Transcript Slide 1

Program 3:Healthy Pork Consumption
Annual Update: 2014
Dr Darryl D’Souza, APL
Professor Frank Dunshea, University of Melbourne
Associate Professor Karen Charlton, University of Wollongong
Ms Heather Channon, Australian Pork Limited
Presentation
1.
2.
3.
4.
5.
Program objectives
Program progress to date
Success and achievements
Education/capability
Gaps
Program 3:Healthy Pork Consumption
Objectives:
• To deliver optimal pork quality for multiple
markets
• Define the inherent properties of Australian pork
to enhance consumer health
• Increase market demand for high integrity
Australian pork
What we said we would do:
3A - Optimal Pork Quality for
Multiple Markets
(Prof Frank Dunshea, University of
Melbourne)
3B - Inherent Properties of
Australian Pork to Enhance
Consumer Health
(A. Prof Karen Charlton, University of
Wollongong)
3C - Market Demand for High
Integrity Australian Pork
(Ms Heather Channon, Australian Pork
Limited)
Eating quality (EQ) predictive model
Nutritional composition of HIAP
Paths to market of HIAP into key Asian
markets
On-line screening test for boar taint
Pork as part of a balanced diet
Key differentiators, consumer drivers
& preparedness to pay for HIAP
Carcase classification & traceability
technology applications
Inherent benefits of consuming HIAP
in kids meals
Build relationships in export markets
to facilitate market access and
exports
Pork for elderly to preserve muscle
mass and cognition
Identify new niche market segments
Pork consumption on protein digestion
and amino acid metabolism
Package outcomes from all other
programs to capture leading market
position
Capability
Presentation
1.
2.
3.
4.
5.
Program objectives
Program progress to date
Success and achievements
Education/capability
Gaps
Program 3 progress to date:
3A - Optimal Pork Quality for
Multiple Markets
(Prof Frank Dunshea, University of
Melbourne)
Eating quality (EQ) predictive
model
3B - Inherent Properties of
Australian Pork to Enhance
Consumer Health
(A. Prof Karen Charlton, University of
Wollongong)
3C - Market Demand for High
Integrity Australian Pork
(Ms Heather Channon, Australian Pork
Limited)
Nutritional composition of HIAP
Paths to market of HIAP into key
Asian markets
On-line screening test for boar
taint
Pork as part of a balanced diet
Key differentiators, consumer
drivers & preparedness to pay for
HIAP
Carcase classification & traceability
technology applications
Inherent benefits of consuming
HIAP in kids meals
Build relationships in export
markets to facilitate market access
and exports
Pork for elderly to preserve muscle
mass and cognition
Identify new niche market
segments
Pork consumption on protein
digestion and amino acid
metabolism
Package outcomes from all other
programs to capture leading market
position
Program 3 progress to date:
3A - Optimal Pork Quality for
Multiple Markets
(Prof Frank Dunshea, University of
Melbourne)
Eating quality (EQ) predictive
model
3B - Inherent Properties of
Australian Pork to Enhance
Consumer Health
(A. Prof Karen Charlton, University of
Wollongong)
3C - Market Demand for High
Integrity Australian Pork
(Ms Heather Channon, Australian Pork
Limited)
Nutritional composition of HIAP
Paths to market of HIAP into key
Asian markets
On-line screening test for boar
taint
Pork as part of a balanced diet
Key differentiators, consumer
drivers & preparedness to pay for
HIAP
Carcase classification & traceability
technology applications
Inherent benefits of consuming
HIAP in kids meals
Build relationships in export
markets to facilitate market access
and exports
Pork for elderly to preserve muscle
mass and cognition
Identify new niche market
segments
Pork consumption on protein
digestion and amino acid
metabolism
Package outcomes from all other
programs to capture leading market
position
Presentation
1.
2.
3.
4.
5.
Program objectives
Program progress to date
Success and achievements
Education/capability
Gaps
Outcomes/achievements
1.
Eating quality pathway program
–
–
–
–
2.
PorkScan
–
–
3.
Software system tested
Awaiting transfer of Physi-Trace database to APL (CRM)
Live test scheduled this quarter
Positive feedback from PPL Board
Progress to a defined path to market into Asia
–
–
5.
Significant progress to development of prototype system
‘Test’ system by Dec 2014
Physi-Trace automated interpretational tool
–
–
–
–
4.
Significant R&D progress
Woolworths still committed as commercial partner
Boar taint incidence reduced (adoption of Improvac >50% production)
Other retailers have responded
Market insights for both domestic and export
Test cities being indentified
Health benefits
–
–
–
Significant dataset to ‘defend’ pork
Incorporating this into industry marketing strategy
Updates to key influencers
Outcomes/achievements
1.
Eating quality pathway program
–
–
–
–
2.
PorkScan
–
–
3.
Software system tested
Awaiting transfer of Physi-Trace database to APL (CRM)
Live test scheduled this quarter
Positive feedback from PPL Board
Progress to a defined path to market into Asia
–
–
5.
Significant progress to development of prototype system
‘Test’ system by Dec 2014
Physi-Trace automated interpretational tool
–
–
–
–
4.
Significant R&D progress
Woolworths still committed as commercial partner
Boar taint incidence reduced (adoption of Improvac >50% production)
Other retailers have responded
Market insights for both domestic and export
Test cities being indentified
Health benefits
–
–
–
Significant dataset to ‘defend’ pork
Incorporating this into industry marketing strategy
Updates to key influencers
Overall objective for Pork EQ system
Develop and implement a non-prescriptive, costeffective, cuts-based system to reduce the
consumer fail rate <10%
Entire male pig
(boar taint)
<1% IM fat
Inconsistent ageing
period
(2-5days)
Cooked ‘well done’
(>75C)

Inconsistent
eating quality
Eating quality validation study
• Commercial validation of alternative pathway
interventions to improve pork consistency and reduce fail
rate of pork
• Explore appropriateness for potential commercial
adoption
• Need to:
– obtain new information on eating quality of pork from
immunocastrated males
– identify solutions to consistently deliver high quality
pork products, especially roasts and steaks.
Pathway factors investigated to date
Gender, age, genotype, halothane status,
nutrition, housing
Time off feed, transport conditions,
loading and unloading, mixing, lairage
Stunning, electrical stimulation, scalding &
dehairing, hanging method, chilling
Ageing period, moisture infusion,
packaging
Muscle, cut type, cooking method,
cooking temperature
Immunocastration reduces fail rate of pork
Fail rate (%)
Entire males
Females
Channon et al. (2013) 3A-103
23.0
19.1
Channon et al. (2013b) 3A-106
17.8
15.7
Jose et al. (2013) 3B-101
23.8
19.4
Channon et al. (2014) 3A-109
Moore et al. (2014) 3A-101
Immunocastrates
19.6
15.8
21.9
18.7
19.1
19.1
29.8
20.7
Channon et al. (2014)
Immunocastrated males reduces EQ variation
35
Females
Immunocastrates
n=1500
30
Females: av. 58.22 (CV 11.5%)
IC males: av. 59.66 (CV 10.9%)
Frequency (%)
25
20
15
10
5
0
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
Overall liking score
Channon et al. (2014)
85
90
95 100
Moisture infusion improves EQ scores
MI
No MI
35
MI: av. 65.8 (CV 10.0%)
No MI: av. 57.2 (CV 9.8%)
30
Frequency (%)
25
20
15
10
5
0
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
Overall liking score
Channon et al. (2014)
85
90
95 100
Moisture infusion increased quality grade score
10
9
No MI QGS 1&2
No MI QGS 3,4,&5
MI QGS 1&2
MI QGS 3,4&5
8
Frequency (%)
7
6
5
4
Fail rate:
No MI – 20.7% (4800 samples)
MI – 12.3% (1200 samples)
3
2
1
0
0
5
10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Overall liking score
Channon et al. (2014)
Conclusions
• Pork from immunocastrated males lower fail rates
than from females
• Moisture infusion, aitchbone hanging and electrical
stimulation were viable interventions to improve
EQ
• Several interventions resulted in fail rates of <10%,
but effect was not consistent across all cuts
• Ageing for 7-14 d, compared with 2 d, was not
effective
• Need to sort ‘lack of ageing’ to address <10% fail
rate target
Consumer feedback
Retailer 1 Retailer 2 Retailer 3 Retailer 4 Butchers
Net
bad smell/taste
2.8
3.3
5.0
5.0
3.0
Net
dry/tough/chewy
7.5
8.1
11.0
6.0
5.0
APL 2014; (n=43,095 meals)
Meat Fail Rates (3 recent meat meals)
Net Bad Smell / Taste
4%
2%
3%
2%
Net Dry/Tough/Chewy
8%
7%
8%
5%
Too Fat
7%
4%
5%
2%
APL Unpublished (2014); n = 43,095 meals
Defined path to market for HIAP
APL Strategic Plan 2015-20
Defined path to market for HIAP
APL Strategic Plan 2015-20
Strategic Objectives
Programs
Growing Consumer Appeal
Better Pork
Pork Made More Popular
Increasingly Different
Building Markets
Market Insights
Domestic Market Development
International Market Development
Driving Value Chain Integrity
Trust in Pork Provenance
Pork Quality Assured
Fairness in Risk and Reward
Leading Sustainability
Addressing Societal Needs
Healthy Herds and Farms
Continuous Productivity Growth
Improving Capability
Applied Learnings
Building Industry Image & Reputation
Operational Effectiveness
Outcome Statement
Strategy Champion
"Making Australian pork more uniquely valuable
to consumers and increasingly a part of their
eating pleasure."
General Manager
Marketing
"Using insights to develop markets that offer
attractive demand for our products, our producers
and our value chain collaborators."
General Manager
Marketing
"Secured confidence in Australian pork products
in their source, the compliance with expected
standards and aligning on-farm practices with
consumer expectations."
"Remaining in step with society by reflecting
community values in our ethics, our healthy herds
and operating our industry responsibly and
profitably."
"The Australian pork industry and APL leading the
way in innovation, accountability and expertise."
General Manager
Research and
Innovation
General Manager
Policy
General Manager
Communication
Chinese consumers receptive to Australian pork
60
Percentage of respondents
50
40
30
20
10
0
South Korea
Definitely would consider
Probably would consider
Japan
Might or might not consider
China
Probably would not consider
APL, 2014
Hong Kong
Definitely would not consider
Chinese consumers rate Australian pork as….
Percentage of respondents
Safe
60
50
40
30
20
10
0
Denmark
Extremely safe
Quality
Percentage of respondents
USA
Canada
4
3
2
Australia
Pork from home country
Australia
Pork from home country
Not safe
60
50
40
30
20
10
0
Denmark
USA
Highest quality
Canada
4
3
2
Low quality
APL, 2014
Presentation
1.
2.
3.
4.
5.
Program objectives
Program progress to date
Success and achievements
Education/capability
Gaps
Education/Capability
Student
Level
Title
Supervisor
Institution
Comments
Amy Suckling
Hons/
Industry
placement
Determine whether there is a difference in the
incidence of dark meat between free-range & J Pluske
intensive systems
Murdoch University
Completed Dec
2012/Current
Henny Akit
PhD
The role of dietary lecithin in reducing
collagen cross-linking and improving the
health attributes to pork
F Dunshea
University of
Melbourne
Completed
Heather Channon
PhD
Predicting the eating quality of pork
F Dunshea
University of
Melbourne
Current
Tsung-yu (Alex) Hung
PhD
Effect of nano-chromium on growth
performance, carcass characteristics, and
glucose metabolism of finishing pigs
F Dunshea
University of
Melbourne
Completed
Karen Moore
PhD
Optimising the production of male pigs
immunised against gonadotrophin releasing
hormone
F Dunshea
University of
Melbourne
Current
Nerylee Watson
PhD
Comparison of a low-carbohydrate / high pork
protein diet and high carbohydrate / low pork
protein diet combined with regular moderate
exercise on weight loss, cardio-metabolic
health and cognitive function and well-being
in type 2 diabetes.
K Murphy
University of South
Australia
Current
Dr Cameron Jose
Post-doc
fellow
Pork quality
B Mullan
DAFWA
Completed
Amy Lealiifano
MSc
Benchmarking meat quality parameters in
conventional and ecoshelter housed pigs
F Dunshea
University of
Melbourne
Current
Presentation
1.
2.
3.
4.
5.
Program objectives
Program progress to date
Success and achievements
Education/capability
Gaps
What we said we would do: Gaps
3A - Optimal Pork Quality for
Multiple Markets
(Prof Frank Dunshea, University of
Melbourne)
3B - Inherent Properties of
Australian Pork to Enhance
Consumer Health
(A. Prof Karen Charlton, University of
Wollongong)
3C - Market Demand for High
Integrity Australian Pork
(Ms Heather Channon, Australian Pork
Limited)
Eating quality (EQ) predictive model
Nutritional composition of HIAP
Paths to market of HIAP into key Asian
markets
On-line screening test for boar taint
Pork as part of a balanced diet
Key differentiators, consumer drivers
& preparedness to pay for HIAP
Carcase classification & traceability
technology applications
Inherent benefits of consuming HIAP
in kids meals
Build relationships in export markets
to facilitate market access and
exports
Pork for elderly to preserve muscle
mass and cognition
Identify new niche market segments
Pork consumption on protein digestion
and amino acid metabolism
Package outcomes from all other
programs to capture leading market
position
Capability
QUESTIONS