New packaging and processing technologies are extending the shelf life of fresh and processed meat. According to a new report from Rabobank, 'Meat Packaging to Extend Shelf Life', benefits include: expanded geographical sales coverage, better margins across the value chain, lower environmental costs of meat consumption and product 'premiumisation'. While consumer preference for fresh over frozen to date has limited sales to mostly regional markets, this could now be changing. Expanding the target market, by addressing consumer trends, improving price/quality positioning (in existing, mature markets) or widening the export range to new markets, could hold the solution for European meat producers.
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