1 / 19

Animal ID: A Marketing Advantage

Animal ID: A Marketing Advantage. Lynn Heinze VP Information Services U.S. Meat Export Federation. Need For Traceability. Identification and traceability: Trace back in the event of an animal disease outbreak

magda
Télécharger la présentation

Animal ID: A Marketing Advantage

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Animal ID:A Marketing Advantage Lynn Heinze VP Information Services U.S. Meat Export Federation

  2. Need For Traceability • Identification and traceability: • Trace back in the event of an animal disease outbreak • Adding assurances, building brand features and benefits, and enabling more in-depth marketing to consumers • Improving product quality by sending economic signals back through the production and supply chain • One element within the larger scope of product attributes documentation and process verification

  3. EU: Non Hormone Treated Cattle

  4. Export Verification Programs • 14 Beef Programs • Mexico, Canada, Taiwan, Egypt, Lebanon, Chile, Philippines, St. Lucia, Japan (pending), Hong Kong, Singapore, Thailand, Costa Rica, Korea (pending) • 2 Lamb Programs • Mexico and Canada • Approx. 180 Participating Plants As of 3-31-06

  5. Beef Export Verification 1 3 5 AMS APPROVED Application Is submitted Onsite Evaluation Conducted by AMS Approved by AMS AMS Web Listing Successful Audit Qualified AMS Auditor Conducts Desk Audit Surveillance Audits Conducted 4 2

  6. Traceability Tracking Systems IA = Individual Animal G = Animal Group Or Lots 1 = Planned Program

  7. Traceability Defined Objectives C = Current Objective P = Planned Objective

  8. Canada Mandatory farm through slaughter or exporting port

  9. South America Some countries mandatory for exports EU - Criteria

  10. Korea • “Transparent Traceability Assurance:” Retail can learn about the farm location and owner, production practices and harvest facility • RFID tagging of all domestic and imported product that passes through customs

  11. China

  12. Japan • Book Keeping System • ID cattle at birth • Verify birth ID at death or slaughter • Verify BSE test is performed on each animal at death or slaughter • JAS requires disclosure of feed and antibiotic use

  13. Australia • 1999: Voluntary system mainly for export markets Ear tags for cattle Bar-codes for carcasses Barcodes on boxes/carton • Blood samplesfor DNA ID • Life Cycle traceability via DNA

  14. Europe 1999: Mandated every EU member state maintain a database with records of all livestock andtheir movements

  15. Top Global Supermarket Companies Farm Foundation, 2004, Food Traceability & Assurance in the Global Food System

  16. Stores Set Standards • Build on gov’t‘minimums’ • Set achievablestandards • Expect suppliersto meet or exceed these • Grow confidence

  17. Imagine … Data Data Source: Optibrand

  18. Product Verification • U.S. premiums? • $25-$35 reportedly being paid now • Will these go up? • Value to customer of supply verification? • Will product verification become norm? • Your competition is doing it • Brazil, Argentina, Uruguay, Australia, Canada … U.S. producers/producer organizations

  19. www.usmef.org For additional information:

More Related