Meat Culinology 101 Adding Value To Meat Products

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Meat Culinology 101 Adding ValueTo Meat Products

• Bob Dickson
• Singletree Farms
• Oregon State University

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Now how am I gonna get this to the Farmers
Market?
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Culinology
The mixing of the technological side of food
processing with that of the culinary aspects of
food preparation to form the basis of food
formulation, production and presentation to the
consumer.
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What is Value
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Whats It Worth To The Consumer?
Perceived benefits
Value ---------------------
Price
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Customer Decision Triangle
Desires
Wants (Sure would be nice)
Needs (I Gotta Have This)
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What are we going to do in order to get the
consumer to purchase our product?
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What do you want to Accomplish with a product
change?

• Tenderize a tougher piece of meat making it more
  palatable.
• Put two small pieces of meat together to make one
  piece.
• Make a sausage product that will be desirable to
  all.
• Make some type of claim.

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Corporate America

• Demographics
• Gender Basis Cravings
• What Girls Want
• What Guys Want

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Corporate America

• Ethnic Basis
• Hispanicness
• Socioeconomic Status
• Age related needs desires
• Psychographic
• Lifestyle
• Personality
• Values

• Product loyalty
• Mobility base
• Health Issues
• Obesity
• Super sized Attitude
• Trending over time
• Comparisons between 1975 and 2005

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Why do large companies go to these lengths?
Achieve a conversation with their customers.
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Rules to RD of products

• Do not make a product based on your tastes,
  wants, desires.
• Determine how you will get it processed if you
  cant do it yourself. Make sure you can get the
  raw materials needed for the process.
• Check regulatory requirements for your type of
  product.
• Put your armor on.
• Dont add something just to say you have added
  it.
• Another companies finished product may be your
  raw material.

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Rules to RD of products
Make sure the value added to a product doesnt
cost more than the value you or the consumer will
get from it.
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Steps to Consumer Satisfaction

• First thing to do, is give the customer something
  to do with the product that they understand
• Recipe Identification
• Method of cooking that is common.
• Make it fun to do.

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Steps to Consumer Satisfaction

• Add, alter or extend the flavor profile
• Marinades
• Sauces
• Product Naming
• Grilling/Barbeque
• vs
• Roasting

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Marinade vs. Sauce

• Marinade
• Added at low rates usually 10-15 max. and
  diluted
• Thin Viscosity/low color
• Acidic in nature
• Flavor/Tenderness
• Application
• Immersion
• Tumbling
• Injection

• Sauce
• Richer/robust color flavor
• Thicker and usually not incorporated below the
  meat surface
• May or may not be acidic
• Usually applied at cooking/serving
• Add a rum or amaretto flavor with caramelized
  sugar

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Dry Rubs/Coaters

• Add Color/Aroma
• Flavor Profiles that might not otherwise be
  available
• Formulated crusts that have the same appeal as
  the skin

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Fruits/Vegetables

• Added texture/flavor profile
• Parts/pieces/Orange or lemon peel
• Health Aspects
• May have a negative impact on color
• Maraschino cherry

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Fruits/Vegetables

• Dried Fruits
• Raisins
• Dried Cranberries
• Plums/Prunes
• Pear/Peach chips
• Vegetables
• Broccoli

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Fruits/Vegetables

• Juices
• Lime/lemon
• Grapefruit
• Purees/Mixes
• Apricot
• Peach
• Strawberry
• Jack Daniels/Tequila

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Nuts/Coconut

• Flavor/Texture
• May require additional step of roasting prior to
  addition
• Brings out additional flavors
• Flavor Aspects Depending on the type of product
• Buttery
• Can be used in a breading as fat reduced
  texturizer
• Allergen Formation

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Cookery/Preparation

• Change/Recommend a new style of cooking
• Slow Cooking
• Grilling vs. Roasting

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Cookery/Preparation

• Change/Recommend a new style of cooking
• Slow Cooking
• Grilling vs. Roasting
• Make consumption of your product an event rather
  than a choir.
• Change in the cutting process
• Value added cuts

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Cookery/Preparation
Shoulder Clod
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Now for the Main Course!