Transcript Hungarian Local Meat Products and Consumers’ Attitude

Hungarian Local Meat Products
and
Consumers’ Attitude
Ágnes KOVÁCS
Hungarian Meat Research Institute
(HMRI)
www.ohki.hu
12.03.2009.
Conference on the Future of Quality Policy
of Agricultural Products and Foodstuffs
Prague
Local / Traditional Animals
Mangalitza
Blonde
Swallow-bellied
Red
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Conference on the Future of Quality Policy
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Prague
Properties
Mangalitza
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Lives in the Carpathian basin since the roman empire,
Resistant, tough,
Tolerates severe, extensive breeding conditions; pasture,
Has no pretension to feed, can live on by-products,
Has a longer fattening period,
Is a typical fat hog,
Feels well in territories of the Carpathian basin,
Has a delicious, spicy and aroma-rich marbled meat,
excellent for roast and grilled stakes,
• The meat has a tender texture.
12.03.2009.
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Local / Traditional Animals
Hungarian Grey Cattle
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Properties
Hungarian Grey Cattle
• Originates from Mid-Asian territories, appears with the
settlement of the ancestors,
• Has a pleasant, noble appearance,
• Has longer legs and straiter body than other species,
• Is strong, robust, resistant and stout,
• Is good for extensive breeding; pasture,
• Has a light-red meat with high protein- and iron-, and low
fat content,
• With proper curing and preparing has a delicious and
tender meat.
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Conference on the Future of Quality Policy
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Properties
Hungarian Racka Sheep
• Ancient species of the Pannonterritories,
• Resistant, good for rigid,
extensive breeding,
• Raw materials: milk, meat, wool,
• Has rich curly fleece, and
• Long, twisted horns in V-shape,
• Two subspecies: plain/Hortobágy
Racka and Transylvanian Cigája
• The meat has a good water
binding capacity, curing is
necessary for tenderness.
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Quality control
•Hungarian Grey Cattle Breeders’ Association
•Mangalitza Breeders National Association
•Hungarian Ovine Breeding Association
•Biokontroll Hungária Ltd.
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Local food / products under
Community protection
• Hungary has one traditional, local meat product under
Community protection (PDO):
– the „Szegedi téli szalámi" (Winter Salami of Szeged)
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Hungarian agricultural and food
products under transitional national
protection
10 products submitted to EU Commission for PDO.
• Meat products: Winter Salami of Budapest , Sausage of
Csaba , Sausage of Gyula .
• Spices: Ground Paprika of Kalocsa, Ground paprika of
Szeged
• Fruits and vegetables: Apricot of Gönc, Horseradish of Hajdú
County, Onion of Makó
• Others: Rose-tree of Szőreg, Camomile flower of Great Plain
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Meat products from
Hungarian traditional animals
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Cured-cooked beef (Grey Cattle) ham/leg
Smoked-cooked beef (G. C.) leg and loin
Grey Cattle salami
Vas Mangalitza dry sausage
Gyula Mangalitza sausage
Gyula Mangalitza chuck
Gyula Mangalitza bacon
Vas Mangalitza liver paté
Vas Mangalitza smoked delicate bacon
Vas Mangalitza lard
Mangalitza Stifolder
Mangalitza paprika thick sausage
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HMRI innovation products
Dried smoked
Grey Cattle ham
Dry cured smoked
Mangalitza ham
Grey Cattle salami
with Mangalitza fat
Mangalitza smoked products
(shoulder, loin, rib, ham)
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Conference on the Future of Quality Policy
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Quality and analytical composition data
of Mangalitza
Quality parameter
Mang
alitza
Large
white
Breeding period,
month
13
6
Slaughter weight,
kg
130
100
Productivity, nr
6
8
Fat depth, mm
40
20
Muscle thickness,
mm
28
Meat content, %
37
Composition
Mang Large
alitza white
Protein, %
23,8
24,4
Fat, %
5,7
4,2
Cholesterol, mg/100 g
52
51
Vitamin-A, μg/100 g
850
500
46
Vitamin-B2, μg/100 g
180
140
52
Iron, μg/100 g
1000
750
(HMRI, 2007)
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Sensory properties, steak
Colour
10
Juiciness
Taste
Mangalitza
0
Large white
Tenderness
Smell
(HMRI, 2007)
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Consumer needs / local products
• Hungarian meat products – special quality,
part of the national heritage, proper pride.
• Hungarian sense of taste – conservative.
• General globalization – continuously
increasing, changing market supply, less
expensive products.
• Consumers’ selection - unconscious,
unintentional (habits, experiences).
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Consumer needs / local products
• Hu consumers connect the quality with
traditional and regional tastes, senses.
• Consumers are also opened to accept
modern, novel foods – latest results of food
science and biotechnology.
• Are influenced by factors: environment
protection, animal welfare, food safety,
human health.
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Relative incidence of the most frequent
Hungarian traditional products/animals
Often mentioned HUNGARICUMS
80
Tokaji aszú
(Tokaj old vine)
60
Pálinka
(Hu. Brandy)
40
Makó
Onion
Unicum
20
Grey cattle
Mangalitza
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1
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6
7
(I. Hajdu, M. Nótári, 2006)
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Consumers’ preferences of the
Hungarian traditional products
The most preferred HUNGARICUMS
40
Tokaji aszú
(Tokaj old vine)
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Winter Salami
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Ground paprika
10
Unicum
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0
1
2
3
4
5
(I. Hajdu, M. Nótári, 2006)
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Consumers’ attitude
• Very diverse consumer society, with a variety of
contradictory values.
• A part of the consumers follows the traditions,
others prefer the fast, convenience foods.
• Some customers prefer the pleasure of eating, e.g.
special meals in restaurants.
• The health-oriented consumers prefer raw and
natural foods or special quality, safe food products.
This trend is slowly increasing.
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Consumers’ attitude
Importance of quality labels
• PDO
• PGI
• TSG
• The great majority of consumers
consider the quality as the main factor, which
influence them in buying food products.
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Consumers’ attitude
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 Importance of the protection of origin and
geographical indication:
Differentiate the product from similar products of same
category.
Protect the product from adulteration and upgrade its
market position.
Help the consumer in product selection, having a clear
view about its quality.
Assure a market position, advantage and reputation at
home and in EU.
Assure the protection of the product in EU.
It is a complementary tool for rural development and
conservation of local traditions and habits.
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Consumers’ attitude to the products
under transitional national protection
• The most characteristic product feature is: traditional
• The following aspects are also considered:
– Traditional taste and aroma
– Well-known, identifiable producer (trade mark, logo)
– Reputation of the region
– Information about the product
– Food safety
– Quality distinction / Special quality
– Packaging
(Á. Panyor, 2008)
– Friendly price
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Reputation of the protected products
• The best well-known products are:
– Sausage of Gyula (99,2%)
– Winter Salami of Szeged (98,9%)
– Onion of Makó (97,3)
The others are less known:
– Horseradish of Hajdú county (35,2%)
– Apricot of Gönc (31%)
– Winter Salami of Budapest (25,8%)
There is a need to increase the reputation of PDO.
(Á. Panyor, 2008)
12.03.2009.
Conference on the Future of Quality Policy
of Agricultural Products and Foodstuffs
Prague
Factors which influence consumers
in buying food products
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12.03.2009.
Taste (96%)
Quality (85%)
Healthy products (83%)
Price (65%)
Origin (52%)
Advertisements (51%)
Tradition (47%)
Trade mark, logo (44%)
Convenience (41%)
Packaging (32%)
Conference on the Future of Quality Policy
of Agricultural Products and Foodstuffs
(Á. Panyor, 2008)
Prague
Conclusions
Scope: to increase the consumer groups
• Importance of dissemination, advertisement campaigns
of the special quality traditional local / regional food
products.
• Importance of product protection (PDO, PGI and TSG),
trade marks, logos.
• Special location on supermarkets shelves for the
traditional products (bio products).
• Free brochures for consumers.
• Distinctive packaging and labelling.
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Conference on the Future of Quality Policy
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Thank you
for your attention!
12.03.2009.
Conference on the Future of Quality Policy
of Agricultural Products and Foodstuffs
Prague