Transcript Document

Industry Responds with
Advanced Quality and
Traceability
World Pork Congress
April 29, 2004
Paul Clayton
U.S. Meat Export
Federation
What is the function of Animal ID, Traceability,
Source Verification and/or Process Verification?
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Control animal and zoonotic
diseases
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Food Safety
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Only need live animals procedures
FMD, BSE, Scapies, PRRS, PMWS
Chemical
• Antibiotics, Hormones, Pesticides
• GMO
Sanitary
• Microbiology
• GMP
• Physical Risks: Needles
Only need plant procedures
• Recall procedures
Commercial purposes
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Branded Programs
• Source Verification
Identity Preservation
Information Exchange
• Genetics
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Production Practices
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Traceability System
• Traceability alone does not contribute to higher levels of
safety or quality, it only transfers information along a
supply chain.
• In order for traceability to affect quality it must be
associated with some type of quality assurance
mechanism that imposes a set of standards and
procedures and specifies data to be recorded so that
quality can be assured.
• It is the sharing of information recorded by firms, or by
other institutions to which it is passed, which
constitutes the bulk of any traceability system
Souza-Monteiro and Caswell, Economics of Implementing Traceability in Beef Supply Chains:
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Trends in Major Producing and Trading Countries, June 2004
Definitions
• Identification: Identify animals and record their
movement over their lifespan
• Traceability (Trace back): The ability to trace the
history application or location of an entity by means
of recorded identifications. (ISO 8402:1994)
• Product Tracing: The ability to identify by means of
paper or electronic records a food product and it’s
producer, from where and when it came, and to
where and when it was sent. (CCFICS)
• Identity Preservation: Maintaining product integrity
throughout production and processing cycles of a
food system
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World Standards
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World Trade Organization
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Office International des Epizooties (OIE)
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Scientifically Based on Risk Assessment
Not Trade Restrictive
Importing country cannot enforce more rigorous standards for imported meat than
those applied to the domestic industry or use these standards as trade barriers.
Agree to international codes and standards that will provide better guarantees and
facilitate trade in animals and animal products. Traceability is a key element.
Codex Committee on Food Import and Export Inspection and
Certification Systems (Draft)
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TRACEABILITY: The ability to trace the history application or location of an entity
by means of recorded identifications. (ISO 8402:1994)
• Origin of food products and ingredients
• Product processing history
• Distribution and location of the product after delivery
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TRACEABILITY/PRODUCT TRACING: The ability of a food business to identify for
any food product under their control, where it came from, how it was changed by
the producer (if appropriate) and where it was sent to. This is achieved by means
of paper or electronic records, and implies a forwards and backwards tracing of the
all relevant information regarding a food product. Records should be kept in a
format allowing ready linkage and access by the appropriate authorities.
(CCFICS)
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Components of a Traceability
System
• Breadth: Amount of information needed by the
system (Safety, Quality, Animal Disease)
• Depth: How far forward and backward traceability
is maintained. (Production, Processing, Market)
• Precision: Ability of the system to pinpoint the
source of the problem (individual, Group)
• Verification: Third Party Audit, DNA, Laboratory
Analysis
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Golan et. al. Traceability in the U.S. Food Supply: Dead End or Superhighway, 2003
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Types of Traceability
Breeding/Farrow
Weaning
Grower
Should Animal Disease Identification be
connected with Food Safety Recall?
Is there an application for Source Verification, Process
Verification of Commercial Traceability?
Finisher
Plant (FSIS Inspection)
Carcass Fabrication
Packaging
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Distribution
Retail / Food Service/Consumer
Traceability
Supply
• Animal Disease
Control
• Bio-security
Current Traceability
Concerns
 Cost
• Animal ID
• Record Keeping
• Third Party Audit
 ROI
• Fraud Prevention
 Liability
• Production
Improvement
• Branded Product
 Infringement on
Personal Financial
Information
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Traceability Demand
• Trade and consumer pressure to show that
livestock and meat has been produced and
processed in a safe and hygienic manner.
• The trade and consumers want to be assured that:
– Judicious use of compounds with responsible
application have been exercised in the
production of meat products.
– Good Production Practices (GPP) and Good
Manufacturing Practices (GMP) have been
applied throughout the production and
processing of the animal and meat.
• Proof of these practices and procedures can only be
accomplished through traceability systems, source
or process verification.
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The New Era of Better
Informed Consumers
• Consumers, both
domestic and
international are
demanding
assurances of food
safety
Consumer Willingness to Pay
$1.20
$1.00
• In addition to
safety, consumers
want to know where
the product was
produced, who
produced it and is it
fresh
Dollars
$0.80
Beef
Ham
$0.60
$0.40
$0.20
$0.00
Traceability
Animal Welfare
Food Safety
All Attributes
Verifiable Attributes
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Dickson and Bailey, Meat Traceability: Are US consumers willing to pay for it? 2002
Japan Consumer
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Consumer study in Japan indicated that having a
“traceability kiosk” in the retail store engenders
consumer trust;
– Consumers occasionally use the kiosk, but
consumers just want to be reassured of the safety
of the product.
– Specifically, this study indicated the consumers
want to know about the following attributes of meat
products
–Antibiotics
–GMOs
–Hormones
–Agrichemicals
 Consumers want more information on brands and
traceability:
– They are familiar with domestic brands and the key
message of the brand
– They need to know about the intrinsic attributes of
a brand to understand and trust it.
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Commercial Traceability
Animal Disease
Traceability
Breeding/Farrow
Weaning
Grower
Finisher
Plant (FSIS Inspection)
Food Safety Traceability
Carcass Fabrication
Packaging
Distribution
Source Verified Value Attributes
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Retail / Food Service/Consumer
Modern Animal
Agriculture
• Uniform Inputs
– Genetics
– Feed
– Production Practices
• Animal Health
• Feed
• Animal Welfare
• Variable Inputs
– Carcass Sorting
(Premium Programs)
– Carcass Fabrication
Value Attributes
• Production
– Genetics
– Feed
– Production Practices
• Animal Health
• Feed
• Animal Welfare
• Processing
– Food Safety
Enhancements
– Quality Enhancements
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Brands Becoming the Norm
• Branding will
grow because a
brand
represents a
promise of
quality
• A tremendous
amount of
marketing and
dollars will be
placed behind a
brand
• A brand can
build customer
loyalty & repeat
buyers
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“Story Meat”
• Voluntary
• Marketing Tool
• Shows Producer,
Farm and Livestock
• Let’s Consumers
Know Someone
Stands Behind
Products
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USDA Processed
Verified Programs
• Cargill Meat Solutions
– Value Pork
– Verified Pork
• Farmland America’s Best
Pork
• Murphy Brown LLC
• American Berkshire
Association
• Premium Standard Farms
• Seaboard Farms
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USDA AMS Certified Brands
Certified Pork Programs
Certified Beef Programs
Montbello Premium Pork
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Pork for the European Union
• Swift and Company
• Dutch Creek Custom, Inc
• Schwartz Farms, Inc
• Wakefield Pork
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Connections!!!
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Canada
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Europe
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South America
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China
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Summary
• Regulatory Traceability
– Animal Disease Control
– Product Recall
• Commercial Traceability
– Value Attributes
– Source / Process Verification
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