Merck Animal Health announces results of consumer transparency research study

MSD Animal Health, a major developer, manufacturer and exporter of veterinary drugs and services, announced the results of the company's first ever study on the transparency of the supply chain of meat products for consumers. It turned out that two-thirds of consumers consider this factor extremely important.

The study examined how important transparency of the supply chains of livestock products (meat, fish, eggs and dairy products) is for consumers, as well as their opinion on the impact of this factor on animal welfare and the sustainability of production. Transparency meant the ability to track the movement of food and its ingredients along the supply chain. In addition, the company analyzed the willingness of consumers to pay more for products with a label stating transparency.

In total, representatives of the company interviewed 1 thousand consumers in the USA. Of these, 66% reported that transparency regarding livestock products (meat, fish, eggs and dairy products) is extremely or very important. Among the reasons most often called a healthy diet. At the same time, more than half of the respondents said they were willing to pay 5% more for information about the conditions in which animals were raised and kept. According to thepoultrysite.com, most of these respondents are educated middle–aged men.

Also, about 60% of respondents attach great or great importance to environmental sustainability and animal welfare.

MSD Animal Health has a DNA TraceBack platform that tracks products based on a DNA sample. As part of the program, a DNA sample is taken from each animal during slaughter, which is assigned a unique barcode number. Using this number, you can trace the movement of meat throughout the supply chain (up to individual pieces of meat served in restaurants).

SOURCE: emeat