Meat Packing Journal, Sep-Oct 2017, iss 5 vol 4

Meat

the international magazine for the meat and poultry industry

September~October 2017 Volume 4, issue 5 ISSN 2054-4685

p a c k i n g

46 | How Amazon's game changer will affect you

62 | CHLORINE CHICKEN MAY SCUPPER DEAL

J o u r n a l 16 | russia – why you should be there

Get a griP on craft snacks

le ad e r

Not to boast but…

Y

ears ago when I moved to England the first job I got was being a police spokesperson for a region just outside of London.

Although I knew nothing about the British police system, they figured my 20-years in the US Coast Guard was close enough.

They figured wrong. One of my first nights on-call involved a tied-up ex-wife, a large petrol can, a cigarette lighter, and a complete nutcase of an ex-husband who had seen too many Tarantino films. It ended with the wife rescued, the husband arrested, and all without injury. As

editor's choice

I can recall, several cups of tea played a key role in the tense negotiations.

Around five in the morning I wrote up my press release, showering praise upon the police for how they

It has to be Russia. Be sure to also check out the Russia podcasts on our website.

Part II will be up soon. - page 16

handled it, and went home to sleep. By 8am I was back at work, standing in front of a sergeant’s desk who was holding my press release. He was not smiling.

“This isn’t the way we do things here,” he said. “We don’t applaud ourselves, we don’t pat ourselves on the back or hold our hands out for ‘high-fives’ or what ever you Yanks do. We just get on and do our job.”

He took out a notepad from his pocket and read to me:

when you don’t have to reinvent the wheel to solve one of your problems. In every issue, MPJ gives you the world.

In September’s, there are stories I’m very excited about and stories you won’t find anywhere else.

I went to Russia recently to visit meat/poultry plants.

“Thames Valley Police responded to a call last night at

While this might seem like a slightly crazy time to go, I

2200 hours involving a domestic disturbance. A 35-year-

found the country and its potential to be amazing – and

old man is now assisting police with their enquires.”

this is coming from someone who grew up hating the

“That,” he said, “is how you should have written it.”

Soviet Union. President Putin wants Russia’s agriculture

Twenty-years later I can still hear the sergeant’s words

to be a world leader in export and has told the country’s

but you know what, sometimes you do have to crow. For

largest banks to give agriculture companies low-interest

those of you at ProcessExpo and perhaps haven’t seen

loans. All the plants I visited acknowledged that they need

Meat Packing Journal before, let me tell you why MPJ

Western equipment and partners to make this happen. I

stands apart.

don’t believe in exaggeration, but I suspect greatly that

In covering the world’s protein market, I’ve been to

Russia will be the last Klondike the meat processing

around 40 countries. What I’ve learned the most from a

industry might ever see. This will be a two-part feature

world exposure is this: when it comes to business, there

with the second to follow in November.

are no borders. What happened on a New Zealand lamb

In July last year I wrote about the meat snack industry.

farm yesterday, affects a Welsh farm today, and a local

If you have a print copy, hold on to it, it’s a collector item.

Californian lamb processor tomorrow. In the 20-years

The interest was HUGE so I’m following it up in this issue.

I’ve written about the meat, poultry, and fish industry,

While last year I looked more at the process, this year

I’ve seen this over and over again. Companies who

we’re focusing on marketing craft meat. As a shrimp

acknowledge this are still around and thrive; those who

farmer told me once in Brazil; “Anyone can grow shrimp,

don’t wither and die.

it’s not exactly rocket science. But to sell shrimp and

You’re a maker of frozen burger patties and sell only in the western US, so why care about what’s happening in Germany? By following developments in Germany, for

make a profit, now that’s the challenge.”

I hope you all enjoy this issue and to my old police boss: “Sorry about this, sergeant, won’t happen again.”

example new grinders, regulations, products, freezers, etc, it can very well make you money on the long run

meatpacking.info

Velo Mitrovich, Editor

September~October 2017

3

co ntac t s

Strong in Performance and Reliability!

contacts Velo Mitrovich Editor velo@rebymedia.com +44 (0)1442 780 591 Jim Robertson Head of sales jim@rebymedia.com +44 (0)1442 780 593 Josh Henderson Sales executive josh@rebymedia.com +44 (0)1442 780 594 Jon Young Publisher jon@rebymedia.com Reby Media 42 Crouchfield, Hemel Hempstead, Herts, HP1 1PA, UK

SUBscriptions Meat Packing Journal is a bimonthly magazine mailed every January, March, May, July, September and November.

Subscriptions can be purchased for six or 12 issues. Prices for single issue subscriptions or back issues can be obtained by emailing: subscribe@meatpacking.info

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However, if you would like to obtain copies of an article for marketing purposes high-quality reprints can be supplied to your specification. Please contact the advertising team for full details of this service. Meat Packing Journal is printed at Stephens & George, Merthyr Tydfil, UK.

Vacuum technology has become a crucial element for many tasks in the food packaging and food processing industry. Rely on the vacuum solutions from Leybold with a perfect matching product for your application.

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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage or retrieval system, without the express prior written consent of the publisher. Meat Packing Journal ISSN 2054-4677 is published bimonthly by Reby Media, 42 Crouchfield, Hemel Hempstead, Hertfordshire, HP1 1PA. Subscription records are maintained at Reby Media, 42 Crouchfield, Hemel Hempstead, Hertfordshire, HP1 1PA. Meat Packing Journal and its Editorial Board accept no responsibility for the accuracy of statements or opinion given within the Journal that is not the expressly designated opinion of the Journal or its Editorial Board. Those opinions expressed in areas other than editorial comment may not be taken as being the opinion of the Journal or its staff, and the aforementioned accept no responsibility or liability for actions that arise therefrom.

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4

September~October 2017

Anz_FoodPack_mix_EN_210x297.indd 1

23.08.17 16:55

Meat Packing Journal

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co nte nt s

contents 16

50

30 62

76

COVER: craft meat snacks 30 - Last year we told you that the meat snack industry was going to take off like a rocket and we were right. This year we will only say this: Your seatbelts better be fastened

russia – the last klondike 16 - The Bear has water, land, low-cost power and now low-interest loans for agriculture.

Now it just needs your expertise

and now the tough part 56 - Anyone can make craft meat but not everyone can make a sale.

Chlorine and chicken craft meat way to go 30 - Make a better product and they will come.

Salami, jerky, and charcuterie set the pace

62 - The Atlantic battleline has been drawn

show preview: process expo 68 - What not to miss at the big Chicago show

meatsnacks group 41 - How a UK-based jerky company figures the world is its oyster – including the USA

'SHARE OF THE STOMACH' 76 - New marketing columnist Elliot Begoun talks about people switching to your brand

The playing field is now level 46 - Why Amazon's buyout of Whole Foods means you'll never have to worry about getting supermarket shelf space again

seriously good salami 50 -How a salami stick maker breaks every rule except for one – excellent taste

6

September~October 2017

Also in the issue: 9 - News 12 - Safety news 74 - Distribution news 77 - Marketing news 80 - Product news 82 - Events

Meat Packing Journal

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JARVIS Now Has Two Types of Pneumatic Stunners Penetrating and Non-Penetrating

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One shot humane stunning procedure - high reliability Easy to handle and operate - less recoil or kickback - less operator fatigue Renders the stunned animal insensible to pain U.S. Patent No. 6,135,871 German Patent No. DBP603 48 402.6 European Patent No. EP1613164 Jarvis Products Corporation

33 Anderson Road, Middletown, CT 06457 Telephone: (860) 347-7271 Fax: (860) 347-9905 E-mail: president4@hotmail.com Web site: www.jarvisproducts.com

USSS-2 Non-Penetrating Stunner with head type restrainer

One Shot Stunning Renders the Animal Completely Insensible to Pain MACQUIP Ltd.

Stephen McConnell, Director 16 Ballycraigy Road Antrim, County Antrim BT41 1 PL Northern Ireland World Leader in Meat Processing Equipment Tel: 0044(0)28 9446 3921 E-mail: macquip@btinternet.com Website: macmeatprocessingequipment.co.uk UK and Ireland Distributor

world

n e ws

JBS head hanging on to top job I

company.” Or so he hopes.

nearly 2,000 Brazilian politicians and government

However, it might not be all smooth sailing. While

officials and you step down. But not if you’re JBS SA

Wesley Batista and his brother, former JBS chairman

Wesley Batista, chief executive of the world’s largest meat

Joesley Batista, are the largest shareholders in the

company, headquartered in Brazil.

company, the Brazilian government – through national

t seemed pretty-clear cut back in May. Admit to bribing

Nearly three months after the fact, he seems to be having second thoughts and is hoping that when shareholders meet in September, they will focus instead

development bank BNDES – is the second largest shareholder. BNDES was crucial in JBS's US expansion.

The Batistas and the government have been at odds

on all the positive results and advancements the

since May when recordings, secretly recorded by Joesley,

company has made in the last few months.

were leaked by O Globo, a leading Brazilian newspaper.

Asked by an analyst about the meeting, Batista said it

In the recordings, President Michel Temer and Joesley

represents “an opportunity for management” to present to

discussed hush money pay-offs. Joesley Batista has since

shareholders what he said are positive results since the

stepped down as JSB chairman. J&F, the holding of JBS,

scandal emerged.

agreed to pay 10.3 billion Brazilian reais ($3.23 billion) in

“The company and its administration are looking forward to the meeting to have the opportunity to show

fines as part of a deal with prosecutors that would keep both Batista brothers out of jail.

and demonstrate to shareholders all advancements and

Despite demonstrations – put down by the military

progress made in this short time frame,” said Batista. “I’m

and police – which called for Temer’s resignation, he, like

sure shareholders will focus…on the best interests of the

Wesley Batista, has continued to hold onto power.

US Strikes Deal to Export Pork to Argentina

U

and this agreement opens up a potential $10-millionper-year market for America’s pork producers. Argentina has blocked imports of United States pork since 1992,

S President Donald Trump has announced that the

citing animal health concerns. Under the terms of today’s

United States and Argentina have agreed to terms

agreement, all fresh, chilled, and frozen pork and pork

that will allow United States pork to enter the Argentine

products from United States animals will be eligible for

market for the first time since 1992. The agreement

export to Argentina.

follows the August 15 meeting between Vice President

Argentine food safety officials will visit the United

Mike Pence and President Mauricio Macri of Argentina

States to conduct on-site verification of the United States

during the Vice President’s visit to Buenos Aires. President

meat inspection system, after which United States pork

Trump first raised the issue with President Macri during

exports will resume pending resolution of any outstanding

their bilateral meeting at the White House on April 27.

technical issues.

Secretary of Agriculture Sonny Perdue, Secretary of

The United States remains focused on expanding

Commerce Wilbur Ross, and U.S. Trade Representative

trade of other agricultural products between the United

Robert Lighthizer were also fully engaged in completing

States and Argentina, notably beef, poultry, and fruits.

the agreement.

“Today’s announcement is a big win for American pork producers and proves that President Trump is getting real results for America’s farmers and ranchers,” said Vice President Pence. “After 25 years of discussions,

Ancient bacon in Austria

A

ustrians were making bacon thousands of years ago. And a researcher says they were probably the

America’s pork producers will soon be able to export

first in Europe to do it on an industrial scale, reports the

their fine product to Argentina. This is one more example

Associated Press.

of the commitment of President Trump and his entire

Hans Reschreiter of Vienna's Museum of Natural

Administration to breaking down international trade

History says DNA traces from more than 6,000 pig bones

barriers and making free and fair trade a win-win for

at what was a prehistoric slaughter house near the Upper

American workers, farmers, and our trading partners."

Austrian town of Hallstatt shows they are more than 3,000

The United States is the world’s top pork exporter,

meatpacking.info

years old. Meat was butchered, cured, and hung to dry.

September~October 2017

9

n e ws

W orld

Labor shortage hitting California

O

ften times California is referred to as the tail that wags

agriculture workforce is undocumented. In the US meat

the dog. In the case of agriculture workers, the rest of

industry estimates are around 20-25 percent of workers

the nation is hoping that for once this won’t the be the case.

are undocumented, though some put it much higher..

While there has been a surge in the number of

According to Fortune magazine, California farmers say they are having trouble hiring enough people to work

undocumented immigrant arrests since President Donald

during the current harvest season, causing some crops to

Trump took office this year, the net loss of workers has

rot before they can be picked. NBC News says that so far,

been going on for some time. Between 2009-2014 there

the labor shortage has triggered loses of more than $13

was a net loss of 140,000 Mexican workers, with family

million in two California counties alone.

reunification listed as the main reason for returning home.

“We’ve been masking this problem for all these years

While it is mostly vegetables and fruit farms which are taking the hit – not meat/poultry processing – it would

with a system that basically allowed you to accept

be foolish to think that the meat industry is immune. To

fraudulent documents as legal, and that’s what has been

make jobs more attractive, some farmers in California are

keeping this workforce going,” Steve Scaroni of Fresh

offering salaries above minimum wage, along with paid

Harvest told The Los Angeles Times.

Like the meat industry, farmers are now looking

time off, and 401(k) plans. While they were hoping this would then turn the tide, it hasn’t.

The shortage of workers is being blamed over ongoing

into robotics to reduce the amount of required labor in the fields. Already some crops like olives, wine grapes,

battles about US immigration policy. According to the

and tomatoes have brought in mechanical harvesters.

US Department of Labor, a huge 57 percent of America’s

California agriculture isn’t going to look the same.

Hormel goes shopping for Italian sausage

shop in a predominantly Italian neighborhood of Chicago.

Oriano Fontanini started the business in 1960 as a meat In the 1970s, Gene Fontanini learned the pizza business

N

ever say sausage comes cheap. Hormel Foods

and turned the business into one supplying meats for

has bought the Fontanini brand meat and sausage

pizzerias around Chicago.

According to Hormel, Fontanini will continue to operate

business for $425 million. Hormel said it acquired Fontanini Italian Meats and Sausages from privately

out of its facility in Chicago and will report into Hormel’s

held Capitol Wholesale Meats Inc. The Chicago-based

refrigerated-foods division.

business sells branded meat products such as pizza toppings and meatballs, mostly for the restaurant and wholesale trade.

According to The Wall Street Journal, Hormel and other major US meat processors, such as Tyson Foods and Pilgrim’s Pride are trying to fill out their portfolios of branded food products in search of higher

More meat than average drink

I

t was just a matter of times. After adding flavor after flavor to its coffee drinks, Starbucks has finally added

meat. Beef jerky to be exact.

For a limited time only, the coffee giant said it would

and more stable profit margins than they can get from

sell the new drink at its exclusive Seattle Roastery and

fresh meats sold to restaurants or shrink-wrapped packs

Tasting Room.

sold in supermarkets.

“This is a strategic acquisition for our high-growth

The drink, Pepper Nitro with a Jerky Twist, infuses nitro cold brewed coffee with malted fennel black pepper

food-service division,” said Jim Snee, Hormel’s CEO. “The

syrup. Baristas then top it with honey cold foam, cracked

Fontanini brand is highly regarded, and the addition of

pink peppercorn, and “a bamboo skewer of natural beef

these products to our portfolio will allow us to accelerate

jerky made with grass-fed beef.”

growth."

Starbuck’s Seattle Roastery is a space for Starbucks

Brittany Weissman, Edward Jones equity analyst,

to test out more experimental drinks, not available

said Hormel's move on Fontanini fits nicely within the

elsewhere in the Starbucks empire. On rare occasions

company's acquisition strategy. Hormel typically buys

the drinks then make the jump to mainstream Starbuck

smaller, family-owned, protein-focused businesses.

locations around the world.

10

September~October 2017

Meat Packing Journal

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safety

socks for contaminated soil a soil core, is that it samples the interaction between the human and the soil. While it’s long been an accepted fact that Campylobacter was present in soil, Jones says: “What was novel was that after a walk in the countryside around 50 percent of the boot socks were positive for Campylobacter.”

The 55.8 percent of socks that showed Campylobacter presence in North-West, versus the 38.6 percent of

R

esearch work has shown that wearing socks might

socks in East Anglia, reflect the wider use of the land by

be the best way of collecting Campylobacter

livestock in the North-West region. The winter seasons

samples in suspected contaminated soil. Dr Natalia Jones,

showed the highest incidences of Campylobacter,

senior research associate at the University of East Anglia,

followed by spring, since precipitation provided

and her team published in Applied and Environmental

conditions favorable to the pathogen. The species they

Microbiology, that in the North-West and East Anglia

found most was C. jejuni, associated with sheep in the

regions of the UK, the pathogen is present in 55.8 percent

North West and wild birds in East Anglia, along with C.

and 38.6 percent of soils, respectively.

coli, associated with livestock, in the North West.

Campylobacter, normally associated with the poultry

It’s been proven that if a farm environment is positive

industry, is a persistent and widespread pathogen.

for Campylobacter – due to number of reasons – poultry

Worldwide, it is the leading cause of bacterial foodborne

ingest the organism and it begins to replicate it in their GI

illnesses, according to the Centers for Disease Control.

tracts. They then spread it to one another via excretion

In doing their research, the team discovered that

and ingestion by other birds. What makes it difficult to

socks can be a viable method of obtaining soil samples.

be proactive at this stage is that birds usually show no

Jones showed that using boot socks worn over regular

signs of ill-health from the pathogen. Once contaminated

walking shoes is an effective method of sampling

birds enter the processing facilities and are slaughtered,

for Campylobacter over distance in the environment. The

the pathogen spreads like wildfire and can contaminate

key difference from traditional sampling, such as taking

previously unaffected carcasses or parts.

In short...

Bad food

they may contain pieces of blue plastic. The affected

Good Food Concepts is recalling around 1,300 pounds

products were sold at Lidl, Waitrose and Ocado. The

of beef in Colorado Springs, USA, after company tests

amount of the recall was not revealed.

showed E. coli O26 contamination. The contaminated meat went to a combination of retail and wholesale

No soy

locations, along with restaurants.

Bateman in West Sacramento, USA, has recalled over 20,000 pounds of not-ready-to-eat chicken products due

President’s Salmonella

to misbranding and an undeclared allergen. The products

Officials in Canada, which had previously refused to name

contained soy with the mistake discovered during routine

the implicated products which have sickened people in at

in-plant label verification.

least four provinces since April, have finally acknowledge it was Loblaw’s President’s Choice brand chicken

Malted recall

nuggets that was probably the culpurt. Officials are saying

Hahn Brothers of Maryland, USA, is having to recall

additional products may be recalled.

115,773 pounds of ready-to-eat ham products which were misbranded and had an undeclared allergen.

Hidden blue

The products contained malted barley which was not

MTA Foods of the United Kingdom is recalling several

declared on the final product label.

batches of its frozen meat free mince products because

12

September~October 2017

Meat Packing Journal

JARVIS TYPE C & P STUNNERS HAVE CE CERTIFICATION DO OTHER STUNNERS HAVE PTB ISSUED CERTIFICATION?

D E I F I T R E C E C

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Stephen McConnell, Director 16 Ballycraigy Road World Leader in Meat Processing Equipment Antrim, County Antrim BT41 1 PL Northern Ireland Tel: +44(0)28 9446 3921, E-mail: macquip@btinternet.com Website: macmeatprocessingequipment.co.uk UK and Ireland Distributor

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safety

Bad crumbs force major recall A

their omission of milk as a potential allergen. Aldon Foods

recalls (Class 1) in the USA and at least one recall from a

Water Lilies Food recallrf 4,335 pounds of ready-to-eat

supermarket chain. Those recalls cover at least 3.7 million

breaded spicy chicken tenders.

mistake by one ingredient supplier – which nobody is naming – has caused nine USDA high-health risk

recalled 18,570 pounds of chicken salad products and

pounds of food products, some of which went to schools in Amercia.

A supplier notified several food producers that milk had been used in making a batch of breadcrumbs, but

Three other companies ultimately got caught up in the recall. These include Advance Pierre Foods, Pork King Sausage, Gourmet Boutique, and Packer Avenue Foods.

While, again, everyone is staying mum as to who

the milk hadn’t been among the listed ingredients at the

supplied the breadcrumbs, one company is using

time of sell. The food companies, unwittingly, then had

the news to market its brand of crumbs. Upper Crust

not listed milk on the products final label. This omission

Enterprises would like to point out that authentic

caused the recall.

Japanese-style Panko breadcrumbs do not contain dairy

Tyson Foods got stung with a recall of nearly 2.5 million pounds of breaded chicken products that were headed to schools. Food giant Conagra recalled 700,125 pounds

with the only allergen being wheat which is properly labeled on the packaging.

“Instead of using standard breadcrumbs we challenge

of pasta and meatball products with pork, chicken, and

manufacturers to use an authentic Panko. An authentic

beef in tomato sauce in 14.75-ounce cans from the brands

Panko will perform better than standard breadcrumbs

Libby’s, Chef Boyardee, Del Pino’s, Hy-Top, Food Hold

but, more importantly, all ingredients are fully traceable

and Essential Everyday.

through the production process,” says Upper Crust.

Maid-Rite Specialty Foods had to recall 174,000

This isn't the first flour problem this year. In April,

pounds of raw and ready-to-eat beef products after

Canada was hit by flour contaminated with E. coli. At least

receiving notification from an ingredient supplier about

26 became sick with six having to be hospialized.

What’s in that casing?

is a bit disconcerting,” said Hanner.

Due to the limited nature of the study, the Canadian

I

t’s often been said that you should never ask what’s

Food Inspection Agency is preparing to take on a larger

inside a sausage. In Canada, they’ve checked and

study with a broader scope.

they’re not impressed.

The federally funded study found that 20 percent of supermarket sausages from across Canada contained meats that weren’t on the label. All of the 100 sausages examined were supposed to contain just one meat ingredient – beef, pork, turkey, or chicken.

Seven of the 27 beef sausages examined in the study contained pork. One of the 38 supposedly pure pork sausages contained horse meat. Of 20 chicken

‘Game changer’ hygiene rules

T

he UK’s NFU Mutual Food Hygiene Ratings Report reveals that 44 percent of people would turn away

from even their favorite places to eat and try somewhere else instead, if a food hygiene rating of less than four out of five was on display.

Almost half (44%) of customers could physically

sausages, four also contained turkey and one had beef.

turn away from the front doors of more than 43,000

Five of the 15 turkey sausages studied contained no

restaurants, takeaways, cafés and pubs when food

turkey at all; they were 100 percent chicken.

businesses in England are legally required to display

None of the sausages examined contained more than one other type of meat in addition to the meat the sausage was meant to contain. However, the researchers

their food hygiene ratings, according to research by commercial insurer NFU Mutual.

While commenting on the report, Darren Seward,

were only testing for beef, chicken, turkey, pork, and

hospitality sector specialist at NFU Mutual, said:

horse, said Robert Hanner, lead author of the study.

“Our report shows that when it comes to food safety

“The good news is that typically beef sausages

customers have naturally high standards and that a

predominantly contain beef, but some of them also

‘good’ score can no longer be seen as an aspiration but a

contain pork, so for our kosher and halal consumers, that

minimum benchmark."

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safety

n e ws

Safer meat requires reducing risks on farms

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products removed from the marketplace for any reason.

significantly reduce the risk of people getting sick from

that water and feed are clean to administering vaccines

contaminated meat and poultry, according to a report

and other preventive treatments – can significantly reduce

released by The Pew Charitable Trusts.

the risk that bacteria, harmful to humans, will infect

ider use of evidence-based food safety interventions on farms and feedlots would

The report, “Food Safety From Farm to Fork,” examines potential means to prevent foodborne illnesses

A variety of pre-harvest interventions – from ensuring

animals raised for food.

“An effective food safety system includes measures to

by investing in strategies to control Salmonella, E.

prevent contamination at every step along the meat and

coli, and other pathogens that live in and around food

poultry supply chain,” said Sandra Eskin, director of Pew’s

animals. Cattle, poultry, and swine often harbor these

safe food project. “More can and should be done on

microorganisms before they reach the slaughterhouse

farms and feedlots.”

gate, where the US Department of Agriculture’s oversight authority starts.

Contaminated meat and poultry products are

The report identifies successful pre-harvest interventions, including several already used by some producers in the US and other countries, and highlights

responsible for an estimated 2 million illnesses in the

those that have been shown to reduce the risk of illness

United States each year. Significant health care costs

associated with contaminated meat and poultry.

arise from these infections: estimates reach nearly

“Collaboration among producers, researchers, and

$2.5 billion for cases linked to poultry, $1.9 billion for

regulators is critical to ensure food safety hazards are

pork, and $1.4 billion for beef. From 2005 to 2015,

minimized before the animals ever reach slaughter,” said

potential contamination with one of three pathogens

Karin Hoelzer, a veterinarian with Pew’s safe food project.

– Salmonella, Listeria monocytogenes, or Shiga toxin-

“The adoption of evidence-based interventions outlined

producing E. coli – led to recalls representing about half

in this report will mean fewer people will be sickened by

of the roughly 425 million pounds of meat and poultry

contaminated meat and poultry products.”

Time is running out for Canadian HACCP

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will be forthcoming.

Fortunately, producers who apply in a timely fashion may still be eligible for financial assistance in British

hile compliance deadlines for the Safe Food

Columbia, Newfoundland and Labrador, New Brunswick,

for Canadians Act draw near, many food

Nova Scotia, Saskatchewan, and Prince Edward

businesses still haven’t implemented a HACCP-based

Island. Funding and further services are provided by

food safety program as required by the Act, reports Icicle

organizations like the FPHRC (Food Processing Human

Food Safety Software.

Resources Council).

The new food safety regulations are part of a big government push – federal and provincial – to modernize the country’s food safety, traceability, and biosecurity assurance systems through Growing Forward 2, a fiveyear, $3 billion initiative that is now in its final year. So,

Bangers may have pig virus

A

UK supermarket which has just been identified as Tesco's – after a week of speculation – may have

what does this mean for companies looking for help

unwittingly infected thousands of customers with a virus

funding food safety improvements?

from EU pigs that can cause liver cirrhosis.

Growing Forward 2 oversees a series of provincial

The public health warning came after scientists traced

cost-sharing programs aimed at helping agri-businesses

the shopping habits of patients found to have the HEV

achieve HACCP certification, but that money is running

G3-2 strain of Hepatitis E.

out quickly. High priority areas like Ontario and Alberta are

According to the Sun, the virus is transmitted by

no longer accepting applications to their programs since

sausages and pork products from Europe – mainly

the funds are now fully allocated. The government has

Holland and Germany. UK pigs do not have the bug.

announced that a new agricultural policy framework will

A report said the victims had all bought own-brand

be launched in April 2018, but Canadian companies will

sausages or pre-packed slice ham from the same chain

have to wait and see if a new incarnation of the program

which was first only identified as "Supermarket X".

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The Russians are coming!

Inside the Metropol Hotel, Nikolai asks you if you smoke. You don’t, but you go outside with him anyway into the late-night Moscow air. Lighting up, he takes a long drag on his cigarette and glances over at the nearby Kremlin. “I’ve been gone 10-years and look what’s happened. No one is smoking; no one is drinking – this is Russia? It’s the not the Russia I remember,” he says jokingly – but not. And this isn’t the Russia you were expecting either. Forget all you know. It’s a new experience with new opportunities for meat as the government goes hogwild with support. MPJ editor Velo Mitrovich reports from Moscow in Part I.

This is a country that’s going places – just not in a hurry on the freeways.

Russian snow-white Siberian cranes have been replaced in cities by orange mechanical ones; building works seems to be going on everywhere, from the big cities to the small towns. After bad years, the economy is on the upswing, agriculture is beginning to boom in a way unlike anywhere else in the world, and there is a real sense of national pride – giving the country a buzz like that of the USA. Crime is even down. “Twenty-years-ago when I first started working in Russia, I wouldn’t even take a step outside the hotel without a bodyguard,” a German businessman tells MPJ. “Now, I don’t even think twice about going out at night in Moscow.”

What does this mean for you? Russia has land, water, cheap power, and a government that wants its agriculture industry to expand into a world leader. Russian agriculture business leaders know that the equipment and knowledge they need to transform the industry won’t

by velo mitrovich

be found locally. For those looking to the horizon for the next big thing, Russia could very well be the industry’s last

I

Klondike. Just remember, Klondikes don't last long.

Chevrolets. You won’t spot a single clunker and if you’re

dispel any feelings that this feature will be a whitewash of

lucky enough to spot a Lada, it will look nothing like a

the world’s largest country. Surprisingly though, it would

Lada from the 1970s.

be easy to focus only on the positives.

f you catch a cab from Moscow’s Sheremetyevo

Tough love

International Airport you will have a lot of time on your hands to reflect and observe. The 20-mile ride into city center takes anywhere from 90 minutes to two hours and that’s on good days. Cars next to you

in the bumper-to-bumper traffic consist of Volvos, Range Rovers, BMWs, Hondas, Nissans, Porsche SUVs, and even

16

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S

ince many of us – especially those raised during the Cold War – expect only the worse to be found in Russia, let’s bring up the bad and ugly first to

Meat Packing Journal

The song this Russian bear is singing starts and ends with agriculture

Russia has land, water, cheap power, and low-interest loans for the meat industry. On this farm vertically integrated cattle giant Zarechnoe grows its own feed

Adventures and misadventures in the Crimea, Ukraine, and Syria have led to EU and American sanctions against Russia banks and oil & gas companies; it seems that every

dealing with high food prices for the last three years. More on that in a second.

As any reader of classic Russian writers Nikolai

recent Russian foray into geopolitics has led to major

Gogol, Ivan Turgenev, and Fyodor Dostoyevsky knows,

problems for the Bear. While there are reasons behind

corruption and favoritism in Russia is nothing new. During

Russia’s very calculated moves, [see ‘Insight into Russia’

a Q&A at one plant, a Russian took MPJ gently aside and

further in this feature] understanding between nations and

said, politely, that it is considered rude to ask how people

cultures seems to be in short supply these days. Neither

became CEOs of large companies, especially when the

the East nor West are willing to even imagine there could

rise to the top seems to have happened overnight. He

be another point of view and thus we have the start of

explained that for these business oligarchs, it is truly a

what could be another Cold War or if nothing else, a hard

case of who they know and only the naivest person thinks

freeze in relations.

otherwise. But, he quickly added, strong relationships

When the West put sanctions on Russia in 2014 and

with the political elite can be an extremely good thing for

Russia retaliated with a trade embargo of its own against

a company due to the simple reason that a business with

Western imports, most thought Russian President

the right Kremlin connections will never be allowed to fail.

Vladimir Putin had punched himself hard in the nose.

Food prices are high with around one third of an

While experts shake their heads at Putin’s claim to

average Russian’s wages going to pay for food. This

have won the war of the sanctions, when it comes to

compares to around 12 percent in the USA. One of the

agriculture he’s right – although it has come at a literal

reasons for the high prices are the aforementioned

cost to the average Russian consumer who has been

sanctions leveled at Russia and Russia’s counter trade

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embargo which targeted EU fruit, vegetables, meat,

still, this is a decrease from 60 percent last year. While

and dairy. The country relies on imports for 90 percent

perhaps Putin has given up on today’s smokers, he is

of its fruit due to harsh winters. On average, fruit prices

proposing that everyone born after 2015 will be banned

jumped between 30 and 50 percent over 2015. The price

from ever buying cigarettes and be treated like a drug

of oranges shot up 58 percent. Combine this with Russia’s

criminal if found with tobacco.

relatively short growing season and the huge logistics of moving food across 11 time zones; it’s no wonder food prices are so high.

A side effect of high food prices has been a huge

But....

While according to CNN and political experts one of the greatest problems in Russian is President Putin and his United Russia party, none of these experts

rise in the number of ‘fake’ food incidents. Watchdogs

asked the Russian people for their opinion. According to

say Russian dairy producers routinely add starch, chalk,

independent Pew Research Center, Putin has an approval

and soap to their milk. One-fifth of caviar brands contain

rating of 87 percent, making him one of the most popular

bacteria linked to E. coli. Bread bakers have been caught

leaders in the world. Britain’s Prime Minister Theresa May

using ‘fifth-grade’ wheat, the sort usually intended for

is at 60 percent, while US President Donald Trump’s is

cattle feed. According to the Moscow Times, more than

less than 45 percent.

half of the sliced salmon on shop shelves has been

What the West seems to ignore is that Putin is seen

judged unsafe for consumption. "Cheese" is even being

by many in Russia as being the one who has held the

made with technical-grade palm oil – unfit for human

country together after the turbulent years of Boris Yeltsin

consumption – and contains zero dairy.

– who in a drunken haze sold the country for a single

Russia has never been a center for high food quality, but things got worse when the State removed the mandatory certification of food in 2010 to “help” industries

kopek to rich locals and foreign investors in post-Soviet Russia. Crime ran rampant.

After almost three years of deep recession, Russia has

grow, says Irina Tikhmyanova, a spokesperson for

entered a path to recovery, according to the World Bank.

Roscontrol, a non-profit organization that monitors food

With global growth and trade strengthening at the end of

standards in Russia.

2016, Russia’s economy is showing signs of overcoming

Things became a disaster when sanctions began. First,

the recession caused by the shocks of low oil prices

it freed Russian producers from high-quality EU/USA

and Western economic sanctions. The World Bank says

competition. Second, with the ruble crashing, Russians

Russia is heading toward a moderate growth rate over the

became poorer and began to spend less on food. This

2017-to-2019 period of around 1.4 percent.

in turn, created pressure on producers to drive down

Modernize Agriculture

prices while maintaining profits. With State oversight weakened, many producers chose dishonest methods, says the Moscow Times. Indifference from the Kremlin means solving the problem will take “years”, according to Ilya Loevsky, deputy director of Russia’s Quality System Roskachestvo – an agency set up to improve food quality.

Not good to be male

W

hat Putin’s popularity means for Russian agriculture is this; Putin has said that he wants Russia to drastically expand and modernize

its agriculture industry, seeing it as a way of protecting Russia’s population against further and/or future sanctions from the West and as a major export product.

M

With his sky-high ratings, what Putin wants, Putin gets.

en’s health issues continue to be a major

Banks are in lock-step with the President and are cutting

problem. A recent 10-year study presented in

red tape and giving agriculture companies low interest

the British medical journal The Lancet stated

loans allowing for massive expansion.

that 25 percent of Russian men die before they reach

Sberbank, Russia’s largest bank, and the Russian

55, with most of the deaths due to alcohol. As shocking

Ministry of Agriculture signed a cooperation agreement

as this figure might sound, this is a decrease since

under the Program for Reduced Rate Lending to

2006 when it stood at 37 percent and mortality rates for

Agricultural Companies. This allows agricultural producers

males in Russia where on par with undeveloped African

to receive short-term (up to one year and one billion

countries. If you’re part of that 75 percent that makes it

rubles (about $17 million) and investment loans (up to

beyond 55, don’t start yet popping the champagne. Half

eight billion rubles ($135 million) for two to 15 years) at an

of all Russian men don’t live beyond 65.

interest rate of no more than five percent per annum.

Putin – who must be the only world leader who strips

Previously, agriculture companies received loans

off his shirt at a moment’s notice – has a pet peeve with

from the bank at the market rate and had to contact the

smoking. Around 45 percent of the population smokes,

relevant government agency to receive compensation.

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Hogs being butchered at APK Holding's new plant. Pork production in Russia is expanding at a record level

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After the introduction of the new procedure, agriculture

China will be buying up this surplus. There is a problem,

companies can immediately receive loans at discounted

however, with this logic.

rates, and all communication with the Russian Ministry of

Weak transport links

Agriculture is now performed by the bank.

The flow of cash is allowing agriculture companies to do the near impossible; buying up poor performing existing companies and building state-of-art vertical integrated plants that start with the growing of animal feed and end at the supermarket – with some stores now actually owned by the processing companies.

With “green” land freed up especially for agriculture,

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hat’s important to understand here is that even though Russia has plenty of arable land and is statistically capable of feeding

its population – along with much of the world – the country has a hard time dealing with the logistics

plenty of water, and low-cost power, some companies

and transportation of these goods. According to the

are centering much of their entire massive operation

CaspianReport, one of Russia’s historic and modern

in a single area. Indeed, MPJ saw a diorama for one

problems is moving goods from western Russia to central

processing center which shows a new attached village

Russia, let alone trying to get goods to China.

built for the workers (the company did admit the village was wishful thinking).

Although in Russia there are now fewer processing

For example, the Trans-Siberian Railroad is the only railway connecting Siberia to the rest of Russia, making it the lifeline of central and Far Eastern Russia. When

plants than 10 years ago, this is a good thing. The

you look at the map and see the distances between

plants that are gone were inefficient and in many cases,

Yekaterinburg, Omsk, Novosibirsk, and Krasnoyarsk, you

holdovers from the Soviet Union era when profits were

get the idea of the genuine size of Russia, as well as how

not a factor. The move to fewer, but high efficient plants,

sparsely populated it is and how extremely expensive it is

means production is rising and in some cases – such as

to keep everything running, says CaspianReport.

with pork – it’s been dramatic.

When these mega-plants open, President Putin is

Processing plants are mostly located in the west and south where most Russia’s population lives; China is far

there doing a walk-through. It’s hard seeing leaders

away in the east. To ship Russian pork to China is not an

Trump or May showing the same interest in a pig plant.

easy undertaking. While the USA has major container ship

A little more than three-years after sanctions, the

ports all along its coastline, relatively close to production

Kremlin insists the sanctions have galvanized a new

centers, Russia has only two major warm water ports that

generation of Stakhanovite farmers (heroic farmers back

do not freeze up every winter and they're in the Black

in the early days of the USSR) to smash production

Sea. The closest port to most of Russia’s pig farms is the

targets and propel the country toward self-sufficiency by

port at St Petersburg which needs to use a fleet of small

2020. There are even-odds this happening.

ice breakers to keep ship traffic flowing during the long

Pigs and giant grain fields are hailed as particular

months of winter. Because St Petersburg’s terminals

success stories; not competing with the EU means more

can only accept vessels with a maximum draught of 11

Russian pigs. The country is now almost completely

meters – eliminating any large ocean going containership

self-sufficient in pork and poultry meat as a result of anti-

– containers are loaded onto feeder vessels. These ships

Russian sanctions, announced Putin earlier this year

go to European ports such as Antwerp, Rotterdam, or

during his annual "Direct Line" call-in session.

Bremerhaven where the containers are reloaded onto

"We all know that growth [in agriculture] is around three percent, Russia has become the number one country,

larger vessels.

With much fanfare in 2013 a Chinese freighter sailed

the leader in the export of grain and wheat. We have

to Europe via the Arctic Ocean. While this would cut the

significantly reduced our imports, our own production,

normal journey down and save on fuel, without serious

for example of pork and poultry meat, now almost

global warming, this route remains ice free for only a short

completely covers our needs," said Putin, adding that

portion of the year and there is zero infrastructure in the

Russia was now looking for new markets to export its

area – no ports or fuel bunkering services.

surplus, eyeing China in particular.

Statistics seem to be backing him up. Last year pork

A rapidly growing rail network, which consists of 39 rail lines that can now ship from China to Moscow and

production in Russia reached 3.5 million metric tons (MT),

beyond, completely bypasses Russia’s Asia side and

this year it might reach 4.2 million MT, which will be the

might prove to be the best option. Another would be

highest level since the Soviet Union broke apart. With

to shift production operation to the Far East regions

Russian consumption around 3 million MT, this will leave

where it’s a shorter journey into China. As part of its plans

well over 1 million MT available for export.

for 2017, Rus-Agro says it will finish construction of a

Talk to any Russian company and they all think that

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Besides China, Rus-Agro is looking at exports to South Korea, Japan, and the Philippines.

In a recent report from the USDA’s Moscow office, it said: “Major leading producers continue to expand production as they target new [export] markets. For

Poultry oversupply

the first time in Russia’s modern history, the Russian government has begun to support outbound export missions to the potential markets.”

P

oultry production – including turkey – continues

Beef undersupply

to grow as well in Russia as does beef. Around half the 73 kilos of meat the average Russian

consumes is poultry, followed by pork and then beef.

Turkey is eaten in breast steaks or parts. There is very little demand for whole bird due to cost and oven size.

A problem though Russia’s poultry industry is facing

M

ore Russians would eat beef if it were available, with beef producers telling MPJ that they cannot keep up with Russian demand, despite

is oversupply. Speaking in an interview to Company

the high price it commands. How good is the quality?

Business Daily, Sergey Mikhailov, CEO of Russia’s largest

MPJ found Zarechnoe Groups Black Angus steaks and

meat producer Cherkizovo Group, said that the pressure

burgers to be some of the best it’s ever had and would

of oversupply has become so high that the industry is no

put Zarechnoe’s beef against anyone’s in a contest. The

longer balancing on the break-even-point, but already

cattle spend most their life outside eating grass, with MPJ

seeing losses. The weak ruble is adding to this problem

wondering if winter helps the cattle put on fat and flavor.

with imported equipment, veterinary supplies, and some

It is only in the last months before slaughtering that the

feeds costing more. Plants that were already on the brink

cattle are grain fed.

of closure due to inefficiency, are shutting down.

According to the US Department of Agriculture

So how expensive is Russian beef? At a Moscow supermarket, Russian grown Black Angus prime sold for

(USDA), there are indications of saturation of the

3318 rubles per kilo (almost $56). A Russian ribeye steak

Russian broiler meat market, such us wholesale and

will set you back 2790R ($47) per kilo. Three-hundred

consumer price decreases, especially when compared

forty grams of ground beef went for 280R ($4.70), while

to the inflation levels and price growth for other food

barbecue steak imported from Argentina sold for 291R

items. However, despite the growing production and

($4.90) for 300 grams.

intensified competition among local producers, the risk of

Pork chops are 179R ($3) for 400 grams and boneless

market over-saturation has decreased because several

chicken breast is 159R ($2.70) per kilo – a real bargain and

expansion projects were put on hold due to the increased

the reason why chicken and turkey pieces are so popular.

cost of borrowed capital, growing operational expenses, and declining margins.

That said, a growing number of Russian consumers

But, while many in Putin’s team do a quick bow to the EU and thank them for the sanctions which they attribute to Russia’s greater self-sufficiency, MPJ believes it is

respond to the on-going economic crisis by economizing

wrong to attribute Russia’s agricultural boom to sanctions.

on food purchases, and the demand for broiler meat

Good land management, several years of mild winters,

remains stable given its competitive price when

and the willingness to listen to advice from outside

compared with other meat products. Broiler meat prices

experts have played a far more significant role in turning

are not expected to increase, so poultry will most likely

Russia’s agriculture around in the last recent years.

remain the meat of choice both for struggling Russian households and for the meat processing industry.

Russia’s major supermarket chains are making inroads

While it might seem slightly insignificant in the big picture of a company, what MPJ observed in some of Russia’s most successful companies – beef, pork, poultry

into rural areas and eastern Russia which was not well

– was the use of German CSB System software. This

served by the poultry industry. This should help develop

software ties together all processing plants equipment –

new demand for poultry.

no matter which manufacturer – and allows production

While you would think then that Russia poultry would

to be centrally observed and controlled. While in western

become an importer’s dream – oversupply, low ruble

Europe – CSB’s largest customer bases – it’s individual

– this has not yet taken place. Much has been made of

plants that use the software, in Russia it’s a company’s

Vietnam and Hong Kong’s import of Russian poultry, but

entire production network. This allows mangers in

95 percent of this consists of poultry by-products such as

Moscow to get real-time processing information and to

feet, gizzards, or wing tips.

take immediate action if a plant’s productivity suddenly

Cherkizovo Group says that it has begun exports to

drops. Due to the massive distances in Russia, this

Angola, Tanzania, and Egypt. It is pursuing opportunities in

would be impossible to do without something like CSB’s

the Middle East, Southeast Asia, and Africa.

software. Although there are other companies producing

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Beef being trimmed at Zarechnoe's plant.

Production cannot keep up with demand.

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similar software, CSB has always viewed Russia as long term and has been developing this market for close to

fever and other pathogens.

Russia’s headline agricultural growth figures are

two decades. [There will be more on equipment in next

hardly a surprise given the runaway success of the grain

issue’s Russia Part II].

business. The country has become the world’s wheat

Despite the strong implications that it has, Russia

export powerhouse, surpassing the US. It looks set to

hasn’t eradicated foreign products from supermarket

overtake the EU this year, where France’s crop has been

shelves though it has made huge progress. The

devastated by bad weather. Putin has predicted the

country imported 36 percent of its food in 2013, before

harvest will come in at a record 115 million tons of grain,

the EU’s sanctions and Moscow’s retaliatory embargo. In

up from 104.8 million tons last year. Yet farm experts

2015, that figure dropped to 28 percent. In 2016 that fell

attribute almost none of Russia’s success in wheat to

again to 24 percent in the first quarter and 22 percent in

sanctions — Russian farmers have invested wisely and

the second.

have benefited from good weather.

“One of the advantages of the anti-Russian sanctions

There’s another side to Russia’s greater ability to satisfy

and retaliatory Russian measures is that the country has

its own demands, said Nataliya Orlova, chief economist at

become more actively engaged in agriculture and is now

Russia’s Alfa-Bank – lower consumption.

able to independently produce practically any food,” said a spokesperson for the Russian agricultural ministry.

Russia’s Ambassador to the EU Vladimir Chizhov also

Take that standout pork: The country’s overall pork consumption dropped 7.7 percent from 2013 to 2015, and is forecast to fall further in 2016. As the economy

insisted the EU was losing the sanctions clash. “Russia’s

flounders and household incomes decline, Russians have

economy has hardly been reduced to tatters,” he said.

turned from pricier meat to poultry.

“Many of our industries, and especially agriculture, are

“When Russia brought in the counter-sanctions, some

performing better than before. On the contrary, it is the EU

industries won out,” Orlova said. “Some sectors have used

member states that have voluntarily locked themselves

the sanctions on imports and the devaluation of the ruble

out of many Russian markets, thus losing some of their

to build up a long-term advantage, and that’s the story of

competitive edge against international rivals.”

the pork industry.

Russia has saved $4 billion since it began substituting

“But I think the positive impact will be neutralized.

imported products in response to the imposition of food

The population has become poorer because of the

embargoes by the US and EU, the Agriculture Ministry

devaluation of the ruble and because the economy

claims. "Domestic products have saved Russia almost $4

isn’t growing. As people become poorer, they consume

billion dollars. This is what we call import substitution, that

cheaper and fewer goods. And we are seeing that

is, Russian cheeses, sausages and other products that

reflected in the data — consumption is down overall. So

substitute for products that earlier were imported," said

even if one sector wins, another loses.”

Russian Deputy Agriculture Minister Evgeny Gromyko.

According to the National Meat Association, last year the production of poultry, pork and beef continued an

Standout swine

upward trend compared with 2015.

"In 2017, the trend of reducing meat imports will also

P

continue. But this will no longer be critical and it will not

erhaps Russia’s most eye-catching success is its

have any influence, including on prices. Poultry imports,

pig industry.

for example, make up an insignificant 4.2 percent," notes

In 2013, Russia imported a total of 868,000 tons

of pork, according to the U.S. Department of Agriculture.

the association's chief expert, Diana Nizovtseva.

However, in general the growth of the meat market

By 2015, the country had halved its reliance on foreign

is reaching saturation point. Meat consumption in Russia

pork, importing just 408,000 tons. Production jumped by

now averages 73kg per person annually. That's slightly

9 percent between 2013 and 2015, although this trend had

down on 2013, when the average Russian ate 75 kg.

been under way well before the sanctions hit.

Tkachev announced last month that Russia would

The main obstacle on the future development of the meat industry in Russia is the low purchasing power of the

simply no longer need to import any pork. In fact, Russia

population - the domestic market will not be sufficient to

is now looking to switch to being a minor exporter, mainly

absorb the amount of meat produced. The only solution is

to China, led by large companies such as Cherkizovo. This

to seek export markets.

will require strong assurances to Chinese phytosanitary authorities that Russia’s pigs are free from African swine

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November’s MPJ will profile three Russian companies in Russia Part II.

Meat Packing Journal

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Insight into Russia If you hoping to cash in on Russia’s agriculture build-up, you need to take the time to understand what makes Russia and Russians tick. There are no ‘parachute deals’ in Russia where you jump in, make the deal, and jump out. It requires a huge investment to be successful in Russia, starting with understanding the country and its people

– both literally and sybolically.

Its size leads to contradictions. Although in most people's eyes Russia is a European country, 75 percent of its territory is in Asia, but only 22 percent of its population lives on that side. How empty is Russia? With around 144 million people, this makes its population smaller than that of Pakistan or Nigeria – and not a whole lot larger than Japan. No wonder Russia is giving away free plots of lands to anyone who is willing to live in the East. This offer even extends to Americans.

One of the foundations of political science is the principle that geography determines destiny. Just as the

by velo mitrovich

location of the British Isles determined Britain’s naval culture, and as the frontier affected American culture

I

– along with two massive oceans on either side of the

near-incomprehensible. When you are there and driving

the Russian Federation, the Moscow region, is simply

in the flat countryside with only an occasional grove of

indefensible. There are no mountainous ranges, no rivers

silver birch trees or a farm to break-up the landscape,

or oceans, and no swamps or deserts. Only the forests of

it’s easy to imagine being a young French Napoleonic or

Moscow and the inhospitable climate can be defined as

German Wehrmacht soldier during one of the numerous

geographic obstacles.

n the USA, when people talk about big land mass,

country – Russia, too, can be defined by its geographic

they talk about Texas. “You start driving in the

characteristics, according to Tim Marshall’s modern

morning and you’re in Texas; the next morning

classic Prisoners of Geography.

you’re still driving in Texas.” You could fit Texas over

The most obvious element of Russia’s geography

24 times into Russia. Canada would fit about twice.

is its enormous size. However, the truth is that Russia’s

The vastness of being in a country with 11 time zones is

invasions of Russia. In the morning is Russia off in the

size is both an asset and a liability. The very core of

The only thing the Russians can do in the event of an

horizon, where it will be the next day, and the next, and

invasion is to drag out the war and bleed out the enemy.

the next. And you realize that the country goes on forever

It is for this reason that Russia’s history is largely about

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President Putin (center) and APK Holdings CEO Novikov Anatolievich (center-right) at the opening of the company's ultra-modern pork plant near Kursk

surviving invasion after invasion – from 1812 to 1945 Russia was invaded every 37-years.

This has left a deep mark in Russian culture and psychology, and as a result, Russian leadership became obsessed with security and survival. What every Russian ruler has realized that with the absence of defendable borders, you need border states. During the days of the USSR, Russia had other countries making up its borders.

Russia cannot be understood with the mind alone Russian poet Fyodor Tyutchev

meatpacking.info

According to the CaspianReport, during the final days of the Cold War, the United States and the Soviet Union negotiated an agreement which stated that the Soviets

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would withdraw from Eastern Europe and dismantle the

Poland, directly on the Russian border. Considering the

Warsaw Pact. In return, the Americans would stop NATO’s

amount of times Russia has been invaded, no wonder

expansion and end the encirclement of the Soviet Union

they see the West as they do. And then when the Ukraine

(NATO denies ever making this deal). In brief, both sides

started making overtures to joining the EU – which Russia

were to ease tensions and improve relations. However,

sees as a stepping stone leading to NATO membership

the Soviet withdrawal from Eastern Europe triggered a

– it was too much for the Bear and it reacted, much like

series of nationalist revolts throughout the USSR. The

it did when Georgia expressed strong interest in joining

unintended consequence was the dissolution of the

NATO and Russia countered by invading in 2015.

Soviet Union.

In the aftermath of this collapse, NATO quickly moved into the former Warsaw Pact member-states and even expanded into the former Soviet states in the Baltic

For those tempted into doing business in Russia, it would be wise to keep this quote from retired US Admiral James Stavridis close at hand.

“Russians are skeptical of alliances, remain xenophobic

region. From the perspective of the new NATO members

and nationalistic, and have enormous doubts about

– Estonia, Latvia, Lithuania, Poland – joining the alliance

everyone else’s motives. They see a dark world of

made sense, given their past experiences with the Soviet

forces aligned against them and will continue to use

Union. But from the Russian perspective, this was an utter

their traditional tools — a bitter reservoir of dark humor,

betrayal.

superhuman endurance in the face of adversity, and a

NATO jets, stationed in the Baltic States, are minutes away from St Petersburg. NATO tanks are stationed in

tips for working in Russia Very few people speak English. Plan accordingly and hire a translator.

It is important to get titles right of those you are seeing. Be formal in meetings and refrain from humor as chances are it won’t be understood.

Companies that are listed on stock exchanges generally have senior staff who have been educated in the USA or the UK. You will find them more open to working with US/Western companies.

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clever tactical approach — to try and carry the day. They are masters of playing a bad hand of cards well.”

If you have a Russian office, one of the most important persons you can hire is the bookkeeper, who not only keeps the books, but also is following the constant changes in laws and financial regulations.

While the average Russian might dislike certain countries, they are very open to citizens from those same countries.

Take the time to understand what a Russian company needs before offering solutions.

If you are serious about selling in Russia, you need to have a stand at Frankfurt’s IFFA with at least one Russian speaker to judge interest.

There is a mixture of old bureaucracy and Western thinking in companies, depending on which era people grew up in. Pay attention to the age of your partners and which system they grew up in.

Russian CEOs and managers value highly the personal relationship they have with a supplier.

They invest much more time getting to know people before they do business with them.

To sell in Russia does not require an ‘in’ with the government. You can knock on doors and request meetings. Just expect to need a lot of patience.

Strongly consider having an office in Russia, but decide well in advance how it will be managed.

Always be direct; do not hint at something and assume staff understand what you want.

Russia has been Russia for a very long time. Try not to compare everything and everyone to your own country.

September~October 2017

Meat Packing Journal

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snacks

Craft meat market set to explode It’s a good time to be in the craft meat business. Last year MPJ predicted great things for the meat snack industry which all came true and this year we’re predicting even more. Amazon’s buying of Whole Foods in the USA is set to be the ultimate game changer and will spill out around the world to where ever Amazon operates. Too small to compete against the big boys? Not anymore. It’s time to let your dreams be bigger than your doubts.

Today’s meat snack renaissance has taken off thanks to entrepreneurs who have upped the game considerably and refuse to stay tied to tradition. Jerky made with turkey, why not. Can craft meat profits soar using wild boar? Yes they can, along with using alligator, salmon, venison, chicken, tuna, ostrich, and elk.

Have some time on your hands? Go to Amazon.com and enter ‘Jerky & Dried Meat Snacks’. You’ll come up with over 6,000 results. Just enter ‘Meat Snacks’ and you’ll have around 20 pages to peruse. A course, this will include zebra tarantula and some other oddities.

US market leader Jack Link’s has seen sales drop by seven percent and volume sales down 15 percent over the last year as US consumers lose interest in traditional jerky. Link’s recent introduction of its Small Batch and Lorissa’s Kitchen brands shows it’s aware of how much

by velo mitrovich

it needs to do to catch up with the craft meat market.

However will consumers, after suffering for years from

F

or too long the big boys in the meat snack industry have been resting on their backsides

the label no matter how good it now might be?

Much like how the craft beer industry has changed the

in the States. With supermarket and filling

way people see and experience brew, so is the craft meat

station shelf space sewn up by Jack Link's,

industry. Ten-years-ago it was considered daring when

Oberto, and ConAgra, they didn’t have to try.

jerky manufacturers came out with teriyaki; now anything

Now, like an elephant being swarmed by a million

hungry army ants, they can stomp around all they want but it won’t change the fact: the craft meat snack industry is going to eat them alive.

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substandard product from Jacks, buy anything with JL on

September~October 2017

goes from pineapple-orange to Mexican lime to black cherry to Stub’s Spicy Barbecue Sauce.

Meat sticks were dominated by Slim Jims, now there are salami sticks on both sides of the Pond which taste

Meat Packing Journal

Biltong being dried before slicing

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snacks

Salami sticks, made by a variety of manufacturers, leave Slim Jims and ilk way behind

like they’re straight out a Naples’ delicatessen. Why

period. “Individuals across the globe highly prefer ready-

anyone, except a 13-year-old boy with zits, eats a Slim Jim

to-eat snacks such as meat snacks due to their hectic

today with so many other great tasting options out there is

lifestyles consumers and their increasing disposable

beyond understanding.

incomes,” states Technavio. It also sees a rise in the

Along with jerky and meat sticks, meat bars continue

number of women buying meat snacks due to women

to grow in popularity, having been introduced to the

working more and longer hours. Some companies such

market by Epic, Tanka, and Krave. “When we look at bar

as Krave and Duke’s have been going after the female

as a form, it is up significantly in the past several years,

market with sweeter and softer jerkies, protein bars, and

but relatively speaking is a drop in a bucket compared

meat sticks for some time, as has Jack Link’s. While in

to the overarching catageory [led by] really strong

the US jerky is still a man’s domain, it is by the smallest of

brands and strong traditional players,” says Mikael Olson,

margins. One poll had it as 52/48 percent male/female

associate client director at Nielsen in an interview with

sales.

Food Business News.

In a recent study by research firm Technavio, it

Shane Chambers, Krave CEO, says in an interview with Food Drive that he believes meat snacks will continue

projected that within four years global meat snack sales

to offer very attractive growth in 2017 and likely for the

will reach nearly $10 billion – a rise of 9 percent a year.

foreseeable future.

MPJ believes, however, that this figure errors on the side

“Consumers just have less time for traditional sit-

of caution and was created before the Amazon take-

down meals and are more frequently snacking. We hear

over. We think a rise of around 12.5 percent or higher is

from them regularly that the new varieties of all natural,

more realistic, especially in some regions such as North

flavorful meat snacks are the perfect solution for their

American and the United Kingdom

busy lives. I think that retailers will expand their meat

According to Technavio’s report, the growing demand

snacks sections to take advantage of the growth the

for ready-to-eat products is one of the key factors that

industry is seeing and that new forms of portable protein

will stimulate growth in the market during the estimated

snacks will continue to drive that growth,” says Chambers.

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Investors

take note

snacks like jerky, for instance.

Brands that are currently present largely serve

E

traditional niche segments for jerky, such as campers and

urope has never been a strong jerky market –

hikers, and the bar/pub channel. There are a few small

although this is changing due to company’s such

biltong brands that cater to the small community of ex-

as the UK’s MeatSnacks Group. That said, for

South Africans as well

thousands of years, charcuterie – dried meat, sausages,

However, Australia will likely see growth in this

salamis, hams, cold cuts, etc, have been an art form in

category soon, according to Jodie Minotto of Mintel Food

Europe. Some of the salami sticks found in Germany and

& Drink Asia Pacific. “The consumer trends that have

Italy put to shame any found in the USA. If you go to a UK

contributed to the growth of meat snacks in the US and

Waitrose upmarket grocery store, instead of craft meat

UK are also prevalent down under,” says Minotto. High

snacks being stuck over on the potato chip aisle, they

protein food and drink is well-developed in the market,

have a row to themselves.

and nearly one in five metro Australians report seeking

Jack Link’s is lead exporter to the UK and Germany,

snacks that are high in protein, according to Mintel

but it has very limited brands in Europe and what tends to

research. Also boding well for meat snacks, 50 percent of

be bottom-end quality. It seems an easy target to knock

metro Australian consumers say they prefer to get their

off its export perch.

protein from natural food sources such as meat, nuts and

The meat snacks category in Australia has yet to experience the growth in popularity that has occurred

eggs.

While there seems to be low pick up among Australian

in other Western markets like the US and UK. While it

consumers for meat snacks now, there are signs that

is a well-known fact that Australians are prolific meat

this snack type will take off. Indeed, several small start-

eaters, despite this Australia has a low penetration of

ups that pride themselves on quality and provenance

meat snacks. According to findings from Mintel, not even

are already being publicized in the media. However,

a tenth of urban Australians report snacking on meat

these selling points will only go so far in growing the

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consumption of meat snacks; it is important that brands attract new users to the category, says Minotto.

snacks

Technavio says innovation in meat snacks is drawing new consumers to the category. Unusual favor profiles like grilled sweet teriyaki and garlic chili pepper attract

Supermarkets lead

those with an adventurous taste palette. Premium brands — like Vermont Smoke & Cure which offers a low-fat, high protein and all-natural treat — are bringing customers

T

echnavio says that convenience stores are the

back into the fold who were previously turned off by high-

main distribution channel for meat snacks in the

sodium and highly processed competitors.

Americas. The availability of a wide range of meat

Krave, which has been consistently at the forefront

snack products at the convenience stores is a major

for new flavors is bringing out this year three new meat

factor that will drive the market’s growth prospects in this

snacks: Sesame Garlic Beef with Sweet Potato, Rosemary

region. “Vendors in the meat snacks market are focusing

Lemon Turkey, and Spicy Red Pepper Pork with Black

on differentiating their products in the food and beverage

Beans – all created with help from Culinary Institute

industry due to constant changes in consumer demands

of America. On the jerky front, Krave is releasing Pink

and preferences. The increasing number of new flavors

Peppercorn Beef and its first ever chicken jerky, Honey

offered by various vendors [such as Krave] will strengthen

Habanero Chicken.

the market’s competitive environment during the forecast period,” says Technavio.

MPJ, however, see online sales cutting into convenience store’s share of the market with more and more craft jerky/meat makers selling only online.

Olson says more gourmet and premium options are

While many jerky purists believe Krave’s over-reliance on flavoring, lack of a hard-chew bite, sweetness, and price makes it anything but proper jerky, supermarkets are sold on Krave.

Evidence shows that your average Krave consumer tends to be a higher income individual, with a good

entering the marketplace to sate consumer demand for

balance of male/female consumers. Due to its constant

authenticity and higher quality.

launching of new flavors, Krave can be a draw to a store’s

“We may be seeing something of a ‘gourmetization’

entire meat snack shelf. This in turn means that retailers

or ‘premiumization’ under way in jerky,” he says. “I think

have been receptive to giving Krave more shelf space

it’s safe to say if you’re a manufacturer looking at the

than others.

category, there are some really stalwart, high-equity

Manna from cow

brands in that space that you have to come in with a new value proposition for consumers. One way to do that is to offer what might be perceived as fancier protein, unconventional forms, lots of packaging language and really visually stimulating (imagery conveying) simplicity and realness.”

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hile most medium to large size US companies are making meat sticks and bars with good success, beef jerky remains the

Meat Packing Journal

meat

leader in the US craft meat market.

"Beef jerky provides all of the convenience of a traditional savory snack with no cooking or refrigeration needed, but packs a punch of protein and essential

snacks

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Angeles' People's Choice Jerky which combines a good bite, beef taste, and Mexican-inspired natural flavors such as chili habanero and Carne Seca Limon con Chile.

"Beef jerky is the most underrated component of

nutrients that make it stand out on the snack aisle," says

a busy person's life when trying to eat healthy," says

Alisa Harrison, senior vice president of Global Marketing

Michael Roussell, Ph.D., nutrition consultant. "It helps

& Research for National Cattlemen's Beef Association, a

solve the tricky balance of how to get enough protein

contractor to the Beef Checkoff.

throughout the day when you live a hectic, on-the-go

Research shows that nearly 75% of consumers crave

lifestyle because it's extremely portable, compact and

healthier salty snack options, with beef jerky outselling

high quality. All my clients travel with beef jerky and I

seeds, party mixes and pita chips – combined. As far

recommend it to enhance meals and snacks that are

as jerky being in it's perfect form, MPJ is sold on Los

lacking protein."

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Charcuterie – not for the tongue-tied We’re all searching for what consumers are going to be wanting next. MPJ declares these two the next big things.

However, in the UK and USA, the term “charcuterie” is being used nine times out of 10 to describe air-dried meats such as salami, Spanish-style jamon or Italianstyle prosciutto produced in a craft manner. Although some makers include jerky and biltong in their listing

A

of charcuterie products, most see these products as

craft meat style which no one seems to

not fitting into the category. In restaurants, bars, and

know how to pronounce – except those

pubs charcuterie is usually served on a wooden platter,

with a couple of years of French under

showing off an assortment of salamis, air-dried meat

their belt – is already growing like weeds

slices, and prosciutto to be picked at as a group appetizer.

in the UK and is now beginning to take off

Owners love serving the snack meat as it pairs up

in the USA. Despite the problem with its name for those

perfectly with wines and beers. Its salty nature means an

of us lacking couth or class, charcuterie is growing at an

increased drink tab.

exponential growth rate.

According to Welsh pig expert Illtud Llyr Dunsford

According to Sean Cannon of Cannon & Cannon, a dedicated British charcuterie distributor, artisan

of Charcutier Ltd, a charcutier is somebody who cuts

charcuterie is “exploding”. He says that in 2010, there were

meat – largely from pigs – and makes products from

19 British charcuterie makers; in 2017, there are more than

it. “In a traditional French context, a charcutier was found

200 who are crafting it.

in most towns. He did more than just make sausages:

In 2004, when James Swift was setting up south

if the mayor’s daughter was having a birthday, say, the

Wales’ Trealy Farm Charcuterie, the concept seemed

charcutier would cater for the party. It was quite wide-

ludicrous, according to the Guardian. “All the business

ranging,” says Dunsford.

advice was: ‘Don’t do this, it’s crazy – no one has heard of

The products a charcutier made would include air-

these products,’” says Swift. The Welsh government, then

dried meats – along with cooked and smoked, pork pies,

ploughing money into food businesses, conducted some

terrine, and pâtés.

market research: “They interviewed 200 people … and

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September~October 2017

Meat Packing Journal

no one had heard of the word ‘charcuterie’.” Trealy Farm

Don’t fall in to the ‘little dark room’ trap. Working

now produces up to seven metric tons of cured meats a

as an artisan food or drink producer, especially in the

month, with 30 products.

early days, can be a solitary thing and this may make

What is interesting about these figures is this: for much

you feel isolated. Make the effort to join local business

of the world in 2017 – especially in the West – we can

groups or get involved in virtual meet-ups. This can

refrigerate and freeze meat. There is absolutely no reason

help you preserve your sanity and can help you

to cure meat. Yet we still do and the process, far from

maintain perspective on the bigger business picture.

fading away, is becoming a craft that we’re willing to pay a premium.

One advantage that American and British charcuterie

Cash flow can make or break your business. If the majority of your customers pay on long credit terms or if your product requires maturing (e.g., charcuterie, cheese,

manufacturers have is that they’re not tied to the

certain alcoholic drinks) factor these timeframes into your

Continent’s highly traditional, rule-bound world of snack

cash flow projections.

meats. Indeed, in Europe are ham recipes/techniques

Be clear on your route to market model. What markets

that have taken 250 years to develop. New producers

do you intend to go into? What investment will a given

in the UK or USA can experiment freely in their use of

market require? Can you afford/how will you finance that

aromatics, meats, or cuts.

investment? Loans? Investors? Crowdfunding?

There is a real regional feel to charcuterie, with

Keep your route to market options open. Being flexible

consumers often preferring to buy more expensive local

with your route to market model will enable you to

over mass produced or imported. This means that small

adapt and respond to changing consumer needs and to

producers have a real chance of running a successful

competitive threats.

company. Look for areas with a strong craft beer demand.

Before agreeing to supply large customers like

If you’re considering going into the craft meat industry,

supermarkets read the small print of the contract.

consider the advice from James Swift of Trealy Farm

Treat your customers the same way you would like

Charcuterie. [Taken from ‘The Artesian Food & Drink

your suppliers to treat you. Don’t let your customers

Business Show’ podcast by Catherine Moran.]

down: deliver what you said you’d deliver by the time you

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said you’d deliver it.

snacks

or a butcher uses a slicer on it.

If you understand how you can control the variables

Today, the process of biltong-making remains

of your product (e.g., adding more or less sugar or salt or

very similar to that used by the South African Dutch-

fruit, ageing for longer, using a higher or lower cocoa solid

Voortrekkers – albeit with a few modernizations. Choosing

content chocolate, using a different temperature) you can

a good quality piece of meat is the first step. Typically,

tweak things to create unique products.

when making beef biltong, silverside or topside cuts are the best. Then, the meat must be cut into strips – around

Biltong - air dried delicacy tough as nails

12-15 inches long, four to five inches wide, and around a ½ inch thick – before being rubbed with or marinated in vinegar. Next, the strips are flavored with a spice mix,

W

here ever there is a South African community in the world you can count on one thing; either someone will be making biltong

which traditionally includes salt, sugar, crushed coriander seeds, and black pepper.

Usually, the strips are left to soak up the spice mix overnight, before being hung up to dry in a well-

(pronounced ‘bill-tong’) or will have a supply chain back

ventilated spot. Nowadays, specially-crafted drying

to Africa.

cabinets make this step of the process easier, affording

Thanks to South African expats, biltong is very popular

the biltong maker greater control over temperature and

in the UK and Australia, but has yet to make its mark in the

humidity. Traditionally, the drying stage takes around four

States. Many Americans make the mistake of thinking that

days; although electric fan ovens can be used to speed

biltong is the South African answer to beef jerky – but in

the process up.

reality, it has its own unique ingredients, creation process, cultural role and history.

Basically, biltong is meat that has been cured and air

According to health and fitness expert Max Bridger in Marie Claire magazine, biltong is the “perfect healthy snack”. As it is air dried, it contains 3 percent fat, 50

dried. It is served in slices or strips of varying thickness,

percent protein and 64 calories in a 25 gram serving –

and can be made using a variety of different meats.

compared to the average bag of salted chips that comes

Although chicken and even bacon biltong do

with nearly three times the calories, four times the fat and

exist, beef and game are the most common biltong meats in South Africa. The MeatSnack Group, Europe’s

almost no protein.

“The South Africa meat is so powerful that just one

largest maker of biltong, uses British and Irish beef

serving gives you 20% of your daily protein requirement,

silverside for its biltong.

leading to a 20-30 percent increase in your metabolism,”

One thing that immediately sets biltong apart from jerky is the toughness of the meat, making jerky seem

says Bridger.

Unlike many jerkies, biltong is made with no sugar and

like cookies dipped in milk. Slabs of biltong are seldom

usually fewer ingredients, appealing to those wanting a

bought. Instead it comes packaged already thinly sliced

more ‘natural’ meat snack.

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September~October 2017

Meat Packing Journal

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Coming soon to a store near you The Meatsnack Group has the UK’s meat snack industry sewn up, it’s pushing strong into Europe, and has great interest from a leading convenience chain in Canada – so can the US be far behind? MPJ editor Velo Mitrovich talks to Managing Director James Newitt and eats an entire bowl of chili-infused biltong. It was very good by velo mitrovich

Y

ou meet James Newitt at the Milton Keynes’ Meatsnacks Group plant and look for a place to talk. Newitt starts heading into the company’s board room, but sees a small

James Newitt, aka 'Jerky Jim'.

workers’ meeting going on – there’s maybe

three or four inside.

At some plants you’ve visited, there is no doubt in

garb, except instead of gold nuggets in his pan, its

your mind who would end up losing the battle for the

jerky; both can be worth a fortune. You have to wonder,

room. But Newitt, after grabbing a couple of bags of jerky,

however, are there any investors savvy enough to realize

leads you out into the shipping warehouse where there

the size of the ‘claim’ Newitt is sitting on and willing to

is a table and chairs. He opens up a bag, takes a piece of

help take it to the next level? This jerky ‘motherlode’ is

jerky and puts it in his mouth. His face shows all; you can

limited only by imagination.

understand now why some – including his own kids – call him ‘Jerky Jim.’

This year is shaping up to be a good one for Meatsnacks Group. In the UK alone there is strong growth

He offers you the opened bag. “Right, now what did

in the jerky and biltong market, which is currently worth

you want to talk about?” As if there could be any other

an estimated £25 million ($32M) in retail sales value. The

subject for the man who eats and dreams jerky.

Group’s share of this is £19 million (77 percent) sales at

How to describe the potential of the European jerky

retail value. It’s predicted to be in double-digit growth for

market? It’s like being at Sutter’s Mill in Coloma, California,

the next few years, putting it at a pace either equal to or

on January 24, 1848. Stuck onto a water-powered sawmill

greater than that of the USA.

James Marshal is working on, he sees some flakes that

Newitt was shortlisted as a finalist in the Entrepreneur

are a yellowish, golden color. He instantly knows what it is

of the Year Category at the prestigious Scotland Food &

– gold. He just doesn’t know yet the potential of his find.

Drink Excellence Awards 2017 – he didn’t get it but was in

It would be easy to picture Jerky Jim in Forty-Niner

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the top three.

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International brand marketing company Pearlfisher

snacks

specializes in biltong – a South African jerky which is air

has come up with a re-fresh of the company’s Wild West

dried instead of being cooked and smoked. The Jerky

and Cruga brands, leaving behind the cowboy and men’s

Group was founded in by Newitt in 2000, and its brands

snack image. Biltong is being made at the Milton Keynes

include Wild West Jerky, the UK's No.1 selling beef jerky

plant and is growing in popularity as consumers discover

and Europe's longest established. The Jerky Group's

the South African-style dried meat.

production facility has been in Forres since 2012.

Private, own-label jerky, made by Meatsnacks,

Newitt is the son of an award-winning butcher. "I'm

continues to do extremely well at those UK supermarkets

meat trade born and bred and was indoctrinated into

which stock it, including Tesco’s, Lidl, and Marks &

the business at an early age. By the time I was five I was

Spencer. The company’s jerky plant in Forres, Scotland,

helping to bring turkeys up from the cellar. It runs in the

has been expanded to meet increasing demand, and a

family; even my son received a butcher's knife at his

new facility, also in Scotland, is making a fantastic salmon

christening," he says.

jerky which should go to market later this year. Without

He graduated from Smithfield College as a member of

exaggeration, MPJ has found Meatsnacks’ salmon jerky to

the Institute of Meat and spent 16 years working for Anglo

be the best it’s ever had; a perfect combination of flavor

Beef Processors before setting up The Jerky Group with

and simple seasonings, with none overpowering the other

business partner Thomas Morrison in 2002.

and without a strong fishy flavor or smell.

Snack perceptions

But, at the risk of being blunt, while the quality has always been there at Meatsnacks, making jerky with either UK or Irish beef and ‘cupboard ingredients’, its style has always bordered on the safe, sane, and conservative side. However, if Meatsnacks lets its salmon jerky lead the way as to what it can produce if it only throws caution to the wind, this direction should up-its-game considerably.

The Meatsnacks Group was formed in 2015 with the merger of The Jerky Group and Cruga Ltd which

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I

n many ways, jerky in the UK and Europe is similar to how it was perceived in the US 10-15 years ago.

At most stores, it’s found with potato chips and other

salty snacks; sometimes even in the candy aisle of shops.

As Costco – which normally stocks only its own Kirkland brand – it’s easier to find Waldo. At times, it’s placed with

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From L-R; Biltong drying; filling and packing; finished packs going through a metal dector which also checks for oxygen absorber packs

unsalted nuts, other times with salted snacks, and once

in recipe and a package redesign which was released

found next to laundry detergent.

in January of this year. Sold in supermarkets and on

According to Newitt, this is beginning to change. “One

Amazon, it is currently in the top seven of the best-

of the reasons our brands are performing really well is

selling brands of jerky and biltong in the UK. There are

that retailers are designating proper shelf space for beef

plans to launch Men’s Health Fuel jerky in Germany this

jerky and biltong, creating a proper category around it,

September. In a random taste test at a London gym,

rather than being reliant on clip-strips. We’re seeing major

MPJ found both women and men enjoyed Fuel and liked

retailers wake up and see it as a destination category.”

the fact that there was a protein alternative to standard

Still, the change is coming slow to both retailers and

protein shakes or bars.

consumers. While in the USA jerky purchases are close to

Forest of biltong

50/50 male/female, in the UK and Europe it’s still seen as primarily a male snack and due to its product placement, not necessarily a healthy option.

Meatsnacks Group has launched in recent years several brands to counter these perceptions. The company is under licensed to use the Men’s Health’s logo and its Men’s Health Fuel Beef Jerky comes in a

I

f you want to experience a wonderful aroma, try to arrange a visit to Meatsnacks’ custom-designed biltong drying room where 10 metric tons a week are

prepared. The Group’s award-winning biltong begins

re-designed package that is about as far from West Texas

as silverside beef, After the beef has been mixed and

as it can be. With Fuel in a bold black font, against the

marinated in a Mainca mixer, it is sliced into strips which

white background it is the first thing consumers notice.

are thicker, wider, and longer than a typical jerky strip.

Made with marinated and smoked 100% British and Irish

Depending on the ambient temperature and humidity,

silverside beef, the Men’s Health jerky has no added MSG,

drying can take anywhere from three to five days. The

sugar or sweeteners and is only naturally sweetened with

final judgement call as to whether it’s dry enough is made

honey and apple juice. It is a high protein product, with

by a team of Meatsnacks' experts.

no artificial colors, flavors, or preservatives.

Originally launched in 2014, it underwent a change

meatpacking.info

After it’s been dried, the very tough slabs are cut into thin strips using a slicer especially made for the

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plant. From there it’s transported via Rezpack conveyor

of brand and own label. Since then, a good portion of

belts to a Yamato multihead filler, packaged, and then

UK supermarkets have their own-label jerky, all made by

checked with a Starflex metal detector that’s set to reject

Meatsnacks Group.

a pouch that has either no or too many Chunwang oxygen

According to Newitt, the Meatsnacks Group hasn’t

absorbers. Once every 15 minutes a package is taken off

actively sought out own-label customers; they’ve

the line and checked for package integrity.

approached the Group.

While Meatsnacks’ jerky is made in Scotland, it’s

“There is a lot of education from us to them, especially

shipped down to the Milton Keynes plant for slicing and

in the beginning,” says Newitt. “Retailers don’t have much

packaging. For small production runs, the packaging is

experience with jerky and meat snacks. We give them

done by hand.

ideas and help them develop their products.

According to Newitt, the Group produces 60/40, jerky/

“Right now in the UK we’re in the early stages of meat

biltong, although biltong is catching up. “I’d like to make

snacks. If we were too adventuresome with flavors, we’d

turkey or chicken jerky but we’ve found that in the UK

probably put people off,” he says. “We go with 70 percent

people are suspicious of jerky made with poultry,” says

of familiar tastes such as honey-barbecue and peppered.”

Newitt. “With all the constant health scares involving raw

Although it might seem slightly odd having your own

chicken, people have a hard time accepting that chicken

product on a supermarket shelf competing against a

or turkey jerky is safe to eat.

store’s own-label – also made by you – this has been

“However, we are working hard to break that

working well for Meatsnacks. Traditionally, own-label is

perception and using the strength of the Wild West

less expensive and this brings customers in. Once they

brand to reassure consumers that other proteins such as

get used to buying and eating jerky, they can move

chicken and turkey are safe, delicious, and healthy.

over to Meatsnacks’ brands for a more adventurous experience, says Newitt.

Own-label

“The own label and branded products work well together to drive the category and bring more shoppers

W

in,” says Newitt. “Tesco’s growth in meat snacks has been

hile traditionally in the UK a supermarket’s

around 20-30 percent, with many of these customers

‘own-label’ or ‘private label’ meat snack

ultimately trying both own-label and branded products.”

has not competed for consumers’ attention

As you leave Meatsnacks Group, you’re carrying a

alongside branded products, this changed when UK

large box of different jerky-styles, some of which have not

market leader Tesco’s decided to launch its own jerky,

yet hit the stores; some of which don't make it to the car.

made by Meatsnacks Group.

This was a great development for the Group. There

The Group is making meat snacks at the right time, right place, and has the right products. Now, can it jump

was already branded shelf space but not at the front

the last hurdle, run the last 100 yards, and score the final

of the store. The real benefit is the establishment of a

point to make it into the big leagues? The right investor

broader and more grown-up category in store with a mix

will be able to take this company far.

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Meatsnack Group's salmon jerky

Why American craft style jerky will take Europe – and what is holding it back

B

eer is for Germany what sand is for Miami Beach, there’s plenty of it. In what is one of the world’s largest beer drinking countries there are 1,388 breweries, 5,000 brands of beer, and a tradition of brewing that’s 1,200-years-old. So, if you were a San Diegan craft beer company, Germany would not be on your expansion radar – especially if you had no intentions of making a German-style beer.

But that is exactly what Stone Brewing Company has done in a refurbished abandoned gasworks plant in south-central Berlin. Now open for a year, the beer garden, restaurant, and brewery is producing 925,000 gallons a beer this year for the Germany market and exported to 24 other European countries.

The Germans thought Stone was crazy when they opened the doors. “What can these upstart Americans teach us about beer?” If sales are an indication, obviously a lot.

With Stone and their Californian-style very-hoppy IPA and double IPA beers, there was no learning curve allowed to educate German tastes, such as Stone’s first bringing in a watered-down version first. But, with jerky manufacturers who are thinking of entering the European market or who already are there, they seem to have a very kid-glove attitude. Almost like if flight was going to be introduced for the

meatpacking.info

first time, instead of unveiling a fleet Airbus A380s, they feel you need to start off with a Wright Brother’s Flyer and work up from there.

With jerky and other American-style meat snacks, MPJ believes if you’re going to make it in Europe, be big, bold, and brash – in other words, be American. Think Duke’s spicy BBQ brisket jerky, with its rich, meaty, fat flavor; People’s Jerky with large chunks of meat you can tear into; or Krave’s wild assortment of flavors. While Jack Link’s has opened up a plant in Germany and is Europe’s largest supplier, it holds this position not due to any creativity or imagination on its part. For example, while in the USA Link’s has around 20-different types of jerky, in Germany it only sells four very basic beef flavors, instead of something it makes which is actually quite good such as its Korean BBQ Pork. Germans eat around 80 pounds of pork a year; beef is at around a measly 22 pounds.

MPJ knows what type of jerky it would be selling there. And flavors, why not beer, bratwurst, or schnitzel pork jerky?

Hans Wagner, a 59-year-old electrician, was enjoying an IPA recently in the Stone beer garden. “The only thing that matters is that it tastes good, and this tastes very good, very fresh and very strong,” says Wagner, in an interview with LA Times. “I have to admit I was skeptical at first about American beer. You hear only negative things about the big brewers there. But this is good stuff.”

So why not jerky?

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Amazon and the end of the snack industry as we know it The minute US and world consumers start buying their groceries online at Amazon, being big will no longer matter.

waves through major supermarkets chains and home delivery start-ups – Walmart, Target, and Kroger shares took a beating. Kroger saw its stocks plummet 28 percent Bezos bold move also means massive opportunities for those willing to grab the future by the tail. And speaking about tails, let’s first hear a tale about a tail

by velo mitrovich

which explains the power of Amazon.

One long tail

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hat do American companies Borders, B. Dalton, Crown Books, Coles, Atlantic Books and Waldenbooks have in common – or should we say – had in common?

I

n 2004 Chris Anderson, editor of Wired magazine, published an article about the long tail. Anderson, who later expanded this article into a book, developed a

theory that with the rise of the Internet, niche products

They had the misfortune to run into upstart Amazon and

would gain in importance and, taken as a whole, would

they’re now all pushing up daisies.

make more profit than mainstream products.

Now could be the turn of the supermarkets.

In June, Amazon CEO Jeff Bezos decided to go shopping for his favorite supermarket with nearly $14 billion in his back pocket. A lot of money to pay for Whole Foods and its 450 stores?

Once Wall Street heard the news Amazon’s stock rose

Although Anderson came up with this idea to explain the music industry, it is easier to picture this with the world’s favorite internet bookseller giant, Amazon.

Prior to 1994 and the birth of Amazon, you’d go into your local bookstore looking for a new mystery novel, something different. However, due to limited shelf space,

2.5 percent. For a company already worth $500 billion,

the store only stocked mysteries from the top five authors;

that 2.5% covered its cost for Whole Foods. In other words,

authors that the bookstore knew would turn an easy – but

Bezos got it for nothing. His purchase has sent shock

not very imaginative – profit.

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best sellers and having a tiny little niche market tail.

However, you go to Amazon’s website and because they have unlimited shelf space, it’s a monster with a very, very long niche tail. Not only can it stock books by the big five, it also has the shelf space to stock mysteries by a zillion obscure authors. What helped to turn Amazon from

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Act now

Picture this store as our top-of-the-food-chain monster, one with a huge body made up of nothing but

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ou don’t believe this will mean opportunities for small companies? Look at coffee sales on Amazon. The top three are: San Francisco Bay

Coffee, Kind, and Green Mountain Coffee. Not Starbucks or Folgers or Nescafe.

"Being relative newcomers, the success that brands

a loss-generating company to a profit-making one was

like Kind, Green Mountain and San Francisco Bay are

realizing the importance of these niche publications and

experiencing demonstrate that eCommerce shelf space

the fact no brick and mortar had the room to stock them.

is a new frontier," explains Spencer Millerberg, One Click

Authors, as well as Amazone, have benefited.

Retail CEO. "This democratization of retail allows ANY

Today, the majority of Amazon’s book sales come from those found in the long tail – not from the mainstream ‘best sellers’ found in the body.

brand to compete, not just historically incumbent brands who captured the brick and mortar shelf.

"Grocery on Amazon is in its awkward teenage stage,

So, what does this have to do with meat snacks?

not yet mature but no longer in its infancy," continues

For some time now in the USA Amazon has been

Millerberg. "Brands that do not have an Amazon strategy

dipping its toe into the food market – with this purchase

are in trouble and dangerous to any smart leader because

of Whole Foods it jumped right in. For you craft meat

getting Amazon wrong leads to long-term losses for both

snack makers who can’t get any shelf space at your

company and career. They need to solidify their position

supermarket due to the big boys, this news should be

on Amazon in the next 12-24 months before this new shelf

making you very happy. You now have a market to sell in.

becomes more mature and harder to alter in the long

Already, there are over 14,000 results for meat snack

term." He is not alone in saying this.

listings on Amazon.com. It can only grow larger. And here

People say if consumers shop for groceries online

is the reality, while we’ve centered on meat snacks, fresh

they don’t buy as much, they don’t do as much impulse

meat sales will also grow.

buying. In the UK where for years shoppers have gone

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online for their groceries, they’ve found that the average

Prime, you order print copies today and can be reading

online shop is around $85, four times as much as when

by tomorrow. Amazon can – and will – radically alter the

consumers walk into a store.

meat industry as well.

Are companies running scared by this? You better

No brick loyalty

believe it. Big moves by Amazon tend to incite paranoia, in large part because, after two decades, Bezos has made good on his promise to build the best “everything store” on planet Earth.

Case in point: my last purchase at Amazon from a week ago was for an outdoor camping power box with circuit breakers. The only thing this had in common with a book was the writing on the box it came in.

Why did I turn to Amazon for this? The same reason I

A

s mentioned, while in Europe – especially in the UK – consumers for years have been buying all of their groceries online through supermarket

websites and delivered through supermarket delivery trucks, this has been slow to develop in the States.

The reason for this is, according to some industry

go to for most things, their prices are usually better than

experts, Americans like to go to the grocery store, hand-

what any brick and mortar store offers and they’re the

pick their own fruit, vegetables, and meat. They enjoy a

kings of logistics. For a shipping cost which is less than I’d

wander through the store and discovering new products.

pay for gasoline, I ordered it by 11pm and received it by

This was the same thing ‘experts’ said back in 1994

noon the next day. If I followed the example of 80 million

when Amazon.com was born. People like going to a

people and joined Amazon Prime, shipping would be free.

bookstore, they’re not willing to spend $10-15 dollars on

Whole Foods’ stores in upscale US neighborhoods

a book they haven’t skimmed through. They want to be

will undoubtedly only enhance Amazon’s dominance in

able to sit down for a cup of coffee or listen to a CD at the

logistics. Nitasha Tiku of Wired magazine says the buy-out

bookstore’s music department, or browse through two

seems tectonic to delivery startups like Instacart, whose

hundred different magazine titles.

value depends on being better than Amazon at delivering perishable goods the "last mile," or to a consumer’s door.

How loyal were Americans to this experience? Right.

For better or worse, Amazon completely changed

In a statement to reporters, Instacart said, “Amazon just

the way we buy books and music; it is poised to change

declared war on every supermarket and corner store in

forever how North American consumers buy cereal, milk,

America." Stocks show this was is also in the UK and EU.

hamburger, and salami sticks.

It took Amazon two decades to amass this kind of

Groceries are the largest retail industry in the

authority. Almost exactly seventeen years ago, on Friday,

US — almost 6 percent of GDP. Bentley Hall, CEO of Good

June 23, 2000, Amazon saw its stock tank by twenty

Eggs, says: "We know it is going online over time, but

percent after the then-powerful investment bank Lehman

today, less than 5 percent of groceries are purchased

Brothers issued a warning that the company was on the

online. The US is far behind other international markets.

verge of insolvency, so quickly was it spending down its

Something was bound to change.

cash reserves.

Amazon had already shed more than sixty percent

"The single biggest thing that could happen to us (but which we have little control of) was for groceries to move

of its value over the previous six months, and Bezos

online — quickly. This deal just paved the way for that to

alone had lost billions in paper wealth. Yet he remained

happen in the US."

confident that his company, less than 10 years old, would one day be selling everything to everybody.

Today, Amazon has completely changed the way the

He adds that more than 50+ million people in the US are Amazon users. Bringing the Whole Foods assortment to this audience catapults good grocery into the digital

world buys books. Not only are books normally cheaper

world. Before today, online grocery was seen by many as

than any shopping mall bookstore, but with its Amazon

niche. That is now a much tougher case to make.

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Seriously good salami sticks Serious Pig shows what’s possible in the craft meat snack trade, even if you have limited resources or experience. But we’ll tell you up front, if you want to replicate their success, you will need work drive in over-abundance

like a wild fire and attracting new producers from Portland to London to Melbourne. Like craft beer makers who follow the route of a home hobbyist, to home producer, to commercial producer, many jerky and craft meat makers follow the exact same path, gaining production experience at every step. But not all take that route.

Rice is the first to admit that he did not come from a food background, but he and co-founder Johnny Bradshaw saw a need in the market. While drinking real

by velo mitrovich

ale and Bordeaux at a pub in 2009, they both wanted a snack to go with what they were drinking, but they also

F

wanted it to be quality. After devouring the snacks the

or those who dream about entering the

pub offered – nuts, crisps, and scratchings (potato chips,

craft meat market there are rules which are

pork rind) – they decided what they really wanted was a

written in stone. You need to have a chef’s

pepperoni stick but one created for adults – definitely not

background; you need to know how to make

a Slim Jim. This would be something satisfying; something

the product; you need the equipment to do it

made with only quality ingredients; something on the line

right; and you need to be close to your suppliers.

Psss…please don’t mention any of these rules to

George Rice – Boss Hog – and his small team at London’s Serious Pig because they’re not following any of them.

And the scary thing is, they’re making some seriously

of a ‘posh’ pepperoni stick. The next day Serious Pig was born.

It was a good thing both had day jobs, it would be a while before their first meat stick made it out the door.

Rice and Bradshaw realized their own limitations so

good products. But, will they grow a seriously successful

saw no need to reinvent the wheel in trying to create a

business? That’s the question only time will tell.

recipe and a way of making the product. Instead, they

The craft meat snack industry is continuing to expand

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decided to search the Continent, trying salami after

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salami until they found one with exactly the flavor they

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Serious Pig is producing two different salami sticks;

wanted, and then they’d duplicate it with a co-producer.

classic and chili & paprika. Both are excellent, from bite

All easier said than done and this was despite fact that the

to flavor, and easily the best MPJ has had in the UK.

taste they were ultimately after was simple – white/black

Snackingham is their product made from British pork

pepper and salt with high quality pork.

that is infused with herbs and spices, cured and air-dried

The search for the taste took about two years until they finally found one in France which hit their taste buds just right. But the search for a co-producer? Let’s just say the search for the perfect salami was more pleasant.

before being sliced. When you take it out of the pack it looks and tastes like fine charcuterie ham.

The company’s latest venture is ‘Snackling’ which is oven roast pork crackling; a heathier option for pork rind fans. One version of Snackling has dried apple slices

Co-producers not created eqyally

added which gives each bite a sweet/savory experience and looks stunning in the package with the red peel still

W

e looked at a firm in Wales. They said, ‘Yeah,

on the apples.

Serious Pig has had a special edition salami, Caraway

we can do it.’ No, they couldn’t,” says Rice.

& Juniper, and is working on a salami with fennel, giving it

Unfortunately, that experience was the norm

more of an Italian flavor.

with co-producers promising much more than they

Marketing blues & brews

could deliver. One of the problems was while it was easy to find a co-producer who had grinders, stuffers, etc, it was how the salamis would ferment/dry which was the sticking point. Some used a system of racks that the salamis would hang from, and then the racks constantly being shifted around as the aging process go on limiting production. Many co-producers they found, actually had

T

he end challenge for any craft meat snack maker isn’t in the production, but in the selling; how you position yourself in the market.

“Your product will only take you so far,” says Rice, “you

no idea how salamie were made, but still said they could

need to do the marketing, you need to contact the stores;

do it. In the end, Rice and Bradshaw had a bespoke drying

you have to push yourself and push yourself some more.”

unit made, 5x3 meters, which would handle 11,000 mini-

With Whole Foods Rice says he started calling them,

salamis at a time, allowing them to ferment for three days

and calling them, and calling them some more, before

and then dry. Whoever became their co-producer would

he finally got someone willing to talk to him. “We’d send

have to agree to use the dryer.

sample packs, call to see if they received them, what they

It was about this time that they had the extremely good fortune to get involved with charcutier and chef

thought about our product, and we’d hear nothing.

“That was only the beginning. Once they agreed in

Vincent Castellano. Born in Sicily, Castellano trained as an

principal to take our product, then we had miles of forms

apprentice charcutier at the age of 14 in the French Alps,

to fill out and address traceability concerns,” he says. “But,

he then continued his training at the prestigious Ecole

it’s paid off, we’ve been selling to them for five-years now.”

Supérieure des Metiers de la Viande, in Paris. This is a man who knows his salami from his salumi.

Working with Castellano, Rice and Bradshaw

One of the on-going challenges Rice experiences with all stores is finding the right person to contact. “Once you do, it never lasts. Stores have a habit of shifting around

developed their recipe and it’s at his production unit in

buyers every year so they don’t get too comfortable with

Bristol where their craft meats are produced.

sellers. This means that every year you’re faced with once

“While I guess technically Vincent is our co-producer, he’s much more than that, he’s our partner,” says Rice.

“We’ve learned a huge amount from him.”

Having a co-producer sorted, now the search began

again trying to figure out who this ‘right’ person is.”

Rice says that key that he’s found is doing as much as possible for the stores. “You even have to think for them.”

Serious Pig provides stores and pubs with product

for a co-packer. It was not pleasant. “This was one of our

already placed on clip packs. If at all possible, prices too

major bottlenecks. It’s the most critical part in the process,

are already put onto the pack. “I won’t mention the chain

if the package fails, you no longer have a product, plain

except to say they’re big, but if we didn’t put the price on

and simple,” says Rice. “We were really let down by co-

for them, they’d get it wrong.

packers; pretty much everything that could go wrong,

“At the end of the day timing is everything. You happen

did. To put it simply: relying on someone else to pack has

to call a store’s buyer just when they’re looking for

always hit us on the ass.”

something new. If you had called a day earlier or later you

Needless to say, it’s now all done manually in house.

“When it comes to the point when our product line gets bigger, then we’ll start looking for equipment,” says Rice.

meatpacking.info

might have missed the opportunity.”

Serious Pig is working very closely with craft beer manufacturers and getting itself associated as the perfect

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Serious Pig team. at Hog Headquarters. George Rice – back-right.

George 'Boss Hog' Rice packaging salami sticks

snack to go with a perfect beer, with each complimenting

While some might see their growth as being too slow and

the other. The Pig team were partners at the recent

controlled, it makes sense with their philosophy of quality.

London Craft Beer Festival in August and according to Rice, Serious Pig “hammered it!”

They’re establishing a firm market with pubs and aligning themselves with the craft beer movement in the

“Better beer has naturally produced more beer

UK. A couple of years ago Rice put out that eating Serious

connoisseurs (aka beer geeks) and with that comes

Pig salami sticks while drinking would prevent hangovers.

an exciting new world that didn’t exist in the pub

Despite this being done tongue-in-cheek, the UK press

before – proper beer and food pairing,” says Rice. “More

jumped on this, making that connection between Serious

sophisticated pallets demand better flavor experiences

Pig and a night out, as well as giving Serious Pig some

and matching beers with snacks to layer on more taste

great publicity.

now is a real thing.”

If there is one thing MPJ sees Serious Pig failing at is

However, in considering that there must be a large number of people who would enjoy Serious Pig craft

its website. It’s great for telling the story if you’re looking

meat snacks, but who don’t go to pubs, there doesn’t

at it on a PC or iMac; it’s poor on a Smart Phone. In

seem to be much being doing to attract this potential

addition, after reading the story once, customers would

customer base.

only want to go to the website to see if there are any

Like many small producers, they’re in a real Catch 22

new products and where to find them. Serious Pig does

situation. They need to up their sales to supermarkets to

not sell on its website (which seems slightly bonkers),

get the cash inflow to grow; they can only up their sales to

telling you on page 30-31 where you can find products.

supermarkets if they already have the capacity in hand..

None of the listings are links; they’re just pubs except for

“Right now we need a cash cow – some market that

Whole Foods. A Google search reveals some third-party

will guarantee us £30,000 [$39K] a month,” says Rice.

online stores such as Amazon.co.uk, Meatsnacker, and

With that, production could be increased, new products

BoroughBox, which sell Serious Pig craft meats but they

could be developed, some equipment bought to assist in

lack customer flexibility in picking exactly what you want.

packing, and more marketing.

While Rice did not mention this at all, what they could

Serious future

really use would be a big company buying them out, but allowing them to keep staff, attitude, and quality – much

W 54

like Epic, Krave, and what will soon be Duke’s in the

hat Rice and team are doing at Serious Pig

States. Serious Pig is making some amazing products;

would be described as controlled growth

MPJ has to believe if the cash flow issue was solved,

as they slowly expand out from London.

Serious Pig could very easily be the next big thing.

September~October 2017

Meat Packing Journal

Frontmatec cattle harvesting solutions focus on productivity and yield improvement High-quality harvesting solutions with cutting and deboning lines for cattle, veal and sheep.

Get more info at us@frontmatec.com or 816 891 2440.

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Craft meat marketing The truth is, making craft meats is not rocket science, people have been doing it for a long, long time. What will make or break it for you is standing out in a crowded field and making the sell.

new things. Just going through jerky fan blogs or Amazon. com can give you an idea of what people are doing and what consumers are buying.

While you might think that the most important thing is what goes into your product package, Haddock sees the outside as being just as important, and even more so when it comes to supermarket sales.

“Buy all of your competitors’ products, everyone that

by velo mitrovich

you’re going against, and lay out all the packs next to yours. You need to get some very honest friends or a test

Y

group and find out what packs they would buy and why.”

ears ago, inspired by the USDA’s show

With the all-important website, Haddock believes it

'Today on the Farm', I decided I wanted

should be straightforward, allowing your customers to

to be a farmer. So, at eight-years-old,

find what they need quickly. In this he sees Duke’s as

I convinced by parents to dig up the

being one of the best.

backyard and let me put in a large

“Duke’s has taken the time to make a website that

vegetable garden. One of my first crops to mature was

works well on a Smart Phone. Fewer people have large

spinach. I cleaned, cut, and put into wax paper bags a

PCs or iMacs at home, they do everything on their phone.

decent portion, loaded up my wagon, and set off. No

If you have a website that requires loads of scrolling,

exaggeration, I must have knocked on over 50 doors. I

searching, or is impossible to easily read on a Smart

was able to give my sales pitch to around 15 people, but

Phone screen without enlarging every word, people will

even at the price of 25 cents, I made zero sales.

move on,” he says. “Duke’s takes you in quickly, you can

I realized something important that day: anyone can grow something; anyone can produce something; but to be able to sell it, now that was the challenge and skill.

No matter how big or small you are in the craft meat industry, you too are faced with that same challenge on a daily basis.

In talking with Peter Haddock of Edson Evers PR &

see new products, a bit of story, and where to buy.”

As far as spending effort on Twitter, Facebook, or your website, Haddock believes that first you need to get a good Amazon presence.

“You have to get your products on Amazon. When you’re a seller on Amazon, it’s shit with tight margins. But that’s the future.”

Marketing, he is a big believer in taking the time to go

Unseen is unsold

back to your product roots – figuring out who actually makes up your customer group segment of the market, your unique demographics.

“Who are the people who are going to buy your craft meat on a regular basis – not on a whim,” says Haddock.

“You need volume to stay afloat.”

Haddock sees the importance of doing an actual

I

f you want your meat snack to stand out in a crowded snack supermarket shelf, you need to think how the right package will bring in sales. According to Richard

Burhouse, commercial director at API, this is something

market survey in order to find the people who are buying

other sectors of the food industry are already doing, with

your meat snack and how did they find it, ie, website,

packs made with foils and laminates.

supermarket shelf, or Amazon.

Burhouse tells MPJ that there has never been a better

According to Haddock, there is an explosion taking

time to incorporate foils, laminates and holographic

place in the meat snack industry with new people doing

effects into packaging. Technological advances have

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Which packs will a customer notice?

Showing customer eye movement

placed a range of metallic colors and screen effects at

often and for significantly longer than they did the

designers’ fingertips and these advances are allowing

unembellished control packs. In other words, foiled and

them to create ever more sophisticated pack solutions.

laminated packs drew shoppers' attention more often

For products that require strong shelf-appeal, metallic

– and then held it for longer – than packs that did not

embellishments are increasingly essential.

feature such enhancements.

The resulting packs play a significant role in whether

Most significantly of all, the researchers at Package

consumers buy the product, as a recent research by

InSight discovered a strong correlation between fixation-

Package InSight shows. The study, which took place in

time and product selection: the longer participants looked

Clemson University’s CUShop eye-tracking lab, found

at the pack, the more likely they were to pick it up from

that adding foils and laminates to premium chocolate

the shelf and purchase it.

packaging attracts consumer attention and drives

“Unseen is unsold, as all brand owners know. In a

purchase intent. By uncovering the subconscious decision

world where 70 percent of purchasing decisions are

processes that go on in shoppers’ minds, its results

made in-store, an eye-catching pack often makes all the

offer brand owners valuable new insights into consumer

difference,” says Burhouse. “The research provides real

preferences and what draws their eye.

data which proves that, when applied intelligently, foils

The results showed that participants looked at the embellished stimuli packs both significantly more

meatpacking.info

and laminates significantly boost the appeal of products in a retail store – and lead to more sales.”

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Salted & cured Salted & Cured is a book that should be required reading by those either in or thinking about entering the craft meat market – one of the fastest growing in the USA. In looking at around 70 US producers, author Jeffery P Roberts traces the origins of today's American charcuterie, salami, and other snack meats, and connects them to the current renaissance that began with Californian wine, craft cheese and beer. In doing so, he debunks fears of animal fats, cholesterol, and nitrates. A warning tag needs to go with Salted & Cured. Only open this book if you have an ample supply of meat snacks at hand – it is impossible to read without getting hungry for all things cured..

the meat and not always for the better. Cured meats taste good. What’s interesting is that chefs and restaurants are realizing that they can do something with a whole hog.

The can buy a whole carcass and use the leftover cuts to make cured meat, increasing their profit margin. This is being driven by restaurant customers expecting a plate of charcuterie as an appetizer.

As MPJ has also mentioned, you compare the new craft meat interest with craft beer and cheese. Flashin-the pan or is this going to last?

Roberts: It depends. On one hand, people recognize quality and taste. You look at how in the 1970s suddenly people realized that Napa Valley wines were as good or even better than French or Italian and the California wine industry started to grow. Artesian cheese started around the same time and you look at how craft beer has grown.

For craft meats, bacon has led the changes. But on the other hand, there are regulatory concerns that effect small producers. They are very expensive to manage if you’re going to sell wholesale or to other businesses like

by VELO MITROVICH

restaurants. For this to change we need to educate the inspectors so they understand the industry.

The subtitle to Salted & Cured is ‘Savoring the culture, heritage, and flavor of America’s preserved meats’. In reading your book, it would seem to be very easy replacing ‘savoring’ with ‘celebrating’.

What style of craft meat/style do you see as the next big thing?

Roberts: There is a lot of space for unique styles of smoked and cured, or smoked and cooked meats. I see

Roberts: Absolutely! This is a celebration of the meat

a lot more innovation from chefs and their use of spices

curing traditions brought to the US by immigrants. Many

in salumi, such as with cloves, cinnamon, and cardamom.

of our older traditional producers followed these practices

These are almost going slightly away from savory and

and they’re being rediscovered today by craft meat

going sweet. Southeast Asian spices and flavorings are

producers and customers who want flavor and quality,

getting more popular in craft meats. In Germany you have

and are willing to pay for it.

Currywurst which is a sausage paired with a curry sauce.

As you point out, there is no real reason for 99% of Americans to have salt and cured meat anymore thanks to refrigeration. So why do we still buy it?

In the back of the book you list the addresses of the producers and restaurants mentioned in Salted & Cured, which is about 70. How many others did you visit and decide not to mention?

Roberts: You look at the history of preserving meat from simple air drying, to smoking, salting, curing, refrigeration,

Roberts: I didn’t go to all 70 but I’ve had products from all.

and freezing. Each step change the quality and taste of

People can argue about my choices but I wanted to

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meat

What separates the good producers from the bad or mediocre?

Roberts: Product quality – what does it taste and smell like. What processes were used in curing the meat?

Curing salami too quickly gives it an acidic taste, do they

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Based on your observations and in talking with producers, for someone thinking of joining this field, which of the following do you think is the most would the most important in business success? Love of craft meats; skills/training/experience; or deep pockets?

take the time and do it right? And then there is the quality of ingredients. Pigs raised solely on soybeans and corn,

Roberts: You need to have a love and passion for craft

like at the huge commercial plants, taste nothing like

meats – you can’t do it half-assed. You need the skills

pigs raised outdoors and have variety in their diet. There

though of a chef; you can’t pick up a book and learn them.

is more demand for pigs raised this way than supply. I

Deep pockets? You’re not going to get rich making craft

know some producers who have moved to Kentucky or

meats so it helps to have some backing. That said, it’s

other rural areas to be closer to their pork supply. It’s still a

better to have bank loans than investors, at least then you

challenge for them.

have control.

In talking with small craft meat and beer makers, they always seem slight stuck in a conundrum. Keep producing at small scale, maintain 100 percent control, and finally burn yourself out from never taking a day off. Or, expand, bring in more staff, create recipes that any of the team can duplicate, be able to take a vacation, but start losing some of that personal touch. From your observations, can you grow and still maintain quality and unique taste?

With craft beer San Diego is considered by many to be the beer mecca with around 130+ brewers in area.

MPJ has heard Portland, Oregon, as the mecca for craft meats. What area do you think is producing the best and most interesting?

Roberts: It’s very difficult to tell because you have to be in the place where it’s being sold directly to know about many and even then, they can still be off the radar. You have some making wonderful cured meats but they only

Roberts: The hardest thing when you grow and start

sell to restaurants – you’re not going to find them in a

bringing in new people is will they share your same vision,

specialty meat shop. Portland, Oregon, has great craft

passions, and ideals?

meat as does San Francisco and Seattle. In Denver and

Smoking Goose of Indiana is a good example of a

Atlanta the movement is being driven by chefs who don’t

company that’s grown but has maintain quality all along.

sell wholesale. St louis has good craft meat. The market is

Owner Chris Eley has a background as a chef in Chicago.

saturated in New York City; Boston has some good ones.

He and his wife Mollie opened up first a butcher shop

Where I live in Vermont, no.

back home in Indianapolis, then they built their first facility which is USDA inspected, and now they’ve expanded into a larger plant and sell coast to coast. Each step of the way they’ve kept their quality with locally grown meat – they

A comet is about to hit the Earth and you only have minutes to nibble one last time on your favorite craft meat snack. What will it be?

know all the farmers who supply them.

They do some interesting things such as their Delaware

Roberts: A plate of salumi, cheese, bread, and a beer – a

Fireball. This is a Crepinette salami of pork with red

good way to go out.

chilies and espelette pepper wrapped by hand in caul fat and cold-smoked for days. Besides salami, they do

Salted & Cured by Jeffrey P Roberts

mortadella, sopressata, saucisson, and others, putting

Chelsea Green Publishing April 2017

their unique stamp on all.

Sold worldwide thorugh Amazon and other book sellers

meatpacking.info

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Products to help you succeed 1

Craft meats require special safety look

1

important to know what ingredients are within the mix, and what allergens maybe present, no matter how small a quantity they are. All allergens must be declared within the ingredient section on the pack label.

F

ood safety is a big part of any food manufacturing

Microorganisms: While meat snacks such as biltong and

business whether it be producing loaves of bread

jerky originated in hot, dry countries, that isn’t the case

or tasty meat snacks, but with each different

today. The USA and EU/UK have to compensate for

product raises different issues, says Brian Humphreys,

the lack of heat and added moisture in the air by using

director of Food Safety Assist. FSA has been operating

machines to compensate. Microorganisms require water

for over 17 years as food safety consultants, helping

to grow. Drying reduces the amount of water available

companies from set-up right through to gaining and

(water activity) to prevent the growth of microorganisms

maintaining food safety accreditation such as SALSA

and thus produce a safe product to eat. It is therefore,

and BRC in the UK. “During this time we have worked

very important to understand this critical process works.

with meat snack companies, more so recently as the

Drying is a function of time and temperature and records

demand for meat snacks rises, including Serious Pig,”

must be kept for each batch of the required time and

says Humphreys. “Here are a couple of points to consider

temperature. This will be a critical step within your Haccp

in the production of your meat snacks.”

system. It will be necessary to validate your process

Allergens: Do you know what spices you are using on

with a laboratory to confirm that your product has a low

your products? With the market growing, companies

enough water activity to ensure the systems that are used

need to stand out. This encourages companies to

produce safe food to eat. Additional controls can include

experiment and use different spices to do so. It is

the use of UV light during the drying process.

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Growing your operation right

2

F

or those starting out in the craft meat snack business, pretty much the entire process is done by hand, from slicing, to marinating, hanging,

weighing, and then packaging. Once your business takes off, however, you have choices as to what piece of kit you should buy first to help increase productivity. According to Torsten Giese, marketing manager at Ishida, you shouldn’t

2

look first at what might make your life easier but, instead, what could save your business from ruin. “You should definitely start on the inspection side – make this your number one priority,” says Giese. “You have to make sure your packs of jerky are 100 percent safe. While a meat slicer might help you get home earlier, it won’t save your reputation the way a metal detector or X-ray machine can if something goes through which causes a recall.

“They can be expensive but you don’t have to buy new.

For example, Ishida sells used machines which have been completely refurbished. The only thing they lack are

3

some of the features that the newer models might have.”

Once you start getting bigger, Giese cautions that you have to be consistent, there is no room for error at major supermarkets and he suggests a checkweigher should be the second item bought. Giese says a filler/packer is probably the last piece of equipment he’d consider buying for a craft meat snack plant. “A lot of plants use human labor to fill packs, people are more flexible than machines,” he says. “Start with inspection!”

3 Oxygen absorbing solutions

Meat chips in MAP tray

S

wiss-based Micarna SA, together with the Migros Co-operative, developed a product idea that

C

desiccant and oxygen absorbing solutions for

thin, hearty meat chips in five different flavors. The high-

preserving freshness and helping prolong shelf

quality, low-fat and protein-rich meat products made

life in packaged foods. A method of active packaging,

from beef, poultry, or pork are lightly salted, naturally

Oxy-Guard oxygen scavenging packets, also known as

seasoned, and air dried or smoked. Depending on the

oxygen absorbers, absorb available oxygen inside food

type, the fat content is only between 1.5 and 3.5 percent

packaging to prolong shelf life, maintain product quality

and can be kept almost indefinitely without refrigeration.

and reduce food waste. The Oxy-Guard Case Ready Meat

Pierre-André Imhof, head of the delicatessen department

line preserves freshness, helps protects color, flavor, and

at Micarna, says: “When it came to appearance, we

fat from oxidation in refrigerated packaged meat. Unlike

wanted this new product to be a true highlight at retail,

our oxygen absorbers, our desiccants remove moisture

a feast for the eyes.” For the implementation of this

instead of oxygen, for foods that require moisture

product, Micarna SA turned to Sealpac Switzerland. In

removal. They help preserve freshness, crispness, and

a joint-cooperation that took around two years, both

aid in increasing shelf life. Our Container Dri II container

companies slowly but surely worked out the appropriate

desiccants are specially designed to protect cargo such

solution. The two partners are highly satisfied with the

as foods during shipping by aggressively absorbing

result of the project. The innovative meat snack was

moisture from the air inside the shipping container while

launched in a black APET tray consisting of two separate

in transit.

compartments, each containing the ideal snack quantity.

lariant Cargo & Device Protection offers

meatpacking.info

addresses the modern snacking trends: extremely

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chlorine

wash

Clucked in the middle Chicken politics are nothing new but this one is pushing into new territory – a threat to scupper a trade deal two-years before it can happen. Is US chlorinated-rinsed chicken threatening the British way of life, or is there more than chicken at play here?

Trump and his team know that the UK will be desperate for a deal and see it not only happening within 90 days after Brexit, but also that the USA will be able to dictate very good terms.

A course, trade deals are two-way streets and this one will not be an exception to the rule. If the UK expects the USA to swallow over $60 billion in imports, it better be expecting to take US exports with agriculture being one of the big ones. While there are numerous things being kicked around as to what will make up this deal, it’s US

by MPJ STAFF

chicken that has got the UK’s feathers ruffled.

Why chicken? That’s a good question, but

B

unfortunately the answer which is the most correct is

oth sides of the Pond have erupted over a

being treated like an elephant in a room. We all see it, but

potential trade stumbling block involving a

not a word is spoken.

problem that may – or then again may not

Is the market needed?

– exist in several years’ time.

US President Donald Trump has always

been a consistent supporter of the UK’s exit from the EU, dubbed ‘Brexit’. While the EU might be threatening to set up trade barriers against its former member when it leaves in two years – to make others think twice about

T

he USA is the world’s second largest exporter of chicken, with around 20 percent of US domestically produced chicken getting shipped to

leaving –Trump has said the opposite, saying that he will

100 countries. That doesn’t sound then like a great need

cut sweetheart trade deals with the UK.

on the part of the USA to crack the UK’s poultry market.

Already the USA is Britain’s largest single-country

In the UK, close to 100 percent of all fresh chicken

trading partner, with $60.4 billion worth of goods heading

consumers buy at the major supermarkets is either UK

across the Atlantic and with the deal, it can only get

or Irish-grown. Even KFC and other major chains such

better. It’s not hard for the British to see more favorable

as Nando’s claim to use locally grown chicken. Some

access to one of the world’s largest and wealthiest

chicken is imported from Poland, Thailand, and Brazil,

markets as being a great win for post-Brexit Britain. In

with much of this going to chicken fry shops further down

addition, a trade deal with the States in-hand will make

the food chain or Indian curry houses.

it much easier for Britain to negotiate deals with Canada, Japan, and China.

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Meat Packing Journal

break in. However, none of this matters to the UK public who are screaming about the deal. What has created this media-driven frenzy is the fact that the majority of US chicken has been treated in a chlorinated bath, a

trade secretary, says: “By arguing the case for chlorine-

practiced not allowed in the UK under current EU law.

washed chicken, Liam Fox shows he is ready to abandon

For those of you not in the UK or do not have access to UK publications, BBC newscasts/radio, British blogs,

British poultry farmers in favor of cheap US imports that do not meet our sanitary or animal welfare standards.”

social media, etc, it is next to impossible for you to realize

EU argument

the furor that has erupted over this. Even the government is split on the issue.

UK Trade Secretary Liam Fox says that the [UK] media is “obsessed” with chlorine-washed chicken. UK reporters have challenged Fox at news conferences, shouting that if he means it and that chlorine-washed chicken is safe, that why doesn’t he eat one [Maybe because he’d have to

E

urope’s official line against US chlorine-treated chicken is that US poultry producers must treat processed birds in chlorine because US farming

and processing standards are so low, chickens require a

fly to the States to find one.] Fox suggests that US chicken

chemical bath at the end of processing to compensate for

was merely a “detail” to be agreed at the end of complex

poor hygiene throughout the entire supply chain.

negotiations. However, Environment Secretary Michael

EU consumers believe they are better protected

Gove insists that chlorine-washed chicken imports would

against poor farming because EU rules doesn’t give

not be allowed and that the issue was in fact a “red line” in

processors a simple way out of hiding poor hygiene

talks with Washington.

by treating processed birds with chemicals. This forces

As to be expected, opposition party Labour has jumped on this. Barry Gardiner, Labour party shadow

meatpacking.info

producers to commit to a more holistic ‘farm-to-fork’ approach to farming during each stage of the animal’s

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life and through the processing cycle. Instead of chlorine,

“Chlorine disinfection byproducts (DBPs) have been

European processors are only allowed to use cold air and

identified to have potential adverse health effects at

water to decontaminate poultry carcasses.

high level exposure. Poultry chilled with chlorinated

Does this work? No, European chicken has a high

water at 50 ppm is an insignificant source of chlorinated

rate of Campylobacter and consumers are told that it is

DBPs, especially after cooking. The contribution of DBPs

safer to always assume all raw chicken is contaminated.

exposure from consuming the poultry is minimal and

Indeed, due to the Campylobacter problem,

does not cause significant risk to cancer or other health

supermarkets have come out with chicken packaging

conditions," according to the researchers.

which allows whole birds to go directly into the oven

“The current scientific evidence on the association

without consumer hands ever having to come in contact

of residual levels of DBPs with cancer does not warrant

with raw poultry.

changing the guidelines of 50 ppm chlorine for chiller

And it’s just not Campylobacter that is a problem in

water treatment in poultry processing as the application is

Europe. According to a report from the London-based

essential to reducing pathogen load and controlling cross

free market think-tank, Adam Smith Institute: “Immersing

contamination. It is important to emphasize that public

poultry meat in chlorine dioxide solution of the strength

health gains from reduced waterborne and foodborne

used in the United States reduces prevalence of

illness using chlorine in poultry processing far outweigh

Salmonella from 14 percent in controls to 2 percent. EU

the risks from cancer.”

chicken samples typically have 15-20 percent Salmonella.”

With the European Food Safety Agency having

According to Tom Super of the US National Chicken Council, a lot of US plants have moved away

approved chlorinated-washed chicken for safe

from chlorinated water in their chilling systems and

consumption, that the practice would lead to safer poultry

rinses. The States are now ready to use acceptable

in Europe – and yet it is still not allowed, it leads you to

chlorine alternatives that would meet the requirements

suspect there is more to the story than chlorine.

established by both the US and potential trading partners.

“Regardless,” says Super, “safe levels of chlorinated

The dip

water, and several other antimicrobials, have been deemed to be safe and efficacious by the European Food

U

Safety Authority (EFSA), the US Department of Agriculture S farms are allowed to dip or wash chicken

(USDA), the US Food and Drug Administration (FDA)

carcasses in water containing chlorine dioxide in

and the Codex Alimentarius Commission, which sets

order to kill potentially harmful organisms such

international standards for food safety that are considered

as E coli, Campylobacter and Salmonella on the surface of the meat.

The process is known as pathogen reduction treatment (PRT) in the industry. According to The Independent, other chemicals are also used instead of

benchmark standards under the WTO system.

“Studies have determined that there are no residues of hazardous substances in poultry meat treated with chlorine-based compounds,” he says.

“For perspective, if chlorine is used in immersion

chlorine dioxide, with the most common being acidified

chilling systems, it is used in parts per million and

sodium chlorite, trisodium phosphate, and peroxyacids.

incorporated into the several thousand gallons of water

Is it safe using PRT treatment? According to numerous

present, and is diluted significantly. Most chillers rarely

US university studies, the answer is yes. For example,

exceed three to five parts per million when tested at

Mohamed Badaoui Najjar and Jianghong Meng of the

the overflow,” says Super. “To put a part per million into

University of Maryland wrote a research paper entitled

perspective, it is equivalent to one minute in almost two

‘Risk assessment of disinfection byproducts in poultry

years. There are these small, safe levels of chlorine in

chilled in chlorinated water.’

most of the drinking water in the United States and in the

The two researchers found: “Chlorine is a common disinfectant used in water treatment and food processing

UK. Why aren’t Britons calling for the removal of chlorine from their drinking water?”

worldwide. It is very effective to destroy foodborne

Is it effective?

pathogens such as Salmonella and Campylobacter that are frequently present in poultry products. Efficacy of chlorine in killing microorganisms and preventing contamination/recontamination depends highly on concentrations and acidic pH. Chlorination of water in chiller at 50 ppm in poultry process has proven to be an

D

epending on who you ask, what year they pull their data from, and what their objective is, treating raw chicken in chlorine is either

effective method in reducing microbial contamination,

extremely beneficial to consumers, or completely useless.

thereby improving microbial safety of poultry products.

For example, in January 2014 US Consumer Reports

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interventions include pre/probiotics; vaccines, hygiene, feed, water, and biosecurity. Interesting enough, never once is chlorine disinfection mentioned. What the report does not mention that even if the vast majority of birds were Campylobacter-free going into the processing plant, all it takes is one contaminated bird and the entire line can become infected.

What is really going on

C

hlorine-washed chickens are symbolic of much wider concerns around animal welfare and

Easy to guess where Friends of the Earth stands

environmental standards that could become

a crucial negotiating point in any post-Brexit trade deal between the US and the UK, according to The Independent. That trade deal itself is seen as of vital

had a feature which was headlined: ‘Dangerous contaminated chicken – 97% of the breasts we tested

importance to the UK’s future outside the EU. “Other practices such as implanting cattle with man-

harbored bacteria that could make you sick.’ With such a

made growth hormones and selling unlabeled genetically

sensationalist headline, Consumer Reports knew that all

modified foods are also allowed in the US but banned in

US media outlets would pick up and run the story, giving

the UK,” states the British newspaper. These problems are

Consumer Reports full credit – and a huge of amount of

also likely to be on the agenda.

free publicity.

More than half of the samples in the Consumer Reports

Back to our elephant in the room. According to Peter Spence of the Adam Smith Institute, it’s all about costs.

study – which would have gone through a chlorine bath

US methods produce fresh chicken at 79 percent of the

– contained fecal contaminants and a similar amount

price of equivalent birds on British supermarket shelves.

had at least one bacterium that was resistant to three

Much like how cheaper New Zealand lamb is now found

or more commonly prescribed antibiotics. A 2016 study

throughout British markets with little home-grown, the

by the UK’s Food Standards Agency found comparable

same could hold true for chicken.

levels of contamination – half of chicken samples taken

“Allowing the import of chlorinated chicken products

from retailers were infected with multi antibiotic-resistant

would make clear that Britain is willing to agree sensible

Campylobacter with some other pathogens.

compromises, and that it is willing to use partial

The US broiler industry has been steadily reducing the

agreements such as TTIP as templates to rapidly make

prevalence of Salmonella and Campylobacter on chicken

deals with other partners,” says Spence. “As the symbol

parts since the USDA’s new performance standards took

used by opponents of an FTA with the United States, it is

effect last year.

important to know whether chlorinated chicken really is

In fact, the industry is exceeding USDA expectations, says Ashley Peterson, PhD, vice president of science

something to be concerned about.”

Tom Super says: “The bottom line is that chlorine

and technology, National Chicken Council. The new

use makes the chicken safer, it is not present in the

performance standards issued by USDA’s Food Safety

final product, it poses zero health risk, and there are

and Inspection Service took effect July 1, 2016. In

alternatives being used (already approved by the EFSA) to

December 2016, the incidence of Salmonella was at 15.4%

help the industry meet US government and international

– down from 18.2% nine months earlier. Great progress is

food safety standards. We believe that trade negotiations

also being made reducing Campylobacter, she says.

should be based on sound science, not political science

Over the last year, UK levels of Campylobacter fell as well – without the use of chlorine baths.

or fear mongering.

“We'd be happy to have access and the opportunity

Pew Charitable Trusts has just released ‘Food Safety

to compete in Britain, but it certainly is not the ‘be all and

from Farm to Fork’. In it, the report mentions the annual

end all’ for our industry either way. We’re the number two

US cost of illnesses from contaminated poultry costs $2.5

poultry exporter in the world and we export 20 percent

billion a year and lists different strategies for combating

of our domestic production already to more than 100

various pathogens in the poultry and meat industry. These

countries.”

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Prime MPJ Sept 2017 - ILBD-2C.indd 1

8/23/2017 3:16:20 PM

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Process Expo ready to open doors

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he USA’s second largest meat processing show is getting geared up for its September opening, boasting the nation’s most

where and when

impressive group of solution providers for the global meat and poultry industry. “For

bellwether equipment manufacturers to small suppliers who can turn on a dime to offer you the type of custommade solution your business needs, you’ll find it at Process Expo," claims show organizers.

Process Expo comes every other year and at its

McCormick Place, North Hall, Chicago, Illinois Tuesday, 19 September 0900-1700 Wednesday, 20 September 0900-1700 Thursdays, 21 September 0900-1700 Friday, 22 September 0900-1300

last show in 2015, it attracted nearly 20,000 registered attendees. It’s expected more will attend this year.

While it is a North American show – in 2015 around 40 percent came from the USA and Canada – the rest of

sessions throughout the four day-event focusing on

the world is there as well, with 18 percent from Europe,

a wide range of topics for meat processors. Whether

18 percent from Asia/AUS+NZ, 16 percent from Latin

processing or packaging, services or ingredients, you’ll

America, and six percent from Africa.

find what you are looking for in Chicago.

“When we talk with food processors about why they

Process Expo University delivers sessions featuring

come to Process Expo, the number one reason they give

expert speakers from some of the top university food

is to see what’s new,” say organizers. “Opportunities to

science programs in North America, addressing critical

explore the latest products and technologies and to talk

topics of importance to food processors and beverage

with the manufacturers of those technologies are what

manufacturers. In addition, there will be a major focus on

gets attendees in the door and keeps them on the floor.

the critical issues in food safety.

“To help exhibitors at the 2015 show spread the word

One class sound particularly interesting to MPJ. This

about their new products, we tested the idea of an

is ‘How do we protect food processing equipment from

Innovations Showcase. Many companies participated,

potential hazards?’ Speaker Ramakrishnan Narasimhan

and our small poster session was a huge success! So, this

will explain the chemistry of materials used in food

year, we’re doing it big.

processing equipment as well as the potential hazards

“At PE17, the Innovations Showcase will occupy a

associated with poorly designed and maintained

prominent place on the show floor, and the program

production/processing equipment. You’ll learn the

will provide many ways for exhibitors and attendees to

importance of design characteristics such as smoothness

connect together.

and finish, internal angles, joints, connections, and

“If you have a new product on the market, or if one of your existing products is being used for a new application

attachments in maintaining food safety.

New to the show are a series of pioneering programs.

or in a new vertical, this is an excellent way to get your

One is a full working production line where you can view

name in front of as many attendees as possible, even

live demonstrations throughout the show of full deli and

before they make their schedules for the show.”

sausage production lines. You will be able to see how an

Additionally, Process Expo features one of the meat industry’s most innovative educational programs with

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entire line should be set up for maximum performance.

These brand-new, innovative displays will help you make

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smarter, more informed purchasing decisions.

A virtual reality showroom will allow you to experience equipment up close and even climb “inside”. In addition, a new subsidized HACCP and FSMA Preventive Controls/

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and colleagues who can share their success stories.

IFFA is the world’s leading international trade fair for processing, packaging and sales in the meat industry.

Messe Frankfurt is one of the world’s leading trade

Qualified Individual Certification training course will be

show organizers with a global network of 29 subsidiaries

available to those who sign up.

and 57 international Sales Partners, with customers in

The show’s new partnership with IFFA, hosted by Messe Frankfurt, will bring in a host of international buyers

meatpacking.info

more than 160 countries. This means more business and expansion via partnerships with global companies.

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Exhibitors you don’t want to miss Sorting solutions - 2249

and distribution industries. Over 80 standard commercial and industrial models exist to quickly and efficiently

W

clean pans, trays, moulds, scale parts, screens, pallets,

ith more than 110 years of combined sorting

lugs, totes, racks, smoke trucks, bins, vats, barrels, and

and industry experience, and over 10,500

buckets. Batch and continuous cleaning systems are

units installed in more than 80 countries,

available to clean several hundred to several thousand

Tomra’s expertise allows it to deliver high-performance

containers an hour. Each model is designed to save labor,

sorting and analytical solutions to its customers in

water, chemical and energy, plus help you consistently

the meat and poultry industry. The unique and cost

meet high standards of cleanliness and sanitation. Of

effective combination of transflection and near-infrared

interest to MPJ is a washing system for detachable scale

measurements sets a new standard for in-line analysis.

parts from multihead weighers. It generally takes just one

Fresh or frozen, trim or diced, ground or fat, protein and

cycle to clean all the buckets and feeder pans for up to a

moisture can be measured in parallel with high accuracy.

16-head system.

Its new QV-P is an in-line detector for the identification of

Motors for ‘zone one’ - 679

chicken wooden breast. With high processing capacity and excellent accuracy and efficiency, customers benefit from higher yields, increased profitability, the ability to control suppliers and ensure consistently provide safe, quality food.

Monitor your plant - 823

B

aldor-Reliance motors and Dodge mechanical power transmission products are designed around food industry sanitation standards with

smooth, rounded surface textures, minimal crevices, and proper sealing for ultimate reliability in zone one environments. Food safe products in a “zone one” should

I

T specialist CSB-System AG is the leading industry

be designed to enable easy and proper cleaning reducing

IT provider for the meat and poultry industry as

the risks of harboring bacteria and other contaminates.

well as for trade. As a one-stop source for software,

Its food safe products also undergo stringent testing to

hardware, services, and business consulting, CSB has

carry IP69K for water ingress protection rating for the

been the innovation partner of its customers for 40 years,

high pressure, high temperature cleaning methods. For

creating significant competitive advantages. Its solution

the ultimate reliability in your food processing operation,

for the meat business portrays all areas of the value

specify food safe products in your zone one areas. For

chain – vertically and horizontally; that is, from animal

the 15th year in a row, readers of Control Design Magazine

rearing to the consumer’s plate, and from the machine

selected Baldor-Reliance motors as the top choice in the

to controlling. If your plant has only one manufacturer’s

industrial electric motor category.

equipment or a mixture of many, CSB-System can tie

Mixing leader - 176

it all together. The standard version thus fully covers all business processes. The solution can be used as a complete ERP, MES or as Factory ERP.

Any Washer, For Any Need - 2115

A

t Process Expo, see how the Admix Fastfeed powder induction system de-agglomerates and hydrates tough ingredients with total dispersion

guaranteed, delivering controlled feed rates up to

D 70

ouglas Machines offers a full line of automated

450 pounds/minute. New for 2017 at Process Expo is

washing and sanitizing equipment for all

a Fastfeed 3-D experience where visitors can virtually

containers commonly used in food processing

interact with the system and see the wide range of end

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1

2

products it produces. Admix will also showcase the 3-A

Peru, Colombia, Ecuador, Europe, Israel, India, Philippines,

compliant, CIP Rotosolver high shear mixer. Learn how the

South Africa and Australia. CWT’s GEM System for

Rotosolver delivers high shear rates and reduced energy

primary treatment obsoletes a DAF. However, using its

consumption for volumes up to 10,000 gallons. The

GEM technology, CWT can easily retrofit existing DAF’s

Rotosolver RXRS combines the high shear technology

increase hydraulic and contaminant loading. In secondary

of the Rotosolver with a low maintenance bearing frame.

treatment, CWT offers a wide range of biological

Don’t forget to ask about Admix’s ‘Try & Buy’ trial program

treatment systems including MBR’s, UASB and EGSB

show special (savings up to $3,000)

Anaerobic Digesters and MBBR’s. In tertiary treatment, CWT provides the full scope of filtration technologies.

Famed for safety wear - 277

I

ronwear manufactures quality, competitively priced safety products to help ensure a safe workplace. With a robust and versatile line of products, Ironwear will

help define the necessary item for the task at hand. If it

Multivac distributor - 633

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unzl Processor Division/Koch Supplies is a leader in the meat processing, food processing and food packaging industries that services national

does not manufacture a specific product for the intended

platforms as well as multi-plant, single-plant, small shops

application, Ironwear will re-engineer it or create a custom

and game processors. It offers an assortment of high-

design suited for the job. Ironwear is a leading resource

quality products designed specifically to meet the needs

for safety solutions and MPJ has seldom been at a

of the meat processing, butchery, food service, food

processing plant without seeing Ironwear products being

processing, janitorial, industrial and healthcare industries.

worn on the line. Its steel mesh aprons, tunics, leggings,

BPD also specializes in packaging equipment and

gloves, and full arm guard sleeves, can withstand knife

supplies, and is the exclusive distributor of the Multivac

cuts and are easy to clean. Through 46 years of industry

P-Series line of chamber packaging machines as well

experience and product knowledge, Ironwear educates

as the Clarity line of Cryovac Shrink Bags used in these

the market while staying ahead of requirements.

machines. The company also stocks Clarity Rollstock Film and Vacuum Pouches, and offers a dedicated equipment

Global provider of water solution - 962

service team capable of troubleshooting and repairing all brands of rollstock and vacuum chamber machines.

C

‘Do all’ merger - 2281

lean Water Technology, Inc. (CWT) is a global provider of advanced water and wastewater solutions, specializing in industrial treatment

and skid-mounted package treatment systems. CWT has been developing and deploying wastewater treatment solutions for over 12 years, with more than

F

rontmatec develops world-leading customized solutions for automation in the food industry, other hygiene sensitive industries and the utilities

600 installations around the world. Headquarter in Los

industry. It is the result of a merger between the six

Angeles with offices in China, Mexico, Canada, Dubai,

companies SFK LEBLANC, Attec, ITEC, Carometec,

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Accles & Shelvoke and Frontmatec. “We are especially

Hygienic steel belts - 4604

1

renowned for our high-quality systems for the entire value chain of the meat industry – from carcass grading to slaughter lines, cutting and deboning lines, hygiene systems and control systems to logistics and packaging,” says the company. Captive bolt stunning tool expert,

S

andvik is the world’s leading manufacturer of steel belts for the meat processing industry and can supply a complete range of conveyor systems

Accles & Shelvoke Ltd, has been manufactured in

and accessories. Stainless steel belts are flat, solid and

Birmingham, UK, for over 100 years and has recently

smooth, so there is no surface texture in which bacteria

experienced increased demand from its global customer

could collect. They are inert and impermeable, so won’t

base for its high-quality cartridge powered tools.

taint food or carry tastes. And their outstanding durability

Frontmatec’s ownership will support the its growth and

delivers maximum return on investment. The key benefit

development.

of stainless steel is optimum hygiene and cleanability: cleaning and sanitizing is quick and effective, resulting

Drive belts without sprockets - 6175

in low downtime and up to 25% reduction in the use of detergents and chemicals. In Sandviken, Sweden, the company has a world class facility for steel belts. The

F

or over 30 years, Van der Graaf has been the

productivity center is designed to meet the needs for

leading manufacturer of drum motors for belt

testing and training.

conveyors by continuing to adhere to a simple

Vacuum experts - 2530

principle; design a superior product to meet customer needs in a changing marketplace. The latest feature’s an all 316 L stainless steel profile, used to drive extruded or modular belts without the need of sprockets. This reduces the potential of foreign material contamination.

A conveyor belt driven by sprockets takes more time

S

ince 1850, Leybold has been a world leader in the vacuum industry, with knowledge and experience in all applications and manufacturing

to clean, as food by-products get trapped in the areas

processes needing vacuum equipment. This technology

between the sprockets, which increase the potential

has become a crucial element for many tasks in the

for bacterial contamination. The Van der Graaf all

food packaging and food processing industry. From

stainless steel continuous profile drum motor design has

classic vacuum pumps – oil-sealed or dry compression

contributed to the popularity of the SSV sanitary drum

– through cost-effective central vacuum supply units up

motor in the food processing industry.

to complex systems, our portfolio is unique. The intent is –

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usually – to remove oxygen from the container to extend

finished, and finished products in the food industry,

the shelf life of foods and, with flexible package forms,

especially for hams and sausages manufacturers, meat,

to reduce the volume of the contents and package. By

and fish processors. The consolidated experience and

reducing the oxygen residual contents, the growth of

continuous research into technologies have allowed

aerobic bacteria is limited and the shelf life can typically

Tecsal to develop extremely versatile and cutting edge

be extended by a factor of five to 10.

applications, such as its own overhead rail systems that can be installed with maximum efficiency in any kind

Tons of ground turkey - 1727

2

of environment, process or production. A careful and meticulous project planning, a thorough knowledge of the food processes, a reliable technology and high quality

S

ince 1978, POSS Design Limited has been the

materials, a continuous and direct technical support, a

leader in meat/bone separation technology

modern and dynamic organization: this is Tecsal.

and has help create the ground turkey market.

Wax paper needs - 1467

The POSS line of meat-bone separators dominate the North American chicken and turkey market, and can be found in over 58 countries around the world. The unique design features of POSS machines allow customers to consistently achieve the highest possible meat recovery yields from their raw materials, in the best possible form,

F

ramarx/Waxstar is a family owned and run BRC certified waxed paper company. Since 1966, it has been specializing in converting waxed and

while optimizing fat and calcium levels. The new PDL

coated papers for use as hamburger patty paper, food

series, (PDL 3000 and PDL 7000) brings ‘game changing’

wrappers and much more. At Framarx/Waxstar, the

new innovations to the industry, with unparalleled yields,

company emphasizes quality, stresses customer service,

reduced temperature rise, combined with easy assembly,

and is always willing to put in rush priority, customized

and lower maintenance costs. With input capacities from

printing, a unique size, or special packaging. “We know

1,000kg/hr to 10,000kg/hr, the PDL series covers a wide

that by avoiding rejections or problems with paper in

range of products and applications.

the field, we are saving our customers and ourselves valuable time and money. High quality is expected, and

Grinders and fillers - 840

we are proud to be a part of their quality product.” Patty paper or wax paper rolls for food service, distributors, wholesalers, retailers, restaurants, fast food chains, and

P

SS Svidnik will attend Process Expo as an exhibitor for the first time and will present two machines from its production program. The PSS SFV

other businesses are available from Framarx/Waxstar.

High speed sausage - 1649

720 (Speed Filler Vacuum) is a multifunctional device designed for medium and large operations in the food industry. It gives perfect filling of meat products and other food products. It is also possible to use it for making portions of minced meat (requiring a forming head FM

M

PJ is always impressed by Reiser equipment in the field. It is an extremely rare day to visit a sausage plant and not see Reiser’s Vemag gear

220 and portioning device PD 240). The second machine

in operation – with much of it old and still running with

will be a Speed Grinder PSS SG 200 – a versatile universal

zero problems. With more than 50-years of experience,

machine designed for fast grinding of any kind of fresh

Reiser is the industry’s leading supplier of sausage

meat and other food products. PSS SG allow coarse as

manufacturing, processing, and stuffing equipment.

well as very fine grinding and provides superior quality of

From Seydelmann grinders, cutters, and emulsifiers,

final products.

to Vemag portioning stuffers and linking equipment, Reiser’s full line can be optimized for sausage plants and sausage kitchens of all sizes. When it comes to sausage production, Vemag sets the industry standard for product

Rails for ham - 825

3

quality, portioning accuracy, and consistent performance and reliability. The leading sausage manufacturers

T

have one thing in common: they rely on Vemag for their

ecsal is a leading company of product-handling

sausage production needs, thanks to its double-screw

advanced systems for food and, in particular, the

portioning technology that provides exact-weight, smear-

meat processing industry. It has always offered

free stuffing. Vemag equipment has been proven in the

innovative handling solutions for raw materials, semi-

meatpacking.info

field over and over again.

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Cyberattack hits global shipping hard

C

and Europe, and is raising concerns in the shipping

ports, hitting factory operations, and hampering delivery

industry that carries an enormous share of global trade.

of goods around the world at the end of June.

Maersk ships could operate, but problems loading and

orporations scrambled to contain the cyberattack that spread across supply chains, shutting

business about moves toward digital operations in an

A.P. Moeller-Maersk A/S, which was hit the hardest, restored operations at most terminals after keeping many of its ports around the world closed for two days.

The Dutch conglomerate had to shut down all its IT systems. CEO Soren Skou said in an interview with FT that he was presented with a very basic problem: how to

unloading ships went beyond the carrier’s own operations.

About 90 percent of world trade is transported by sea, with ships and ports acting as the arteries of the global economy. The computer virus, which IT engineers called GoldenEye or Petya, began its spread in the Ukraine.

In an interview with Reuters, Ong Choo Kiat, president

contact anybody. "We ended up having to use WhatsApp

of U-Ming Marine Transport, Taiwan’s largest dry bulk

on our private phones."

ship owner, said the fact Maersk had been affected rang

FedEx Corp. says the attack on its TNT Express unit was significant, disrupting operations, but its other businesses were not hit. The ransomware attack on

alarm bells for the entire shipping industry as the Danish company was seen as a leader in IT technology.

“But they ended up one of the first causalities.I must

Maersk may have the biggest impact on global supply

conclude that shipping is lacking behind the other

chains, halting handling at ports in the US, India, Africa

industry in terms of cyber security,” he said.

Warehouse scandal hits LA burger chain

that it's awarding the grant to rehabilitate 90 miles (145

The US Department of Transportation announced kilometers) of what was once the Illinois Central mainline

A

former forklift mechanic for In-N-Out Burger and the owner of a company that supplies parts for the

between Grenada and Canton.

“This grant will help preserve the hard-fought effort

machines have been charged with cheating the fast-food

to restore service in north-central Mississippi. Improving

chain out of at least $150,000 – an amount which could

the Grenada Railway is an important part of an overall

turn out to be much higher, reports CBS Los Angeles.

transportation system that supports economic growth,”

Kevin Anthony Koerner and Louie Garcia are each charged with one count of grand theft and 34 counts of

said Cochran.

That stretch, including the Yazoo County spot where

forgery, with sentence-enhancement allegations of a loss

legendary engineer Casey Jones died in a 1900 crash,

exceeding $65,000 and aggravated white-collar crime

hasn't seen regular service since 2011. In addition, the

exceeding $100,000. They could face up to 26 years and

money will also be used to repair a bridge over the

eight months in prison if convicted.

Coldwater River in Tate County which is currently in

Koerner, who worked for the restaurant chain as a forklift mechanic, would order parts for the machines as

service.

The entire 180-mile (290-kilometer) Grenada Railroad

part of his duties. Over time, he developed a relationship

from Southaven to Canton is owned by the North Central

with Garcia, the owner of Industrial Material Handling

Mississippi Regional Railroad Authority, which used state

Express, and they cooked up a scheme involving

bond money to buy it from a Utah operator who wanted

fraudulent invoices for items, the LA District Attorney

to pull up rails from Grenada to Canton and sell them for

office alleges.

scrap.

Mississippi rail line restored

Customs and Border Protection, and Mexican customs

A

In other US rail freight news, Kansas City Southern, US agency SAT inaugurated a joint rail freight processing

$7.54 million federal grant will help restore rail service through northern Mississippi, aided by a

facility at the Laredo border crossing in Texas.

The facility enables Mexican export processing to

$4.3 million state loan and $3.2 million in private money,

be undertaken at the US railhead, with equipment for

announced US Senators Thad Cochran and Roger

non intrusive security scanning. Around 23 trains in both

Wicker of Mississippi.

directions will use the facility daily.

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ships not risking russia's northern route months each year.

Besides moving products faster, it would give Russian European meat processors a clearer shot to Chinese markets. But even they seem to be sticking to more traditional shipping routes such as St Petersburg to Cologne to Asia. (See this issue’s Russian feature).

The reasons why the NSR is not booming with trade vary but the biggest one is the cheap cost of fuel doesn’t justify taking a risk with uncertain storms and sea conditions, ice, and a lack of infrastructure along the far north journey.

The Northern route has long been a dream of Soviet/ Russian leaders. Under Stalin in 1934, the government created plans for ports along the route. Now with the

R

ussia envisioned its Northern Sea Route (NSR) reviling that of the Suez Canal, with shippers taking

Arctic region warming, this might become a reality.

Recently the newly built ice-class LNG carrier Christophe de Margerie went on her maiden voyage

advantage of the shorter distance from Europe to Asia. So

across the route, The ship has the ability to break ice up

far, however, that is not happening.

to 2.5 meters thick (about 8 feet) extending her season.

According to Bloomberg, only Russian ships are using

If the route and ship proves successful, northern

the route which cuts up to 12-days of travel time between

European pork producers might find this route a better

Europe and Asia when the route is open for four to five

way of getting pigs to the Chinese market.

US West Coast labor deal extended

T

he International Longshore and Warehouse Union (ILWU) announced that its members have approved

a three-year extension of the labor contract covering 29 US West Coast ports. The contract between ILWU and the Pacific Maritime Association (PMA) now runs through June 30, 2022.

Three-years-ago when the longshoremen went on strike it played havoc with US meat shipments to Asia.

Many were expecting a resumption of strikes this year.

US Meat Export Federation (USMEF) President and CEO Philip Seng issued the following statement: “USMEF is pleased that ILWU and PMA pursued

as a reliable red meat supplier. It is very good news for everyone in the supply chain – from farmers and ranchers to processors and traders – and for our customers in key Asian and Latin American markets.”

Claims over $10B against Hanjin Shipping

S

outh Korea’s Hanjin Shipping Co., which inflamed global trade and temporarily marooned more than

half a million cargo containers when it filed for bankruptcy last year, says it has raised only a fraction of what it needs to repay creditors, whose claims total about $10.5 billion, according to The Wall Street Journal.

In court papers filed with the US Bankruptcy Court in

this early contract extension, which is a positive

Newark, New Jersey, the trustee overseeing the carrier’s

development for US exporters and for the entire US

bankruptcy proceeding in Seoul said Hanjin has raised

economy. The severe congestion we saw in the West

about $220 million since filing for bankruptcy.

Coast ports in 2014 and 2015 created major logistical

Hanjin, once one of the world’s largest container-

problems for US red meat exporters and prompted

shipping companies, filed for receivership in South Korea

some international customers to seek alternative

in August last year. The company has since been selling

suppliers," he said.

ships, stakes in seaport terminals and other assets, with

“The contract extension helps ensure that the United States will continue to live up to its reputation

meatpacking.info

proceeds destined to repay creditors, whose claims must pass muster with a Korean court.

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comment

Winning the stomach wars I

t’s time for emerging food and beverage brands to look at their categories and competitors differently.

There are a lot of data points manufacturers tend to

collect and measure in the food business. They worry about ACV, market share, unaided brand awareness and more. But none of those really matter. These concepts aren’t likely to tell companies what they need to know or provide brands with the insight they must have to excel.

Economists using data collected from the US Department of Agriculture estimate that the average American consumes 1,996 pounds of food per year. That’s a heck of a number. The population of the U.S. increases at around 1% per year, and that ton of food each person eats is unlikely to get any bigger.

Every day, there are new products arriving on the shelves of retailers, on the menus of restaurants and, with the growth of the direct-to-consumer channel, in peoples’ homes. All these new products coming to market are competing for a relatively finite market potential.

So, what food and beverage companies really should be measuring is their brand’s “share of stomach.” That’s

can be consumed on-the-go. Dehydrating 100% grass fed

right — the only real measurement of value is how much

beef and fresh vegetables, they provided a satiating and

of a person’s consumption the brand controls.

convenient way for consumers to get their protein and

If a company produces salty snacks, its competitors aren’t only other salty snacks. The same holds true

veggies.

2. Be highly differentiated. The Good Crisp Company

for dairy, frozen and any other category. A brand’s

introduced a line of gluten-free, all natural stacked chips

competition is not just those in its direct line of sight, but

offering Pringles-loving consumers an option to indulge

includes everything that consumers may choose to eat.

– without all the added ingredients that make them feel

The good news is that emerging brands need only capture a small share of the pie. If the average American

guilty or uncomfortable.

3. Tell a great story. Pavel’s Yogurt is small-batch artisan

consumes nearly a ton of food annually and there are

product that has been made on four continents and using

approximately 325 million people in the US, that’s roughly

the same yogurt culture for more than 100 years.

650 billion pounds of food consumed each year.

Looking at it this way, what should a company’s goal

4. Alternate channels can help drive share of stomach.

Meet consumers where they work, live, and play. this

be? Selling 1 million pounds of food? How about 10

could include online, through corporate feeders, at

million or 100 million? No matter how large the number, it

stadiums or athletic events, on airlines and more.

is likely to represent an infinitesimally small percentage of the nation’s total consumption.

Food companies’ mission is to get their products noticed, purchased and consumed. But the real battle is

5. And don’t forget the obvious way. Build a product that is equal to or better than competitors and sell it for less. To me, that is the least exciting – and the least sustainable. But it is the path that most brands follow.

to get consumers to make a tradeoff. Food manufacturers

Elliot Begoun is the Principal of The Intertwine Group, a

need them to replace the amount they consume of other

practice focused on helping emerging food and beverage

foods and drinks with their own products.

brands grow. He works with clients to design and execute

The burning question is: How does a brand win that

customized route-to-market and go-to-market strategies

share of stomach? There is no one path, but there are

that build velocity, gain distribution, and win share of

certain attributes that can help on the path to victory:

stomach. His articles appear in publications such as the

1. Find an unmet need. If products fulfill something

Huffington Post, SmartBrief, and FoodDive. Go to www.

consumers want but do not have, they are in a good

theintertwinegroup.com for tips that will accelerate your

position. Wild Zora created a meat and veggie bar that

food brand’s growth.

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Meat Packing Journal

marketing

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New pork marketing for next year

U

population by 2050.

white meat’, is preparing a new ad campaign to reposition

that assures pork demand remains strong prompted the

pork marketing in the face of consumer changes, said

National Pork Board to spend the past year conducting

Terry O’Neel, president of the National Pork Board.

extensive research to define the critical needs of

S Pork Checkoff, which has already given the industry some amazing ads such as ‘Pork – the other

“The Pork Checkoff has embarked on a journey to

Even said that responding to those drivers in a way

pork marketing. The research has included in-depth

determine how best to market pork today,” said O’Neel.

discussions with producers, packers, processors, retailers,

“The direction may be drastically different than we’ve

foodservice, and consumers.

seen in the last quarter century.”

National Pork Board’s chief executive officer Bill Even

Jarrod Sutton, the National Pork Board’s vice president of domestic marketing, said the research was designed

said the changes are driven by what he called “the

to find the "marketing sweet spot" at the intersection of

three M’s”: Millennials: America’s largest generation has

market trends such as population growth and growing

increasing buying power and makes buying decisions

market diversity; market opportunity that capitalizes on

differently than their predecessors; Mobile: The speed

pork’s flavor, convenience and value, and marketing tools

of communication and access to information fuels

the checkoff can use to reach younger and more diverse

demand, requiring constant attention to new means of

audiences, many of which do not cook.

communication; and Multicultural: The newest arrivals to

O’Neel said he expects that the new marketing

the US and their families will make up 50 percent of the

strategy will be deployed early in 2018.

Only Welsh lamb at UK stores

People believe humane tastes better than factory raised

A

major UK supermarket – German owned – has been stocking Welsh Lamb at the butchery counters of 72

of its largest stores.

Premium PGI Welsh Lamb has been on sale at Asda counters across England and Wales instore from summer, with the offer lasting though late fall. The supermarket’s

A

ground breaking study, done last year, researchers Drs Eric Anderson and Lisa Barrett, found that

beliefs about how animals were raised influence how people perceive how meat tastes.

In ‘Affective Beliefs Influence the Experience of Eating

announcement is a major boost to a sheep industry that

Meat,’ Anderson and Barrett wrote how they paired

contributes £267 million ($348M) each year to Wales’s

samples of the exact same meat with descriptions of

economy. Britain's Co-op chain in May said it would sell

animals raised on factory farms or raised on humane

British-only fresh meat, banishing New Zealand lamb.

farms. In three studies, participants reacted the same.

Wales Cabinet Secretary for Environment and Rural

Meat paired with the factory farm was found to look,

Affairs, Lesley Griffiths said: “PGI Welsh lamb is an iconic,

smell, and taste less pleasant. Even basic properties of

high quality product and I am sure it will prove popular

flavor were influenced: factory farmed samples tasted

with customers. This news will also come as a real boost

more salty and greasy. Finally, actual behavior was

to Wales’ red meat industry.”

influenced: participants consumed less when samples

Hybu Cig Cymru – Meat Promotion Wales (HCC) – works with Asda and other UK retailers to promote PGI

were paired with factory farm descriptions.

These findings demonstrate that the experience of

Welsh Lamb and PGI Welsh Beef through consumer

eating is not determined solely by physical properties of

marketing and point-of-sale material.

stimuli – beliefs also shape experience.

“We very much welcome this new commitment from

The study also supported other research which found

a leading British retailer to stock PGI Welsh Lamb as a

that consumers are willing to pay more for humanely

premium offering,” said HCC Marketing Manager Rhys

produced food products.

Llywelyn. “Its promotion at the butchery counters of 72

Barrett says that food producers should consider

of the largest stores throughout England and Wales

telling the story of how their food is raised on the

reinforces Welsh Lamb’s reputation as a high-quality

package to tap into consumers’ attitudes and concerns

product which the modern consumer wants."

about animal welfare.

meatpacking.info

September~October 2017

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M arketing

MLA’s lamb campaign wins top gong

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volume and value of lamb sales.

It comes as new figures show consumer demand for

sales of lamb for 2015 and 2016 were averaging higher

Australian lamb is staying strong.

than the previous five years – which had been relatively

eat & Livestock Australia’s (MLA) lamb marketing has received another prestigious industry award.

The 2016 Spring Lamb campaign, developed by The Monkeys, claimed ‘TV Ad of the Year’ at the recent Mumbrella Awards – the third year running MLA’s lamb marketing has been awarded this accolade.

The prestigious and coveted Mumbrella Awards celebrate the best, bravest and brightest work across the media and marketing industries.

MLA’s campaign utilized the established “You Never Lamb Alone” platform and highlighted the central role

Howie said recent data showed the average volume

stable – while the domestic value of the lamb market had reached record highs in 2015 and 2016.

“While these awards are welcome, in an increasingly competitive domestic market, what matters most is driving demand and consumer preference for lamb in Australia and promoting returns for levy payers, “The figures show that demand for lamb has increased in recent years and this increase runs parallel with MLA’s most recent marketing activities.

lamb plays in celebrating the face of modern Australia

“MLA’s consistent marketing message around lamb

regardless of race, religion, gender, sexual orientation,

has been it’s the meat that brings Australians together

age, or ability.

– ensuring we are making lamb relevant to a diverse

The advertisement attracted 6.1 million views across multiple channels and was shared over 41 thousand

modern Australia.”

Howie said MLA received strong support from the

times. Importantly, sales results during the campaign saw

sheep industry, particularly the Sheepmeat Council of

a 5.3% value share increase versus the prior four-week

Australia, which allowed it to deliver bold and effective

period – while 48% of consumers agreed they are “more

marketing campaigns that sell more lamb.

likely to eat Lamb” as a result of seeing the ad.

MLA Group Marketing Manager Andrew Howie said

“Our marketing campaigns are informed by consumer insights and data, as well as learnings from

industry recognition for MLA’s lamb marketing under

past campaigns – and we will continue to look for

the “You Never Lamb Alone” banner, and the diversity

improvements across all aspects of our marketing

message of recent years, was made even more pleasing

business to create advertising that works and delivers

with the positive figures recently released around the

results for producers and the industry,” Howie said.

A Meal kit for the very lazy

U

a group of parents to design every part of Family Style

scattered test markets. This is the chicken chain’s latest

unique conversation starter questions to help customers

effort to bolster both off-premise and family traffic.

connect over mealtime.”

S fast-food chain Chick-fil-A is beginning to test packaged what it is calling a ‘meal kit’ in three

Meals – down to the cutlery caddy that features five

However, with zero cooking taking place or even

The new meals consist of an entree, two shareable

combining ingredients from pack A to pack B, MPG fails

sides and eight mini rolls. The packages are intended

to spot the logic in calling this a ‘meal kit’ as opposed to

to serve four people. Customers with larger families are

just a take-out meal such as a KFC Family Bucket.

encouraged to add other items.

In the States and elsewhere, most meal kits consisted

Four chicken entrée choices are offered: 12 strips,

of raw ingredients that have been prepped for home

30 nuggets, four fried breasts or four grilled ones. The

cooking. Everything is premeasured and comes complete

array of sides include two options that Chick-fil-A said

with cooking instructions. What Chick-fil-A is producing,

it’s testing as possible additions to its main menu: mac &

however, is 100 percent cooked and ready to eat.

cheese and bacon baked beans.

Matt Abercrombie, manager of menu development at

Customers can also opt for what the chain offers

Chick-fil-A, said: “Thirty-six percent of Chick-fil-A dinner

instead of fries in catering orders: prepackaged waffle-

diners take their meal to go. Our customers told us that

style potato chips. Other options include a fruit cup, a side

they wanted an even more convenient way to share

salad and a Superfood Side salad. All of the sides feed

meals at home or on the go, so we worked directly with

four people. Prices start at $29.99.

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September~October 2017

Meat Packing Journal

MAKE YOUR SMARTPHONE EVEN SMARTER ALL THE INFO POULTRY PROCESSORS NEED SEARCH ‘PRIME EQUIPMENT CONNECT’ ON THE IPHONE AND ANDROID APP STORES

THE

APP

Machine specs Technical info Hotline access And more...

PRIMEEQUIPMENTGROUP.COM

Prime MPJ May-June 2015.indd 1

2/23/2015 10:59:11 AM

AT THE FOREFRONT OF POULTRY PROCESSING

POULTRY PROCESSING SOLUTIONS Sole agents for BAYLE across UK and Ireland

+44 (0)1761 420058 info@sedgbeer.co.uk sedgbeer.co.uk

BAYLE PGT – Counter-rotating plucking machine for all types of poultry

n e ws

products

product launches 1

2

3

Better floor decisions

and de-fatting hams, removing chicken breast skin, and trimming turkey membranes. Jarvis’ JHS skinner provides low cost skinning of boars and sows with clean, uniform,

C

AT Squared has updated its SPC software that

controlled depth removal of skin and fat, without knife

empowers plant-floor operators with real-time

cuts or gashes.

SPC trending data and charts. Production staff

can make adjustments to their plant-floor processes

Three different cutting depths are available – 1/16” (1.5 mm), 1/8” (3.0 mm) and 3/16” (5.0 mm).

and immediately see how those adjustments impact the product. “Our system always included SPC capabilities,”

Sausages ‘roasted’ flavor

2

says Brandon Murphy of CAT Squared. “What makes this new functionality different is our system now provides real-time SPC Charts and data using stored datasets. This eliminates users reloading or drilling in to data every time they want to see SPC trends.”

Fast skinner

1

M

eat and sausages don’t need to be deep-fried to look and taste that way; they just need Kalle’s Roasted Flavor sausage casing, says

Kalle. Roasted aromas and the distinctive “deep-fried” appearance are achieved without even touching a fryer.

Instead, the flavor and the crust are infused through the Roasted Flavor casing straight onto the surface of

J

arvis’ new JHS-Hand Held Pneumatic Skinner is

the filling – in just one step. This considerably reduces

designed for fast and efficient removal of trimming

the amount of time spent in production while making

strips, skin patches, rounds, butts, hindquarters, and

the product safer and avoiding the negative effects

loins from pork carcasses. It is also useful for trimming

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September~October 2017

associated with deep-frying.

Meat Packing Journal

Assure Quality Increase Productivity Protect Your Brand Wooden breast detector

T

omra Sorting Food new QV-P is an in-line detector for the identification of chicken wooden breast – a

Partnering with the right product inspection company can be a game changer for your company. With a full range of quality assurance solutions, we've got you covered.

condition that affects broiler chickens, making

the meat hard and chewy. The QV-P is the first in-line detection machine for the identification of wooden breast in chicken fillets and butterflies, and allows processors to accurately grade chicken fillets against specific criteria.

The software allows it to accurately grade chicken fillets into multiple grades, determined by the customer, on the severity of wooden breast in the fillet or butterfly.

In-house pathogen detection SAFELINE

SAFELINE

HI-SPEED

CI-VISION

Metal Detection & X-ray Inspection

C

Metal Detection & X-ray Inspection

ertus has announced entry into the food safety industry with its system for rapid pathogen detection and environmental monitoring. The

Certus System is a bio-contained, in-house solution for pathogen detection for small/mid-sized food processing plants. The company says it is unmatched in its approach to an industry dominated by outsourcing or complicated in-house testing, this system will make food safer by providing producers fast, easy and cost effective ways to detect environmental Listeria in food processing environments and the food itself prior to reaching

Checkweighing

consumers.

Vision Inspection

Belt splicer & cleaner

3

F

lexico says its Novitoo Aero Splice Press can produce consistent, high-quality endless splices.

The air-cooled press is easier than ever to operate,

producing endless spices in a fraction of the time of water cooled presses. For cleaning and sanitation, Flexco has the FGP Food Grade Precleaner. This easyto-install, easy-to-maintain cleaner can be disassembled in less than a minute for regular cleaning and sanitation.

It is designed to meet strict sanitary guidelines and has been certified by the USDA for use in meat and poultry operations.

meatpacking.info

Chicago, IL Sept. 19-22

Visit us at Process Expo Booth 1431

Visit us at Pack Expo Booth 1814 Las Vegas, NV Sept. 25-27

date s

&

e v e nt s

events

The industry is already getting geared up for January's IPPE show in Atlanta, Georgia

8 – 11 November 2017

Meatmania Sofia, Bulgaria www.food-exhibitions.bg/en/meatmania 30 January – 1 February 2018

IPPE Atlanta, Georgia, USA www.ippexpo.org 16 – 18 April

Foodex 2018 Birmingham, UK www.foodex.co.uk

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September~October 2017

29 May – 1 June

Meat Tech Milan, Italy www.ipack-ima.com 20 – 22 June

VIV Europe Utrecht, the Netherlands www.viveurope.nl 17– 19 September

VIV China Nanjing, China www.vivchina.nl

Meat Packing Journal

Go online at BanssAmerica.com

For Your Next Project Contact Us at:

BANSS America Corporation 7680 Universal Blvd, Suite 380 Orlando, FL 32819 Tel: 407.930.3554 | Fax: 407.930.3558 Email: info@banss.de | BanssAmerica.com Banss America Corp is a wholly owned subsidiary of Banss Germany GmbH

u

Knowing best practices.

u

Developing applications that improve efficiency and yield.

u

Understanding the need for sustained profits.

It’s Not Just the Trimmer …

Bettcher Industries is a company that’s all about trimming – but we’re really about so much more. Not just top-quality trimmer products for plants of all sizes and species, but also all the accessories – from blades and sharpeners to motors and drives.

It’s education as well as products – including customized training to fit your particular needs. And it’s highly knowledgeable Yield Specialists who will answer all of your ROI and performance-related questions.

It’s why we’re not just the industry’s trimming pioneer, but also the world leader for more than 70 years.

How we can help you today? Contact our Yield Specialists at 440-965-4422 or visit Bettcher.com. Let’s find out together!

Bettcher design are registered trademarks of Bettcher Industries, Inc. U.S. and international patents. ©2017 Bettcher Industries, Inc.