morrissey final defense power point

8/2/2019 Morrissey Final Defense Power Point

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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.

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