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Irish Poultry & Egg Industry Situation
Peter Duggan 15th July 2020
Agenda
QA Members SPPAS Production Global Trends Promotional Activities Consumer Behaviour
Sustainable Poultry Products Assurance
Scheme Rev01 November 2019
This replaces the current Poultry
Products Quality Assurance Scheme (PPQAS)
SPPAS will launch as soon as the COVID-19
/ Avian Influenza situation allows
training and on-site audits to resume.
Scope includes breeder farms (rearing &
laying), hatcheries and for poultry producers
across the chicken, turkey and duck
sectors.
SPPAS Objectives
• To demonstrate to customers that poultry meat is produced under an accredited sustainability & quality assurance scheme; • To set out the criteria for best practice at all stages in the poultry production process. • To provide a uniform mechanism for recording and monitoring:
1. Compliance of participants with quality assurance, food hygiene and food safety criteria;
2. The level of sustainability improvement over time
Benefits from Participation in the SPPAS
On Farm Benefits • Quality & sustainability measures can deliver
environmental & economic benefits. • Allows members to meet both regulatory and market
demands.
Industry Benefits • Effectively communicates the marketing credentials
with key customers. • Create a market preference for certified produce among
customers.
What's New? • Producers must engage in a Campylobacter Improvement Plan
with their abattoir (in line with FSAI Recommendations for a
Practical Control Programme for Campylobacter in the Poultry
Production and Slaughter Chain) (2011).
• Highest Priority Critically Important Antimicrobials (HP-CIAs)
products and usage methods set out by DAFM recommendations.
• Develop Animal Welfare Plan & implement in consultation with
Veterinary Practitioner and review annually.
• Sustainability data gathering (e.g. energy, feed, etc.) to determine
Carbon Footprint of each production house.
• Staff ‘Welfare in the Workplace’ policy
• Rodent Control Plan in line with Campaign for Responsible
Rodenticide Use Code (CRRU)
• Chemical handling – producers must be registered with
DAFM as a Professional User (PU)
• Biosecurity Protocols – House entry / exit procedures
• Litter must be sourced from an approved supplier.
• ‘Catching’ protocols
What's New?
Production
Irish poultry supplies EU supplies Chinese situation Global export developments Irish layer situation
Irish poultry supplies continue to hit record levels
4.0
5.0
6.0
7.0
8.0
9.0
10.0
11.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2018
2019
2020
Million head Irish poultry supplies 3% higher at 55m birds ytd
13
Changing Chinese Chicken Industry Dynamic
0
100
200
300
400
500
600
700
800
900
1000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
2015 2016 2017 2018 2019 (f) 2020 (e)
Production
Imports
‘000 Tonnes
Source: USDA/FAS/Jul 20
‘000 Tonnes (Imports)
Chicken exports by key region, 000 tonnes
15
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Brazil US EU Thailand
2017
2018
2019
2020
Evolution of Irish layers, ‘000 head
16
2,776 2,827 2,916
3,268 3,381
3,470 3,601
3,700
1,500
2,000
2,500
3,000
3,500
4,000
2012 2013 2014 2015 2016 2017 2018 2019 (F)
Promotional Activities
Domestic chicken & egg campaign Global initiatives
Bord Bia Chicken Campaign
18
19
COVID-19 Influencing Strong Poultry Retail Demand
20
12 week period ending 14th June v’s 2019
Bord Bia Egg Campaign
21
22
23
24
25
143,792 151,348
32,378
43,482
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
52 w/e 16 Jun 19 52 w/e 14 Jun 20 12 w/e 16 Jun 19 12 w/e 14 Jun 20
Hens Eggs – Value Sales YoY, €’000
+5%
+26%
UAE B2C Egg Campaign
COVID-19 led to uncertainty & volatility
28
Significant disruption to trade, production and consumption
Poultry Purchase Behaviour Since Covid Restrictions
June 2020
Frequency of Purchasing Each Type of Protein
30
(Base: All grocery shoppers)
How often, if at all, do you purchase each of the following types of meats, either for yourself or someone else in your household?
The growth in the weekly or more often purchase of chicken is evident across all demographics, with the exception of those aged 18-34. The older cohort has particularly bought chicken more frequently since March.
Significant difference @ 95% confidence level
71% 70% 71% 68% 76%
66%
12% 13% 10% 13% 13%
6%
77% 77% 77% 69% 81%
76%
7% 7% 7% 11% 7% 5%
Total Male Female 18-34 35-54 55+
Chicken Jan – Feb ‘20
Chicken Mar - Jun ‘20
Turkey Jan – Feb ‘20
Turkey Mar - Jun ‘20
Jan-Feb ‘20
Mar- Jun ‘20
N=750 N=1,500
Once a week or more often
Key Reasons for Purchasing Chicken (Base: All grocery shoppers who purchased each type of protein for a main evening meal on the last occasion)
Beef Chicken Pork 40% 32%
28%
25%
25%
25%
24%
18%
16%
16%
14%
33%
32%
25%
26%
21%
29%
28%
20%
16%
16%
11%
Habit is the key motivation for chicken purchase. Consumers are tending to stick to their familiar favourite foods since Covid-19. Other key drivers are the ease of preparation. price, provenance and health concerns are further down the list.
Thinking about when you bought chicken on the last occasion, which of the following were reasons why you decided to purchase it?
It's the one I always buy
Ease of preparing/cooking the protein
The size or number of servings
It's good for my health
That the protein is local/from this country
The price of the protein
Special offers/promotions
It's a high quality protein
Quality assurance certification on pack
Level of fat content in the protein
Traceability of protein back to farm
15%
5%
6%
6%
5%
3%
2%
3%
3%
1%
0%
15%
4%
4%
8%
4%
6%
4%
3%
4%
3%
2%
Nutritional content of the protein
Environmental factors
Ethical consideration
That it's organic
That the protein is GM free
How dark or light the meat is
Environmentally packaging for the protein
It looked like an interesting product
Packaging - attractive packaging with information
Wanting to try something new
It was a treat/special occasion
Jan-Feb ’20 (n=488) Mar- Jun ’20 (n=1,065)
Key Covid Behaviour Changes
Stocking up on essential food
and drink
Choosing local
grocery brands
Grocery shopping
online
(Base: All Irish adults, n= 1,015)
Cooking from
scratch
Cooking from
scratch
Choosing familiar
favourite foods
Eating for improved immunity
41% Doing this
more
29% Doing this
more
32% Doing this
more
27% Doing this
more
27% Expect to do this more in the future
61% Expect to do this more in the future
71% Expect to do this more in the future
32% Expect to do this more in the future
Covid Indicator = “Stocking In”
Covid Indicator = “Mood Food”
Covid Indicator =“Shielding”
Covid Indicator = “Comfort Cooking”
Summary BB scheme & member update
Promotional activity update
Global production trending upwards
Changing Consumer Behaviour
Irish Poultry & Egg Industry Situation
Peter Duggan 15th July 2020
Irish Poultry & Egg Industry SituationAgendaSlide Number 3Slide Number 4Sustainable Poultry Products Assurance Scheme Rev01 �November 2019�Slide Number 6�SPPAS Objectives �Slide Number 8What's New?What's New?ProductionIrish poultry supplies continue to hit record levelsSlide Number 13Changing Chinese Chicken Industry DynamicChicken exports by key region, 000 tonnesEvolution of Irish layers, ‘000 headPromotional ActivitiesBord Bia Chicken Campaign Slide Number 19COVID-19 Influencing Strong Poultry Retail Demand Bord Bia Egg CampaignSlide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26UAE B2C Egg CampaignCOVID-19 led to uncertainty & volatilityPoultry Purchase Behaviour Since Covid RestrictionsFrequency of Purchasing Each Type of ProteinKey Reasons for Purchasing ChickenKey Covid Behaviour ChangesSummaryIrish Poultry & Egg Industry Situation