bison in the global perspective: exotic meat or the 21 ...bison in the global perspective: exotic...
TRANSCRIPT
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Dr. David HughesEmeritus Professor of Food Marketing
International Bison Conference
Big Sky Resort
Big Sky, Montana, USA
Thursday, July 6th, 2017
Bison in the Global Perspective:
Exotic Meat or The 21st Century
Sustainable Premium Protein?
@profdavidhughes
www.supermarketsinyourpocket.com
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Traffic Issues in Montana
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The Morning Traffic Can Be Dreadful in Wales, Too!
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Global Future for Animal Protein Looks Bright … Particularly in Emerging Markets.
60% of Global Meat Market Growth Will Come from Asia, and Most of This from China
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That’s a Lot of Meat and Humongous Amounts* of Soybeans!
* 86 million t. soybean imports to China for 2016/17 (25% world production)
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Health 58%
Saving money 21
Animal welfare concerns 20
Food safety concerns 19
Environmental concerns 11
Groups more pre-disposed to reduce meat consumption:
• Women
• Older consumers (65+ years)
Source: NatCen Survey of British Social Attitudes, February 2016
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US Red Meat Availability Fell from 132 lbs. in 1970 to 95 lbs. in 2014
Source: USDA ERS, 2017
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by 2015 and $170 Million by 2016
Backed by Well-Heeled
Investors
Bill & Melinda
Li Ka-shing
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(October 10th, 2016)
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Flexitarian Trend:
• part-time vegetarian
• meat-reducer
• driven by health and/or
social concerns
• and, economy, too?
Ground Beef and Haricot Beans Mixture
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Vegan-Friendly Burger
Flexitarian Burger
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Quorn is a Meat Substitute
(myco-protein) & Replicates
Chicken Particularly Well
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It’s Better for Bison, Too!
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Mad Human Disease?:
A Case Study
(February 21st, 2017)
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Recommends 460 Grms. per Week NOT 460 Grms. for Dinner
Source: Dietary Guidelines, Netherlands Nutrition Centre, March 2016
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Subtle As Ever, PeTA Places
Controversial Advertisements
on Huge Display in View of the
Urban Freeway in Dallas!
June 28th, 2017
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Wonderfully Old-Fashioned!
Now, “What’s for Dinner?”:
• Chinese
• Pasta
• Italian
• Tapas
• Takeaway
Gone .. the way of all flesh!
Or, Increasingly for Millennials “What’s Dinner?”!Canadian beef consumption p.c. down by one-third since 1980
1992
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Powerful Global Consumer Trends
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Powerful Global Consumer Trends
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Powerful Global Consumer Trends
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Powerful Global Consumer Trends
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NRA 2017
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Single diners 42
2 diners 36
3 diners 11
4 or more
diners
11
2015 30 mins
1990 45 mins
1980 60 mins
1950 90 mins
5% more For healthy
22% more For better taste
Considerably more For ready made meal solution!
Source: Kantar Worldpanel UK
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Increasing Complexity Driving Food Purchasing Behaviour
It’s About VALUE & VALUES
Including:
• savvy (value) shopping
• local/national
- place of production
- care of local economy
- local is fresh/healthier
• provenance
• heritage
• sustainability
• animal welfare
• worker welfare
Source: Deloitte Inc. Food Value Equation Survey, 2015, IGD and Hughes
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“How’d You Like Your Meat?”
“With Adjectives, Please”:
• free-range ….;
• vegetarian-fed …
• American/Canadian ....
• Durham/Triple U Ranch …
• Rocky Mt. Buffalo Ranch ….
• rare breed ….
• heritage ….
• Omega-3 rich …
• organic …..
• happy …
• environmental friendly …
• dry-aged
• “original” Paleo Diet …
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Not All UK Chicken Meat
is Inexpensive Meat:
Chickens with Adjectives
are £18/kg. ($23)
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Bacon Made From
Pigs with a College
Education!
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• Antibiotic-free• Hormone-free• Additive-free• Campylobacter-free• Salmonella-free• E.coli-free• GMO-free• Woody-breast-free• Free-range• Gluten-free• Deforestation-free
(and face a bewildering barrage of logos & claims)
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Source: Ellison et al, University of Nebraska, 2017
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In America, If Something
Is Worth Doing, It’s Worth
Doing to Excess!
I’d Doubt that the Average
Wild Turkey Drinker is Hugely
Concerned About Whether
The Grains in His Bourbon
Are GMO or Not!
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• Do you share my (and my peer group’s) values on
social, environmental, business issues?
• Are you listening to me and how quickly can I contact
you (re. food issues, existing and new products, etc.)?
• What are you doing to excite me and my taste buds?
• What’s the story about your food, its ingredients and
producers – provenance, seasonality, heritage, etc.?
• How are you helping me be in charge of my health &
wellness? Make sure it’s fast, easy and effective!
• Can you help me to understand more/have
fun/impress my friends about food, cookery, nutrition?
• Are your products available when/wherever I want?
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Eat Right Eat Real*: North America’s Premium Red MeatIn-Tune with Consumers’ Values, Health, Nature & the Environment
* © Dennis McKnight, The Innovators (Canada)
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“Big Food” seeking
to expand its product
portfolio into a more
Millennial-friendly area
and much higher growth
in sales
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Bison (Buffalo) are Blessed as Major Companies Seek
the “Green” Halo and Heritage Associated with the
Live Animal. Exploit This Ruthlessly!
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Source: “The Why Behind the Buy”, ACOSTA 13th Annual Survey, USA, 2016
Millennials Want to Cook & Impress Their Friends
But They Need Help – Meal Kits Provide a Solution
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*
* Bill Niman’s Ranch
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Dynamic Future: Multi-Channel Routes for Food to the Consumer
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Restaurant Meals Delivery Electronic Platforms in the USA
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*
* Incomes +$30,000 per year
China: Unequivocally, The Export Market with the Highest Potential
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Premium Export Target: Chinese Millennials
• 400+ million of them (19-35 year old)
• “Little Emperors/Empresses” generation (only child)
• socially-conscious but, also, narcissistic
• hugely internet-connected/social media savvy
• world-leading on-line shoppers
• free-spenders
• privileged, entitled, enjoy the good life & getting better
• privileges & status symbols approved and expected
• North American product/image associations are cool
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Xinxin with New Baby Wang
Economics Professor with a
Banker Husband.
Lives in Apartment with In-Laws
Downtown Hangzhou City*.
Singles’ Day November 11th, 2016
She Purchased 90+ Items On-Line
Including Imported Meat**, Fruit, Wine
Alibaba Sales 11/11/16 $17.8 Billion
** Purchased an extra fridge to store frozen goods bought on-line
* G20 Global Economic Summit held in Hangzhou, 2016
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Global Differences In What Shoppers Value in Meat
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A Knot
of Frogs
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“Free Range” Eggs
or Meat Popular for
Food Safety Attributes
NOT for Animal Welfare
Hangzhou, China
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• key signal of value of relationships
• gifting helps to secure future needs (reciprocity)
• gift-giving frequency & value increasing each year
• for “ordinary” urban folk, range $80-400 per gift
• price and perceived quality hugely important
• food is seen as an ideal gift (great practicality and can
indicate giving “health” to recipient)
• over 50% of gifts given in China are food
• imported foods have built-in gift appeal (may indicate
greater respect and sincerity)
• North American foods are firmly on the “gift map”
Source: Mintel, 2016
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In the UK, Bison/Buffalo are Exotic & We’re Not Sure Whether to Eat Them or Cuddle Them!
Lord & Lady Seaford
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Keep Bison Meat Well Away
from Meats identified as Being
EXOTIC!
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Farmers Are Fashionable (But Not EVERY Farmer Should Meet a Consumer!)
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The Story is About The Farmer
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Don’t Put Bison in a Bubble!“I’m Willing to Pay Substantially More for Bison than Beef Because”
Finish the Sentence for the Customer!
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