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Meat eater study extends up value chain

A study of Canadian consumers’ meat buying habits and preferences will now extend further up the meat value chain, the George Morris Centre announced Monday.

The Guelph-based ag think tank’s study, Consumer data for farmers and the agri-food industry, recently wrapped up 12 months of researching purchasing behaviours and drivers of 7,700 consumers of pork, chicken, veal and lamb.

“Purchases by 4,500 family units were tracked down to individual cut, store, price, promotion, etc. over a 12-month period as well,” the centre said Monday. “Purchase drivers of 3,200 household head buyers relating to issues such as quality and preferences were also captured.”

Phase 2, however, involves an examination of existing chains to identify opportunities for all participants to capture greater value by ensuring that, wherever possible, every operation is conducted directly in line with consumer demands, the centre wrote Monday.

“We are seeking Canadian value chains comprised, but not limited to, a retailer, processor and farmers, to participate in the first four projects: one each in lamb, veal, chicken and pork,” said Martin Gooch, director of the GMC’s Vaue Chain Management Centre, in a release Monday.

“This is a real opportunity for businesses to apply proven value-capturing techniques to improve their competitiveness and profitability.”

Phase 2 analyses will use techniques developed in the U.K. and Australia, and will involve an international team, led by the Value Chain Management Centre.

To nominate themselves and the chains within which they operate to participate, applicants must meet certain criteria:

  • the potential participants must already be conducting business together;
  • the participants should encompass the entire chain and be willing to participate fully with the researchers;
  • they must have the support of senior management; and
  • each project must be completed by November 2008.

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