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PARTIALLY COOKED OSTRICH MEAT New Business Opportunity

Klein Karoo International 2013, Oudtshoorn, South Africa


PARTIALLY COOKED OSTRICH MEAT  The Origin – Klein Karoo International  Characteristics of Ostrich meat  Healthy lean meat, Tenderness, Colour  Great Food in Less time  Farm to Fork Traceability – Food Safety Compliant  Production  Animal Welfare and free range principles  Nutrition  Slaughtering and Processing  Social Responsibility  Partially cooking Method and freezing  Proposal  Ready to Heat and Eat product range  Packaging, Reducing Waste


STRUTHIOCAMELUS – SEMI DESERT ANIMAL


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OSTRICH MEAT & NUTRITION


OSTRICH MEAT & NUTRITION  Ostrich meat is recommended by medical practitioners and dieticians  “the healthiest red meat available�, low in collagen, low in fat  Ostrich meat is lower in kilojoules, saturated fats than even chicken and turkey.  Ostrich meat is the best choice for the weight conscious consumer  High biologically iron content also makes ostrich an ideal protein source for anemic people  Greatly benefit people with an active lifestyle  KLEIN KAROO ostrich meat is free of

antibiotics, hormones & growth stimulants


CONVENIENT How? GREAT FOOD IN LESS TIME COOKING GUIDELINES, for best results:  Defrost the meat in the refrigerator over night.  Keep meat at room temperature for ½ hour before cooking.  Baste both sides of the meat with olive oil and/or butter.  IMPORTANT: DO NOT OVER-COOK/OVER-HEAT THE PRODUCT . OVEN: Heat the meat in pre-heated oven at 180 °C for 6-8 minutes. Serve immediately. PAN: Heat the meat in a pan at high temperature for 1-1½ minutes on each side. Serve immediately. COOK IN THE BAG: Bring up water to boiling temperature. Take off the pot from the stove. Place the plastic vacuum packed meat in the water for 2 minutes. Put the lid on the pot for keeping the temperature. After 2 minutes, place the meat on a plate, open the plastic vacuum pack carefully with a par of scissors. Serve immediately. Not recommended to use microwave


YOU CAN ALSO How? COOK FROM FROZEN‌ COOKING GUIDELINES when you cook from frozen: Pre heat oven 180C. Baste the meat on both sides with olive oil/butter. Cook in oven proof tray for 10-15 minutes.

Serve immediately! This way you can manage sudden peak demands in the restaurant. Not recommended to use microwave Cooking times are guide lines only


FOOD SAFETY FARM-TO-FORK TRACEABILITY (1)  3 export abattoirs - used exclusively for the slaughtering of ostriches  Designed to comply with the very stringent hygiene controls requested from EU and other import countries  Ostrich industry has a very strict code of conduct for the production of ostriches  Farmers are regularly audited externally to ensure that they adhere to these principles  Ostriches - tested 21 days before slaughter to determine that the animal has a clean bill of health Slaughtered under humane & Halaal conditions


FOOD SAFETY FARM-TO-FORK TRACEABILITY (2) KKI’s food safety monitors not only meat products, but also the manufacturing process as a whole at various levels. This system consists of a process flow that monitors critical points (HACCP). KKI has a resident ostrich specialist veterinarian. At the fully equipped laboratory an expert team of microbiologists and food technologists set the benchmark for traceability and food safety. KKI is accredited for the FSSC22000.


FOOD SAFETY OSTRICH MEAT PRODUCTION (3) PRODUCTION OF OSTRICHES Klein Karoo International’s ostriches are raised to a live mass of about 90 kg in natural surroundings according to free range principles on privately owned farms. The producers are responsible farmers and aim to raise the birds in the most acceptable way according to international legislation as required by importing countries. NUTRITION OF OSTRICHES Ostriches are fed on pastures such as alfalfa, wheat and alfalfa hay produced by the farmers. The birds on pastures receive additional energy and protein supplements to ensure a balanced ration. This will include energy sources such as maize, barley, oats; protein sources such as alfalfa and bran. Vitamins and minerals are also added. No animal protein sources are used and no growth stimulants are administered. The meat is free of any systematically administered antibiotics. KKI partakes in a rigorous residue (growth stimulants and other chemicals) monitoring program on all meat.


ANIMAL WELFARE & FREE RANGE PRINCIPLES  Ostrich industry expect their producers to adhere to

farming principles to ensure the welfare of ostriches & to comply with free range standards Below are the five freedoms required internationally to ensure animal welfare:  Freedom from thirst, hunger & malnutrition (i.e. to sustain health & vitality)  Freedom from discomfort, pain & injury  Freedom from disease (i.e. also diseases induced or exacerbated by management)  Freedom from fear & distress (i.e. protection from predators)  Freedom to express normal behaviour


FOOD SAFETY OSTRICH MEAT PRODUCTION (4) The birds are slaughtered under humane and Halaal conditions. After slaughter, the carcasses are de-boned. The utilizable meat, mainly emanating from the legs, is prepared as various primal cuts and meat is being portioned into final product.

Fillet, 6kg Steak, 11kg Cubes/Strips, 1.7kg Hamburgers, 5kg


FOOD SAFETY OSTRICH MEAT PRODUCTION (5) PARTIALLY COOKING AND FREEZING OF OSTRICH MEAT Like typical agriculture the consistent supply has always been challenging. The ostrich production has a natural ‘in-and-out-of-season’ cycle due to the climate and the birds breeding pattern. The partially cooked and frozen ostrich meat method is offering a consistent 12month availability and is developing a sustainable agriculture for the farmers. The cooking process is heating up the core temperature of the meat to 70 °C. With the latest food technology, KKI can guarantee a consistent moisture content, juiciness and tenderness of the meat. It is a food safety product, compliant with all EU and OIE food security legislations and regulations on animal health. The products is available regardless of the animal health status of the country. The maintenance of the ‘Cold Chain’ is ensured with strict monitoring of product temperatures from our processing plant to destinations in Europe and the Far East.


SOCIAL RESPONSIBILITY TO TO PEOPLE PEOPLE AND AND NATURE NATURE

An example is the ‘Peddie -Ostrich Project’. This project involves about 60 small-scale farmers of whom about 35 are women. They produce 2 500 slaughter birds per annum. Ostrich production is a capital intensive and technologically -demanding farming enterprise. Many black farmers are unable to use their land productively due to a lack of capital and access to proper extension services. This is achieved by acting as a master mentor, investor and private sector partner within a Public private partnership. The vision and mission is to establish small-scale sustainable ostrich farmers. The project has proven itself to be a success in assisting grassroots level enterprises for rural development.


OSTRICH PROPOSAL FOOD SERVICE  Key Objectives

1. To get OSTRICH in the Top of the Mind of the consumer 2. To expand the export to new markets and market penetration 3. To position the Ostrich correctly in the market, get OSTRICH on the Restaurants Menu

 Why

To create a long term sustainable ostrich industry for the region that is only dependent on the Ostrich industry. To offer the modern consumer a great food alternative!

 When

Launch 2013

 Expectations

Great launches at new markets Positive experience for the consumer, Repeat Buy Create awareness of Ostrich, and it’s benefits etc. To NOT be the forgotten meat in the meat category


BRAND VALUES PILLAR STRATEGY  Tasty

 Newness

 Healthy

 Quality

 Convenient

 Good Shelf-life

 Food Safety Compliant

 Availability – Sustainable business


PILLAR STRATEGY QUALITY

HEALTHY

TASTE

RICH IN PROTEIN IRON

CONVENIENT GREAT FOOD IN LESS TIME

CONSISTANCY

FRESHNESS

EAT WELL

LOW IN FAT COLLAGEN KILOJOULES COLESTEROL

FREE OF ALLERGENS TENDERNESS HORMONES GROWTH STIMULANTS JUICINESS ANTIBIOTICS RED MEAT

GOOD SHELF-LIFE FLEXIBLE MEALPLANNING

EASY TO PREPARE READY IN MINUTES

FOOD SAFETY COMPLIENT

NEWNESS

ANIMAL WELFARE

ACTIVE LIFE STYLE

TRACEABILITY

FSSC22000

MANAGE PEAK DEMANDS

EASY TO KEEP

LITTLE WASTE

LITTLE WASTE

BETTER PROFIT

EXPORT CERT ZA92

SOUTH AFRICA THEAM

FREE RANGE

SOCIAL RESPONSIBILITY

FREE OF GROWTH STIMULANTS ANTIBIOTICS

ENVIRONMENTAL RESPONSIBILITY

ENSURED COLD CHAIN

SUSTAINABLE BUSINESS – 12 MONTHS AVAILABILITY


TARGET CONSUMER  Demographics -

Age Gender State Income

20 YEARS AND OVER WOMEN BUT ALSO MEN Europe, specific per country LSM 7-8-9-10

 Segments

ACTIVE AND HEALTHY FOODIES, FINEST FOODIES, BBQ LOVERS, INSTANT GOURMETS, SPECIAL OCCASION TREATS, CONVENIENT FOODIES, YOUNG FOOD FAMILIES,

 Profiles

Restaurants, Catering, Food Service, but also Retail


PRODUCT POSITIONING How to appeal to all Customers Clear price and product tiering

BEST 10% Finest Foodies

BBQ Lovers

BETTER 30% Convenient Foodies

GOOD 60%

Young Food Families

Instant Gourmets Active & Healthy

LSM 10 Special Occasion Treats

LSM 8-9

Family Food Budgeters

LSM 6-7


PRODUCT RANGE PARTIALLY-COOKED, FROZEN OSTRICH MEAT

Ostrich Fillet 125 g

Ostrich Kebabs

Ostrich Steak 125 g

(25 x25 mm per cube)

Large Ostrich Cubes (40 x 40 x 30 mm per cube) Hamburgers

Par-Cooked Ostrich Strips (10 x 10 x 40 mm per strip)


PACKAGING RETAIL


PACKAGING FOOD SERVICE  Portioned cooked meat is vacuum packed on multivac machines with clear lidding and base.  The products are boxed in specially designed 5kg boxes.

2 or 4 Portions vacuum packed – as per customer preference


REDUCEHow? YOUR WASTE Waste is a highly prioritized question! Today 25-30% of all produced food become waste.. Klein Karoo International is helping you to improve your waste figures by Portioning all meat, cooking and individually freezing the portions for your convenience. You can quickly react to sudden peaks in demand, and still keeping the cost of labour under control. Waste at Portioning,

Waste at Cooking, drip loss

Waste by Throwing away

Better Profit

Save 5%

Save 20%

Save 10%

35%

Saving time, skill and waste. No bones or fat, just meat.

A typical steak weighs 175g raw, when fried 135g.

Frozen products has longer shelf-life, better meal-planning

With reducing your waste, you get a better profit and in the bigger picture a better environment. Better Social responsibility!


KLEIN KAROO INTERNATIONAL Klein Karoo International Ltd, Managing Director  Johan Stumpf, Tel: +27 (0)44 203 6200

jstumpf@kleinkaroo.com

Meat Marketing Export  Ries Dempsey,  Magdalena du Plessis  Natasha van Rensburg

rdempsey@kleinkaroo.com mduplessis@kleinkaroo.com nvanrensburg@kleinkaroo.com

Tel: +27 (0)44 203 6204 Tel: +27 (0)44 203 6203 Tel: +27 (0)44 203 6205

European Sales and Distribution Office Raverco n.v. Tel: +32 (0) 52 341523

raverco@raverco.be

Research & Development  Demona Schnetler

dschnetler@kleinkaroo.com

Tel: +27 (0)44 279 1086

www.kleinkaroomeat.com


Partially Cooked Ostrich Meat