the relationship between the local butcher
and the consumer and issues that have affected this over the past ten (10) years. To develop an
understanding of this relationship this paper will take a brief look at the history of meat production
in Ireland to understand the heritage of Irish butchery. It will aim look at a number of butchers from
Cork City and County which have been in business for a number of years. This will give an
understanding of the heritage of these family businesses and how they served their community. Based
on this information this paper will explain how the relationship between the local butcher and the
consumer has developed or changed over the past ten (10) years and what has shaped and changed
this relationship. This paper will aim to compare and contrast the relationship between the butcher
and consumer with that of the United Kingdom. It is hoped that this will give a greater understanding
of the issues that have shaped the relationship and its scale. This paper will further investigate actions
the local butcher and the industry took to managed these changes and what policies and procedures
they developed to maintain or strengthen their relationship with the consumer.
2.2 Background: Ireland and Meat Production
Ireland has for a very long time become synonymous with the production of a high quality of livestock
which was considered very valuable and a continuous source of milk and meat (Mac Con Iomaire et
al, 2011). According to Bell et al., as early as 1770's cattle in Ireland and in particular cattle from
Kerry were seen as a valuable source of milk and meat in Irish society. Bell further stated that
cultivation within Ireland had seen a decline in the nineteenth century and livestock farming had
regained a 'dominant position' with livestock numbers sharply increasing between 1850 and 1900
(Bell et al, 2008). Even before this time Ireland was known for its cattle and had developed a strong
trade in salted beef from ports such as Cork and Dublin. Thomas Truxes (1988) claimed that between
1660 and 1688 Irish salted beef traded from the British Isles was the most important commodity
exported with no other product matching the export volume of Irish corned beef. This has shown that
Ireland has had a long history with livestock the creation and exporting of meat products around the
world. These products are considered to be of high quality and according to Michelin Star chef,
Martijn Kajuite is due to the 'integrity and passion' which is 'rooted in Irish Culture' creating in his
opinion 'the best beef in the world' (Agriland, 2015).

16. 6
2.3 Family Butchers in Cork
Butchers and markets in Cork can be traced back as far as 1788 with the opening of the Grand Parade
meat market by the English corporation who controlled Cork City up until 1841 (Ó Drisceoil,Ó
Drisceoil, 2005). Many of these markets were often supplied with produce sourced from local farms
by local butchers which were then sold to the consumer. This partnership between local farmers and
butchers can be traced back to 1800's when Johanna O'Brien of Clonakilty produced and sold her
black pudding and eventually sold it to the local butcher Philip Harrington. Their recipe has been
passed down through the generations of various owners but the butcher shop is still in business
serving the community to this day (Clonakilty Blackpudding, 2015). This is just one of a long
succession of butchers throughout Cork City and County who have been in business for a number of
years. Similar butchers who have stayed in business for a number of years can be found in Midleton
County Cork/ Butchers like Murphy's Butcher has been trading for over 200 years (Murphys Butcher,
2015) In Cork City in the English Market in Bresnan's Victualers have been in business since 1898
(Bresnan, 2015) alongside P. Coughlans butchers who began trading in the 1940's (Coughlan, 2015).
These are just some of the butchers who have been trading and serving the people of Cork for a
number of generations and have remained open to this day.
2.4 Health Issues
In this section this paper will attempt to look at two (2) of the major health issues that have occurred
in the past ten (10) years to determine the effect they had on the relationship between the local butcher
and the consumer. This paper will investigate how these health issues affected the local butcher and
a comparison will be made between Ireland and the United Kingdom to determine how these issues
were handled and what affect it had on the consumer and butcher relationship.
2.4.1 Bovine Spongiform Encephalopathy (BSE) effect on Butchers
In June 2015 the Irish Independent reported the first cases of BSE in Ireland was reported back in
1989 and continued up until 2014 when zero cases were reported. This article further stated that
between 1989 and 2006, 22,400 animals were culled in Ireland costing the state €23.8 million
(Independent, 2015). This shows that the BSE crisis has been present for a number of years and
although it may not have been in the public domain, it was still an issue up until recent years. The
BSE crisis would see a drop in consumer confidence in beef production and would also see sales
throughout the industry drop. Loss in consumer confidence caused by the BSE crisis would see a
reduction in sales receipts to Irish Producer of over '£200 million a year'. This reduction in sales
would hit many small and medium businesses hard and normal sales techniques such as dropping

17. 7
prices to stimulate demand would not have any effect on generating demand (Irish times, 1996). This
was substantiated by a Farmers Group when they reported on the BSE effect on consumer demand
stating, producers dropping the price of meat would have little or no effect until consumer confidence
was increased (Oireachtus Debates, 1996 a). This left many small and large businesses facing
financial ruin with many companies being forced to lay off staff and relying on previous days’ sales
to maintain short term cash flow (Palmer, 1996).
With the first case of BSE being reported in Ireland in 1989, Ireland set about introducing a set of
risk management measures to combat the spread of this disease. This saw the introduction of the
Diseases of Animals (Bovine Spongiform Encephalopathy) Order 1989 being issued which took over
from the Disease of Animals Act of 1966. This legislation made it compulsory for vets, farmers or
any person in charge of cattle to notify the Department of Agriculture, Food and Marine (DAFM) of
any signs consistent with reports of BSE (Attorney General, 1989). The realisation in the U.K. that
humans could contract vCJD resulted in an 'immediate and serious fall in consumption in the EU
(Annual Review and outlook, 1996). This announcement highlighted the serious nature of the threat
to human health and safety which resulted in the Irish government reinforcing their control measures.
Some of these measures introduced to protect the consumer were: inspection of all animals entering
the food chain, sterilisation of offal using high temperature pressure treatment, prevention of cross
contamination through segregation of cattle and the removal of meat and bone meal from the animal
feed chain (Department of Agriculture and Food, 2005). Between 1996 and 2006 four cases were
reported of humans contracting vCJD in Ireland (The Independent, 2015). This shows that the
immediate measures implemented by the Irish government and action take on the announcement of a
human strain of BSE by the United Kingdom, prevented the spread of BSE in Ireland and the possible
further infection of vCJD to the consumer. A decline of reported cases of BSE in Irish cattle herds
emerged in 2000 with a report from the DAFM stating that from 2000 up to 2013 there had been a
total of 817 reported cases of BSE in Irish cattle in Ireland; with no reported cases showing for 2014
(DAFM, 2014).
Similar reports from the United Kingdom show that consumer confidence in purchasing meat from
the local butchers at the time of the BSE crisis was at an all-time low. The BSE Inquiry carried out
in 2000 on behalf of the British government found that the fresh meat sector in the U.K. had moved
away from the high street butchers and turned to supermarkets due to the supermarkets having a
'quality guarantee'. The report stated that all major supermarkets had developed a 'quality assurance
scheme' which provided full traceability of meat products from farm to the consumer. This was noted

18. 8
to have given the consumer far more confidence in purchasing meat from Supermarkets and in turn
took over fifty percent of trade away from the local butcher’s shops (BSE Inquiry, 2000 a). This
consumer confidence took a further blow in 1996 when it was announced by the British government
that there were reported cases of humans contracting BSE. Andrew Rowell (2004) claimed that the
British government had previously informed consumers that BSE could not be transmitted to humans.
Rowell claims that the report issued in 1996 showing that ten young people had contracted a fatal
form of BSE known as Variant Creutzfeldt-Jakob disease (vCJD), had shocked the public resulting in
a loss of trust in their politicians (Rowell, 2004). This indicated that consumers trust in the full
traceability practices put in place and the belief that the government were acting in their best interest
was at an all-time low.
2.4.2 Horse Meat Scandal
In 2013 the Food Safety Authority of Ireland (FSAI) reported that they had carried out a 'targeted
study' on 'beef burger, beef meal and salami products' available in various retail outlets across the
country as part of ongoing tests. The study tested for horse and pig DNA in a range of products and
revealed that the presence of horse DNAwas found in a range of beef burger and ready meal products.
According to the survey, twenty-seven (27) beef burgers were tested and results showed that ten (10)
of the twenty-seven (27) products tested positive for horse DNA while twenty-three (23) out of
twenty-seven (27) tested positive for pig DNA (FSAI, 2013). This first detection of horse meat DNA
in human products detective by Irish food safety inspectors led to a European investigation into the
use of horse meat for human consumption. At a conference held at Doncaster Racecourse Professor
Elliot, according to the Farmers Weekly, claimed that around fifty thousand horses had disappeared
across Europe in 2008 and that it was 'probable' that these animals ended up in the human food chain
(Farmers Weekly, 2015). Governments across Europe were quick to inform consumers that horsemeat
possessed 'little or no health risk' if consumed but did warn that some traces of a painkiller given to
horses which is not fit for human consumption was found in some samples (Reuters, 2013).
In Ireland the FSAI also released a report on a survey they carried out in 2013 on the impact of horse
meat contamination on 'Irish consumer confidence'. The survey reported the following findings: fifty-
one percent (51%) of those surveyed now buy less frozen burgers, fifty percent (50%) claimed they
were more conscious of food safety issues, forty-five percent (45%) claimed they now spend more
time reading food labels and forty-two percent (42%) claimed they buy less ready meals (FSAI,
2013). This saw reports show an increase of over twenty-percent (20%) pickup in trade with local
butchers (Irish Examiner, 2013). This scandal also had a similar impact on consumer behavior in the

19. 9
U.K. which was shown in a poll carried out by Kantar during the breaking of the horsemeat scandal.
The Kantar poll found that of people surveyed, thirty-six percent (36%) said they would be less likely
to buy processed meat, thirteen percent (13%) claimed they would buy more from the local butcher
and five percent (5%) claimed they would buy less meat (Kantar, 2013). This was followed a year
later with another poll carried out in the U.K. by Ipsos on the horsemeat scandal and the impacted it
had on the consumer. The report claimed: thirty-one percent (31%) of people surveyed had changed
their purchasing habits and how they choose food, ten percent (10%) stated they reduced their
purchase of meat products, eight percent (8%) bought less ready meals and seven percent (7%) buy
more from their local butchers. The survey also stated that of those surveyed fifty-three percent (53%)
stated that a 'betrayal of trust' was one the main concerns raised due to the horsemeat scandal, forty-
eight percent (48%) claimed a 'lack of control' and thirty-four percent (34%) said a 'lack of
answers/accountability' were major issues (Ipsos, 2014). This change in consumer confidence saw a
rise in consumer spend with the local butcher, with U.K. butchers reporting an increase of thirty
percent in trade (Guardian, 2013). This indicated that the consumer’s relationship had changed from
the supermarket back to the local butcher in some cases.
2.5 The effect of the Supermarket on the Local Butcher
It has been shown that during the BSE crisis consumers turned to supermarket chains due to their
implementation of 'quality assurance schemes' as a way of assuring themselves they were getting
meat that is reliable and safe. It has also been shown that during the horsemeat scandal some
consumers stopped buying their meat from supermarkets and returned to the local butchers as they
felt they had lost trust in the quality and sourcing of certain meat products by local supermarkets.
This has indicated that the supermarkets have an active involvement within the relationship between
the local butcher and the consumer. This paper will now look at how supermarkets further affect the
relationship between the local butcher and the consumer.
Many butchers across Ireland have reported that pricing strategies carried out by certain supermarkets
have made it very difficult to make a profit. Businesses like Dores Butcher Shop in Kilkenny who
closed their doors for good in September 2015 after one hundred and twenty-seven (127) years in
business. Owner Peter Dore has claimed that he could not compete with 'multinationals' who priced
him out of the market with their special offers such as chicken, which were often sold at half the price
he was charging (Kilkenny People, 2015). This low cost pricing strategy carried out by supermarkets
of cutting prices on products is claimed to be used as a way of getting people in the door. It has been
reported that chicken has become one of the most popular meats in Ireland and according to David

20. 10
Owens from Bord Bia, it is being used as a loss-leading product by supermarkets as a promotional
tool to sell other goods (Irish Times, 2011). More recently Seamus Etherton from ACBI has claimed
that butchers coming up to Christmas are facing 'huge challenges from large retail chains' who are
using turkeys as a loss leading product to get people in the door at prices the local butcher can't match
(Irish Times, 2015 a). This issue of below cost selling was further raised in the Dail by Deputy Sean
Flemming when he stated to some German Supermarkets had been selling vegetables for as little as
five cents. He further claimed that he was informed these supermarkets would use meat as a loss
leader and if this occurred it would do 'fundamental damage' to local butchers (Oirechtas, 2014). This
has shown that supermarkets within Ireland have been using meat and vegetables as a way of bringing
customers into their store through low cost selling. The prices these supermarkets are selling their
items at can't be match be the local butchers. This loss leading price strategy creates lower consumer
price expectations of meat while also disrupting consumer demand buying patterns as they buy what’s
currently on offer (Irish Times, 2015 b). This creates a situation where consumers are being drawn
into supermarkets and away from the local butcher with the promise of low cost meats. This puts the
local butcher at a disadvantage as according to Derek Bulger of Ennis Butchers, 'You can’t do good
meat cheaply even if that means that we lose business to the likes of Aldi and Lidl' (Irish Times, 2015
C). This was just one indication of a change in consumer trends and their shopping patterns
2.6 Consumer Trends
Consumer trends have rapidly grown in the last number of years; with the number of high profile
food scandals consumers have developed a lack of trust in producers which has cultivated a need for
foods with transparency and full traceability (DAFM, 2015). This section will take a look at current
trends which may be effecting or shaping the relationship between the local butcher and consumer.

21. 11
2.6.1 Health and Wellness
In 2014 it was predicted that demand for a 'Free From' range of foods would continue to rise with
sales increases in 'healthier foods' being linked to the public awareness caused by the horsemeat
scandal in 2013 (foodbev, 2014). Consumers have developed a 'coping strategy' of searching for
products with full traceability which was a direct result of the horsemeat scandal (Bord Bia, 2015 a).
Growing interest in 'real food by real people' had seen the development of the following group of sub-
trends:
1. Naturally authentic – these are products that are natural in what is referred to as 'nature
intended'
2. Do it yourself – this category is made up of consumers who are interested in learning new
skills such as baking and making meals from raw ingredients
3. Remixing tradition – this sub-trend is made up of consumers using traditional techniques of
cooking and combining them with a modern taste
4. Craftsmanship – people in this category are drawn towards products made using artisan skill
and which have genuine provenance. This provenance is seen as becoming a marker for high
quality.
(Bord Bia, 2015)
Bord Bia have also identified growing trends from around the world which have indicated that the
health and wellbeing trend is becoming global. They have identified that consumers who lead a
healthy lifestyle are looking to return to the most 'purest dietary needs' with consumption of 'high
protein' natural products and cutting out processed foods from the diet (Bord Bia, 2015 b). This was
highlighted in a recent report carried out in the U.K. which claims current food trends are seeing
greater importance being placed on sourcing, traceability and provenance, putting the butcher in a
'prime position' (EBLEX Report, 2015).
2.6.2 Busy Lives
Bord Bia have indicated that consumers consider their time very valuable as they lead busier mobile
lives. They state that the consumer requires a new world of 'hyper-convenience' where 'quality and
health credentials' of food products are extremely important and fits 'seamlessly' into their life (Bord
Bia, 2015 c). This busy lifestyle and need for convenience food may lead people to rely on pre-
prepared meals which fit in with their health and nutritional needs. A study by Safe Food Ireland has
shown that this fast pace lifestyle has changed Ireland's eating habits and that convenience products
have emerged as a key factor in food choices of consumers with a busy lifestyle. They further indicate

22. 12
that this may lead to the loss of basic 'food skills' which may have an overall effect on the health and
wellbeing of the consumer (Safe Food Ireland, 2014). This need for convenience products which are
healthy and nutritious is becoming extremely important to the consumer and could be key aspect of
product development for businesses wishing to fulfill the needs of their market segment.
2.6.3 Recession change in shopping pattern
A recent survey carried out by retail Ireland has shown that grocery shoppers were 'very price
conscious' with fifty-two percent (52%) of consumer’s shop around more for their groceries as a direct
result of the recession (Retail Ireland, 2014). Some butchers claimed that the recession has seen
numbers slowly drop as shoppers choose to buy their meat from supermarkets. This is partially due
to supermarkets selling meat as a loss leader to increase footfall in their store (Journal, 2014). This
forced many butchers to adapt by reducing their expenditure and increase their profits. Businesses
like Pat Whelan Butchers of Clonmel, Co. Tipperary used the recession to invest in the business as
he claimed 'things were cheaper (Sexton, 2014). While others like Nolans Butchers of Kilcullen
diversified their business by increasing revenue through the development of ready meals while
reducing their waste such as bones and using them for stocks, and dog treats (Irish Times, 2015 d).
This meant that butchers needed to take an active role to maintain their customer base as they could
not cut prices to match the below cost selling of some of the bigger supermarkets. In a report carried
out by Bord Bia they claimed that the consumers purchasing habits had moved from a the
conventional 'linear model' to a 'multi-dimensional model'. They claimed that due to the recession, an
increase in technology and consumer need for convenience, consumers were researching first where
to buy the product before purchasing. (Bord Bia, 2013). Paula O'Donaghue of Bord Bia stated that
consumers during recessions times are no longer doing big weekly shops but instead are opting for
smaller shops so they can make the most of special offers and deals (Irish Times, 2013). This new
form of shopping put small butchers at a disadvantage as most of these business was 'bricks and
mortar' type businesses while bigger supermarkets had a greater online presence. In order for the local
butcher to reach this new market segment they would be required to invest time and money in creating
an online element to their business. This would require further investment by butchers in order to
maintain loyalty and build consumer confidence in their product.

23. 13
2.7 Measures Taken to Win Back Consumer Confidence
In the early stages of the BSE crisis actions were taken by the Irish Government to ensure the outbreak
was contained where possible and animals infected were disposed of in a safe manner to reduce the
risk of human and animal consumption. In a statement to the Oireachtas in 1996, the Minister for
Agriculture, Food and Forestry (MAFF), Ivan Yates declared that BSE control practices in Ireland
were 'second to none'. He further announced that the countries 'surveillance system' in factories and
farms meant that when an animal was found to be infected the entire heard were removed and
destroyed to ensure that consumers could be assured of the safety of Irish beef (Oireachtas Statements,
1996). This ensured that practices were put in place from the beginning to limit the spread of the
disease with a hope of generating consumer confidence in the safety of meat being produced in
Ireland.
2.7.1 The Formulation of the Food Safety Authority of Ireland
The Irish Government to reassure the consumer that Irish beef was safe to consume put forward
legislation that would see the setting up of a certificate procedure where consumers would get a
guarantee that their beef was safe. This scheme was put forward by the newly established Food Safety
Authority of Ireland (FSAI) and its Chief Executive, Dr. Patrick Wall. In an article in the Retail
Magazine (1998) Dr. Wall stated that the Food Safety Authority was working with consumer’s
protection foremost and that they had no interest in 'promoting industry or farmers whatever'. Dr.
Wall further stated that the idea was to 'restore confidence for the consumer' by keeping the public
informed by assessing the risks involved and advising the consumer so they could make up their own
mind (Retail Magazine, 1998). This was a major step in increasing consumer confidence in Irish
meat products and would allow the Irish consumer to make informed decisions based on the facts and
information put forward by the Food Safety Authority. In their statement of strategy in 2012-2015
the FSAI indicated that one of their achievements since the setting up of the FSAI in combating BSE
was the near elimination of BSE from Irish cattle herds in Ireland (FSAI, 2012). The FSAI established
under the Food SafetyAuthority of Ireland Act in 1998 was given the role of ensuring 'food produced,
distributed or marketed' in Ireland meets the highest of standards. It is a 'statutory, independent and
science-based body, dedicated to protecting public health and consumer interests' (FSAI, 2015). The
FSAI work alongside various boards and have contributed to the formulation of legislative practices
to ensure that the consumers safety is always put first. This has developed a measure of trust over
the years through contribution to the detection of various health and safety issues; some which will
later be discussed in this report.

24. 14
2.7.2 Establishment of the Associated Craft Butchers of Ireland
In 1999 the Associated Craft Butchers of Ireland (ACBI) was formulated bringing together the four
main trade associations representing the independent butcher across Ireland. According to the ACBI
their main aims are to assist the independent Craft Butcher and gain public confidence through the
delivering of workshops, support, training, certification, marketing campaigns, HR assistance
branded packaging and seasonal posters. These supports available to members help distinguish Craft
Butchers through branding and promotional strategies to ensure the consumer is aware of the quality
of products available from certified Craft Butchers and to maintain a standard across the board. The
ACBI have been supported by celebrity chefs such as Nevin McGuire and have used his skills and
knowledge to help educate butchers and consumers on how to cook the various cuts of meat available
from craft butchers. This involvement has led to various success over the years for a number of Craft
Butchers like Crowley's Craft Butchers in Midleton who over the years have managed to win
numerous Specialty Food Awards, a Bridgestone Award for Best in Ireland five years running and
place in the top 10 best butchers in Ireland for two years running (Crowley's, 2015). This is just one
example of a local butcher in Cork who with the aid, support and training from the ACBI have
developed their business to highlight their high levels of skill, expertise through the development of
their product range to ensure that consumer confidence is maintained and relationships are being built.
2.8 Conclusion
Research has shown that the relationship between the local butcher and the consumer has evolved
over the past ten (10) years and is still changing. The local butcher has faced many challenges from
health scares, recession and consumer trends and has had to change and develop their business to
maintain profitability and meet the needs of the consumer. The research has shown that the consumer
has developed a need for knowledge and understanding of the health benefits of the products they
purchase. This change partially came from the loss of trust in producers through the BSE crisis and
the horsemeat scandal. This loss of trust in producers has allowed the consumers to develop new
shopping patterns to ensure they know what they are purchasing. This has been aided by the access
and availability of technology and information. This caused traditional butchers who may have only
had a bricks and mortar premises having to develop an online element of their business. The research
has also shown that the consumer values their time even during times of recession and have developed
a need for convenience products which are healthy and nutritional. This has led to the local butchers
having to adapt to the needs and demands of their consumers to ensure they are providing the right
type of products required. How butchers adapt to these changes has been aided by bodies such as the
Associated Craft Butchers of Ireland who understand that business need knowledge in order to keep

25. 15
up with the demands of the modern day consumer. The ACBI have created training schemes and
promotional campaigns to ensure the local butcher gets more support to enable them to compete with
the bigger supermarkets. This allows butchers to gain the knowledge needed to develop their business
and deliver the products and service that the consumer needs. This has proven a big advantage as the
research provided has shown that supermarkets still have an effect on the butcher through constant
below cost selling of meats. This below cost selling cannot be met by the local butcher so it has been
shown that they have to become more creative to maintain and build the relationship with their
customers.

26. 16
Methodology Framework

27. 17
3.1 Research Purpose
The purpose of this research paper is to investigate the relationship between the consumer and the
local butcher and factors that have effected this relationship over the last ten (10) years. To reach an
understanding of this proposed question a number of objectives have been set out in the introductory
chapter. This will aid the researcher in gathering the required information to answer the proposed
question of this paper.
3.1.1 Research Question
 How has the relationship between the local butcher and the consumer been affected by health
issues and consumer trends over the last ten (10) years.
3.1.2 Research Aims
 To determine the relationship between the local butcher and the consumer
 Examine issues which affected this relationship
3.1.3 Research Objectives
 What relationship has the butcher and consumer had with each other over the past ten
years
 Explore what trends and health issues which have affected this relationship over this
period of time
 Examine how these issues have affected the consumer’s motivation and buying behavior
3.2 Research Instruments
The aim of this research paper is to analyze how the relationship between the local butcher and the
consumer has been affected by health issues and consumer trends over the last ten (10) years. When
undertaking this research paper, it is important that the appropriate method of data collection is carried
out. This ensures that relevant data is collected so that the research question can be answered in an
unbiased and accurate manner. In order to answer the proposed research, question the researcher must
decide to use qualitative, quantitative or a mixture of both to gather information in order to answer
the question. This section will provide the reader with a brief explanation of these forms of research
and will put forward the reasoning by the author to choose one over the other.

28. 18
3.2.1 Qualitative Research
‘Qualitative research is pragmatic, interpretive, and grounded in the lived experience of people’
(Marshall et al, 2006, cited in Hogan et al, 2011, a). This is an approach of research which gathers
information based on the various ‘meanings, aspects of life, and practices that emerge through
interactions and interdependencies between people’ (Hogan et al, 2011, b). Qualitative research
usually takes place in the form of one to one interviews, focus groups, observations of participating
persons or case studies. It is normally the chosen medium for gathering information when groups are
relatively small. The advantage of using qualitative research is in its ability to ‘provide complex
textual descriptions of how people experience a given research issue’ (Anonymous, N.D.).
3.2.2 Quantitative Research
Quantitative research focuses on the ‘measurement and amounts…of the characteristics displayed by
the people and events that the researcher studies’ (Thomas, 2003). It commonly uses numbers and
statistical methods to gather information on a given topic. This information can be gathered in the
form of questionnaires and surveys with questions that a respondent can tick. These questionnaires
and surveys must be set out in an ‘unambiguous fashion and…relate to a representative sample’
(Chen, 2012). It was for these reasons that the researcher of this paper decided to choose the
Quantitative approach to gathering data.
3.3 Rationale for method choice and design
In order to choose the correct method to gather information to answer the proposed question the
researcher used the 'research onion' developed by Saunders et al (2003). Using the research onion
depicted in figure 1 the researcher most pass through each stage of the onion to form an effective
methodology. According to Alan Bryman the usefulness of the research onion lies in its adaptability
and use for almost any type of research methodology (Bryman, 2012). To choose the correct starting
point for the appropriate research approach the first stage allows the researcher to define the research
philosophy. This definition is then used in each preceding stage to adopt the research strategy, identify
a time line and the data collection methodology. This creates a series of stages allowing the researcher
to understand the different methods of data collection available as well as illustrating the steps
involved and setting a goal. According to Horn, quantitative research collects numerical data and
opinion and requires finding a relationship between one variable and another while qualitative
research relies on assumptions and exploration (Horn, 2009). With this information the researcher to
decide to choose quantitative research approach for gathering data as it would provide a more accurate
form of data collection.

29. 19
Figure 1
3.4 Research Sample
Using the onion to determine the research method for this paper the researcher determined that to
gain accurate and unbiased data to answer the proposed research question two (2) questionnaires
would be required. The first questionnaire would be designed to target the local butcher. These
butchers would be picked from the East Cork area and would be delivered person to person. The
butchers in this area would be made up of two (2) traditional butchers who have been in business for
over sixty (60) or more years and two (2) modern butchers who have been in business for no more
than twenty (20) years. It was felt that this would give valuable data from two (2) segments within
the butcher trade and would generate valuable data towards answering the proposed question. The
second questionnaire would be designed to target the consumer and again would be delivered person
to person in the town of Midleton. Midleton town also has a number of main supermarkets such as
Aldi, Lidl, Tesco and Supervalue which are all within the walking distance of the town center. To
gather unbiased and relevant advice the questionnaire will be delivered in a random order in a location
on the main street of Midleton in the middle of the town. The questionnaire will be delivered to no
more than thirty (30) respondents as at random stages to gather a broad understanding of the shopping
habits and practices of the public when purchasing meat. This is in keeping with Saunders et al. (2003)
who suggests that thirty (30) responses are sufficient for statistical analysis. This information will
then be gathered and used to answer the proposed question of this paper.

30. 20
3.5 Pilot Test
The term Pilot test refers to the testing of something on a small scale to detect any inaccuracies,
ambiguity or flaws. With regards to both questionnaires for this paper both were designed and
redesigned on a number of occasions to ensure they could be fit to best to gather information to answer
the proposed question of this dissertation. This took place between February and May of 2016 before
the first pilot test could be taken.
Since both these questionnaires would be taken in person two test samples were set in the start of
May. The first test sample was made up of eight (8) family members to test the flow, readability and
understanding of questions. Following this testing period a number of changes and adjustments were
made to this questionnaire which had been raised by the test respondents.
The second test sample was made up of two (2) butchers to test the accuracy and relevance of each
question. The outcome of this test analysis was that number of questions needed to be reworded on
one question in particular relating to ready meals needed to be split in two for ready meals and healthy
ready meals. The test respondents found that this would give better results and identify respondents
who made ready meals and healthy ready meals.
3.6 Timescale
The Gantt chart below illustrates the timescale in which the Primary research for this dissertation will
be carried out. This will take place between a ten (10) week period.
Design Questionnaire
Test Functionality
Pilot Test 1
Pilot Test 2
Carryout Butcher Survey
Carryout Consumer Survey
Analysis of Data
Results & Findings
04-Feb 14-Feb 24-Feb 05-Mar 15-Mar 25-Mar 04-Apr 14-Apr 24-Apr 04-May 14-May

31. 21
3.7 Research Limitations
It is understood that many butchers are very busy people and some may not wish to give the time or
answer the questions needed for this research paper. It is with this in mind that every effort will be
made to gather as much information from the required sources while working to the butchers’ time
schedule. As butchers open early in the Morning, time may need to be taken off from morning classes
to carry out the surveys at times when customer footfall may be quieter. This will require some
management of the researcher’s college timetable to ensure times and dates are picked correctly to fit
in with classes.
It is understood by the researcher that some butchers may hold strong opinions as to what affects the
relationship between the butcher and the consumer which may affect the collection of accurate data.
It is with this understanding that the researcher will have to gauge the responses from the butchers
and note any issues such as grievances with other businesses or past tension. This will ensure that the
data collected will be as accurate and unbiased as possible.
As trends have already shown, many consumers are busy people with busy lifestyles. It with this
knowledge and understanding that the researcher is aware of the limitations to consumers who may
be willing to answer the questions. This will require proper timescale management to ensure enough
time is allocated to gather information from the required number of consumers.
3.8 Conclusion
It is understood that with the proper use of the research onion tool this will allow the researcher to
develop a precise plan of actions to attaining the goals required to answering the research question.
Time management has been identified as an area that will need to be monitored to ensure that relevant
time is given to each aspect of the research process. If the timescale is not followed, then this will
create further difficulties in gathering the required information needed to answer the proposed
question. The researcher has identified areas that may cause some concern in the research gathering
and must ensure that these are taken into account in the timescale management of the project. These
are areas that may be outside the researchers control but every effort must be made to minimise the
risk caused by these limitations to gathering data. Planning, executing and delivery will be key aspects
of ensuring the goals and objectives of this project are met.

32. 22
Findings, Analysis &
Implications

33. 23
4.1 Introduction
In this chapter of the findings of the primary research of both the butcher and consumer questionnaire
will be presented and an analysis will be provided. These findings will then be linked with the results
of the secondary research carried out in the literature review. The objective of the research gathered
from the questionnaires is to answer the question posed in chapter one ‘what is the relationship
between the consumer and the local butcher and what factors have effected this relationship over the
past ten years?’.
Some of the results gathered from both questionnaires will be presented in graph form to better
illustrate and understand the findings of the data gathered. Answers from questions will be grouped
into themes based on information gathered in the primary research and will link the findings between
the primary and secondary research. The data gathered from the consumer survey will be presented
first along with the findings. The data gathered from the butcher’s survey will then be presented along
with the findings. Questions will be taken from various stages of the questionnaire and placed into
themes to make it easy for the reader to follow and to coincide with the order in which they appear in
the literary review. The following are a list themes which have been taken from the literary review:
1. Health
2. Consumer Trends
3. The Development of Consumer Confidence
4.2 Demographics (Consumer)
The consumer survey was carried out on fifteen (15) male and fifteen (15) female respondents
randomly selected from members of the public. This was chosen to ensure that an equal amount of
both gender was gathered for accurate data collection and comparison. All respondents were asked
first if they personally purchased raw meat. Those respondents who indicated a No response were
discluded from the analysis to ensure accurate information was gathered. Of the thirty (30)
respondents who said Yes, nineteen (19) out of thirty respondents indicated Yes and eleven (11) out
of thirty (30) respondents indicated Sometimes.

34. 24
23
3
4
Yes No Unsure
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ANSWERS
PERCENTAGEOFRESPONDENTS
Respondents Aware of BSE
Fig 1.2
Figure 1.2 shows the breakdown of respondents by age and gender. Of the respondents who
understood the consumer survey. The total number of respondents by age is as follow:
 Eight (8) out of thirty (30) respondents indicated their age to be between 18-29
 Nine (9) out of thirty (30) respondents indicated their age to be between 30-39
 Six (6) out of thirty (30) respondents indicated their age to be between 40-49
 Three (3) out of thirty (30) respondents indicated their age to be between 50-59
4.3 Theme 1: Health (Consumer)
This section will look at the information gathered from the questions asked in the consumer survey.
These questions relate to health issues in the past ten (10) years such as Bovine Spongiform
Encephalopathy (BSE) and the Horse Meat Scandal. The purpose of these questions is to identify if
these health issues had any effect on the consumer relationship with the butcher.
Question 8 Are you aware of the following? (Please indicate your answer by ticking the appropriate
box) BSE (Bovine Spongiform Encephalopathy).
Fig 1.3
18-29 30-39 40-49 50-59 60+
0
1
2
3
4
5
6
7
Age
Numberofrespondents
Respondents Age and Gender
Male Female

35. 25
Stopped Buying Meat Only bought from
Butcher
Only bought from
Supermarket
Shoping Habbits
remained the same
0%
20%
40%
60%
80%
100%
120%
Purchasing Habits
PercentageofRespondents
How Did the BSE Influence Your Purcashing Habits
Yes No
Fig 1.3 illustrates that out of thirty (30) respondents Twenty-tree (23) indicated Yes to question eight
(8) while three (3) indicated No and four (4) indicated Unsure
Question 9 asked respondents who indicated Yes to answer the following questions. Did the BSE
Outbreak ask you to do any of the following? (Please tick appropriate box to indicate your answer).
a. Stop buying meat
b. I only bought meat from the local butcher
c. I only bought meat from the supermarket
d. My shopping habits remained the same
Fig 1.4
Figure 1.4 shows that out of the twenty-three (23) who answered Yes, five (5) indicated they stopped
buying meat, one (1) indicated the only bought from the butcher, fifteen (15) indicated they only
bought from the Supermarket and six (6) indicated their shopping habits remained the same.
This indicates that the BSE Outbreak did have an effect on the consumer shopping habits where a
high percentage of respondents indicated they only bought meat from the supermarket. This coincides
with the data gathered in the literature review where research had shown that consumers had ‘moved
away from the high street butchers and turned to supermarkets’. It was claimed that this was due to
the supermarkets having ‘quality guarantee’ schemes. This indicates that consumers may have trusted
the meat supplied to the supermarkets during the BSE outbreak rather than the butchers.

36. 26
30
0 0
Yes No Unsure
0%
20%
40%
60%
80%
100%
120%
ANSWERS
PERCENTAGEOFRESPONDENTS Respondents Aware of the Horsemeat Scandal
Question 10 Are you aware of the following? (Please indicate your answer by ticking the appropriate
box) The Horse Meat Scandal
Fig 1.5
Figure 1.5 shows that all thirty (30) respondents indicated that they were aware of the Horse Meat
Scandal.
Question 11 asked respondents who indicated Yes to question 10 to answer the following. Did the
horsemeat scandal influence you to do any of the following? (Please thick the appropriate boxes).
a. I stopped buying meat
b. I only bought from the local butcher
c. I only bought from the supermarket
d. I stopped or reduced buying ready meals
e. My shopping habits remained the same

37. 27
10%
73%
23%
70% 73%
27%
90%
27%
77%
30% 27%
73%
Stopped
buying meat
Only bought
from local
butcher
Only bought
from the
supermarket
Stopped or
reduced
buying ready
meals
Stopped or
reduced
buying
minced meat
Shopping
habits
remained
the same
0%
20%
40%
60%
80%
100%
Effect of Horsemeat Scandal
PercentageofRespondents
Influence of Horsemeat Scandal on
Shopping Habits
Yes No
17%
43%
40%
ONE TO TWO THREE TO FIVE SIX OR MORE
Numer of Times a Week
PercentageofRespondents
Purchase of Meat Per Week
Fig 1.6
Figure 1.6 shows out of the thirty (30) who indicated Yes, three (3) stopped buying meat, twenty-two
(22) only bought from the local butcher, seven (7) only bought from the supermarket, twenty-one (21)
stopped or reduced buying ready meals, twenty-two (22) stopped or reduced buying minced meat and
eight (8) stated shopping habits remained the same.
The findings of this data indicate that the horsemeat scandal had a large impact on the shopping habits
of the respondents. Over seventy percent (70%) of respondents indicated that the horsemeat scandal
influenced their shopping habits to stop or reduce buying ready meals and minced meat products.
Further analysis shows that sixty-five percent (65%) of respondents claimed they stopped or reduced
purchasing ready meals. This change in purchasing was also indicated in the literature review where
it was state forty-two percent (42%) of Irish consumers claimed they bought less ready meals. The
data also showed that sixty-five percent (65%) of respondents stated they only purchased meat from
the local butcher which may indicate more trust in their meat compared to the supermarkets.
4.4 Theme 2: Trends (Consumer)
4.4.1 Consumer Purchasing Trends
Question 2 How often to you buy raw meat? (Please indicate your answer by ticking the relevant
box).
Fig 1.7

38. 28
Butchers
23%
Supermarket
37%
Both
40%
Where Do You Purchase Your Meat?
Butchers Supermarket Both
Buthers;
17%
Supermar
ket; 33%
Both; 50%
Purchasing Six or
More times per week
Buthers Supermarket Both
Butchers;
23%
Supermar
kets; 46%
Both;
31%
Purchasing Three to
Five times per week
Butchers Supermarkets Both
Butchers;
40%
Supermar
kets; 20%
Both;
40%
Purchasing One to
Two Times per week
Butchers Supermarkets Both
Figure 1.7 indicates out of thirty (30) respondents five (5) purchase meat one or two times a week,
thirteen (13) three to five times per week and twelve (12) size or more times a week. This may indicate
that a high percentage of consumer may be purchasing meat as they need it rather than bulk buying
for the week.
Question 3 Where do you buy your meat from?
Fig 1.8
Figure 1.8 shows out of thirty (30) respondents seven (7) purchase their meat from butchers, eleven
(11) purchase their meat from the supermarket and twelve (12) purchase from both the butchers and
supermarket.
The findings from both questions two (2) and three (3) indicate the following:
Fig 1.9 Fig 1.10 Fig 1.11

39. 29
0 0 0 0 0
13%
27%
23%
13%
23%
Support Cheaper Convenience Best selection Other
0
0.05
0.1
0.15
0.2
0.25
0.3
Reasons
PercentageofRespondents
Reason for Purchasing
Figure 1.9 shows out of five (5) purchasing meat one to two times a week, two (2) purchase from the
butcher, two (2) purchase from both the butcher and the supermarket and one (1) purchases from the
Supermarket.
Figure 1.10 shows out of thirteen (13) purchasing meat three to five times a week, six (6) purchase
from the Supermarket, four (4) purchase from both the butcher and the supermarket and three (3)
purchase from the supermarket.
Figure 1.11 shows out of the twelve (12) purchasing meat six or more times a week, six (6) purchase
from both the butcher and the supermarket, four (4) purchase from supermarkets and two (2) purchase
from the butcher.
These findings indicate that a large percentage of respondents are using both the butcher and the
supermarket when purchasing their meat. This may indicate that respondents are shopping around
when purchasing meat or that they may purchase certain items of meat from their supermarket and
other types of meat from their butcher. This may be associated to the purchasing of minced meat
products from from butchers during and after the horsemeat scandal.
Question 4 respondents were asked based on their answer to question 3, please indicate your reason
for purchasing meat from the selection you made. (Please indicate your choice by ticking as many
options applicable to you).
Fig 1.12
Figure 1.12 shows that out of thirty (30) respondents four (4) selected ‘support local business’, eight
(8) selected ‘cheaper’, seven (7) selected ‘convenience’, four (4) selected ‘best selection’ and seven
(7) selected other. Of those that choose other they were asked to specify. All respondents who choose

40. 30
0.53
0.3
0.17
0.4
0.6
0
0.07 0.1
0.83
Ranked 1 Ranked 2 Ranked 3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Ranking
PercentageofRespondents
Buying Behaviour
Shop Around Qaulity Traceablity
other stated they preferred to shop around for better deals.
This indicates a high percentage, twenty-seven percent (27%) indicate that they purchase their meat
based on it being cheaper while a further twenty-three percent (23%) indicate they shop around when
purchasing meat. This indicates that half of the respondents base their purchasing of meat on price.
Question 5 Which best demonstrates your buying behavior? (Please rank the following choices in
order from 1 to 3 with 1 being the most important and 3 being the least).
a. I shop around for the best deals for meat
b. I purchase meat based on quality
c. I purchase meat that has full traceability
Fig 1.13
Figure 1.13 shows over half of respondents indicated their buying behavior is based on shopping
around for deals while forty percent (40%) indicated their buying behavior was driven by quality. A
further sixty percent (60%) indicated quality as their second choice. This indicates that price then
quality are main driving factors in respondents buying behavior with traceability being of least
importance.

41. 31
10%
17%
37%
47%
Meal for one Meal for two Family Meal Don’t Purchase
ready meals
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Type of ready meals
PercentageofRespondents
Purchase of Ready Meal
Gluten Free Meal;
67%
Low Sodium Meal;
0%
High Protein Meal;
33%
Fat Free; 0%
Purchases of Healthy Readymeals
Gluten Free Meal Low Sodium Meal High Protein Meal Fat Free
Question 13 Please indicate from the selection which ready meals you would purchase that contain
raw meat. (Please indicate your choice by ticking as many options applicable to you).
a. Meal for one
b. Meal for two
c. Family meal
d. Don’t Purchase ready meals
Fig 1.14
Figure 1.14 shows that out of thirty (30) respondents three (3) purchase meals for one, five (5)
purchase meals for two, eleven (11) purchased family meals and fourteen (14) don’t purchase ready
meals
4.4.2 Health and Wellness
Question 14 asked respondents who indicated that they purchase ready meals in question thirteen (13)
to answer the following question. What healthy ready meals do you purchase? (Please indicate your
choice by ticking as many options applicable to you).
Fig 1.15

42. 32
Yes; 44%
No ; 19%
Maybe; 37%
Has the information provided by the Food
Safety Authority of Ireland Influenced
where you buy meat from?
Yes No Maybe
Yes; 90%
No; 7%
Unsure; 3%
Have you heard of the Food Safety
Authority of Ireland
Yes No Unsure
Figure 1.15 shows out of the sixteen (16) respondents who indicate they purchase ready meals four
(4) purchase Gluten free meals, two (2) purchase High protein meals, and no respondents indicated
they purchase Low sodium or Fat free meals. This shows that a thirty-eight (38%) of those who buy
ready meals purchase healthy ready meals.
4.5 Theme 3: The Development of Consumer Confidence (Consumer)
Question 6 Have you heard of the Food Safety Authority of Ireland? (Please indicate your answer by
ticking the appropriate box).
Fig 1.16
Figure 1.16 shows out of thirty (30) respondents twenty-seven (27) indicate Yes, two (2) indicated
No and (3) indicated unsure.
Question 8 asked respondents who answered yes to question six (6) has the information provided by
the Food Safety Authority of Ireland (FSAI) influenced where you buy your meat from?
Fig 1.17

43. 33
I trust the
quality of the
meat
I trust the
hygiene
standards
I trust
traceability
I trust the
knowledge and
training
0%
20%
40%
60%
80%
100% 83%
100%
77% 80%
0% 0% 3% 7%
17%
0%
20%
13%
Response
PercentageofRespondents
Respondents Indication of Trust
Yes No Unsure
Figure 1.17 shows out of twenty-seven (27) who indicate Yes to question six (6) twelve (12) stated
Yes, five (5) stated No and ten (10) stated Maybe.
4.5.1 Trust
Question 12 Please answer the following statements by ticking the appropriate box to indicate your
answer.
a. I trust the quality of the meat I buy
b. I trust the hygiene standards of the business I buy my meat from
c. I trust the business I buy my meat from can trace its meat back to source
d. I trust the staff where I buy my meat from are knowledgeable and well trained with regards to
the meat they sell
Fig 1.18
Figure 1.18 shows that out of thirty respondents (25) indicated Yes they trusted the quality of meat I
buy and five (5) indicated unsure, thirty (30) indicated Yes to they trust the hygeine standards of the
business they buy their meat from, twenty-three (23) Yes they trust the traceability, one (1) indicated
No and six (6) unsure and twenty-four (24) Yes they trust the knowledge and training of staff, two (2)
indicated No and four (4) unsure.
The findings indicate that high percentage of respondents trust the quality of meat, hygiene standards,
traceability and knowledge and training of the place where they purchase their meat from. This
indicates that the consumer may have become more knowledgeable of the level of standards and
quality a business should reach. It may also indicate that the businesses where these respondents have
purchased their meat from have put practices in place to build the trust with their customers which is
then reflected in this data.

44. 34
Theme 1: Health (Consumer)
Respondents indicated that they were aware of the BSE crisis with a greater amount indicating that
they were aware of the Horse Meat Scandal. This was partially due to the public awareness raised by
the Food SafetyAuthority of Ireland. Both health issues had led to a change in respondents purchasing
habits with the BSE crisis leading consumers to buy more from the Supermarkets and the Horse Meat
Scandal leading respondents to purchasing from the Butcher. It was the Horse Meat Scandal which
appears to have had more impact on respondents with many indicating that it made them change their
perception of what is in their food. This led to some reducing the ready meals they purchase while a
greater number stopped buying ready meals and preferred to cook with raw ingredients. With the
outbreak of the BSE crisis many respondents indicated that they stopped purchasing from the butcher
which may indicate they did not trust their meat. When horse meat DNA was found in processed meat
respondents indicated they started to purchase from their butcher. This indicates that in the year
between the BSE and Horse Meat issue the butcher has worked on building their relationship up with
the consumer. This may be one of the main factors the respondents trusted the butcher to purchase
meat from them during the horse meat period.
This is data is further supported by the research gathered in the literature review where it states that
local butchers saw a twenty percent (20%) pickup in trade during this time. This indicates that
consumer confidence in the butcher had risen between the time of the BSE crisis in (1989) to the
Horsemeat Scandal in (2013). This was further substantiated in the literature review where research
has shown that relationship between the butcher and the consumer had changed. This was partially
due to the actions taken by government at the time with the setting up of the Food Safety Authority
of Ireland. Later in (1999) the establishment of the Associated Craft Butchers of Ireland was set up
to gain public confidence back through training and support.
Theme 2: Trends (Consumer)
Consumer Purchasing Trends
Respondents indicated that they purchase meat on a regular basis on numerous occasions each week
primarily from both the butcher and the supermarket. A high percentage of respondent’s shop around
for the best deals and purchase from their chosen location because they are cheaper than other
locations. Price was chosen before quality of the meat with traceability being of less importance but
not to say it had no importance. This indicates that the respondents may be purchasing their meat as
they need it rather than bulk buying for the week.

45. 35
This is supported by the information gathered in the literature review where it claimed consumers are
‘very price conscious’, with fifty-two (52%) of consumers shopping around for the best deals This
research further indicated that the recession has been partially responsible for the development of this
shopping trend. It also claimed that consumers have been purchasing more meat from supermarkets
as supermarkets have been selling meat as a ‘loss leader’ to attract more customers. This is similar to
the findings of this survey where a high percentage of respondents have indicated they purchase from
the supermarket. This may indicate that these respondents are purchasing based on the meat being
cheaper in the supermarkets.
Respondents indicated that a large percentage do not buy ready meals and of those that do the family
ready meals is the most popular. This may indicate that those who don’t purchase ready meals may
prefer to purchase raw meat and prepare their own meals at home themselves. This is supported by
the research gathered in the literature review in which it was claimed the ‘do it yourself’ was a
growing ‘sub-trend’ in which consumers are looking to learn or relearn new skills in making meals
from raw ingredients. Primary research has also shown that consumers may be purchasing raw
ingredients as a result of the horsemeat scandal so they know what is going into their meals. This then
has caused consumers to move away from ready meals to cooking from raw ingredients as a health
conscious choice.
Health & Wellness
Respondents indicated that of those who purchase ready meals a low percentage would purchase
gluten free and high protein meals. This indicates that certain respondents are purchasing ready meals
based on health issue or as a healthy dietary choice. This is supported with the research material
gathered in the literature review stating that the ‘free from’ range of foods would continue to see
growth due to increased ‘public awareness’ in healthy foods caused by the horsemeat scandal.
Theme 3: The Development of Consumer Confidence (Consumer)
The findings show that ninety percent (90%) of respondents have heard of the FSAI. Out of this
number forty-four percent (44%) indicated that the information provided by the FSAI had influenced
where they buy meat. This is reflected in the data provide from question eleven (11) of the consumer
survey where twenty-one (21) out of thirty (30) respondents claimed they had reduced or stopped
buying ready meals as a result of the horsemeat scandal. This can be linked with the research
information provided in the literature review where it identifies that the detection by the FSAI of the
horsemeat DNA in meat products had a direct result on consumer purchases. The research further

46. 36
10-20 Years; 50%
21-40 Years; 0%
41-60 years; 25%
61+ Years; 25%
Years Trading
10-20 Years 21-40 Years 41-60 years 61+ Years
claims that as a direct result of this information being made public forty-two percent (42%) of
consumers claimed to purchase less ready meals. This indicates that the FSAI has played a vital role
in providing information that has shaped the purchasing habits of consumers based on health
conscious choices.
4.6 Demographics (Butcher)
The butcher survey was carried out on four (4) butchers located in the East Cork Area. These butchers
varied in the amount of years they were in business and represented an equal range of respondents in
terms of how long they have been in business. Questions were put forward to respondents to
determine the amount of time they have been trading, if they were members of the Associated Craft
Butchers of Ireland and what quality assurance schemes if any they were members of. This data would
be used to provide an accurate understanding of the measures respondents have taken to raise the
standards of their business to gain customer confidence.
Question 1 Please indicate how long you have been trading. (Please tick the appropriate box).
Fig 1.19
Figure 1.19 shows half of the butchers have been trading for less than forty (40) year while the other
half have been trading for over forty-one (41) years

47. 37
3
1
Decrease in
Business
No Change
0
0.5
1
1.5
2
2.5
3
3.5
Response
NumberofRespondents
Affect of BSE on Business
4
0 0 0
Increase in
Business
Decrease in
Business
No Change Unsure
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Response
NumberofRespondents
Affect of the Horsemeat Scandal on Business
4.7 Theme 1: Health (Butcher)
Question 5 In your opinion did the BSE outbreak in Ireland from1989 to present have any effect on
your level of business? (Please indicate by ticking the appropriate box)
Fig 1.20
Figure 1.20 show that three (3) out of four (4) respondents indicated Yes and one (1) out of four (4)
indicated No Change.
Question 6 In your opinion what effect did the Horsemeat Scandal of (2013) have on your business?
Please indicate by ticking the appropriate box).
Fig 1.21
Figure 1.21 shows that four (4) out of four (4) respondents indicated that they saw an increase in
business during the horsemeat scandal. During the answering of this question some respondents made
comment that sales, especially in minced meat and burgers grew during the first year of the horsemeat
scandal and have only dropped slightly since.

48. 38
25%
50%
100%
0%
Meals for
one
Meals for
Two
Family
Meals
None
0%
20%
40%
60%
80%
100%
120%
Range
PercentageofRespondents
Development of Ready Meals
4.8 Theme 2: Trends (Butcher)
4.8.1 Consumer Purchasing Trends
Question 8 From the following list please indicate which ready meals you have developed to cater to
your customer’s needs. (Please tick the relevant number of boxes).
Fig 1.22
Figure 8.1 shows that all respondents indicated they have developed family meals, two (2) out of four
(4) have developed meals for two and one (1) out of four (4) have developed meals for one. This
indicates that each business has developed their ranger of ready meals based on what their customers
want.
Question 7 In your opinion please rank the following choices in order from 1 to 5 which have had a
negative impact on sales with 1 having the most impact and 5 having the least.
Fig 1.23
0.75
0.25
0 0 0
0.25
0.75
0 0 00 0
0.75
0.25
00 0 0
0.5 0.5
0 0
0.25 0.25
0.5
Most Impact 2nd 3rd 4th Least Impact
0%
10%
20%
30%
40%
50%
60%
70%
80%
Rank
PercentageofRespondents
Negative impact on Sales
Supermarkets Other Butchers BSE Outbreak Horsemeat
Scandal
Recession

49. 39
Increase; 75%
Decrease; 0%
No change; 25%
Unsure; 0%
Affect of Recession on Business
Increase Decrease No change Unsure
Figure 1.23 shows respondents indicated Supermarkets in the area has having the most impact on
sales, Other butchers in the area in second, BSE Outbreak third, the Horsemeat scandal was chosen
as forth and as having the least impact and the Recession was chosen as having the least impact on
sales. This indicates that competition from supermarkets and other butchers in the area have had a
negative impact on sales. There were a number of comments noted that supermarkets selling at
‘uncompetitive’ prices were a major issue for some of the butchers. Respondents who selected other
butchers in the area as were noted to make comments referring to pricing issue with one (1) of the
local butchers in the area in which they were actively undercutting other competitors in their pricing
strategy. This gave an impression that there seemed to be some conflict between these businesses.
This ‘issue’may have affected the scoring of this question and may or may not reflect the true ranking
of local butchers. The horsemeat scandal and the recession both were ranked as having the least
impact on sales which may link in with findings gathered from question (6) where respondents
indicated the horsemeat scandal saw increases sales.
Question 10 Has the recent recession affected your business? (Please indicate your answer by ticking
the appropriate box).
Fig 1.24
Figure 1.24 shows three (3) out of four (4) respondents indicated that they saw an Increase in business
during the recession. One (1) out of four (4) indicated they saw No Change. This indicates a change
in consumer shopping habits during the recession. This may indicate that consumers may have
shopped around for offers during this time. This is further supported by the information gathered in
the consumer’s surveys in which the findings had shown consumers were buying meat more often
throughout the week and were shopped around for deals.

50. 40
50% 50%
0%
Hig Protien Low Carb Lod Sodium
0%
10%
20%
30%
40%
50%
60%
Type of Meal
PercentageofRespondents
Development of Healthy Ready Meals
1 1 11
0 0
10-20 Years 41-60 Years 61+ Years
0
0.2
0.4
0.6
0.8
1
1.2
Years Trading
NumberofRespondents
Members of Associated Craft Butchers of Ireland
Yes No
4.8.2 Health and Wellness
Question 9 From the following list please indicate which healthy ready meals you have developed to
cater to your customer’s needs. (Please tick the relevant number of boxes).
Fig 1.25
Figure 1.25 shows that half of respondents have developed High Protein meals for their customer’s
and half have indicated they produce Low Carb meals for their customers.
4.9 Theme 3: The Development of Consumer Confidence (Butcher)
Question 2 Are you a member of the Associated Craft Butchers of Ireland? (Please indicate by ticking
the appropriate box).
Fig 1.26
Figure 1.26 shows that of those businesses trading for under forty (40) years One (1) out of two (2)
are members. Of those in business over forty-one (41) years two (2) out of two (2) are members.

51. 41
4
3
0
Bord Bia Teagasc Other
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Choices
Numerofrespondents Membership of Quality Assurance Schemes
Question 3 Are you a member of any of the following Quality Assurance Schemes? (Please tick as
many boxes appropriate).
Fig 1.27
Figure 1.27 shows that all respondents indicated they were members of the Bord Bia Quality
Assurance Scheme while three (3) out of four (4) indicated they were members of the Teagasc Quality
Assurance Scheme. Of those who had been trading for less than forty (40) years, one (1) out of two
(2) was a member of the Bord Bia scheme.
4.9.1 Trust
Question 4 Please indicate your level of agreement or disagreement with the following statements by
ticking the appropriate box.
Fig 1.28
Strongly
Disagree
Disagree Neither Agree
Or Disagree
Agree Strongly Agree
0
0.2
0.4
0.6
0.8
1
0% 0% 0% 0%
100%
0% 0% 0% 0%
100%
0%
25% 25% 25% 25%
0% 0% 0%
25%
75%
Choice
PercentageofRespondents
Level of Agreement/Disagreement
Trust of
Quality
Relationships Traceability Staff
Trained

52. 42
75%
25%
0%
Yes No Unsure
Has the Food Safety Authority Ireland
helped you build trust with your
customers?
Figure 1.28 shows that four (4) out of four (4) Strongly Agree building trust in the quality of your
meat and building relationships with your customer is important. Three (3) out of four (4) Strongly
Agree their customers rely on their staff’s knowledge and training. The importance of full traceability
in their meat to their customer was split with one (1) indicating Strongly Agree, one (1) indicating
Agree, one (1) indicating Neither Agree or Disagree and one (1) indicating Disagree.
Question 11 In your opinion do you believe the formulation of the Food Safety Authority Ireland has
helped your business build trust with your customers?
Fig 1.29
Figure 1.29 shows that three (3) out of four (4) respondents indicated that they believe the FSAI has
helped their business build trust with their customers. This may indicate that respondents understand
that the information provided by the FSAI to the public has helped the public become more educated
and up to date on food safety issues. This has then allowed the respondents to develop their business
with aid from quality assurance schemes to meet the expectations of this newly educated and up to
date consumer.
Theme 1: Health (Butcher)
The findings of the effect of the BSE on businesses indicated that three (3) out of the four (4)
respondents saw a decline in business with one (1) out of four (4) reporting the BSE did not affect
them. Of those businesses which indicated a decline all reported to have been trading between ten
(10) and sixty (60) years while the respondent who indicated no change had been in business for over
sixty (60) years. This may indicate that the BSE outbreak may not have had an effect on long standing
butchers who had been serving the community for a long period of time. This may be down to the
relationship that had been built up with the customers over the years and may indicate a certain level
of trust between the butcher and their customers. This trust may have been built up owing to the fact

53. 43
that the butcher who indicated no change owns his own abattoir and may have had a lot more control
over the type of meat they selected for their business.
Findings indicate that during the Horse Meat Scandal consumers may have trusted minced meat
products from butchers more than supermarkets. These findings are supported by the research
material in the literature review where reports had shown an increase in over twenty percent (20%)
pickup in trade with local butchers and a reported seven percent (7%) of consumers buying more
from their butcher. The noted comments of an increase in sales indicates that customers continued to
purchase minced meat products from their butcher during and after (2013) with most customers
continuing to buy minced meat products after the outbreak had been confirmed. This may indicate
that customers switching to their local butcher may have trusted the quality and traceability of the
butcher’s meat more than the supermarkets. This could possibly be contributed to the publicity by
news and media reports of contaminated meat being found in supermarkets. It could also have been
attributed to the quality assurance schemes the butchers had put in place after the BSE crisis and the
loss of business.
Theme 2: Trends (Butcher)
Consumer Purchasing Trends
The findings have shown that butchers are actively pursuing product development to diversify their
business offering. The production of ready meals to meet the demands of their customers has shown
that the respondents are aware of consumer trends and have developed products to cater to these
needs. This is indicated in the consumer findings where respondents indicated family ready meals as
one of the top choices in ready meals purchased. The understanding of these customer needs is shown
where all butchers have indicated they have developed family meals for this market segment.
Health and Wellness
The findings have indicated that all respondents have broadened their product offering through
product development of healthy ready meals to cater to the needs and wants of their customers. This
has shown that respondents have some understanding of current trends in healthy foods and have an
understanding that they must diversify their product offering in order to compete in this developing
market. This reflects the research gathered in the literary review in which Nolan Butchers of Kilcullen
indicated the importance of developing ready meals to help increase revenue.

54. 44
Theme 3: The Development of Consumer Confidence (Butcher)
The findings have indicated that all respondents have implemented some form of quality assurance
scheme in their business. This shows that respondents have identified that quality of their products is
important. Three (3) out of four (4) respondents hold membership with the ACBI which has given
them the support and training to build their business and gain customer trust.
Trust
Respondents have shown that they believe that the building of trust and the development of
relationship with their customers is of high importance. The results indicated that the customer rely
on the training and knowledge of staff and the traceability of meat was important but not a major
concern for their customers. This indicates that the interaction between the butcher and consumer
through trust and quality service is considered to be of high importance to the butcher in maintaining
customer loyalty.
4.10 Implications of Findings & Analysis
The main implications and findings of this analysis has shown that where the customer chooses to
buy their meat from is largely based on trust. This has been shown where through lack of trust in
Butcher’s consumers changed to the Supermarket during the BSE phase and through loss of trust in
the Supermarkets during the Horse Meat Scandal consumers switched to the butchers. This is closely
followed by price and quality as reasons to choose the location to buy meat. Since the BSE crisis and
the loss in trade it caused to butcher businesses steps have been taken to rebuild the relationship with
the consumer. Bodies such as the Associated Craft Butchers of Ireland and assurance schemes have
provided valuable knowledge, training and assistance to butchers which has helped them develop
their business and win back the trust of the consumer. This has become a great advantage as
consumers have become more aware of what is going into their food with thanks to bodies such as
the Food SafetyAuthority of Ireland. This has led to a change in consumer shopping trends where the
majority of consumers prefer to purchase raw ingredients rather than processed meals. Changes such
as the recession has also had an effect on the consumers shopping habits with consumers doing
smaller shops and shopping around for better deals. Butchers will further have to develop their
offering to cater to this market as consumers shopping habits change through the years. Due to the
power of Supermarkets being able sell meat products at below cost, butchers will always find it
difficult to compete against them for this market. This will mean that butchers will have to further

55. 45
continue to build and strengthen their relationship with the consumer and keep developing their
business to meet the needs and wants of their customers. Butchers will further have to develop their
product range to cater for their changing markets and ensure that they are constantly keeping on top
of trends.
4.11 Conclusion
This chapter has presented the findings of both the consumer survey and the butcher survey and made
linkages between the primary research and secondary research where possible. The questions and
finding were placed grouped into themes to make it easier for the reader to follow. Through the
findings and analysis key implications were identified and discussed.
The next chapter will provide some recommendations arising from the primary research and will a
conclusion of the study.

56. 46
Conclusion &
Recommendations

57. 47
5.1 Conclusion
The Irish Butcher has faced a number of challenges over the past ten (10) years from changes in
demographics and lifestyle to national health issue. The local butcher has had to face increasing
challenges in competition from supermarkets and their low cost and often below cost selling of meat
and have had to adapt their marketing strategy to compete within this market. These changes have
been shown to not only effect butchers within Ireland but it has also been shown that similar
difficulties have effected butchers in the United Kingdom also. This has resulted in loss of revenue,
loss of job due to butchers having to cut back and in some cases the closure of local butcher stores. It
is evident that the local butcher has come across many challenge over the past ten (10) years and has
been shown that those who remain in business are the ones who have adapted to this change. In some
cases, butchers with a long history of being in business have remained open due to local support and
in some cases they have had to close their doors after long years of service.
This research paper began through research gathered from secondary sources. This was compiled and
put together in the Literary Review to give a general understanding of the challenges that has effected
the relationship between the consumer and the butcher over the past ten (10) years. This review
focused on areas such as a brief history of meat production and butchers followed by a look at health,
consumer trends and the developments in consumer confidence to give the reader an understanding
of major issues which may have effected this relationship. It emerged from the secondary research
that the relationship between the butcher and the consumer has been effected by a number of issues
over the past (10) years.
Research gathered from secondary sources has indicated that many butchers have found it difficult to
compete with the price of meat charged by local supermarkets. Jack Roche a local business man in
Dublin was found to remark that with the emergence of stores such as Aldi and Lidl prices had been
‘decimated…way below cost’ (Irish Independent, 2014). Reports carried out in the (UK) by the
competition commission indicated that supermarkets, having more power over suppliers could
demand lower prices which in turn allowed them to sell at below cost without taking too much risk.
This was seen to have the effect of distorting competition within the market. This was further
supported through primary research carried out through surveys that butchers believed the
supermarkets pricing strategies had had a negative effect on sales. Research gathered through
consumer surveys also suggested that consumers purchasing was largely led by price and that
consumers purchasing habits focused on shopping around for the best price of meat. This was shown
to be a problem for butchers as the research has shown that butcher cannot compete with supermarkets

58. 48
on price.
Additional research gathered in the Literary Review indicated that health issues relating to the quality
of meat had had various effects on the relationship between the consumer and the butcher. It emerged
from secondary research that the BSE crisis from (1989) on had caused consumer confidence in beef
production to drop which resulted in a loss of sales throughout the industry. This effected small and
medium size business in particular and it was shown that normal sales techniques such as dropping
prices to stimulate demand would have no effect on driving sales. It was shown that this had had the
effect of many local businesses having to lay off staff and rely on day to day takings to get by. One
of the main finding of the BSE crisis to come from the research was the change in consumer shopping
habits. It was found that consumers had changed over to Supermarkets from the local butcher because
of the Supermarkets having developed a quality assurance scheme. This quality assurance scheme
provided the consumer with full traceability of their meat from farm to consumer which developed
trust in their meat with their customers. This was shown to effect the butchers in that it was shown
that fifty (50%) of trade was lost to supermarkets during this time. This was supported through
primary research where it was found that butchers had seen a decrease in sales during this time.
Research had shown that consumer purchasing habits had taken another turn after the announcement
of horse meat DNA being found in a range of meat products found in many supermarkets in Ireland.
This resulted in some consumer moving back to purchasing mainly minced meat products from their
local butchers. This had shown that in the time between the BSE crisis and Horse Meat Scandal
butchers had made progress in implementing quality assurance schemes which they may have lacked
during the BSE crisis. Research gathered through secondary resources has shown that during the
Horse Meat Scandal consumption of ready meals dropped and the purchase of raw ingredients had
increased. This change in purchasing and the consumption of ready meals was caused due to the
decrease of trust through lack of control of meat processing plants. This was supported through
primary research where it was shown where a high percentage of respondents do not buy ready meals
and prefer to buy raw ingredients. One of the main outcomes of this research was that it led to
consumers wanting to learn more about what goes into their food and indicated that they had become
more educated through information provided by bodies such as the Food Safety Authority of Ireland.
This development of consumers becoming more educated led to a change in purchasing habits which
resulted in various trends such as purchasing based on health needs and healthy living lifestyles.
Research carried out from secondary resources indicated that a trend in ‘Free From’ range of foods
was on the increase while sales had shown an increase in ‘healthier foods’ which had been linked to

59. 49
the public awareness of the horse meat scandal (foodbey, 2014). This research had also shown that
consumers were more interested in traceability but this was not supported in the findings gathered
from primary research. The primary research did indicate that consumers tend to purchase meat more
frequently throughout the week rather than buying it bulk and tended to shop around more. This
supported the argument found through secondary research that consumers had moved from a ‘linear
model’ to a ‘multi-dimensional model’ where due to an increase in technology consumer would
research and compare prices before purchasing (Bord Bia, 2013).
Further information gathered through secondary research had shown that the establishment of the
Associated Craft Butchers of Ireland had given local butchers access to resources to help them
improve and rebuild relationships with their customers. This was done through training, marketing
support and award schemes. This was shown to have helped many local butchers through the
development of their business with many of them introducing product development of ready meals
made using raw ingredients. This range of meals allowed them to target new markets and bring
business back into the store. Primary research supported the secondary research where it was shown
that consumers had indicated that they buy ready meals from their local butchers with the family
ready meal being one of the top choices of meals. Butchers through primary research had also shown
that they were aware of consumer needs and trends and had introduced a range of ready meals and
healthy ready meals such as gluten free meals to cater to their market. This had shown an awareness
of health trends and of the needs of their consumers within their local area and that butchers were
taking a proactive approach to managing their relationship with the consumer.
5.2 Recommendation
The author of this dissertation has identified a number of recommendations arising from the research
gathered which are as follows:
 More research is needed to identify the level of consumer research online before purchasing
raw meat products. Out of the four (4) butchers surveyed only two (2) of them have websites
and one (1) of them is actively pursuing marketing through social media. This would allow
the researcher to further develop an understanding of how consumer choose where to purchase
their meat.
 Further research needs to be carried out to understand the impact of the location of butchers
and supermarkets on the shopping habits of the consumer. This would gather information on
footfall of consumers through the door based on location within the area.

60. 50
 Training should further be developed for butchers to enable them to create an online presence.
With the increase in digital marketing this step would further help the butcher to cater to the
needs of their customers and help them to further build their relationship with the consumer.
This includes online active website and active social media presence.
 Government policy may need to implemented to restrict the pricing strategies of supermarkets
with regards to meat. The below cost selling of meats to get people in the door has led to a
devaluation of meat products and caused financial loss to small and medium businesses such
as the butchers, supplier and producer.
 Butchers should carry out further investigations into consumer trends and further develop their
product range to cater for more markets. The development of products using natural raw
ingredients is viewed by the author as a unique selling point that the butcher’s stores should
take advantage of to drive sales.

61. 51
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Appendices

69. 59
Appendix 1 Consumer Survey
The questions in this survey will refer to raw meat and not cooked meat.
1. Do you buy raw meat? Please indicate your answer by ticking one of the following boxes.
a. Yes b. No c. Sometimes
2. How often do you buy raw meat each week? Please indicate your answer by ticking one of the
following boxes.
a. One to two times a week
b. Three to five times per weeks
c. Six or more times a week
3. Where do you buy your meat from? Please indicate your answer by ticking one of the following
boxes.
a. Butchers
b. Supermarket
c. Both
4. Based on answer 3 please indicate your reason for purchasing meat from the selection you made.
Please indicate your choice by ticking as many options applicable to you.
a. Support Local Business
b. Cheaper
c. Convenience
d. Best meat selection
e. Other
Please Specify:
____________________________________________________________________

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5. Which best demonstrates your buying behavior? Please rank the following choices in order from
1 to 3 with 1 being the most important and 3 being the least.
a. I shop around for the best deals for
meat
b. I purchase meat based on quality
c. I purchase meat that has full
traceability
6. Have you heard of the Food Safety Authority of Ireland? Please indicate your answer by ticking
the appropriate box.
a. Yes b. No c. Unsure
7. If you answered No or Unsure to question 6 please skip to question 8. If you answered yes, please
answer the following:
Has the information provided by the Food Safety Authority of Ireland influenced where you buy
your meat from?
1. Yes
2. No
3. Maybe
8. Are you aware of the following? Please indicate your answer by ticking the appropriate box.
a.
Yes
b.
No
c.
Unsure
BSE (Bovine Spongiform Encephalopathy)

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9. If you answered No or Unsure to question 8 please skip to question 10. If you answered yes,
please answer the following:
Did the BSE Outbreak influence you to do any of the following? Please tick the appropriate box to
indicate your answer
Yes No
a. I stopped buying meat
b. I only bought meat from the local butcher
c. I only bought meat from the supermarket
d. My shopping habits remained the same
10. Are you aware of the following? Please indicate your answer by ticking the appropriate box.
Yes No Unsure
Horse Meat Scandal
11. If you answered No or Unsure to question 10. please skip to question 12. If you answered yes,
please answer the following:
Did the horse meat scandal influence you to do any of the following? Please indicate your answer
by ticking the appropriate boxes.
Yes No
a. I stopped buying meat
b. I only bought from the local butcher
c. I only bought from the supermarket
d. I stopped or reduced buying ready meals
e. I stopped or reduced buying minced meat
f. My Shopping habits remained the same

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12. Please answer the following statements by ticking the appropriate box to indicate your answer.
Yes No Unsure
a. I trust the quality of the meat I buy
b. I trust the hygiene standards of the
business I buy my meat from
c. I trust the business I buy my meat from
can trace its meat back to source (ie
from farm to consumer)
d. I trust the staff where I buy my meat
from are knowledgeable and well
trained with regards to the meat they sell
13. Please indicate from the following selection which ready meals you would purchase that contain
raw meat. Please indicate your choice by ticking as many options applicable to you.
a. Meal for one
b. Meal for two
c. Family Meal
d. Don’t Purchase ready
meals
14. If you answered don’t purchase ready meals to question 13 please skip to question 15. If you
answered yes please answer the following:
What healthy ready meals do you purchase? Please indicate your choice by ticking as many options
applicable to you.
a. Gluten Free Meal
b. Low Sodium Meal
c. High Protein Meal
d. Fat Free

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15. Please tick the following to indicate your answer.
17. Please indicate you age category by ticking the appropriate box.
a. 18-29 b. 30-39 c. 40-49 d. 50-59 e. 60+
a. Male
b. Female

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Appendix 2 Butcher Survey
Name of Business.
1. Please indicate how long you have been trading. Please tick the appropriate box.
a. 10 -20 year b. 21 – 40 year c. 41 – 60 years d. 61+ year
2. Are you a member of the Associated Craft Butchers of Ireland. Please indicate by ticking the
appropriate box.
a. Yes b. No
3. Are you a member any of the following Quality Assurance Schemes? Please tick as many boxes
appropriate.
a. Bord Bia
b. Teagasc Food Assurance
c. Other
Please Indicate: ________________________________________________________________
4. Please indicate your level of agreement or disagreement with the following statements by ticking
the appropriate box
Strongly
Disagree
Disagree Neither
Agree or
Disagree
Agree Strongly
Agree
a. It is important to build trust with your
customers of the quality of your meat
b. Building relationships with your
customers is important
c. Having full traceability of your meat
is important to your customers
d. Customers rely on your staffs
knowledgeable and training

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5. In your opinion did the BSE outbreak in Ireland from (1989) to present have any effect on your
level of business? Please indicate by ticking the appropriate box.
a. Increase in business
b. Decrease in business
c. No change
d. Unsure
6. In your opinion what effect did the Horsemeat scandal of (2013) have on your business? Please
indicate by ticking the appropriate box.
a. Increase in business
b. Decrease in business
c. No change
d. Unsure
7. In your opinion please rank the following choices in order from 1 to 5 which have had a negative
impact on sales with 1 having the most impact and 5 having the least
a. Supermarkets in the area
b. Other butchers in the area
c. The BSE Outbreak
d. The Horsemeat scandal
e. The Recession
8. From the following list please indicate which ready meals you have developed to cater to your
customer’s needs. Please tick the relevant number of boxes.
a. Meals for one
b. Meals for two
c. Family meals
d. None of the above

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9. From the following list please indicate which healthy ready meals you have developed to cater to
your customer’s needs. Please tick the relevant number of boxes
a. High protein meals
b. Low Carb meals
c. Low sodium meals
10. Has the recent recession affected your business? Please indicate your answer by ticking the
appropriate box.
a. Increase in business
b. Decrease in business
c. No change
d. Unsure
11. In your opinion do you believe the formulation of the Food Safety Authority Ireland has helped
your business build trust with your customers?
A. Yes
A. No
C. Unsure