Consumer awareness & supply chain initiatives

.. a consumer campaign was developed and implemented aimed at increasing the awareness, interest and desire for cooled chicken ..

Consumer awareness

In general, consumers in Jakarta prefer uncooled freshly slaughtered poultry meat that is sold on wet markets and by street vendors. Food safety and public health regulations in Greater Jakarta, however, require that meat is slaughtered and sold under hygienic, cooled conditions. Enforcement of these regulations is difficult. When more and more consumers in Jakarta and other cities start to accept cooled or frozen poultry meat as a healthy and safe alternative, the slaughter practices in the cities can be phased out and law enforcement will become better feasible.

consumer awarenessDIFS-Live therefore develops and organises a consumer campaign aimed at increasing the awareness, interest and interest for cooled chicken. This campaign targets urban consumers and is implemented on behalf of the Indonesian veterinary public health authorities of Jakarta and of DGLAHS. Consumers in West Java need to become confident that cooled and frozen poultry meat is of the same or better quality than fresh poultry meat.

The Faculty of Human Ecology, Bogor Agricultural University (FEMA-IPB) Indonesia and Schuttelaar & Partners jointly developed a consumer campaign plan. The Agricultural Economic Research Institute (LEI) of Wageningen UR monitors the consumers’ attitude and behaviour during the campaign to measure the campaign’s impact.

Supply chain initiatives activities

The increasing demand for poultry meat leads to investments slaughter capacity and development of the broiler farm production. As part of DIFS-Live, scenario studies were conducted to study how the poultry meat production chain can grow in a responsible and sustainable way.

A transition needs to take place from the traditional small home-based slaughter points in urban areas towards medium sized (semi-)automated slaughter houses with higher hygiene standards located outside urban areas. With an increased physical distance between the place of slaughtering and the market, the conditioning of the poultry meat during distribution and marketing becomes essential for meeting freshness and food safety standards.

The scenario studies were conducted by the Agricultural Economic Research Institute (LEI) of Wageningen UR in cooperation with the Centre for tropical animal studies, Bogor Agricultural University (LPPM-IPB) and Rabobank.