Summary
The project supported the development of between 5-8 Ready to Cook (RTC) and Ready to Eat (RTE) products in beef and lamb and specifically undertake the following activities:
- Understand the market and identify key usages and occasions for red meat RTC and RTE products;
- Develop and enhance procurement capabilities and understanding of the red meat supply chain and carcass utilisation/returns for value adding;
- Direct New Product Development resource towards red meat products;
- Undertake consumer research to determine optimal packaging and messaging to execute these initiatives; and
- Undertake extensive R&D to ensure product quality and safety was demonstrated to the targeted market channels with key enabling technology platforms described when applied to red meat.
