P.PIP.0587 | Business Design Scoping of DTS: Diathermic Syncope® Stunning Technology

Summary

End consumers are becoming more concerned where their food comes from. Adding to the complexity of market access requirements, marketing, labelling and plant licensing, are the different religious stunning requirements.

MLA and industry have invested in the development of new and improved stunning methods that address at a scientific and technological level, all the animal welfare regulations and religious slaughter requirements. This project explored and developed business models that facilitate the adoption of improved technology which induces insensibility to enable the Australian and international meat processing industry to address the current and increasing concerns around animal welfare and pain free livestock practices at the time of exsanguination.

Models were developed which showed the cost benefit analysis for processors under a range of stunning methods and with different levels of religious certification. To support the commercialisation process of the DTS: Diathermic Syncope® Stunning Technology, a commercialisation strategy, marketing strategy, business plan, communication plan and marketing materials were developed. Research was undertaken to refine and develop the product offering based on customer’s needs and wants. A pricing model and service model were developed, and future value propositions explored and documented to maximise adoption and return on investment for processors and stakeholders.

Objectives

The objectives of the project were to:

• develop business models for commercialisation of the technology for the induction of insensibility
• develop communication materials
• elevate the confidence of target consumer groups
• communication materials including flyers have been shared with stakeholders and a website developed and launched. Engagement with Australian and international stakeholders resulted in Chief Rabbis in Australia and Israel personally wanting to understand the process and technology to help address the unfulfilled demand for Kosher beef in Australia and in Israel.

Key findings

• The research identified the type of product, services required and barriers to adoption, were impacted by the number of animals processed per day.
• Smaller processors are interested in a single box to focus on religious slaughter, and require assistance to engineer and design the faraday cage. Larger processors’ major barrier to adoption is operation or line speed and they were not necessarily restricted by access to capital, engineers and tradesmen. DTS installation profitability was also dependent on external factors such as limited labour. Increasingly, a constrained labour supply increases the need for successful Halal certification (achieved by DTS), which allows for all offal to be sold as Halal compliant rather than rendered.

Benefits to industry

A calculator was developed to help communicate the financial benefits to processors, supporting practice change. DTS prototype demonstrations were given to industry and meat processor representatives (potential customers) as well as religious certifiers and animal welfare advocates (enablers). Research to test the theory of recoverability post DTS application, which is critical to comply with Kosher laws was scoped, designed and implemented. This research was undertaken as a separate program of work, led by Dr Alison Small.

Future research

Refine system design to facilitate a quicker, more reliable build as part of the commercialisation process.

High-speed design and development of a two cage-one race system, providing a double box that can stun simultaneously and also fit in the constraints of the available space.

Ongoing collaboration with animal welfare organisations in Australia, United Kingdom, United States of Australia and Europe to be recognised as a best practice option which is compliant with Halal and Kosher religious slaughter requirements.

Develop installation and service model to deliver, install and service DTS systems across Australia and internationally. Further development and refinement of the commercialisation strategy to include options for accessing international markets.