Dated: 1 June 2008
MEAT INDUSTRY: Beefing Up for Asia
New Zealand wants to a good chuck of Asia's hearty meat appetites.
BY DAPHNE TAN
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Say "New Zealand" and images of vast fresh plains come to mind. It's hardly surprising that blessed with such verdant pastures, the country has sidled into its natural advantage in cattle raising, with sheep outnumbering the human population 10 to one. New Zealanders love their meat and dairy, and per capita beef consumption here is one of the highest in the world.
Local consumption isn't the only thing that's giving New Zealand's meat industry a lift up. Consumption in the Asia-Pacific, a region right at its doorstep, is also growing as increasing incomes are driving up demand for meat, especially for high quality cuts. On the supply side, New Zealand looks well positioned to meet this demand. Food and beverages account for the bulk of New Zealand's exports. In the year to March 2008, total F&B exports were NZ$20.6 billion (US$16.2 billion), more than half of all exports. Meat exports alone represented at least a quarter of total F&B exports, at NZ$4.4 billion.
Nutritionists point out that beef has an excellent nutritional profile and lean beef is one of the best and healthiest sources of protein. According to the George Mateljan Foundation, a non-profit organization, a mere 113 grams of beef contains as much as 64 percent of daily protein needs, and is an excellent source of the essential amino acid, tryptophan as well as range of B vitamins, iron and other minerals. And all at only 240 calories.
The fact that New Zealand cattle are mainly grass-fed gives it a distinguishing quality compared with grain-fed beef from other top producers, says the New Zealand Meat Board. A clean bill in diseases such as foot-and-mouth disease and mad cow disease or BSE also gives New Zealand beef an edge in the export market.
Having cattle roam about in the outdoors where a good climate and rich soils have given rise to abundant pastureland also contributes to the high quality of meat produced. Grass-fed cattle contain higher levels of omega-three fatty acids than do grain-fed varieties.
Although not as visible in the supermarkets here as their competitors from Australia, the US or Europe, New Zealand beef is quietly making headway into Asian stomachs through hotels and restaurants, says the Meat Board, while efforts are also being made to target retail chains. "Consumer demands are shifting to know more about eating quality, food safety and origin of product and New Zealand has an excellent profile for all three." It adds that pasture farming is also less intensive here than in the other parts of the world, which means a reduced need for veterinary medicines, chemical additives and feed supplements.
Confident of the quality of their product, beef producers in New Zealand are also eyeing the Asian market. A sizeable cluster of eye-catching Maori art-decked booths signaled a strong New Zealand presence at the Food and Hotel Asia show in Singapore last May.
Asia Food Journal caught up with Fisher Meats, a family retail beef business, amid the frying and barbequing for some questions:
AFJ: When did you first become interested in the Asian market?
In 2007 Fishers had a stand at both the Sydney and Brisbane Fine Food shows and it was at these two shows that we became aware of strong interest from Asian companies in our products. This February, Fishers also sponsored the New Zealand Legend Rugby side at the Bangkok 10's Rugby Tournament and co-sponsored the tournament BBQ at the completion of the games. There was considerable interest in our steak products and some exciting business opportunities have resulted.
The growth being experienced throughout Asia is worth noting and is what appealed to us in the beginning. We are, after all said and done, part of this giant community.
AFJ: Tell us more about your presence and headway made in the Asian markets.
We are currently supplying into Singapore through Whole Trading and from FHA have been approached by Indoguna on behalf of Cold Storage to supply their supermarket group in Singapore.
Also subsequent to FHA, we have sample product heading to the Philippines. In Thailand, we have successfully concluded discussions with Tesco Lotus and have also appointed a distributor in Bangkok to handle the Tops supermarket group. We have had interest shown from Indonesia, Malaysia, Korea and Japan but as yet nothing has been finalized in these markets.
We are interested in all Asian countries. Currently we have processing facilities in New Zealand and Australia, the latter being set up to supply Australia and halal markets in Indonesia and potentially Malaysia. The New Zealand plant has been set up for supplying New Zealand and all other Asian countries.
AFJ: Yours is a family business. Do you think this ‘family touch' makes your business that bit special compared with larger meat processors?
One of the main advantages for a potential customer is that they have immediate access to the decision makers—new ideas can be suggested and implemented without months of delay. The people spoken to at FHA enjoyed talking and dealing with owners.
AFJ: Which products do you think will work well in Asia, in terms of taste, logistical considerations and portion sizes?
In Singapore, we have had a tremendous reaction to our flavor infused portion cut meat products. From the FHA show, we have decided to extend this range to include premium small goods as well as adding portion cut lamb products to our existing beef and pork steaks.
Our flavor-infused products are delivered portion cut, vacuum packed and frozen (uncooked). These products have an extended two-year shelf life and as such, give real safety for transporting in very hot climates. The infusions have been created for the Asian pallet. Our teriyaki products demonstrated at FHA are an example of this.
AFJ: Besides the teriyaki products, what are some other star products or flavors that work well in this region?
Fishers also produces many other flavors including red wine and roasted garlic, ginger and garlic, sweet and spicy, hot and spicy (chilli and pepper), and apple pork sirloin with manuka honey. All these were developed for the emerging Asian market. We are constantly revising this ever increasing list, with particularly emphasis on the Asian pallet. The 300 gram packs with 2x150 gram portions have been received very well in Asia. These products are delivered frozen with a two-year shelf life.
AFJ: What are some problems you have encountered exporting meat to Asia?
One of the greatest difficulties we have found is at the time of the initial exportation and subsequent importation to Asian countries. Each Asian country has a different set of rules on each animal species. These rules are then enforced for each country by the government authorities in both New Zealand and Australia, and variation in interpretation of these rules can cause concern.
AFJ: How are you planning to continue your marketing efforts in Asia?
We are represented at Thaifex in Thailand and will be attending the Fine Food show in Melbourne in September which many Asian companies attend. We are looking forward to being part of Asia's continual growth and this is a very exciting time for us.
MEAT PROCESSING: Giving the Heat Treatment
One of the most important methods used to preserve meat products, heat treatment can create high value end-products.
BY HUUB WILDENBEEST DIRECTOR, MEAT TECHNOLOGY & DEVELOPMENT BV, THE NETHERLANDS
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There are several methods of heat treatment which can be used depending on the type of meat product. Cooked sausages, cooked hams, liver sausages and pates are cooked in water or steam at approximately 78 and 85 deg C. Canned products are sterilized at higher temperatures, which have a great infl uence on the eating properties of products. Roasted products can be prepared in an oven with high temperature (gas or infrared) and low humidity.
In the convenience industry, products like nuggets, fi llets or kebabs can be heat treated by frying them in oil or oil in combination with steam. The use of a microwave for heat treatment is so far not frequently used in the meat industry.
One of the oldest methods of cooking involves using hot water. Infrared and gas heating (direct with a fl ame) are also used. Besides these older techniques, new technologies are under further development, for example high pressure cooking or frying with steam instead of oil. It is important to identify the best way of cooking a product to achieve the requirements of the end user.
Temperature effects
In the different production processes, different types of heat treatment are used, which depend on the requirements and the properties of the end-product. Products can be classifi ed into groups such as meat products (cooked with steam, canned and sterilized), convenience products (with a batter and coating), and products prepared for a grilled appearance. When cooked as a meat product (sausage or ham), the temperature used is between 78 and 85 deg C and the time of exposure is until a core temperature in the product is reached at 68-72 deg C.
Canned products when heated in oil are cooked at a temperature of 165-180 deg C. Products can be fully heated by frying in oil, or partly heated in oil and the rest of the treatment done using steam to reach a desired core temperature. The core temperature should not be higher than the temperature of the oil.
When products are grilled or roasted, they are cooked at high temperatures and low humidity to create the right appearance. The temperatures are nearly the same as in the frying process, which is 165 deg C and higher. Products can be fully prepared or pre-cooked and only receive a heat treatment on the outside to create the grilled appearance. Certain temperatures are necessary to cook products and create a certain appearance.
Oil absorption
It is necessary to use high temperatures because of the browning of the product and the absorption of oil by the meat. When the temperature is too low (lower then about 165 deg C), the meat absorbs the oil and the product will have no color. When working with a temperature that is too high, the outside of the product will look burnt.
Oil is always used when products are battered and coated as the frying process has a great infl uence on the crispiness of the product. The type and quality of oil used has a great influence on the end product, because when the wrong oil is used, the rancidness of the oil has a negative effect on the end-product.
Water and steam
When working with steam, temperatures below and above 100 deg C can be used. One of the major issues with heat treatment is to use the right method, because the cooking may otherwise damage the endproduct and consequently will not fulfi l the demands of the customer. Steam can be very aggressive on the product surface because of the high energy content. In that sense, water can be a friendlier but slower method than steam.
Grilling or roasting
As described, grilling or roasting is done with higher temperatures and low humidity. Due to these production circumstances, it is important to observe what is happening with the product. Browning ingredients can help, allowing you to lower the temperature during heat treatment. A browning ingredient can be a product based on burnt sugar (caramel) or on the color performing components of liquid smoke.
The caramel is more a coloring agent and the color performing components of liquid smoke react with the protein on the surface of the product. Infrared and gas heated ovens are used for grilled and roasted products to create the desired end temperature.
Batters and coatings
These products are mainly based on sugars, proteins and fl ours. The main goals of using these components are coloring, creating texture and a particular appearance. The combination of the heat treatment used and the right adhesion on the product is important. A bad adhesion can pollute the oil quickly and therefore increase the rancidness of the oil. To avoid pollution during frying, the oil is fi ltered and cleaned. Juiciness and taste
When producing sausages, it is important that the end-product shows no gel and fat separation. In the production of convenience foods where relatively high temperatures are used, cooking can cause great damage in terms of water lose.
It’s important to realise that water loss is not only a financial matter but more importantly, has a great influence on the eating properties i.e., the juiciness of the product. The consumer wants a juicy and tasteful product. Adding water binding additives can help achieve certain qualities of juiciness in the end product.
Additives
It is important to consider what the goal is with the addition of certain additives. Is the reason mainly water binding or holding, or has it more to do with emulsifying fat (and water)? Or is it even a combination of both?
When talking about water binding in the meat dough, different products can be used to support water binding, namely proteins. A group of proteins that can be used include blood plasma, soy, pea and milk proteins. When it is important to bind fat, mono- and di-glycerides can be used. However, some of the above mentioned proteins can be used as an emulsifi er and to support the proteins in their functionality.
It’s also important to consider the use of different types of fi bers for water retention. The difference between proteins and fi bers is that proteins create a network and bind the water in the network. The addition of extra protein supports the meat protein when building a network in which water and afterwards fat is integrated.
Fibers behave differently from proteins. The functionality of fibers is to retain water and not to bind it. By using both proteins as well as fibers you can create a synergetic effect.
Flavor and mouth feel
The effect of heating on the fl avor profi le of a product is also great. Cooking can destroy fl avor or decrease the fl avor intensity. The higher the temperature, the greater the damage will be. However, damage can be controlled by working with lower temperatures and improved water binding. The more water a product contains, the more intense the taste.
It is most important that there is a favorable texture or fi rmness and "mouth feel" to meat products. Attempts are often made to recreate the properties of meat in other products, for example vegetarian products. Although such products are improving all the time, there is a difference between the texture and mouth-feel of meat products and vegetarian ones. It is therefore important to keep the specifi c properties of meat in the product and to recognise the infl uence of cooking and the effect of water loss.
To meet customer demands, it is vital to use the correct combination of production processes, additives, and the required properties of the end product.
This article was reprinted from Poultry Processing Magazine vol 4 no 1 (2008), a publication of Reed Business Information Netherlands.
CONSUMPTION TRENDS: Meat of the Matter
Study after study have shown that as nations move up the income ladder, demand for protein increases. While there are many sources of protein ranging from vegetarian to dairy and meat, no other food packs as much protein and essential nutrients nor is as succulent and scintillating to the tastes buds as a hearty morsel of meat.
Putting numbers to the trend, fi gures from Datamonitor reveal Asia’s booming appetite for meat. While Hong Kong races ahead of the pack in frozen and chilled meat demand, owing to qualities of freshness and subtle tastes in Cantonese cuisine, much of developing Southeast Asia is showing interest in canned and processed meats.
The Philippines looks set to gobble down a hefty US$512 million worth of canned meat products in value terms by 2011, a 6 percent increase from 2007. While Thailand comes in a distant second at US$97.5 million, average projected growth between 2007 and 2011 is the highest at 32 percent. Its CAGR taken from 1999 to 2011 at 8 percent, is also the greatest in the list, signifying the potential of the Thai market for processed meat products.
Frozen meat
Chilled meat
Canned meat
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