undifferentiating, absence-claim labels the bird.” Mr Dedl is challenging the industry to make a radical change: “Empower consumers with information that describes specifically what is present in the chicken’s environment or diet. Our research now and 2 years ago learned that millennials really ‘dig’ the concept of plant based feed ingredients and that poultry pro- duced with phytogenics 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 manner about our products. Phyto- genics offer us a powerful story.”
Extra value per pound As Delacon itself doesn’t have a direct connection with the consumer of animal protein products, it wants to challenge it’s customers to make changes. “This research, our knowl- edge, 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 messages with millennials. First of all, nearly half of millennials (43%) say that knowing their meat
or poultry was fed phytogenic ingredients would make a very positive impact on their brand choice and brand loyal- ty. Secondly, an environmentally friendly message creates believability and intent to purchase. Mr Dedl: “The top per- forming label message tested in the study was “fed phyto- genic ingredients to be environmentally friendly. And, more importantly, 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 con- sider purchasing it over the poultry brand they regularly buy.” Last, but not least, using specific words within messag- ing such as ‘environmentally’, ‘essential oils’ or ‘herbs’ can contribute to product differentiation 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 interest in consump- tion of food as a form of self-expression and even a personal responsibility. Empower consumers by giving them the right and attractive information, will make a big difference in purchasing behaviour.”
▶ POULTRY WORLD | No. 2, 2019
Markus Dedl: “Our industry tends to follow the wrong labe- ling methods. If you state on a label that your poultry meat is produced with- out the use of antibiotics, at the same time you imply that other poultry meat is pro- duced with antibiotics.”
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