Approximately 27,000 Jersey bull calves are destructed on a yearly basis in Denmark, due to a lack of utilisation caused by the small carcasses, slow growth rates and the poor payment from the slaughterhouses. The farmers destruct the bull calves themselves, which constitutes an ethical dilemma in their everyday practice. One of the main reasons to utilise the calves is the supreme eating quality of their meat, but due to the poor slaughter quality they are disqualified at the slaughterhouses.
This master thesis therefore explores the market potential of Jersey bull calf meat in Denmark and examines the possibilities and challenges for implementation. Four Danish case studies working with utilising the Jersey bull calves instead of destructing them were examined. One informant from each case study was interviewed and situational mapping was applied in order to examine the power structures among the actors. Furthermore, a literature review was conducted including meat characteristics, consumer preferences and the environmental impact of beef production.
The results indicate a market for Jersey bull calf meat in Denmark with several distributive channels. The main possibility is to brand the Jersey bull calf meat on its supreme eating quality, ethical aspects and animal welfare. The practices among the actors and the lack of knowledge of the product however disrupt the implementation. In order to increase the utilisation of Jersey bull calves in the future, six recommendations are offered to the existing projects working with Jersey bull calves and the rest of the dairy- and meat sector in Denmark.