F3O-Lancaster Farming, Saturday, January 7,1989
Broiler Industry Should Market Value-Added Products
GEORGETOWN, DE “To
survive as a major economic influ
ence (on Delmarva), the broiler
industry must take advantage of
the market for value added pro
ducts.” That was the. challenge
issued to Delmarva’s poultry
industry by Dr. James L. Heath,
Professor and Poultry Products
Specialist in the University of
Maryland Department of Poultry
Science. Speaking to the annual
meeting of the Delmarva Poultry
Industry, Inc. (DPI) Heath said
changing lifestyles and demo
graphics create a big opportunity
for Delmarva’s poultry industry.
A growing number of small
households, more working
women, an aging population and
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other factors have created a need
for value added products. Many
consumers. Heath said, want food
items that have no mess, no prepa
ration, are quickly cooked, have
no residue, require no washup, are
nutritionally balanced and are
rated high in terms of quality and
satisfaction. Chicken meets those
requirements. He said the poultry
industry can take advantage of the
“snacking and grazing while on
the go” method of eating of many
Americans. The broiler industry
cannot depend upon the fast food
industry to develop food items
that consist wholly or partially of
chicken. The industry must be
innovators in new product deve
lopment and promotion. Heath
cautioned his DPI audience not to
depend on making a profit on a
product somebody else has deve
loped. The poultry industry must
listen to the consumer and in this
election year Heath said consum
ers vote every day on what pro
ducts they will and will not
consume.
Diet and health considerations
play a role in food choices, Dr.
Heath observed, and the broiler
industry is in an excellent position
to take advantage of diet and
health concerns. He said funda
mental thinking by the broiler
industry should be reconsidered
and company policies revised to
recognize that consumers’ health
and well being are driving forces
for agriculture and agribusiness
industries. To fuel this revolution
in the food industry, continuous
innovations and improvement in
food processing technology are
necessary. Heath said the broiler
industry has an excellent record in
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inventing and using new technolo
gy and this will lead to the deve
lopment of value added products.
Many of the tools needed by the
broiler industry on Delmarva to
enter the value added market are
available and tested. He asked the
DPI Directors whether Delmarva
is going to sell chickens to other
companies and let them take
advantage of the new technology
or will Delmarva move ahead and
recapture the leadership role for
the broiler industry. The agricul
ture production industry is valued
at $lOO billion. The industry that
is generating value added products
is worth $4OO billion dollars and
Heath said Delmarva’s poultry
industry must get a larger share of
the $4OO billion food industry.
How can the move into value
added products be accomplished?
Heath pointed out that Delmarva
is served by three major universi
ties, state departments of agricul
ture, a substantial USDA research
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and service establishment and
DPI, which he said provides lead
ership, organization, educational
and promotional activities, and
abilities that are the best in the
industry. These are huge assets
that no other major poultry pro
ducing area can match and when
the broiler industry on Delmarva
commits to a move into value
added products, this complex of
education, research and service
must be employed.
Heath said to provide what con
sumers want, the industry and the
research institutions have deve
loped methods to extend shelf life
of fresh foods using controlled
atmospheres and irradiation.
Research in plastics and other
packaging materials has led to the
development of containers that
discourage microbial contamina
tion. He said many challenges of
this type lie ahead and he encour
aged Delmarva’s poultry industry
to meet those challenges.
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