Meat + Poultry - February 2005 - 131

The Insider
The emerging "phood" market

Trending in the right direction

Increasingly, studies are
showing that many major
illnesses are diet related
and, consequently, diet preventable. Food has become
an integral part of self-care
plans and products classified as "phoods," or, those
that combine the health
benefits of foods with pharmaceuticals, are experiencing healthy market gains.
According to The New
U.S. "Phood" Market, a
new report by
market research
publisher
Packaged
Facts, New
York, N.Y.,
total U.S.
retail sales
of phoods
will continue to
grow at a healthy
pace through 2009,
reaching $20 billion by
2007. As the market develops, annual percentage
gains will ramp up from 7

Susan Trudell, senior director for Express Markets, Inc.,
Fort Wayne, Ind., noted during a presentation at Solae's annual executive conference that as a percentage of chicken
consumption foodservice is closing in on retail. "It used to
be 70 percent of the chicken sold was at retail," she said.
"Now it is close to 50 percent." She added that 30 percent of
the chicken sold at foodservice is through fast-food outlets.

percent to 8 percent - and
they could be much higher,
depending on the success
of mainstream cereal and
juice marketers to pull in
consumers with formulations targeting specific
health conditions.
The report goes on to
examine all aspects of the
"phood" and "bepherage"
industry, which includes
products that provide a
positive pharmaceutical
benefit beyond basic nutrition. Packaged Facts classifies such items into the
categories of traditional, or
"inherently healthy" (oatmeal, whole grain breads,
cranberry juice), fortified
(orange juice with plant
sterols), and "designer"
(soy protein bars, smart
spreads).
What, no meat? It will
be interesting to see which
meat or poultry processor
will be first to venture into
the phood fringe.

Dinosaur technology
"The current dumping,
shackling and electric stunning process the chicken
industry uses is a dinosaur,"
said Dr. Bruce Webster, a
poultry scientist with the
Univ. of Georgia, Athens,
College of Agricultural and
Environmental Sciences,
during the International
Poultry Exposition. "Gas

Brought to you by
MEAT&POULTRY Magazine
Cartoon by Bob Bliss

Prime Ribbing

stunning will predominate."
If you combine Webster's
comments with the news
that McDonald's is evaluating a controlled atmosphere
killing technology, it's
becoming clear that the nation's chicken slaughtering
lines may undergo an extreme makeover sometime
in the future.

Over herd

"High fructose corn syrup and
sodium could be the next trans-fats."
- Linda Gilbert, president of HealthFocus International,
St. Petersburg, Fla.

Soiled chicken
How devastating could avian influenza be to the
poultry industry? Gordon Butland, poultry sector
senior vice president for Rabobank International,
told the Solae attendees that 1 gram of soil contaminated with A.I. can infect 1 million birds. Information like that gives new meaning to the issue
of bio-security.
Butland also noted that the World Bank is participating on the animal welfare front. "They will
not finance new projects unless they meet various
animal welfare guidelines," he said.
During the Q&A session following his presentation, Butland was asked if the U.S. and Brazil will
ever trade in poultry. His response was straightforward - "Trading with Brazil would be disastrous
for the U.S.," he said. "The U.S. does not produce
to export; Brazil does."

70

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MEAT&POULTRY

I

February 2005

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Meat + Poultry - February 2005

Table of Contents for the Digital Edition of Meat + Poultry - February 2005

Contents
Meat + Poultry - February 2005 - 1
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Meat + Poultry - February 2005 - Contents
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