collaboration agreement with Interbev for JBE (Jeune Bovin Export) and BFE
(Broutard Français d’Exportation ) (Mora and Menozzi; 2005). Both specifications
established the traceability rules to be applied throughout the supply chain and the
information to be labelled on the beef exported. Moreover, the JBE specification
guarantees the respect of breeding methods, such as vegetal feeding, animal
welfare, etc., both for exported calves and beef. Interbev operates as an institutional
actor in this agreement, defining the control plan and monitoring the traceability
system throughout the supply chain. This different approach followed by Auchan
can be explained, on the one hand, by the higher Spanish self- sufficiency ratio of
consumption (consumption satisfied by internal gross production, which in Spain is
about 100%) compared to the fairly low Italian one (in Italy only 65% of total beef
consumption is covered by national production). On the other hand, the lower
development of interprofessional agreements in the Italian beef supply chain, if
compared to the Spanish and, especially, to the French one, can be seen as another
explanation of the different retailer approach.
6. Conclusions and discussion
Consumer research is a key aspect to gain information on consumer attitudes
towards traceability in order to provide them an adequate communication of
existing and new traceability systems.
Traceability should be divulged not as a mere tool to provide more information but
as a system to assess its veracity. Up to now, consumer complains about
incomprehensibility of provided information claiming for more clearance and
transparent information and clearly written. Results of the focus groups conducted
in Spain and Italy, shown that for all participants the difficulty to read labels lead to
feel uncomfortable with beef traceability. In the case of beef meat, the voluntary
labelling specifications have to be revised and approved by the competent authority
in order to guarantee consumers against communications becoming dull, running
the risk of making the information “cryptic” and thus incomprehensible.
Several beef quality attributes emerged from the focus groups analysis, often
corresponding to conclusions extracted from previous researches on consumer
perception of beef quality and safety. Country of origin, price and expiry date are
the most quoted quality attributes in both countries, even with some cross- cultural
differences. Price seems more important for Spanish participants, whereas trust
feeling in shops and shopkeepers is strong in both countries.
Focusing on the topic of this paper, it is important to note that traceability
perception differ across the two observed countries. Italians perceive traceability as
adequate to guarantee origin and authenticity of traditional products mainly. It is
believed to be a good information provision system to assess quality of food
products. In Spain, terms such as origin, location, control and pursuit of the
product were mostly mentioned in relation to traceability but as difference of
Italian perception, Spanish refer to traceability as a health and food safety
guarantee, mainly valuable to avoid food risks.
When asked to rank different beef product pictures according to their different
level of traceability, Italian participants tended to identify a good traced product on
the basis of the detailed labelled information, such as the presence of an animal
identification number, the indication of the specific farm and slaughterhouse, and
the production method information. Spanish participants inferred traceability
information especially from the origin of the product. Even if they didn’ t find many
differences across the displayed pictures, they generally preferred the national
products compared to the foreign one. Despite its limitations, participants inclined
towards labelling as traceability information support system for fresh beef meat,
due to their appreciable fear for other proposed more- advanced information
supports.
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