Poultry Product Marketing Conjures Up Desirable Images By Dr. Regina Vasilatos-Younken Associate Professor Poultry Science Penn State Effective marketing of consumer products frequently relies on the association of some characteristics of appear ance with a positive or desirable image by the consumer. In the case of food products, such characteristics may be strongly associated with a flavor or nutritional expecta tion, even if no direct or actual relationship exists. For example, synthetic food colorants typically do not impart flavor characteristics to processed products, yet they are important in conveying or reinforcing an image of flavor that is consistent with consumer expectations. Cherry soda is expected to be red, banana pudding yellow, and lime gelatin green. Unless a carefully timed and effective marketing cam paign has been used to introduce a product that is intended to capture a market share based on novelty (as in the case of colorless, carbonated cola beverages), failure to meet such expectations can be disconcerting to the consumer, and have a negative impact on product acceptability. LONE MAPLE SALES & SERVICE Naw Altxandar, PA 412-668-7172 LOST CREEK IMPLEMENT Oakland Mila, PA 717-463-2161 MILLER’S EQUIPMENT RD #1 Ri. 66 Falrmount City, PA MILLER-LAKE INC. Ballavllla, PA 717-935-2335 • Six-cylinder, turbocharged power. . Fuel-efficient 92-hp 5.9 L and 100-hp 6.8 L engines. • High-pressure, high-capacity hydraulic system. • Productive Comfort Gard™ cab standard. • Tremendous lift capacity: 7,400 lb. standard, 8,390 lb. optional. • Tight-turning Caster/Action™ MFWD available. A PIKEVILLE EQUIPMENT INC. Olay, PA 215-967-6277 POLE TAVERN EQ. SALES CORP. Elmar, NJ 609-356-2660 SCHEFFEL EQUIPMENT CO. Boawatt, PA 114429*5009 GEORGE V. SEIPLE & SON Eatton, PA 215*258*7146 Introducing New John Deere 92-hp 7200 and 100-hp 7400 Tractors These same concepts apply to marketing of poultry and poultry products. Fresh whole and cut-up broilers are con sidered to be of a higher quality by the consumer, and therefore more desirable, if skin pigmentation meets the image of a “healthy” or otherwise desirable bird. The degree of pigmentation that reflects a positive image varies, depending upon geographic region and ethnic or cultural background. For some markets, a virtu ally unpigmented or white-skinned broiler is preferred, whereas in the Northeast region, a deep yellow to orange color is considered most desirable by the general public (excluding certain ethnic/cultural groups)^ Even though no nutritional or other real quality factor is related to pigmentation, consumer preference is strong enough to support premium pricing based on this appear ance factor. Skin pigmentation results from compounds called car otenoids, which can be derived from natural sources such as marigold petal meal and more common ingredients of poultry diets such as yellow com, com gluten meal, and alfalfa meal. These contain naturally occurring pigments (called xanthophylls, primarily hydroxy carotenes), some of which can be taken up by the bird and deposited in the 111 SMITH’S WALTEMYER’S IMPLEMENTS, INC SALES & SERVICE Mtrcirtburg, PA Red Lion, PA 717-328-2244 717-244-4168 SOLLENBERGER WINELANO EQUIPMENT EQUIPMENT, INC. Evcntt, PA Mirtliwbuffl, PA 814-652-5223 814-793-2109 TOBIAS EQUIPMENT CO*. INC. HalHn, PA 717*362*3132 M.S. YEARSLEY & SONS Wnt Chtttor, PA 215496-2990 Lancaster Farming, Saturday, September 25, IM3-825 skin and other tissues without alteration or modification, whereas others are chemically modified by the body. The xanthophylls lutein, which produces a yellow skin pigmentation, and zeaxanthin, which produces a deep orange pigmentation, are the primary pigments identified in the above natural sources. The availability of xantho phylls from the common feed ingredients listed above, and their effectiveness in enhancing skin pigmentation vary, with yellow com generally considered the highest and alfalfa meal the lowest. Thus, the absolute content of xanthophylls in such ingredients, determined by chemical analysis, does not necessarily reflect the degree of pigmentation resulting from their use. Marigold petal extract, which contains a chemically modified form of xanthophyll that is more readily absorbed in the upper gastrointestinal tract of the bird than the form found in marigold petal meal, is a more effective pigmenting agent than the latter. Commercially prepared natural (for example, lutein, yellow) and synthetic (for example, canthaxanthin, red) pigments are available for inclusion in poultry diets to ensure uniformity and reliability of product skin pigmen tation. The desired color and intensity of pigmentation is obtained by blending the appropriate ratio of pigment types in the feed. Studies indicate that inclusion of sufficient xantho phylls during the final 14 days of grow-out (for example, in finisher and withdrawal diets) will produce good pig mentation. However, where strong and consistent pig mentation of product is a high priority, the starter diet should also be considered, and higher levels of xantho phylls initiated here as well. A variety of factors related to feed ingredient quality, bird management, and primary processing can influence the degree of skin pigmentation. When feed grains such as yellow com that contribute pigments (xanthophylls) to the diet are stored in a manner that allow for excessive heat ing, xanthophylls are rapidly destroyed. High moisture and temperature storage conditions that favor TuYigal growth will adversely affect pigmentation because of the production of mycotoxins that reduce blood levels of xanthophylls in the bird. Antifungal agents should be used in mixed feeds to inhibit mold proliferation. For some processed grain pro ducts such as com gluten meal, the processing method used (e.g., wet milling) may reduce xanthophyll availabil ity. and enhancement of skin pigmentation will not be as effective as feeding the same apparent quantity of xantho phylls from other sources, such as unprocessed ground com. Because carotenoids are lipid (fat) soluble, they are taken up by the -bird through dietary fat digestion and absorption, and conditions which interfere with this pro cess will also reduce pigmentation. Coccidiosis is a prim ary disease factor causing reduced skin pigmentation, as certain strains of the organism can damage portions of the gastrointestinal tract where fat absorption occurs, thus reducing uptake of fatty acids, fat soluble vitamins such as Vitamin A, and xanthophylls. Maintaining recommended levels of coccidiostats in the feed is essential for ensuring good pigmentation. Because xanthophylls are structurally similar to other car otenoids, including Vitamin A and its precursor form, beta-carotene, these are absorbed from the gastrointestinal tract by the same mechanism. This mechanism involves dispersion of fatty substances into small particles called micelles by the action of bile salts (just as detergents dis perse grease into small particles). Micelles transport these substances to the intestinal cells where absorption occurs. It has been suggested that very high levels of Vitamin A can reduce xanthophyll absorption by competing for sites on micelles. However, recommended levels of the vitamin' as commonly used in broiler diets arc far below such prob lem levels. Because both Vitamin A and xanthophylls are highly susceptible to oxidative damage, inclusion of recom mended levels of antioxidants in the feed will help pre serve pigments, as well as Vitamin A. Because xanthophylls are fat soluble, inclusion of some fat in the diet will help with pigment absorption, as well as by enhancing fat deposition (“finish”) and overall pig mentation appearance. Low intensity lighting will favor pigmentation with a shorter dominant wavelength (DWL), resulting in less intense pigmentation. Broilers grown under natural light ing tend to have more orange pigmentation than those in windowless houses. Certain curtain materials can also reduce pigmentation. The addition of synthetic or other wise supplemental xanthophylls to the diet, as described earlier, can be used to insure adequate pigmentation, even under low lighting conditions, or with lower levels of xanthophylls needed from feed ingredients. Once proper skin pigmentation has been achieved dur ing grow-out, preservation of this level of pigmentation through processing is critical. When scald temperatures are too high during processing, the cuticle of the skin and,
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