Implementing a palatability assured critical control point (PACCP) approach to satisfy consumer demands

A 5-year commercial trial was run to test a new retail-to-farm trading model focused on beef eating quality as assessed by consumers. Retail description and pricing was based on cooked eating quality outcomes, dispensing with conventional anatomical cut description. Eating quality prediction was obtained by extensive use of the Meat Standards Australia (MSA) prediction model, which assigns a palatability score for each muscle from a given carcass when cooked by various methods. Pricing from the retail store to the boning and fabrication operation and from there to the supplying farmer was based on a % of retail value basis, thereby providing a direct incentive for the entire chain to focus on consumer satisfaction. Extensive yield and quality recording was conducted, providing detailed data to all participants and highlighting the magnitude of true value differences between carcasses, often of very similar type and appearance. The trial was successful in that sales continued to increase throughout the period and it has continued as an expanding commercial venture. The novel offer of fresh beef and cooked beef meals resulted in balanced carcass disposal and enhanced value to consumers. Systems were successfully developed to manage the process through each segment of the supply chain. It is believed that the principles demonstrated have broader industry relevance and provide the potential to stimulate substantial innovation and to reposition beef as a more contemporary food category. There are challenges in adopting this philosophy however due to required changes in technical procedures, in educating consumers regarding a new product offer and, more particularly, in changing industry culture.