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Since its beginning in 1988, Delacon has followed the vision of founder Helmut Dedl to pioneer a natural way to keep animal performing and healthy. Now headed by CEO Markus Dedl, Delacon is well positioned to drive key industry trends, includ- ing providing solutions for antibiotic-free diets or the increasing consumer demand for safe and sustainable food products.


undifferentiating, absence-claim labels the bird.” Mr Dedl is chal- lenging the industry to make a radical change: “Empower con- sumers with information that describes specifically what is pres- ent in the chicken’s environment or diet. Our research now and two years ago learned that millennials really ‘dig’ the concept of plant based feed ingredients and that poultry produced with phy- togenics would make a positive impact on their brand choice. The category of phytogenics is one of the few fields in our industry where we have the chance to open up and talk in a positive man- ner about our products. Phytogenics offer us a powerful story.”


Extra value per pound As Delacon itself doesn’t have a direct connection with the con- sumer of animal protein products, it wants to challenge it’s cus- tomers to make changes. “This research, our knowledge, that is what we bring to the table in discussions with our clients.” To guide meat and poultry producers, Delacon shares three findings that point to an opportunity for added value when sharing mes- sages with millennials. First of all, nearly half of millennials (43%)


say that knowing their meat or poultry was fed phytogenic ingre- dients would make a very positive impact on their brand choice and brand loyalty. Secondly, an environmentally friendly mes- sage creates believability and intent to purchase. Mr Dedl: “The top performing label message tested in the study was ‘fed phyto- genic ingredients to be environmentally friendly’. And, more im- portantly, the consumer is willing to spend on that claim. Among phytogenic fans, this label was assigned a positive value of US$ 0.64 per pound and 84% said they would consider purchas- ing it over the poultry brand they regularly buy.” Last, but not least, using specific words within messaging such as ‘environ- mentally’, ‘essential oils’ or ‘herbs’ can contribute to product dif- ferentiation and a memorable brand. “Conscientious consumers are keen on making choices that contribute to shaping the future of food,” notes Mr Dedl. “Phytogenics are in line with the social in- terest in consumption of food as a form of self-expression and even a personal responsibility. Empower consumers by giving them the right and attractive information, this will make a big difference in purchasing behaviour.”


▶ ALL ABOUT FEED | Volume 27, No. 3, 2019 31


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