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1 Organic Sensory Information System – a European Project that Cares about Organic Taste

2 ECROPOLIS (EU 7 FP) - Introduction and Overall Goals Gabriela S. Wyss, co-ordinator Research Institute of Organic Agriculture

3 21/02/09 Overview ECROPOLIS (EU 7FP): Introduction and goals Gabriela S. Wyss, co-ordinator, FiBL Sensory research and organic products Kirsten Buchecker, WP leader sensory analysis, ttz Market potential of organic products through sensory research Achim Spiller, WP leader market needs and solutions, University of Göttingen Regulatory framework and effect of taste Otto Schmid, Co-WP leader market needs and solutions, FiBL Experiences in Germany and impact for SME/SME Associations Elke Röder, WP leader dissemination and training, BNN Questions

4 21/02/09 Taste Drives for Appetite in Organic Food Appetite is growing for natural joy Foto: Max Oppenheimer/GettyImages

5 21/02/09 Title of project Organic Sensory Information System (OSIS): Documentation of sensory properties through testing and consumer research for the organic industry Research for the benefits of SMEs (FP7-SME-2007-2) Project duration 1. January 2009 – 31. December 2011 Co-ordination FiBL, Gabriela Wyss;

6 21/02/09 Main Objectives Development of a multilingual data folder on sensory properties of mainly processed organic foods (OSIS) Sensory profiles Consumer research Impact of organic regulations Usage of OSIS as a marketing tool providing sensory information on organic food to Consumers Retailers Wholesalers and Processors/producers

7 21/02/09 Partner Structure SME AG 1 Germany SME AG 2 Netherland SME AG 3 Poland SME AG 4 Switzerland SME AG 5 Italy SME AG 6 France BNNVBPEkolandBio Suisse Bioagricoop Synabio SME 1SME 2SME 3SME 4SME 5SME 6 ebl-Naturkost FairConnectPPH Tast Agrovision Burgrain AG OrganicOilsUnébio retailer; case study vegetable products bakery products fresh fruits (apple) vegetable oils meat products RTD Performer from all six countries

8 21/02/09 State-of-the-art and regulatory framework WP1 Synthesis, recommendations and testing of OSIS Case study 1 Case study 2 Workshop with all SME AG/SMEs WP5 Dissemination and training WP6 Project co-ordination and management WP 0 OSIS concept and technical implementation WP2 Sensory analysis Market needs and solutions WP3 WP4 Fact sheetsKnow- ledge on sensory quality Training of sales staff; Taste seminars Improve- ment of service quality Meetings

9 Sensory Research and Organic Products WP 3 Sensory Analysis Kirsten Buchecker, ttz Germany ttz Bremerhaven YOUR IDEAS NEED A HOME

10 21/02/09 Information about ttz Non-profit association Applied and market-oriented Research- & Development-Services contracted by industrial partners partner/ coordinator in/of funded projects: Regional, National, European, International Projects for SME-benefit ca. 6 Mio. € turnover ca. 80 employees (Researcher, Engineers), over 1000 m 2 pilot plant stations, laboratories, offices, etc. mit modern equipment and >200 m 2 sensory laboratory

11 21/02/09. Origin: FRoSTA AG, Bremerhaven Germany Sensory Analysis The sensory properties of food products are an important market success factor. In the organic market, many producers and distributors of organic foods claim superior tastes for their products compared to the conventional alternative.

12 21/02/09 Öko-Geschmacks-Siegel (Organic Taste Seal) Example Strawberry Yoghurt 0 10 20 30 40 50 60 Strawberry-Pulp Strawberry Flavour Sour Sweet Creamy Vanilla note Strong difference in the aroma-intensity

13 21/02/09 This argument is still subject to a hard debate, from an objective scientific perspective, but especially from the subjective consumer point of view. Consumer preferences are largely dependent on their long- term nutritional habits. Consumers taste is mostly distinced by conventional products. Therefore unfamiliar sensory experiences in organic products can lead to dissatisfaction.

14 21/02/09 Which Yoghurt Taste More Naturally? Testpersons with conventional food habits. Used to flavoured yoghurt. Test Intermopro 2004 13 42 33 12 0 5 10 15 20 25 30 35 40 45 ABCD Prozent Testpersons with organic food habits. Used to yoghurt without flavour. Test Biofach 2005 A (Strawberry pulp, flavour, beetroot-powder, sugar, yogurth) B (Strawberry pulp, beetroot-powder, sugar, yoghurt) C (Strawberry-pulp, sugar, yoghurt) D (Strawberry-pulp, strong flavoured, colour: cumoin) This is an important barrier for SMEs in the organic market to reach new consumer segments!

15 21/02/09 An answer to this challenge is a better understanding of sensory product properties and quality of organic food and the consumers expectation regarding the target group. The organic food producers need: Options to explain the sensory differences to the conventional food and differences within the organic market. Very good sensory qualities, if they promise superior taste. Otherwise it is just the image of superior taste, that won´t guarantee product success for a longer time.

16 21/02/09 3.1 Selection of country specific product groups 3.2 Development of sensory profiles 3.3 Sensory consumer tests 3.4 Preference mapping 0 25 50 75 100 Taste 0 25 50 75 100 Taste Image Blindtest Branded test WP 4: Marketing WP 3 Sensory Analysis

17 21/02/09 Origin: Pan European Mosaic WP 3.3 Sensory Consumer Tests

18 21/02/09 WP 3.1 Selection of Country Specific Products Product groups Fresh fruit (apple) Meat products Dairy products Vegetable oils Bakery products Tomato products

19 21/02/09 Results and Benefits for the Organic Market National description of sensory properties of organic foodstuff with visible differences. Information about the „real sensory product acceptance“ and the influence of the organic-image. An European comparison constituted in a pan European mosaic. Information about product improvment potential. Regulation Influence on sensory properties. Sales arguments and an instrument to improve services quality.

20 21/02/09 Thanks for your attention ! ttz Bremerhaven YOUR IDEAS NEED A HOME

21 Market Potential of Organic Products through Sensory Research WP 4 Market Needs and Solutions Prof. Dr. Achim Spiller, Universität Göttingen Germany

22 21/02/09 Market Potential of Organic Products through Sensory Research What is a succesful sensory marketing able to perform? How can ECROPOLIS make a useful contribution to the market potential of organic products?

23 Taste as unique selling proposition Consumer orientation Quality assurance Preventing sensory failures time Strategic approach Sensory profiling Consumer tests Steps of Sensory Marketing

24 Sensory Aspects as a Motive for Buying Organic Foods A lot of consumer studies confirm the influence that the sensory quality of organic foods exerts on purchase decision and willingness to pay Wandel and Bugge (1997) indicated taste as one of the primary reasons for buying organic food and considered in this context an evident willingness-to-pay Schifferstein and Oude-Ophuis (1998) highlighted the aspects appearance and taste as important factors that affect the demand for organic foods in the Netherlands In the USA The Packer (2001) exposed that taste is the most important food quality attribute affecting consumers preferences Lüth (2005) pointed out that especially considering the preferences of occasional organic buyers sensory aspects like taste should be included in the positioning of organic products

25 (Dialego, 2006) Motives for Buying Organic Food in Germany

26 Company Marketing Common Marketing Concepts Testimonials Storytelling (e.g., Jack Danniels Tennesie Whiskey, Rügenwalder) Sensory tests (e.g.,DLG) Product testing (e.g.,Stiftung Warentest) Associations (e.g., Slow Food) Taste labeling (e.g., wine, potatoes) Slogan (e.g., Dallmayr) Stereotypes (e.g., handcraft production of Käfer Feinkost) Image of origin (e.g., champagne) Ingredient Branding (e.g., pure sorted juice, Arabica coffee) Smell (e.g., bakery) Packaging (e.g., Alnatura Selection) Brand names (e.g.,Gourmet…) Individual quality label (e.g., „Frosta Reinheits- gebot“) Sound (e.g.,fizzling, prickle …) Portion of ingredients (e.g. 99% cacao) Characterization of taste (e.g., acerb Jever, …) PDO-System (e.g., Cheese) Fictive (e.g., Peter von Frosta) Real (e.g.,Jamie Oliver) Touch (e.g., softness) Sensory Marketing

27 Deutsche Landwirtschafts-Gesellschaft (DLG)

28 Stiftung Warentest

29 Stiftung Warentest: Results of Food Tests 2000-2008 GradesExcellentGoodMiddleSatisfactoryFailedTOTAL %%%Number Brands4.5%43.9%28.3%9.3%13.9%667 Private Label1.9%49.5%28.2%9.1%11.3%309 Frozen Food Delivery 10.760.7%28.6%0.0% 28 Organic Food4.8%52.4%28.6%9.5%4.8%21 TOTAL3.9%46.2%28.3%9.0%1.,6%1025

30 Slow Food

31 Alnatura Selection

32 Taste as unique selling proposition Consumer orientation Quality assurance Preventing sensory failures time Strategic approach Sensory profiling Consumer tests Steps of Sensory Marketing

33 Low interest/ low wtp Traditional cooking behaviour Health oriented consumer Critical food consumer Artificial/ sweet/ low fat Mixed preference s Natural/ traditional How can a Sensory Based Consumer Typology in the Food Sector Look Like ?

34 Regulatory Framework and Effect on Taste Otto Schmid Research Institute of Organic Agriculture

35 21/02/09 Is the Regulatory Framework Affecting Sensory Properties? Do standard requirements/ differences have a relevant direct or indirect impact on sensory properties? If yes, are there really relevant differences in standards and regulations? Hypothesis: Quality guidelines or Codes of Practise of private companies have a higher influence on taste than standards and regulations

36 21/02/09 WP 1 Analysis of Regulatory Framework Affecting Sensory Properties – Main Focus Main focus on the specific requirements of public regulations and private standards for organic production which affect sensory properties. Focus on the new Council Regulation (EC No 834/2007) and the related rules for implementation (EC No. 884/2008) In addition, the most important private standards and governmental regulations for organic food and farming in the countries involved will be analysed, Main phasis of the analysis will be on the requirements for processing (e.g. use or non-use of specific additives).

37 21/02/09 Organic ingredients Certified production chain Concepts of organic food processing Minimised use of additives Careful processing, freshness Healthy nutrition, natural concepts Socially responsible, fair trade, regionality Environmental friendly processing and transport Basic principles Broadly shared principles Principles in discussion Authenticity/ True nature Processed with Care Source: EU project Quality of low input food, 2006 Underlying Principles for Organic Food Processing

38 21/02/09 Product group EU Organic Regulation 834/2007 /884/2008 Private Standards (e.g. Bio Suisse) Company quality guidelines/code Milk products e.g. joghurts Exclusion of articial flavours, No lactic and other non-milk based acids; No natural flavours at all Exclusion of plant based thickeners, restricted sugar; Melted Cheese No phosphates (instead citrates) Meat products No phosphates, No glutamates; Restricted use of nitrates/ nitrites & Ascorbates No flavours (even not natural ones), Exclusion of nitrates/ascorbat es Relevant Standards Restrictions with Impact on Taste: Animal Products

39 21/02/09 Standards Restrictions as a Chance to Search for Innovative Processing Concepts The strong restrictions for additives and the minimal processing concepts is a incentive for searching new innovative methods, e.g. the use of functional ingredients See example: ice cream, yoghourt. Furthermore, requirements for raw materials regarding ripeness, freshness, fertilisation contribute to taste

40 21/02/09 Freshness: Taste and authenticity  Fruits without flavour  fresh, ripe fruits fragrance Source P. Gallmann, ALP

41 21/02/09 Non dairy emulsifiers: E322, E471, E472, E475, E477, E473, E474 Parts of the milk fat globule membrane Ice cream process: milk origin emulsifiers replace the proteins at the O/W surface Ice cream: optimised texture slow melting rate desired sensory properties butter process buttermilkbutter concentration by MF/UF concentrated buttermilk approx. 18% fat Minimal Processing: __________ ________ ___________ buttermilk replaces emulsifiers

42 21/02/09 Preliminary Thoughts In production standards both EU Regulation as well as private standards have almost no restrictions, which have a direct or indirect impact on taste. In processing, by the fact that only very few additives can be used for organic food based on EU Regulation 834/2007 ff – some acids, preservatives or thickeners or flavour enhancers cannot be used. Most differences will be in processing standards of private organisations (e.g. Bio Suisse, Demeter, Bioland), which restrict processing methods as well as some additives (e.g. ascorbic acid). Some company have internal quality management standards for their producers, which influence taste,

43 21/02/09 Questions for Discussion in Plenary Must organic products be the same like conventional ones or should they have an own sensory and quality profile? What are the most relevant production or processing restrictions for optimal taste from a company perspective? Would it be desirable that private organic label organisations develop Organic Quality Mangagment Guidelines or Code of practices (which can be developed to a Code of Conduct for all members)? Which firm/enterprise has special quality requirements/guidelines which are interesting for the project? Please communicate with us – we will keep you informed regurlary about the project outcomes

44 Experiences in Germany and Impact for SME/SME Associations Elke Röder, BNN

45 21/02/09 BNN = Organic Processors and Traders Association Represents the interest of about 60 organic food processors and traders BNN enhances: Healthy nutrition Environmentally compatible and sustainable economy Socially acceptable economy About BNN

46 21/02/09 Promotion Activities

47 21/02/09 Promotion Activities

48 21/02/09 Söbbeke cherry yoghurt Ingredients: yoghurt (mild), cane sugar, 7% cherries, thickening agent locust bean gum and pectin, beetrot juice concentrate, lemon juice concentrate Bioness cherry yoghurt (Lidl) Ingredients: yoghurt, 18% cherry preparatio, (sugar, 35% cherries, water, starch, beetrot juice concentrate, natural flavour) Product Comparison

49 21/02/09 Chiemgauer Naturfleisch: Edelsalami air-dried, sliced Ingredients: beef, beef fat, sea salt, pepper, garlic, cane sugar BioBio: Salami 1A Ingredients: 67 % pork, 29 % beef, salt, dextrose, lactose, glucose syrup, spices, antioxidant: ascorbic acid, preservative: sodium nitrite, probiotic starter culture, smoke Product Comparison

50 21/02/09 Experiences with BNN- Workshops on Organic Taste

51 21/02/09 Experiences with BNN- Workshops on Organic Taste

52 21/02/09 Experiences with BNN- Workshops on Organic Taste

53 21/02/09 Until the end of 2009: 20 seminars „sensory assessment of organic food“ Target group: processors, traders and employees of organic food stores Promoted by the Federal Ministry of Consumer Protection, Food and Agriculture BÖL-Wissenstransfer-Projekt Very practically orientated: practical tests, examples, discussion and questions Experiences with BNN- Workshops on Organic Taste

54 21/02/09 Benefits for participants: Support for advice and sale in organic food stores Support for promotions in organic food stores Knowledge about processing, ingredients and food additives important for sellers Knowledge for product development Experiences with BNN- Workshops on Organic Taste

55 21/02/09 Requests of participants: More terms and definitions for sensory impressions More product comparisions More studies about the differences between organic and conventional food More knowledge about organic rules and processing Outcomes of BNN Workshops

56 21/02/09 Ecoinform is a data base and information plattform for organic and fair trade products in Germany Used for data transfer between processors, traders and wholesalers Information for consumers about: Ingredients Allergens Processing Producers Product Information System

57 21/02/09

58 21/02/09 Information terminals for consumers are tested in a store Electronic balance in stores provide information about fresh products like e.g. cheese Data sheets for consumers and employees of organic food stores Dissemination of Results

59 21/02/09 Thank You for Your Attention Do you have questions?

60 21/02/09

61 21/02/09 Sensory Characteristics of Organic Food Organic food may be sensorically exceptionel… …but there are also products that taste bad Broad discussion of sensory characteristics Organic food has currently a good taste image Competitive advantage

62 21/02/09 Due to specific regulations for organic production (EU Council regulations, Codex Alimentarius, or standards of associations) in different countries organic products show considerable differences in sensory properties compared to conventional products..

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