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Safety, Perception, Demand:Better Names for Quality

John Henry WellsFood Systems Engineer

Foods Must be Safe

Safety before

Quality

Regulatory Definitions

Federal Food Drug & Cosmetic Act

"Food " means

(1)articles used for food or drink for man or other animals,

(2)chewing gum, and

(3)articles used for components of any such article.

OAR 603-025-0010

Adulterated Food (FD&C Act SEC. 402)

• Intentional or Unintentionally Added• Unintentional or Intentionally Not Added

Misbranded Food (FD&C Act SEC 403)

• Misleading Label or Container• Contents-Label Mismatched• Label Incorrect Format

Federal Food Drug & Cosmetic Acthttp://www.fda.gov/opacom/laws/fdcact/fdcact1.htm

Regulatory Definitions

"Food Processing" means the cooking, baking, heating, drying, mixing, grinding, churning, separating, extracting, cutting, freezing or otherwise manufacturing a food or changing the physical characteristics of a food, and the packaging, canning or otherwise enclosing of such food in a container, but does not mean the sorting, cleaning or water-rinsing of a food.

OAR 603-025-0010

Regulatory Definitions

"Potentially Hazardous Food" means any food that consists whole or in part of milk or milk products, eggs, meat, poultry, fish, shellfish, edible crustacia or other ingredients, including synthetic ingredients, in a form capable of supporting rapid and progressive growth of infectious or toxigenic microorganisms, but does not include food which has a pH level of 4.6 or below or a water activity (Aw) value of 0.85 or less

. OAR 603-025-0010

Food Science Food Microbiology

• Characteristics of Microorganisms– They are everywhere (ubiquitous)

• Assume your food has one or more pathogens– They live under extreme conditions

• Temperature– Psychrotrophic (refergiration temperatures) – Mesophilic (normal room temperatures)– Thermophilic (high temperatures)

• Atmosphere– Aerobic (live in presence of oxygen)– Anaerobic (live in absence of oxygen)– Facultative (live by adapting to what is available)

Food Science Food Microbiology

• You Can’t See Microorganisms (microscopic)

• Spoilage Microorganisms (impact quality change)– Slime, Mold, Yeast (undesirable sensory experience)– Beneficial Microorganisms (fermented foods)

• Pathogenic Bacteria (impact human health) – Foodborne Illness can result from:

• Toxins Production (past microbial activity)• Microflora Ingestion (present growth conditions)• Heat Resistant Spores (future contamination opportunity)

THEY MIGHT KILL YOU

We are the microbes …

Food Safety AnalysisRegulatory Definitions

• Code of Federal RegulationsTitle 21 – Food and Drugs

http://www.access.gpo.gov/cgi-bin/cfrassemble.cgi?title=200521

Part 1-99 Food and Drug AdministrationPart 100-169 Food (Labeling, GMP, HACCP, etc.)Part 170-199 Food Additives

(Title 21 CFR Section 101.9 - Nutrition labeling of food )

Food Science Physical Food Preservation

• pH Control - measurement of the acidity or alkalinity of a solution (pH meter)

• Aw Control - measurement of the amount of water available to microorganisms and chemical reactions (water activity)

• Temperature Control– Heating – elevated temperature to kill selected microorganisms

(thermal processing – heating followed by cooling)– Refrigeration – lowering temperature to slow microbial growth

(cooling)– Freezing – lowering of temperature to create biologically inert

water (formation of ice crystals)

Food Science Physical Food Preservation

• Combination Techniques– Multiple microbial hurdles

Controls on one or morepH + Aw + temperature

– Package microenvironment• Moisture barriers to maintain correct Aw

• Headspace gas composition to suppress microbesModified atmosphere packaging (MAP)

Food Safety before Food Quality

Food Safety AnalysisCross Contamination

• Post-process contamination – product that is heated to reduce the number of microorganisms and comes in contact with unheated materials.

– Avoid mixing of finished product and raw materials.

• Proper process planning – product flow should consider minimize risk of cross-contamination

– Incoming materials and finished product should be on opposite ends – Waste flow countercurrent to product flow

. • Proper facilities planning - HVAC (heating, ventilation and air

conditioning) system should be designed so that the highest air pressure is in the finished product area.

– Reduce the risk of cross-contamination by air-born particles.

HACCP References

• U.S. Department of AgricultureFood Safety Inspection Service

http://www.fsis.usda.gov/Science/Hazard_Analysis_&_Pathogen_Reduction/index.asp

• U.S. Food and Drug AdministrationCenter for Food Safety and Applied Nutritionhttp://www.cfsan.fda.gov/~lrd/haccp.html

Foods Must be Safe

Safety before

Quality

“Fitness for Use” Food Hazard

• Food hazard means any biological, chemical, or physical agent that is reasonably likely to cause illness or injury in the absence of its control.

21 CFR 120.3 (g)

• Food Safety is most important (period) SAFETY BEFORE QUALITY

Food Safety Management SystemHazards and Controls

HazardsBiological Risks

Microbial Contamination(naturally occurring)

Chemical RisksChemical Adulteration(anything not on the

ingredient label)Physical Risks

Foreign Matter(glass shards, equipment

parts, etc.)

ControlsReduce Hazard

Sanitation Plan(GMP, SSOP, etc.)

Avoid HazardProcess Control(Measure, record, etc.)

Eliminate HazardCorrective Action(Change and verify)

Describe Your ProductClass Activity

• Describe the “Controls” for your product– How do you reduce, avoid, and/or eliminate

potential hazards?

~ 10 minutes!

QualitySearch for Meaning

A subjective term for which each person or sector has its own definition.

http://www.asq.org/glossary/q.html

QualitySearch for Meaning

the extent to which a product fulfills consumer needs and wants

an aesthetic standard for a product usually set by experienced users

the sum of those attributes that govern product acceptability to the buyer or consumer

Critical Reviews in Food Science and Nutrition, 2000

there are many incomprehensible, official definitions.

think of quality as "we keep our promises“

http://www.iso9001help.co.uk/ISO_9000_history.htm

QualitySearch for Meaning

QualitySearch for Meaning

in technical usage, quality can have two meanings: 1. the characteristics of a product or service that

bear on its ability to satisfy stated or implied needs; “fitness for use”

2. a product or service free of deficiencies; “conformance to requirements”

http://www.asq.org/glossary/q.html

“Fitness for Use” Food Hazard

• Food hazard means any biological, chemical, or physical agent that is reasonably likely to cause illness or injury in the absence of its control.

21 CFR 120.3 (g)

• Food Safety is most important (period) SAFETY BEFORE QUALITY

Quality Management SystemHazards and Controls

HazardsBiological Risks

Microbial Contamination(naturally occurring)

Chemical RisksChemical Adulteration(anything not on the

ingredient label)Physical Risks

Foreign Matter(glass shards, equipment

parts, etc.)

ControlsReduce Hazard

Sanitation Plan(GMP, SSOP, etc.)

Avoid HazardProcess Control(Measure, record, etc.)

Eliminate HazardCorrective Action(Change and verify)

“Conformance to Requirements” Food Standards

• Codex Alimentarius (FAO/WHO Standards)http://www.codexalimentarius.net/

Standard for Olive Oils and Olive Pomace Oils (33)Standard for Raisins (67)

• Standards of Identity (FDA/USDA Standards)http://www.gpoaccess.gov/cfr/

Cereal Flours and Related Products (21 CFR 137)Catsup (21 CFR 155.194)

Quality Grade StandardsAbsence of Something Bad

Quality (subjective concept)degree to which a set of inherent characteristics fulfils requirements

Defect – non-fulfillment of the needs and expectations

Grade (objective concept)category or rank given to different quality requirements for the items having the same functional use

Nonconformity – non-fulfillment of the stated requirement specifications

Quality Integration, March 23, 2005http://qiblog.blogspot.com/2005_03_01_archive.html

Perceptions of QualityPerishable Nature of Food

• Quality is an individual consumer’s expectations or preferences toward – Specific characteristics– Predominate attributes

• Foods perish by developing undesirable combinations of quality attribute– All foods perish – shelf-life expectation

Quality Attributes

Food ScienceFood Safety, Deterioration and Spoilage

• Microorganisms • Enzymes• Pests• Contamination• Inefficient Use

• Moisture• Temperature• Time• Oxygen• Light

Quality Perceptions Sensory and Consumer Science

A complicated, complex and chaotic interaction of:– Compliant factors– Product composition– Physical properties– Chemical reactions– Enzymatic activity– Microbial interaction/growth– Nutritional value– Aesthetic appeal

Quality Perceptions Sensory and Consumer Science

A complicated, complex and chaotic interaction of:– Compliant factors– Product composition– Physical properties– Chemical reactions– Enzymatic activity– Microbial interaction/growth– Nutritional value– Aesthetic appeal

SensoryCharacterics

hasvery few

SCIENTIFICSTANDARDS

Sensory Science Consumer Science

Perceptions and PreferencesSensory Science

• Sensory Perception– Taste– Smell– Vision– Touch/Hearing

• Sensory Preference– Flavor– Aroma– Appearance– Texture

• Taste (Tongue)– Palate, oral cavity

• Smell (Nose)– Oral-nasal region

• Vision (Eyes)– Scale/Dimension– Light

wavelength, intensity, purity

• Flavor– Salty, sweet, sour, etc

• Aroma– Fruity, floral, musty, etc.

• Appearance– Physical shape and size– Color

hue, brightness, saturation

Perceptions and PreferencesSensory Science

• Hearing (Ears)– Sound of biting/chewing

• Touch (Kinesthesis)– Muscles, tendons, joints

• Touch (Somethesis)– Pressure, pain, temperature

• Vision– Light

transmitted, absorbed, reflected

• Texture– Crispness, hardness, etc

• Texture– Sticky, chewy, gummy, etc.

• Texture/Taste (mouth feel)– Fizzy, melt, etc.

• Texture/Appearance– Structure, thickness

shine, polish, turbity

Perceptions and PreferencesSensory Science

Sensation and IntensityPerceptions and Preferences

• Sensory stimulus in context and experience– Perception expressed as a sensation (+ or -)

• Presence of desirable product attributes• Absence of undesirable product attributes

– Preference expressed as intensity (relative)• Greater degree of desirable attribute is perceived

– higher intensity (more preferred ~ higher quality)• Lesser degree of the desirable attribute is perceived

– lower intensity (less preferred ~ lower quality)

Sensory Testing

• Sensory Rating Methods– Panelists are trained to recognize specific quality attribute

that are defined in advance• Intensity Scaling• Quality Loss Monitoring

• Sensory Difference Methods– Panelists are asked to compare product samples and

determine if there are “noticeable charges”• Deviation from Reference• Shelf-Life Determination

Sample A

Sample B

Sample C

Not Hot Very Hot

Not Hot Very Hot

Not Hot Very Hot

Intensity Scaling

Sample A

Sample B

Sample C

R

R

R

Reference

Deviation from Reference

Sensory Science Consumer Science

Consumer Testing

• Focus Groups– Open discussion within a group guided by a moderator

• Use and Brand Studies• Market Drivers

• Hedonic Scaling– Rating question about non-specific character

• Overall Liking

Emotions and BehaviorsConsumer Science

• Affective Measures (agreement)– Emotional state elicited by a food item prior to ‘action’

(sensory acceptance or avoidance level)• Acceptor Set Size - Percentage of customers who like the

product (as acceptable)

• Consumptive Measures (certainty)– End-point ‘action’ is the behavior of selection or

consumption of a food item• Direct Weight Measurement – Weight of each food item

before and after serving (least uneaten portion)

Describe Your ProductClass Activity

• Describe the “Sensation and Intensity”– What are the most prominent characteristics of

your product?– How will the consumer know it is there?

• Describe the “Emotions and Behaviors”– What are the feelings and actions that you want

consumers’ to experience from your product?

~ 10 minutes!

Consumers need < product name > because …

Consumers want < product name > because …

Consumers value < product name > because …

Consumer DemandEssential Market Understanding

Food and Agriculture EnterpriseConsumer Demand

Food Review 25(1): 2-9. USDA-ERS, May 2002

• Demand for Value-Added Products

• Demand for Quality-Differentiated Foods

Food and Agriculture EnterpriseConsumer Demand

Food Review 25(1): 2-9. USDA-ERS, May 2002

• Demand for Value-Added Products“Benefits” that Add Value

Benefits that Add ValueMultiple Perspectives

Purpose

Perception

Promotion

Process

Place

Food and Agriculture SystemBenefits that Add Value

Benefits that Add Value• Production – cultural practices and supply chain

– Managed by farmer producers and ingredient suppliers• Manufacturing – defined specifications

– Managed by food entrepreneurs • Consumption – customers and consumer

– Managed by distributors and retailers

Food and Agriculture EnterpriseConsumer Demand

Food Review 25(1): 2-9. USDA-ERS, May 2002

• Demand for Value-Added Products

• Demand for Quality-Differentiated Foods

“Benefits” that Add Value

“Distinctions” that Differentiate Quality

Food and Agriculture SystemConsumer Demand

Distinctions that Differentiate Quality• Needs• Wants• Values

Benefits that Add Value• Production - An economic livelihood for farmer producers• Manufacturing - A business opportunity for entrepreneurs • Consumption - A market source of nutrition for society

Distinctions that Differentiate Quality• Needs - I need food to live

Benefits that Add Value• Production - An economic livelihood for farmer producers• Manufacturing - A business opportunity for entrepreneurs • Consumption - A market source of nutrition for society

(my lifestyle experience)

Food and Agriculture SystemConsumer Demand

• By 2020 more than one-third of the American population will be over fifty

• Over 68 percent of the population is using vitamins and minerals

• Over 25 percent of the population are using herbs and related supplements

• American consumers are constructing new personal wellness regimes

Lifestyle ExperienceDistinct Needs

Natural Products Census, The Hartman Group

Food and Agriculture SystemConsumer Demand

Distinctions that Differentiate Quality• Needs - I need food to live (my lifestyle experience)• Wants - I want foods that are …

Benefits that Add Value• Production - An economic livelihood for farmer producers• Manufacturing - A business opportunity for entrepreneurs • Consumption - A market source of nutrition for society

Dashboard Dining Makes Tracks

Focused on the growing niche of mobile foods, Deli Dashers® Premium Meal Oriental Cups, with a decidedly regional Chinese influence, are hitting the mark.

http://www.preparedfoods.com/CDA/ArticleInformation/features/BNP__Features__Item/0,1231,113739,00.html

PreparedFoods.com

Convenience Products Distinct Foods

Stand-Up,

Zip-Lock,

Pop-Top,

Squeeze Bottle,

Surprise Inside

Products

Food and Agriculture SystemConsumer Demand

Distinctions that Differentiate Quality• Needs - I need food to live • Wants - I want foods that are … • Values - I appreciate (and benefit from) foods that are …

Benefits that Add Value• Production - An economic livelihood for farmer producers• Manufacturing - A business opportunity for entrepreneurs • Consumption - A market source of nutrition for society

Distinct ValuesCertifications

Quality-Differentiated ProductsIncreasing Distinction

Degree of Distinction:

Safety

Satisfaction

Sustainability

Social Responsible

Continuous Improvement: Programs:

ISO 22000 Food Safety Management SystemHACCP Microbial Food Safety Hazards

ISO 9000 Quality Management System

ISO 14000 Environmental Management System

ISO 26000 Guidance Standard on Social Responsibility SA 8000 Social Accountability Standard

International Standards Organization (ISO)

4-S Criterion for Food and Agricultural Enterprise

Quality-Differentiated ProductsHow is quality defined?

Continuous Improvement

in the

Degree of Distinction

Food and Agriculture SystemConsumer Demand

“Distinction Mix” that Differentiates Quality• Needs• Wants • Values

“Benefit Mix” that Adds Value• Production • Manufacturing • Consumption

Benefit

Increasing Value-AddedProducts

Increasing

Distinction

Quality-DifferentiatedFoods

Benefit

Increasing Value-AddedProducts

Increasing

Distinction

Quality-DifferentiatedFoods

Production

Manufacturing

Consumption

Benefit Mix

Needs

Values

Wants

Dis

tinct

ion

Mix

ConsumerDemand

Benefits + Distinctions

Cost

Production

Manufacturing

Consumption

Benefit Mix

Safety

Social Responsibility

SustainabilityDis

tinct

ion

Mix

DemandSpecifications

Satisfaction

Describe Your ProductClass Activity

• Describe the “Benefit Mix” for a product– How are production, manufacturing, and/or

consumption factors used to add-value to your product?

• Describe the “Distinction Mix” for a product– How are consumers’ needs, wants, and/or values

(4-S criterion) considered to quality-differentiate your product?

~ 10 minutes!