iSAGE Training 21-22 October 2019 – Meknes, Marocco Improving consumer perception and consumption of sheep and goat products Raffaele Zanoli Università Politecnica delle Marche (UNIVPM) Ancona, Italy iSAGE Workshop 23 October 2019 – Meknes, Marocco
iSAGE Training 21-22 October 2019 – Meknes, Marocco PART 1 Results of consumer and retailer studies iSAGE Workshop 2 23 October 2019 – Meknes, Marocco
Methods: a mix of qualitative & quantitative research Qualitative Research Quantitative Research To gain a deeper understanding, To quantify the data and Objective contextualize a phenomenon, the generalize the results from the why and how of things sample to the population Process Inductive, subjective, recurrent Deductive, objective, sequential Small number of non- Large number of representative Sample representative cases cases Data Non-statistical Statistical Analysis Develop an initial understanding, Recommend a course of action Outcome theory development In-depth interviews, focus groups Surveys, Experiments Examples case studies iSAGE Workshop 23 October 2019 – Meknes, Marocco
Qualitative research 4 iSAGE Workshop 23 October 2019 – Meknes, Marocco
Results summary- MEAT Non-consumers Likes Dislikes Motives iSAGE Workshop 5 23 October 2019 – Meknes, Marocco
Results summary - Dairy Non-consumers Likes Dislikes Motives Poor information Unique Taste on product labels High price and Versatility small variety Sheep and goat Taste/Smell freely graze Healthier compared Fatty not for daily to other dairy consumption products (cow milk) iSAGE Workshop 6 23 October 2019 – Meknes, Marocco
Quantitative research 7 iSAGE Workshop 23 October 2019 – Meknes, Marocco
Results on sheep and goat meat 8 iSAGE Workshop 23 October 2019 – Meknes, Marocco
Choice experiment for meat Choice set iSAGE Workshop 9 23 October 2019 – Meknes, Marocco
Choice experiment for meat iSAGE Workshop 10 23 October 2019 – Meknes, Marocco
Choice experiment attributes 1 2 8 Format 9 Fat 3 5 4 EU Agriculture 6 7 iSAGE Workshop 11 23 October 2019 – Meknes, Marocco
Results: meat cuts and type *Beef is the reference category Meat Finland France Greece Italy Spain Turkey UK - - - - - - - Beef T-bone Lamb leg - - Lamb chops - Goat chops None 5% significance level iSAGE Workshop 12 23 October 2019 – Meknes, Marocco
WTP Halal 2.74 3,00 ( ₺ 18.24) 2,50 2,00 1,50 1,00 0,50 0,00 -0,50 -0,58 -0.65 -1,00 (-£0.58) -1,50 -1,47 -2,00 -1,79 -2,50 iSAGE Workshop 13 23 October 2019 – Meknes, Marocco
WTP National origin 6,00 5.54 5,00 4.35 4,00 3.65 3.57 3.11 3.28 ( ₺ 20.72) 3,00 2,00 1,00 0,00 iSAGE Workshop 14 23 October 2019 – Meknes, Marocco
WTP EU origin 2,50 2.30 2,00 1.62 1,50 0.94 1,00 0.69 0,50 0,00 iSAGE Workshop 15 23 October 2019 – Meknes, Marocco
WTP PGI/PDO 2,00 1.73 ( ₺ 11.50) 1.75 1,80 1,60 1,40 1.20 1,20 1.07 1,00 0.88 0.63 0,80 (£0.56) 0,60 0,40 0,20 0,00 iSAGE Workshop 16 23 October 2019 – Meknes, Marocco
WTP Carbon label 1,20 1.06 ( ₺ 7.05) 1,00 0.88 0,80 0.70 0,60 0.54 0,40 0,20 0,00 iSAGE Workshop 17 23 October 2019 – Meknes, Marocco
WTP Organic label 4,00 3.54 3,50 3,00 2,50 1.99 2,00 1.52 ( ₺ 10.10) 1.21 1.40 1,50 1.33 (£1.07) 1,00 0,50 0,00 iSAGE Workshop 18 23 October 2019 – Meknes, Marocco
WTP Less fatty 0,50 0.46 0,45 0,40 0,35 0,30 0,25 0,20 0,15 0,10 0,05 0,00 iSAGE Workshop 19 23 October 2019 – Meknes, Marocco
WTP High protein content 0,00 -0,10 -0,20 -0,30 -0,40 -0.42 -0,50 -0,60 -0.58 (-£0.51) -0,70 iSAGE Workshop 20 23 October 2019 – Meknes, Marocco
WTP Ready to cook 1,00 0.53 0,50 0,00 -0,50 -1,00 -1.02 -1.31 -1,50 iSAGE Workshop 21 23 October 2019 – Meknes, Marocco
Let’s continue with ewe and goat cheese! 22 iSAGE Workshop 23 October 2019 – Meknes, Marocco
Choice experiment for cheese iSAGE Workshop 23 23 October 2019 – Meknes, Marocco
Preliminary results: cheese type *None is the reference category Meat Finland France Greece Italy Spain Turkey UK - - - - - - - None Aged cheese Fresh cheese 5% significance level iSAGE Workshop 23 October 2019 – Meknes, Marocco
WTP Cow milk 0,80 0,69 (-£0.48) 0,56 0,60 0,50 0,40 (- ₺ 1.67) 0,25 0,20 0,00 -0,20 -0,40 -0,35 -0,36 -0,60 iSAGE Workshop 25 23 October 2019 – Meknes, Marocco
WTP National origin 2,50 1,93 2,00 1,50 1,23 1,00 0,68 0,55 0,54 (-£0.24) (- ₺ 1.98) 0,50 0,30 0,27 0,00 iSAGE Workshop 26 23 October 2019 – Meknes, Marocco
WTP PDO 3,50 2,93 3,00 2,50 2,22 2,00 1,86 1,50 1,08 1,00 (£0.49) 0,69 0,56 ( ₺ 2.11) 0,50 0,32 0,00 iSAGE Workshop 27 23 October 2019 – Meknes, Marocco
WTP Pasteurization 1,40 1,29 1,20 1,00 0,80 0,63 (£0.45) 0,60 0,52 0,49 ( ₺ 1.79) 0,35 0,40 0,27 0,20 0,00 -0,20 -0,22 -0,40 iSAGE Workshop 28 23 October 2019 – Meknes, Marocco
WTP Organic 3,00 2,64 2,50 2,11 2,00 1,76 1,40 1,50 1,00 0,89 (£0.54) 0,63 ( ₺ 1.92) 0,50 0,29 0,00 iSAGE Workshop 29 23 October 2019 – Meknes, Marocco
WTP Low salt 1,00 0,95 0,92 0,90 0,80 0,70 0,60 0,50 0,46 0,40 (£0.26) 0,30 0,30 0,22 0,20 ( ₺ 0.74) 0,11 0,10 0,00 iSAGE Workshop 30 23 October 2019 – Meknes, Marocco
WTP Vegetable rennet 0,60 (£0.38) 0,44 0,40 0,31 ( ₺ 1.07) 0,16 0,20 0,00 -0,20 -0,40 -0,60 -0,80 -0,76 -1,00 iSAGE Workshop 31 23 October 2019 – Meknes, Marocco
iSAGE Training 21-22 October 2019 – Meknes, Marocco Retailer survey iSAGE Workshop 23 October 2019 – Meknes, Marocco
Method: semi-structured qualitative interviews with retailers Meat products Dairy products Total (SMKT) (BTCH- (BTCH- (INDP- interviews (SMKT) RUR) URB) RETAIL) FI 1 1 1 1 1 5 FR 1 1 1 1 1 5 GR 2 1 2 2 1 8 IT 2 1 1 1 3 8 ES 1 1 1 1 3 7 TR 1 1 1 1 1 5 UK 2 1 1 1 1 6 Total 10 7 8 7 11 44 iSAGE Workshop 33 23 October 2019 – Meknes, Marocco
Barriers to higher penetration to the market for sheep & goat meat Habit & Price lifestyle Consumer knowledge Market consumption iSAGE Workshop 23 October 2019 – Meknes, Marocco
Expectations and innovation opportunities for sheep & goat meat Most retailers interviewed are pessimistic about future sales but some do envisage opportunities: • Scope for provenance labelling and assurance schemes: Origin from Label Rouge, Red Tractor Lapland (FI) PGI (FR) (UK) • Focusing on quick-to-cook cuts, and cheaper cuts e.g. adjoining cuts • ‘ Tell the whole story ’ to improve consumer knowledge e.g. two successful examples of increased consumption of mutton and goat meat in two butchers in IT and UK iSAGE Workshop 23 October 2019 – Meknes, Marocco
Barriers to higher penetration to the market for sheep & goat dairy products Aggressive Consumer marketing knowledge from vegetable milk Market consumption iSAGE Workshop 23 October 2019 – Meknes, Marocco
iSAGE Training 21-22 October 2019 – Meknes, Marocco PART 2 Identified best practices across the chain: iSAGE recommendations iSAGE Workshop 37 23 October 2019 – Meknes, Marocco
Survey of multi-actor current best practices in the supply chain The objectives were to: 1. Investigate innovative approaches in the sheep and goat supply chain (SC), and 2. Build a model of ‘ best practices ’ supporting innovation and improvements in SC performance iSAGE Workshop 23 October 2019 – Meknes, Marocco
Method • Case studies based on semi-structured interviews with SC market players and some secondary data collection (e.g. firms webpages) • Three case studies per country, 22 case studies overall (11 lamb meat; 11 sheep & goat dairy) • Cases purposefully sampled (Yin 1994) including innovative approaches, different products and SC organisations (meat/dairy, commodity/high quality production etc.) to allow general applicability of results • Within and cross-case study analysis for theory building (Glasser & Strauss 1967) iSAGE Workshop 23 October 2019 – Meknes, Marocco
Background concepts used • The research was mostly inductive to identify what the SCs investigated are doing that is unique • However, some broad concepts from the SC innovation literature were used for the research protocol and the analysis as references: • Continuous innovation (e.g. Soosay et al 2008) • Capabilities development (e.g. Beske et al 2014) • Changes in relations (van Mierlo et al 2010) • Changes in rules (van Mierlo et al 2010) iSAGE Workshop 23 October 2019 – Meknes, Marocco
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