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Animal ID: A Marketing Advantage

Animal ID: A Marketing Advantage. Lynn Heinze VP Information Services U.S. Meat Export Federation. Need For Traceability. Identification and traceability: Trace back in the event of an animal disease outbreak

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Animal ID: A Marketing Advantage

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  1. Animal ID:A Marketing Advantage Lynn Heinze VP Information Services U.S. Meat Export Federation

  2. Need For Traceability • Identification and traceability: • Trace back in the event of an animal disease outbreak • Adding assurances, building brand features and benefits, and enabling more in-depth marketing to consumers • Improving product quality by sending economic signals back through the production and supply chain • One element within the larger scope of product attributes documentation and process verification

  3. EU: Non Hormone Treated Cattle

  4. Export Verification Programs • 14 Beef Programs • Mexico, Canada, Taiwan, Egypt, Lebanon, Chile, Philippines, St. Lucia, Japan (pending), Hong Kong, Singapore, Thailand, Costa Rica, Korea (pending) • 2 Lamb Programs • Mexico and Canada • Approx. 180 Participating Plants As of 3-31-06

  5. Beef Export Verification 1 3 5 AMS APPROVED Application Is submitted Onsite Evaluation Conducted by AMS Approved by AMS AMS Web Listing Successful Audit Qualified AMS Auditor Conducts Desk Audit Surveillance Audits Conducted 4 2

  6. Traceability Tracking Systems IA = Individual Animal G = Animal Group Or Lots 1 = Planned Program

  7. Traceability Defined Objectives C = Current Objective P = Planned Objective

  8. Canada Mandatory farm through slaughter or exporting port

  9. South America Some countries mandatory for exports EU - Criteria

  10. Korea • “Transparent Traceability Assurance:” Retail can learn about the farm location and owner, production practices and harvest facility • RFID tagging of all domestic and imported product that passes through customs

  11. China

  12. Japan • Book Keeping System • ID cattle at birth • Verify birth ID at death or slaughter • Verify BSE test is performed on each animal at death or slaughter • JAS requires disclosure of feed and antibiotic use

  13. Australia • 1999: Voluntary system mainly for export markets Ear tags for cattle Bar-codes for carcasses Barcodes on boxes/carton • Blood samplesfor DNA ID • Life Cycle traceability via DNA

  14. Europe 1999: Mandated every EU member state maintain a database with records of all livestock andtheir movements

  15. Top Global Supermarket Companies Farm Foundation, 2004, Food Traceability & Assurance in the Global Food System

  16. Stores Set Standards • Build on gov’t‘minimums’ • Set achievablestandards • Expect suppliersto meet or exceed these • Grow confidence

  17. Imagine … Data Data Source: Optibrand

  18. Product Verification • U.S. premiums? • $25-$35 reportedly being paid now • Will these go up? • Value to customer of supply verification? • Will product verification become norm? • Your competition is doing it • Brazil, Argentina, Uruguay, Australia, Canada … U.S. producers/producer organizations

  19. www.usmef.org For additional information:

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