TIRANA TIMES
TIRANA, Oct. 17 – The Ministry of Agriculture, Food and Consumer Protection and UNDP hosted last week the workshop, “Meat from Small Ruminants, the value chain, consumers and trends.”
The event was an opportunity to share with the public, the private sector and operators in the meat sector the outcomes of a value chain and market analysis and consumer preference survey which are set to guide the establishment of a food chain for lamb meat.
The ability to provide immediate information and make informed decisions on livestock, with regards to movement and traceability is a key health and safety requirement for member states of the European Union.
Participants in the workshop discussed the opportunities and challenges for the actors who are set to participate at different positions within the value chain. In addition, the up-coming requirements of food safety legislation, the threat of zoonotic diseases and the future investment opportunities under the EU Instrument for Pre-Accession Assistance for Rural Development (IPARD) were highlighted by experts within the livestock sector.
The value chain and market analysis, commissioned by UNDP, identified that there was sufficient demand for the development of a high quality lamb meat segment within the Albanian market in terms of volume, and additional value provided.
Key finds from the analysis included the superior quality of Albanian highland lambs, recognized by all consumers, was challenged by imports only on the ground of price. The increasing role of restaurants as a place for consuming lamb meat and the consolidation of mediators and other intermediate operators were also among the finding, as were the slow, gradual reduction of domestic supply and demand, due to shifting consumer preference towards veal meat, but also due to the high prices of quality lamb.
In addition, the consumer preference survey for small ruminant meat – the first of this kind conducted in Albania, financed by UNDP and carried out by Development Solutions Associates in cooperation with researchers from the Agriculture University of Tirana and University of Hawaii determined which lamb meat characteristics or attributes were preferred by consumers and outlined consumer types based on their preferences.
Key finding from the survey confirmed:
ՠThere is a strong preference and willingness to pay amongst the largest consumer group for domestic highland and plain lamb meat versus imported ones.
ՠThe majority of consumers would buy imported lamb meat only if the price is 100 to 250 Albanian leks (i.e. up to 30 percent) cheaper than Albanian lamb meat, while others would not consume or buy imported lamb meat under any circumstances.
ՠThere is a strong preference within the two largest identified consumer groups to pay for light lambs (those not heavier than 13 kg).
The project “Improving the performance of livestock sector in Albania”, co-financed by the European Union and the Italian Government, intents to create a livestock keeper association, to develop and manage a value chain (lamb meat) in accordance with EU principles of quality and food safety.
