P.PSH.1388 - Mincing words: Valorisation of mince beef through nutrient/functional formulation
The addition of fresh beef liver with beef trim can create a nutrient fortified beef mince.
| Project start date: | 16 May 2022 |
| Project end date: | 15 December 2024 |
| Publication date: | 01 October 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | Southern Australia, Northern Australia, National, NSW, Western Australia, Victoria, South Australia, Queensland, Northern Territory, Tasmania, Eastern Australia, International |
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Summary
This project aimed to explore whether nutrient enhanced beef mince could be created by blending existing beef trim with nutrient dense beef offal. If a nutrient enhanced beef mince using offal could be produced, would this appeal to Australian consumers and command a premium price, reflecting a shift in consumer trends towards seeking foods with positive health benefits.
Objectives
The project set out to achieve the following objectives:
1. Literature review of nutritionally enhanced food offerings in the market
2. Lab feasibility assessment of prototypes
3. Consumer validation
4. Carcase mapping of beef muscle and organ functionality
5. Rapid analysis of target nutrients
6. Value proposition
7. Consumer usage testing
8. Business Model Canvas
9. Technology transfer to the Australian meat industry
10. Launch strategy.
Key findings
Liver was identified as the most suitable source of available offal due to higher nutrient density.
Qualitative and quantitative consumer trials showed significant potential for nutrient enhanced mince, particularly when flavoured dishes masked organ meat taste.
Enhanced mince versions can potentially trade up existing 4 and 5-star mince users and increase overall mince consumption, possibly reducing reliance on supplements.
73% of participants expressed future purchasing intent, although enthusiasm decreased with a 20% price premium, indicating consumer price sensitivity and awareness of liver’s low cost.
Benefits to industry
Focusing on the beef mince segment, a widely consumed product, this project filled a significant knowledge gap and provided actionable insights that can drive innovation and competitiveness in the Australian meat industry:
• Adoption of nutrient enhanced mince is expected to boost revenue and promote sustainability within the beef industry.
• The product can create a distinct market position, attracting early adopters and driving positive perceptions of red meat.
• Differentiation from regular mince can attract health-conscious consumers, particularly those in the ‘Mixed Feelings - Health’ and ‘Part of my Culture’ segments.
MLA action
Final Report to be published on the MLA website and appropriate social media channels.
Future research
• Shelf-life assessment: Test different types of chilled packaging for an 85% beef mince and 15% liver blend undertaken by a proper testing lab following strict protocols and conditions.
• Operational test runs: Conduct commercial-scale test runs to evaluate the impact on production costs and disruptions to existing operations.
• Test market deployment: Test frozen beef-liver mince to assess consumer adoption and switching behaviour.
• Test toned-down versions of the enhanced blend: Develop a 'half-strength' version with 7 to 10% liver content to appeal to consumers who are hesitant about the strong flavour.
More information
| Project manager: | John Marten |
| Contact email: | reports@mla.com.au |
| Primary researcher: | Agresearch Limited |
