THE CHANGING AGRICULTURAL ENVIRONMENT – EXTENDING THE GENOTYPE A STEP FURTHER

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THE OUTLINE OF THIS STUDY

The marketing environment is researched and evaluated in CHAPTER II, whereby the traditional genotype (production driven) is extended to take cognizance of the aspirations and perceptions of the consumer and consumer trends (consumer orientated prodution). CHAPTER III describes the contents and components of the pork supply chain, with special emphasis on the vulnerabilities in the chain. In CHAPTER IV, (co-)variance components and genetic parameters of economically important production and carcass traits are estimated for the S.A. Large White; S.A. Landrace and Duroc pig breeds, applying mixed model methodology. CHAPTER V has been constructed by virtue of insight into the domains (which contributed stepwise) of the market and the consumer (Chapter II), the present supply chain (Chapter III) and the genetic components of the live animal pertaining to bio-economic production and carcass traits (Chapter IV). CHAPTER VI culminates in the final conclusions, future perspectives, future research directives and final recommendations.

Globalization

Internationalization (the new single market culture) is a universal phenomenon. Markets, geographical boundaries and cultures have shrunk due to the impact of technology and essentially the electronic revolution (Kotler & Armstrong, 1994; Zimmerli, 2000). Traditional patterns are disintegrating and technology is driving society at an alarming rate (Johnson, 2000). The direction and pace of techno trends is difficult to predict and the outcome too decisive to contemplate – in fact we are living in a risk society. Consumers across continents and across international capitals (from New York to Stockholm and Milan) show more and obvious similarities (Johnson, 2000). According to Oosthuizen (1995) characteristics of global consumers manifest themselves mainly in the domains of food, fashion and pleasure. Given the rapid nature of globalization, Steenkamp (1998) is of the opinion that due consideration be given to international differences in food consumer behaviour. Graeber (2000) is of the opinion that real globalization essentially means the following: free immigration – across the visible and invisible borders • a global rule of law, thus the formation of a uniform world-wide legal institution • reduction in all forms of protectionism or even elimination thereof and • standardisation pertaining to products and licensing. THUS Globalization in the true sense of the word means releasing the average world citizen of restrictions previously imposed upon him/her. Due to the effect of globalization, agriculture and agricultural products and markets (also in South Africa) are becoming increasingly more international. According to Meulenberg (1998) and Stein (2000) agri-businesses are becoming conglomerates whilst simultaneously focusing on innovation and product quality. These businesses give preference to the promotion of their own products and brands rather than to pursue generic promotion. Den Hartog (1999) indicates an intensification (driven by technology) of pig production in most European countries manifested in fewer farms with pigs, but more pigs per farm. According to Streicher (2001) the same phenomenon is also happening in South Africa.

Biotechnology

Grulke (2000) described the age of Biotechnology as the Second Information Revolution. A world where… »the sciences of miniaturisation, genome research and nanotechnology would set the scene for the creation of whole new genres of life – whether it be crops, drugs or synthetic materials ». According to Mc Clintic (2000) a new revolution, fueled by biotechnology, is changing traditional agriculture into a far-reaching and totally new concept (paradigm) with permanent effects. Kappes (1999) indicated that new technologies in the field of genome research will drastically change future livestock selection practices. Biotechnology, the undisputed futuristic spiral of molecular genetic advancement in human, plant, animal and micro organisms has created social concerns, ethical fears, rejection and prejudices in societies and amongst consumers. Food safety and consumerism has subsequently become synonymous with biotechnology in recent years. The impact of biotechnology in agriculture and ultimately the society and the consumer has been inundated with fear, rejection, negative media publication, protests and international (moral) support (mostly against it).
Primarily the most sensational matters are genetically modified (GM) foods and cloning. As a result of intense pressure from organisations such as Greenpeace, major supermarkets3 and food producers in the United Kingdom have already switched to GM-free animal feed and products. In the United States of America, two prominent multi-national companies (McDonalds and Burger King) announced that they will become GM-free during the course of 2001. Bonneau & Laarveld (1999) have compiled a list of factors that will govern the acceptance of animal biotechnology in society (Vide Table 2.1). In South Africa the food company Woolworths Foods is making a concerted effort to ensure that all products are GM-free in the next three years and labeled accordingly. (De Bruyn, 2003). The company Pick ‘n Pay has embarked on the “Country Reared Program”, where food products must be free of residues and antibiotics.

Welfare, Health and Environmental Awareness

Animal welfare is one of the major fields of public concern and political issues for future directions in animal husbandry. In certain European countries, such as England, Holland and Belgium, the animal welfare concerned consumers may not only cease their meat eating habits (if production systems and norms do not comply with their convictions), but they will (emotionally) take revenge and radical actions into their own hands (Rymher, 1995 – Personal Communication). The use of stalls and tethers for dry sows has been banned by British legislation since the mid1990’s. In Germany, regulations (pertaining to animal protection) have already been issued for the housing and management of laying hens, pigs and calves during 1987, 1988 and 1992 respectively (Visser, 1995). In the Netherlands (Vide Table 2.4) new rules and regulations, based on the minimum requirements laid down by the European Union (EU), were introduced during 1998. This was done not only to improve the welfare of pigs in intensive production systems, but also to change the format of pig housing considerably (Den Hartog, 1999). Intensive pig production in the Netherlands is handicapped by welfare, health and environmental aspects, ranging from environmental pollution, mineral excretion, ammonia emission to the legislation on pig housing and welfare. In this regard, environmentally friendly packaging is becoming an increasingly important marketing tool (Steenkamp, 1998).

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CONTENTS :

Acknowledgements
Dedication
Declaration
Abstract
Samevatting
Contents
List of Tables
List of Figures
List of Annexures
CHAPTER I INTRODUCTION AND PROBLEM STATEMENT
- 1.1 INTRODUCTION
- 1.2 PROBLEM STATEMENT
- 1.3 OBJECTIVES OF THIS STUDY
  - 1.3.1 Overall Objective
  - 1.3.2 Specific Objectives
- 1.4 ANALYTICAL FRAMEWORK AND METHODOLOGY
- 1.5 THE OUTLINE OF THIS STUDY
CHAPTER II THE CHANGING AGRICULTURAL ENVIRONMENT – EXTENDING THE GENOTYPE A STEP FURTHER
- 2.1 INTRODUCTION
- 2.2 THE CHANGING MARKETING ENVIRONMENT
  - 2.2.1 Global Trends
  - 2.2.1.1 Globalization
  - 2.2.1.2 Information Technology
  - 2.2.1.3 Biotechnology
  - 2.2.1.4 Strategic International Re-orientation
  - 2.2.1.5 Welfare, Health and Environmental Awareness
  - 2.2.1.6 Consumerism
- 2.3 CONSUMER TRENDS
- 2.3.1 Consumer Needs
- 2.3.2 Consumer Satisfaction and Market Share
  - 2.3.3 Consumer Satisfaction and Health Matters
- 2.4 PORK – THE PRODUCT ITSELF
- 2.4.1 Product Quality
- 2.4.2 Meat Quality: Definition and Description
- 2.4.3 The Genetic Basis of Pork and Meat Quality
- 2.4.3.1 The Effect of Breed on Meat Quality
  - 2.4.3.2 Genetic Correlations
  - 2.4.3.2.1 The Halothane Paradox
  - 2.4.3.2.2 The Marbling Paradox
- 2.5 POSITIONING AND ASCERTAINING THE ATTRIBUTES OF PORK IN RELATION TO OTHER TYPES OF MEAT IN SOUTH AFRICA DURING THE PERIOD
- 2.5.1 Historical Overview
- 2.5.1.1 The 1970 Market Survey
- 2.5.1.2 The 1987 Market Survey
- 2.5.1.2.1 The 1987 – All Race Meat Usage and Attitude Study
- 2.5.1.3 The 1996 Market Survey
- 2.5.1.3.1 Survey Coverage
- 2.5.1.3.2 Survey Findings
- 2.5.1.3.3 The Image of Brands
- 2.5.1.4 Consumer Reaction to Boar Taint
- 2.5.1.5 The 1998 Goat Commodity Market Survey
- 2.5.1.5.1 Sample Demographics
- 2.5.1.5.2 Survey Findings
- 2.5.1.6 The 2000 AC Nielsen/SAPPO Market Survey
- 2.5.1.6.1 Results and Survey Findings
- 2.5.1.6.2 Meat Purchasing Patterns: Present and Future Observations
- 2.6 CONCLUSIONS TO CHAPTER II
CHAPTER III THE COMPONENTS OF THE PORK SUPPLY CHAIN IN SOUTH AFRICA
- 3.1 INTRODUCTION TO SUPPLY CHAIN MAMAGEMENT
- 3.2 SYNOPSIS OF THE MARKETING RELATIONS AND DIAGRAMMATIC EXPLANATION OF THE SOUTH AFRICAN PORK SUPPLY CHAIN
- 3.3 THE STRUCTURE OF THE SOUTH AFRICAN PIG INDUSTRY
- 3.3.1 Production Statistics
- 3.3.2 The Pig Feed Industry
- 3.3.2.1 Introduction
  - 3.3.2.2 The Protein and Animal Feed Dilemma
  - 3.3.2.3 Feed Production Levels
  - 3.3.2.3.1 The Mineral and Premix Market
  - 3.3.2.3.2 The Pharmaceutical Industry
- 3.3.3 Vulnerabilities Pertaining to the South African Pig Industry
- 3.4 GENETIC IMPROVEMENT AND PIG INFORMATION SYSTEMS
- 3.4.1 Introduction
- 3.4.2 Genetic Improvement of Pigs
- 3.4.2.1 Central Testing
- 3.4.2.2 On-farm Testing
- 3.4.2.3 PIG BLUP
- 3.4.2.4 Independent Selection Panel
- 3.4.2.5 Progress Through Consolidation: PIG GEN (pty) Ltd
- 3.4.3 The Implementation of an “Adapted Platform Independent Information System” for Pig Recording in South Africa
- 3.4.4 Vulnerabilities Pertaining to Breeding and Genetic Improvement
- 3.5 SLAUGHTERHOUSE AND SLAUGHTERING STATISTICS
- 3.5.1 Introduction
- 3.5.2 Incidence of PSE Pork at South African Abattoirs
- 3.5.3 Vulnerabilities Pertaining to Slaughterhouses and Pork Supply
- 3.6 INDUSTRY ORGANISATIONS, INSTITUTIONS AND PROGRAMMES IN SUPPORT OF THE PORK SUPPLY CHAIN
- 3.6.1 Introduction
- 3.6.2 The South African Pork Producers’ Organisation
- 3.6.2.1 The South African Meat Industry Company
- 3.6.2.2 The Red Meat Research and Development Trust
- 3.6.3 The South African Stud Book and Livestock Improvement Association (SASBLIA)
- 3.6.4 The Pig Breeders’ Society of South Africa
- 3.6.5 Animal Health, Product Safety and Welfare Organisations
  - 3.6.5.1 Directorate of Veterinary Services
  - 3.6.5.2 The Pig Veterinary Society of South Africa
  - 3.6.5.3 The Livestock Welfare Co-ordinating Committee
- 3.6.6 Academic and Tertiary Institutions Actively Involved in the Promotion of Pig Development in South Africa
- 3.6.7 Application of Computer Programmes/Models in the South African Pig Industry to Enhance it’s Competitiveness
- 3.6.7.1 Introduction
- 3.6.7.2 International Competitiveness of the South African Pig Industry
- 3.6.7.3 Overview of Different Computer Programmes and their Application
- 3.7 CONCLUSIONS TO CHAPTER III
CHAPTER IV ESTIMATION OF GENETIC PARAMETERS FOR PRODUCTION AND CARCASS TRAITS IN SOUTH AFRICAN LARGE WHITE, LANDRACE AND DUROC BREEDS
- 4.1 INTRODUCTION
- 4.2 ESTIMATING GENETIC PARAMETERS FOR THE PRODUCTION TRAITS
- 4.2.1 Materials and Methods
- 4.2.1.1 Data Recording Procedures and Animals Involved
- 4.2.2 Statistical Analysis
- 4.2.3 Results and Discussions
- 4.3 ESTIMATION OF GENETIC PARAMETERS FOR THE CARCASS TRAITS
- 4.3.1 Materials and Methods
  - 4.3.1.1 Data Recordings, Animals and Procedures
  - 4.3.1.2 Traits Analysed: Procedures
- 4.3.2 Statistical Analysis
- 4.3.3 Results and Discussions
- 4.4 CONCLUSIONS TO CHAPTER IV
CHAPTER V STRUCTURING OF DESIRED BREEDING OBJECTIVES FOR THE PIG INDUSTRY
- 5.1 INTRODUCTION
- 5.2 BREEDING OBJECTIVES – GENERAL PERSPECTIVES
- 5.2.1 Economic Aspects of the Breeding Objective
- 5.2.2 Traits to be Included in the Breeding Objective
- 5.2.2.1 Reproductive Traits
- 5.2.2.2 Production Traits
- 5.2.2.3 Carcass Traits
- 5.2.2.4 Meat Quality Traits
- 5.3 GENETIC CORRELATIONS BETWEEN THE VARIOUS TRAITS LINKED TO PIG PRODUCTION
- 5.3.1 Reproduction
- 5.3.2 Production
- 5.3.3 Carcass Traits
- 5.3.4 Meat Quality Traits
- 5.4 POSSIBLE FUTURE SCENARIOS FOR PIG BREEDING IN SOUTH AFRICA
- 5.4.1 Present to Near Present (2003-2005)
- 5.4.2 Intermediate Advancements (2006-2009)
- 5.4.3 Progressive Advancements (2010 and beyond)
- 5.4.3.1 Molecular Techniques
- 5.5 CONCLUSIONS TO CHAPTER V
CHAPTER VI CONCLUSIONS, PERSPECTIVES, DIRECTIVES AND RECOMMENDATIONS
- 6.1 INTRODUCTION
- 6.2 POSITIONING
- 6.3 THE QUALITY ROAD
- 6.4 CONSUMERISM
- 6.5 PRODUCT SAFETY
- 6.6 MARKETING ASPECTS
- 6.7 BIOTECHNOLOGY AND TECHNOLOGICAL TRENDS
- 6.8 RELATED AND UNDERLYING FACTORS PERTAINING TO THE BREEDING OBJECTIVE
- 6.9 MARKET INTELLIGENCE SYSTEM(S)
- 6.10 VULNERABILITIES: FINAL ANECDOTES
- 6.11 A FUTURISTIC PERSPECTIVE: MIGRATING FROM AN IMMATURE TO A MATURE SUPPLY CHAIN
- 6.12 IMPLEMENTING A “BEST PRODUCTION AND VALUE SYSTEM” FOR THE SOUTH AFRICAN PIG INDUSTRY
- 6.13 FUTURE RESEARCH DIRECTIVES
- 6.14 FINAL RECOMMENDATIONS
- REFERENCE LIST
- ANNEXURES