Exploring the market potential of Jersey bull calf meat in Denmark - a case study
Author
Nielsen, Maria Dyrby
Term
4. term
Publication year
2016
Submitted on
2016-06-02
Pages
141
Abstract
Hvert år bliver cirka 27.000 Jersey-tyrekalve aflivet i Danmark, fordi de sjældent udnyttes som kødkvæg. Årsagerne er små slagtekroppe, langsom vækst og lav betaling fra slagterierne. Mange landmænd står selv for aflivningen, hvilket skaber et etisk dilemma i hverdagen. Samtidig er kødet kendt for høj spisekvalitet, men kalvene bliver ofte afvist på slagterierne, fordi de ikke lever op til kvalitetskravene. Dette speciale undersøger markedspotentialet for kød fra Jersey-tyrekalve i Danmark og afdækker muligheder og udfordringer ved at gøre udnyttelsen til virkelighed. Fire danske initiativer, der arbejder med at udnytte Jersey-tyrekalve i stedet for at aflive dem, blev undersøgt. Én person fra hvert initiativ blev interviewet, og der blev anvendt situational mapping (en metode til at kortlægge aktører og magtforhold) for at belyse relationer og indflydelse. Derudover blev litteraturen gennemgået om kødegenskaber, forbrugerpræferencer og oksekødsproduktionens miljøpåvirkning. Resultaterne peger på et dansk marked med flere mulige salgskanaler. Den stærkeste mulighed er at brande kødet på smag, etiske hensyn og dyrevelfærd. Implementeringen hæmmes dog af eksisterende praksisser blandt aktørerne og manglende kendskab til produktet. For at øge udnyttelsen fremover fremsætter specialet seks anbefalinger til de nuværende projekter og til mejeri- og kødsektoren i Danmark.
Every year, about 27,000 Jersey bull calves are put down in Denmark because they are rarely used for beef. The reasons include small carcasses, slow growth, and low payments from slaughterhouses. Many farmers carry out the culling themselves, creating an ethical dilemma in daily practice. At the same time, the meat is known for high eating quality, yet the calves are often rejected at slaughterhouses because they do not meet quality requirements. This thesis examines the market potential for meat from Jersey bull calves in Denmark and identifies the possibilities and challenges of putting such utilization into practice. Four Danish initiatives that aim to use Jersey bull calves instead of destroying them were studied. One person from each initiative was interviewed, and situational mapping (a method that maps stakeholders and power relations) was used to examine actor dynamics. A literature review was also conducted on meat characteristics, consumer preferences, and the environmental impact of beef production. The findings indicate a Danish market with several potential distribution channels. The main opportunity is to brand the meat on its eating quality, ethical aspects, and animal welfare. However, existing practices among actors and a lack of knowledge about the product hinder implementation. To support greater utilization in the future, the thesis offers six recommendations to ongoing projects and to the broader dairy and meat sectors in Denmark.
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