morrissey final defense power point
TRANSCRIPT
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ConsumerPerspectivesOn Poultry
StunningMethods
Christine MorrisseyApril 5, 2012
Final Examination
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Christine Morrisseys Background
Graduate Student (Masters of
Science in Poultry Science)
Owner of CM Allied Solutions
(Auditing & Marketing) UEP Egg Producer Work
Experience
Specialty Egg Producer Work
Experience
UC Berkeley Undergraduate
Degree (Political Science)
Long-time California Resident
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Introduction
Since the 1980s, alternative
methods to conventional poultry
slaughter have been explored
and developed in Europe. Moving away from the
conventional electrical stunning
methods, ten percent of live
poultry are currently processed
using controlled atmospherestunning/killing (CAS/CAK)
technologies in the European
Union.
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Research Introduction
A limited number of U.S. poultry producers have
adopted controlled atmosphere stunning /killing
technologies in recent years.
Special interest groups are calling for further
investigation into the benefits and limitations of
CAS/CAK systems for use in the U.S.
Among the elements that need to be examined areconsumer perception, worker safety, product
quality, animal welfare issues, food safety and
price.
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U.S. Processors & CAS Methods
What processors currently use stunning methods?
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U.S. Retail Demand for CAS Processed Poultry
What retailers encourage the use of CAS technology?
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Site Visit to Dakota Provisions
The South Dakota-based company processes
18,000 - 21,000 turkey toms per day. Before bleed-out, approximately 40 - 45 birds enter
a three-part chamber for gas stunning for threeminutes.
The three-part chamber administers a mixture of
liquid carbon dioxide, oxygen and misted water.
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Research Introduction
The stunning of poultry (including
chickens and turkeys) before
slaughter is a fundamental
practice used at poultry
processing facilities in the UnitedStates.
Yet little is known about the level of
knowledge and opinions among
chicken consumers on currentpoultry stunning methods.
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Research Objective
The main objective ofthis study was todetermine consumerpreference of chicken
meat producedthrough variousstunning methods.
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Research Method
Through Zoomerang, an
online survey software
program, a participant pool of
371 primary household
shoppers and chickenconsumers across the
country completed a 31-
question survey. The
participating consumers (18
years and older/Female &
Male/All Ethnicities) providedmeaningful feedback
regarding specific stunning
methods.
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Survey Questions
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Survey Statement on
Poultry StunningThe stunning of poultry (including chickens and turkeys) beforeslaughter is a fundamental practice used at poultry processing
facilities in the United States. Prior to slaughter, this practice is
administered to render birds unconscious and insensible to pain.
The following terms are related to the next set of questions
regarding poultry stunning:
Electrical Stunning Method: This method stuns the live bird
with low voltage electricity while the bird is hung upside on
shackles at the processing plant. The birds' head enters a
electrified salt water bath to render to the bird unconscious
prior to slaughter.
Gas Stunning Method: This method utilitizes a gas or gas
mixture to render birds unconscious prior to slaughter. The
gas or gas mixture is introduced the live birds while they
are loaded in the transportation crates at the processing
plant, before hanging and subsequent slaughter.
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Areas of Consumer Evaluation
Regarding Stunning
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Animal Welfare & Stunning
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Food Safety & Stunning
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Product Quality & Stunning
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Product Price & Stunning
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Worker Safety & Stunning
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General Preference
for Stunning
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Deeper Understanding
of Poultry Stunning
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Consumer Purchasing
Preferences
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Consumer Purchasing
Preferences
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Consumer Purchasing
Preferences
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Correlations:
Gender & Animal WelfareFemale Male
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Correlations:
Gender & Product QualityFemale Male
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Correlations:
Frequent Supermarket
Shoppers & Electrical Stunning
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Correlations:
Frequent Farmers Market
Shoppers & Gas Stunning
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Correlations:
Humane Care & Gas Stunning
Animal Welfare/Stunning Responses
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Further Investigation
I Do Not Know Stunning Responses
No Further Information Stunning
Responses Consumer confidence in the poultry
industrys processing techniques
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Conclusion
The results of the consumer-focused
evaluation of stunning methods allows
poultry producers to make informeddecisions about the implementation and
marketing of future practices and
technologies in response to preferences and
feedback.