Transformation of quality aspects throughout the chicken meat supply chain

Abstract

Purpose The purpose of this paper is to analyze perceptions of quality in the chicken meat supply chain. Design/methodology/approach This survey covered 74 different farms, slaughterhouses, meat processors, and retailers and 500 consumers, using two methods. From the farm to retail, analysis covered “customer – supplier” viewpoints in different stages of the supply chain. From the consumers to the farms, the quality function deployment method was used. Five houses of quality have been developed using the Delphi method to synthesize the opinions of experts. Findings Farm-slaughter comparison shows that final weight at farm gate and animal welfare are the most important quality attributes. The quality aspect important for slaughterhouses and meat processors is the cold chain. Retailers and meat processors highlight the portfolio of various chicken meat products as their most important quality attribute. At the points of sale, shelf illumination and product placement are prevailing. Research limitations/implications The results suggest that there are different views on quality by all actors in the supply chain, from quality of chicken meat, food safety and quality of service in retail to profitability and animal welfare. Practical implications The paper enhances simplicity in analyzing quality aspects of different types of meat supply chains. This methodology enables a synergy of value chain promotion with other quality development approaches. It also creates possibilities for policy makers to improve competitiveness strategies. Originality/value Application of a similar approach to other parts of the food chain could offer a better insight into the transformation of quality.