Upload
dr-khalid-shouq
View
388
Download
2
Embed Size (px)
Citation preview
Production Trends, Consumption Patterns and MarketingConstraints of Processed Poultry Meat in Pakistan
Ali Hassan and Dr. Muhammad Tariq
Supervised by Dr. Muhammad [email protected]
[email protected] of Poultry Science, University of Agriculture, Faisalabad Sub- Campus Toba Tek
Singh
Study Background
The relationship between the consumption of meat and health is multifaceted and it needs to be
analyzed. To analyze the production trends, consumer behavior and marketing problems of
processed poultry meat, I conducted research survey in Lahore, a capital city of Punjab and
second largest metropolitan city of Pakistan. This city is famous for food markets and food habits
of its citizens. Geographically the Lahore city is divided into two halves by centrally passing
canal throughout the city. I selected the households on the both sides of canal with stratified
random sampling method by dividing different areas of Lahore into stratum.
To fulfill my designed research requirement, I collected three types of data from three different
respondents. First of all, I collected data about the consumer point of view that what they think
about the poultry meat generally, processed poultry meat and what are the patterns of their
consumption etc? Second type of data belonged to the fast food outlets. What was their trend of
Meat consumption? Either they were purchasing from open market or from processing plants etc.
The last type of data was collected from the poultry processing plant. What were their standards
and what were the conditions in which they were producing and processing chicken.
Findings from consumer survey on consumption patterns and marketing Constraints of processed poultry meat
The questionnaires of the consumer included different categories of questions like socio-
economic characteristics of the respondent, house expenses on different kind of foods, purchase
decisions etc. People were amazed that such kind of survey was i conducting because it included
1
the questions like which was their preferred food and what was the reason and how much their
expenditure on food were? First of all they thought suspiciously that am I an agent from the tax
department investigating property of the people? That’s why; first of all, I tried my best to realize
the respondent that what was the survey and what I was going to do after this survey. Then
People gave the information truly. The most difficult task was to get information about socio-
economic parameters because respondent didn’t like to tell that what was their wealth status and
no. of family members etc. But mostly respondent cooperated.
During survey, I found that main portion of their meat expenditure was on white meat and
among white mostly on poultry meat. The decisions about the purchase of food was mainly taken
by housewives except some households which themselves decide or their children select the food
for cooking. The criteria for purchase of meat (red and white) were mostly found to be quality.
Due to incidents of Haram or dead meat sale in market, people did not believe on the quality of
meat especially red meat. Education of the decision maker mostly was found to be metric.
During purchase of poultry meat, respondents mostly take into account the hygiene condition of
the butcher shops. Most of the people said that we purchase the meat from trusted butcher. They
had fixed one shop and they always purchased from that shop. Their preference for one butcher
shop was only due to hygienic condition of the shop. Most of the people said that they like to eat
both vegetables and meat but some of the respondent also selected vegetables alone and meat
alone as their preferred food. Upon asking question about their likeness of meat, most of the
people choose red meat. Some of the people selected white meat but, among white they also
liked amazingly fish but not chicken. There was a perception in the minds of people that red
meat is healthy than white. They personally liked red meat but consumed less due to un
availability and poor quality assurance. Among white they liked fish meat but it is available for a
short period of time and at high cost comparable to chicken. That’s why they had to consume
chicken as animal protein source. Most of the people did not like chicken meat because of the
common wrong perception that chicken is fed hormones and steroid based diet that’s why it gets
2 kg weight within 35 days some said 20 days. Some of the respondents explained that hormonal
problems in the young females and appearance of hairs on the female’s face are due to
consumption of the broiler meat. I was amazed that some respondents were homeopathic doctors
and even they had the same perception as mentioned above. Even people said that broiler is a
poison. But frequency of the chicken consumption was mostly 2 or 3 times in a week. Mostly
2
people liked to consume chicken in the dishes and mixed with vegetables. Mostly people freeze
the chicken in their houses for a short period of time but nevertheless they did not rely on frozen
meat from market. They thought that it is frozen from a long period of time and it had lost its
nutritive value and it should not consume.
When preference between desi and broiler meat was asked, near about all respondents ranked
desi meat on the top. They thought that desi meat is more nutritious and more tasty than broiler
meat. Some of respondents cooked desi meat once in a month and remaining all respondent did
not know that when they had last time consumed desi meat. People canoe t afford so high price
of desi meat. Most of the people said that no doubt desi meat is more nutritious but one reason of
not consuming is the high cost and other is that people are now addicted to eat broiler meat that
is soft and its taste is different from desi. They cannot consume desi meat because it is tough and
its taste is different from broilers. Some of the people had also smell problem with the broiler
meat that’s why they don’t like broiler meat.
I found that most of the people did not satisfy on the butcher shop condition. Some people
satisfied because they purchase from one trusted butcher. People said that some butcher have
already slaughtered broiler on their table. Respondent did not like to purchase that meat. They
prefer to purchase meat that is slaughtered in front of their eyes. Because in later case, they are
confirmed that meat is slaughtered accurately and the bird was alive and healthy. Otherwise It
could be dead bird slaughtered or improperly slaughtered. Most of the people said that during the
avian influenza they completely stop the poultry meat consumption neither in house nor on the
fast food shops or restaurants. Most of the people had issue with broiler feed. They said that
PBM (Poultry Byproduct Meal) addition in the feed is immoral. Other than this people thought
that steroids and hormones are added in the feeds. But some people also said that it is ok. There
no problem with PBM addition because it is natural recycling of the resources.
Among the section of processed poultry products, question were asked. Some of people thought
that frozen meat can be used safely and they thought that processed meat is also safe to use. But
they were not consuming due to certain reasons which included unavailability in their area and
high cost. Some people did not like processed poultry meat because of the fear of dead or
diseased bird slaughtered and fear of Haram meat. Upon asking that can you pay extra, some of
the people replied positively and remaining all said that they cannot pay extra if quality meat is
3
available. Most of the people said that they will consume processed poultry meat if problems be
resolved.
People liked most of the ready to eat products of K & N’s. Most the people selected nuggets as
their favorite product and among meat they selected breast meat as a preferred part of the
chicken meat. It was found in the survey that most of the people cannot judge the meat quality.
Among the people who can judge the meat quality, most of the people select color of meat as
judgment tool. Most of the people observed the bird condition before slaughtering they are more
confident on the common butcher with meat safety point of view.
Most of the people had issue of slaughtering method and unhygienic conditions of the butcher
shops. People are not satisfied with suddenly fluctuating rate and they not knowing the rules of
demand and supply, mostly blame the GOVT for these fluctuation. Mostly people suggested that
there should be stability in the price of unprocessed poultry products and processed poultry
products should be available at low price in all areas.
Findings from fast food outlets survey
Second type of data was collected from the fast food outlets. Near about all fast food shops like
cock’s n Bull, Broast shops, KFC and MFC etc. purchase poultry meat from processing plants
preferably from K & N’s. Some of the shops purchase poultry meat from the local meat market.
They purchase Poultry meat in a bulk quantity from the processing plants, that’s why they
purchase on concession rate. They got fortnightly supply of meat and have good freezing facility
at their stores. They purchase non marinated meat and themselves prepare different products
according to consumer demand. Multinational fast food companies like KFC have their proper
feedback channel on the spot on table and on facebook page also.
Findings from Poultry Processing Plant Visit
1. Production Parameters
The Big Birds have their own Hubbard breeder farms so, they prefer hubbard breed of broiler to
rear in their farms. At the age where it got 1.8 kg weight in about 35-37 days, they were
transferred to the processing plants after grading and ranking. They followed antibiotic
withdrawal period if any antibiotic were given. After withdrawal period birds were transferred to
the plant so that any antibiotic residues cannot appear in the meat samples. They used one man
4
one bird catching method. They used vehicle with baskets instead of vehicle with cages. Birds
remain comfortable in the baskets as compared to cages. Birds are transferred in night during
comfortable environment.
2. Processing Parameters
I visited first the office of Managing Director of the Big Birds Poultry, Dr. Mustafa Kamal and
that was his kind affection that made this visit Possible. Then I visited the processing plant of
Big Bird that is newly installed and functional from few months. I visited first the office of
Processing Manager and after that along with Assistant processing manager and quality control
officers, visted the plant under level 1 after wearing long rubber boots, face and head masks and
sanitizing hands and boots. There were different levels of the visits according to the situation of
visit. In level 1 visit, there was restriction that visitors cannot enter in the rooms. Visitors only
can visit the gallery which had different rooms on left and right sides through glass windows. We
visited the plant in backward direction. It means that we visited the last unit of the plant first and
then move backward. There was reason behind that we move from clean area to dirty area.
Movement in the plant cannot be reverse. It was always unidirectional to assure maximum food
safety and bio security.
I will describe here the visit from bird’s entry to the shed so that it could be easily understand.
First point of the processing plant was Birds entry. This part was in the form of gallery which
had fans installed on both right and left walls and foggers are installed on the top of the gallery.
This management was due to the reason that if some vehicles have to wait until the unloading of
first vehicle, birds should feel comfortable environment in the baskets of vehicles. All the supply
of birds was in night because of the comfortable environment of the night. These all measures
were to reduce the stress because under stress condition meat quality can deteriorate quickly and
hence shelf life also will be minimized. After unloading birds were hanged from their shanks on
moving chain. Chain moved in slaughter room where 4 technical persons slaughtered the bird
with sharp knife by reciting Takbeer in loud voice. The Knives were continuously washed and
sterilized after 15-20 birds. In the area of slaughtering and hanging, there were blue lights
installed so that birds should remain calm because broiler’s vision in blue light is poor. They
gave 3 minutes for proper bleeding. After that chain moved next for washing of the birds. There,
5
Birds were observed for proper bleeding. Some birds improperly slaughtered were rejected.
Chain moved in the scalding region in which feathers are removed automatically in machines
containing rubber fingers. After that chain moves towards evisceration region where visceral
organs like heart, gizzard, intestines, lungs etc. were removed by machines. After washing this
chain stayed in a cool chamber for 90 minutes at 0-4 oC so that maximum bacteria should die.
After that chain moved to next sections and further processed the chicken into different products.
Which are stored at -18oC. The shelf life of fully cooked product was 6 months and 1 year for
uncooked meat at -18oC. There were no preservatives added in the poultry meat or meat
products.
Conclusion
Poultry meat is a good alternative of red meat in the days when there is no surety of the meat
safety and halal meat. Poultry meat provided good quality protein and fatty acids which are best
for human health as compared to red meat. Poultry meat is available in low price. But marketing
system is traditional in nature and now progressively market is converting from wet market to
processed market. But there is a need to create awareness about importance of poultry and
further importance of processed poultry products. Processed poultry meat is safe and healthy as
compared to un processed meat. By providing different kinds of Products, Consumption level of
protein can be improved for healthy life of the citizens of Pakistan.
Acknowledgment
First of all I would like to Thanks ALLAH ALMIGHTY who had provided me an
opportunity to conduct research in a successful way and blessed me with such a kind advisors. I
would also like to pay special thanks to my supervisor Dr. Muhammad Tariq who has guided me
in my research and always told me the possible solution of problems. Then I would like thanks
Dr. Mustafa Kamal, Director Big Bird Group of Companies (one off the LEADING GROUP
POULTRY BUSINESS IN PAKISTAN) who has allowed me to take a visit of poultry
processing plant and thanks to Dr. Khalid Mahmood Shouq who has helped a lot to take
permission for visit. Finally I would like to thanks to all the respondents from the fast food
outlets and public of Lahore for giving their point of view about poultry meat.
6
Pictorial View of the Study:
Consumers Survey
Fast Food Outlet Survey
Processing Plant Visit
7