What is the function of Traceability

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What is the function of Traceability
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Traceability - Impact

• Animal Disease Control
• Bio-security
• Fraud Prevention
• Production Improvement
• Branded Product

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Food Safety Traceability

• Food safety is the standard
• No antibiotics
• No dangerous chemicals
• No diseases
• Traceability is the guarantee
• What, when, how and records
• Guarantee of system quality

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EU China

• 32 Provinces One Authority

• 27 Countries - Food Safety Authority

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EU China

• Many similarities
• Historically many small countries
• Many food safety systems
• Little traceability
• Dioxin in Belgium
• In both 1999 and 2006
• Detected in additive but not communicated
• Contaiminated feed across Europe

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Food Supply our biggest threat is feed

• Why
• Its not tested
• Its not tasted
• No effects show up until it is too late

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European Control

• The Feed and Food Industry needed to restore
  consumer confidence
• Reliability was expected by the consumer
• They require checks in place that tie the
  business and food chain together
• Those unable to comply have had leave the
  industry
• Its not tested
• Its not tasted
• No effects show up until it is too late

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Traceability Making it Real

• Examples from Asia
• Examples from Europe

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Story Meats - Japan
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Story Meats - Japan
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Story Meats - Japan
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Story Meats - Japan
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QR CODES VIA MOBILE PHONES
3. QR code connects to Aussie Beef website with
information on production QA systems, recipes
1. Aussie Beef sticker with QR code placed on
retail pack
2. QR code scanned with barcode reader on mobile
phone
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Pigs Paper Work Combined
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China Exports - 2007

• Feed Additives 344,000 tonnes
• 1 Billion
• Antibiotics - 2.2 Billion
• Shrimp - 500,000 tonnes
• 2.3 Billion

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China Pig Exports

• Globally 75,000 tonnes
• 255 Million
• Hong Kong 58,500 tonnes (78)
• 200 Million

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Chinas Competitors

• Europe
• Demark, Netherlands
• Australia
• Brazil

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Pig Production in Hunan

• Chinas largest pig feed manufacturing provinces

• Chinas largest pig provinces

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Hunan Pig Industry

• Pig Friendly policies
• Encouraging expansion
• Tang Ren Shen Whitesire
• 10 Million pigs per year

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Hunan Pig Industry

• Hunan Pig Production

• Hunan Hong Kong

• Ability to produce grain
• Winter summer
• Proximity to high value markets
• Hong Kong
• Guangzhou
• Established transport
• Railwway
• expressway

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Ideas - Hunan Pig Industry

• Hunan Traceable Pork - HK

• Hunan Pork Supply Chain

• Certification/branding
• Known production
• Documented feed
• Certified product
• Premium price
• Competitive position
• Improved revenues for Hunan people
• Improved rural income opportunities

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Ideas - Hunan Pig Industry

• Hong Kong Market

• Hunan Pork History Brand - traceability

• HK GDP 38,000
• Japanese GDP - 33,000
• Cell Phones
• HK 1.4/person
• Japan - lt1/person

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Building the Hunan Brand

• Chinas Standard

• Hunans Standard

• Why is it different
• Why is it benificial
• Antibiotic free
• Safe
• Traceable
• Natural
• Tastier!

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CHINA
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Traceability opportunity of threat
Traceability Opportunity or Threat