Developing Delicious Poultry

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Developing Delicious Poultry

• Licensing in the Food Industry
• Laura Treanor
• Shalvey Poultry Ltd
• 2nd March 2007

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Shalvey Poultry Ltd

• Established in 1949 by Shalvey Family
• Located outside Cootehill, Co. Cavan
• Specialise in Cooked Poultry Products for Retail,
  Catering and Foodservice Sectors
• Managed by Gabriel Shalvey
• Employs 30 full time operators

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Laura Treanor

• Joined Shalvey Poultry Ltd in March 2001
• Senior role of Quality Manager
• Part of focused New Product Development Team

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Case for New Product Development

• Lifeblood of Food and Drink Companies
• Essential to ensuring Profitability and Survival
• Consumer demands and expectations are constantly
  evolving
• Retailers seeking new products to meet this need

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Needs Wants

• Time Poor, Cash Rich
• Working Women
• Single Person Households
• Grey Consumer (gt55 yrs)
• Awareness of Better Health
• Interest in Nutrition
• Better Environment

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Needs Wants

• As consumers needs and wants change and evolve
  as a result of changing attitudes, demographics
  and lifestyles, they actively seek out new
  products on the shelf.

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Search for New Products Technologies

• Shalvey Poultry Ltd., search for new products
  and technology stems from three distinct
  channels
• Proactive R D Programme
• Technology Partnerships
• Technology Transfer

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Proactive R D Programme

• Based around patented manufacturing system
• Formal, market focused NPD system therefore
  managing and driving new products to market
  quickly and successfully
• Emphasises the importance of key activities such
  as marketing, technical development and financial
  analysis running concurrently

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Technology Partnerships

• Development of close working relationships with a
  number of partners such as raw material
  suppliers, technical backup and distribution.

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Technology Transfer

• 1998 participated in US Food Partnership Mission
  to Chicago with Enterprise Ireland
• Through a US consultant a number of companies
  were identified and four were shortlisted
  including Perdue Farms, Tyson Poultry, North
  Carolina Turkeys and Cooper Farms.
• Due to EI involvement in the project all meetings
  held were at senior level and were very
  informative.

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Technology Transfer

• Perdue Farms were very open and welcoming to the
  Irish contingent
• Very committed to NPD and were eager to discuss
  product and packaging trends in Europe and vice
  versa
• As No.1 chicken producer in US with a weekly
  slaughter of 65 million birds, their technology
  was of a very high standard

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Technology Transfer

• Technology was gathered by Shalveys through
  internal factory visits and discussions with
  Perdue.
• Perdue were very forthcoming with information
  regarding a cooked chicken strip that was their
  leading and fastest growing product at that time
  particularly with large sandwich makers such as
  Subway

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Technology Transfer

• Discussions ensued regarding the type of
  equipment required, gas-flushing technology, gas
  mixes, shelf-life and micro issues.
• In return Shalveys discussed details of their
  patented manufacturing process and isolated
  cooking system. Other information was transferred
  in relation to bulk and flavoured poultry
  products.

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Technology Transfer

• On return to Ireland, Shalvey Poultry Ltd set
  about acquiring the relevant equipment and
  sundries and developed a range of roast strip
  chicken products that are available today.
• The success of this product has driven the
  development and launch of the Ma O Shalvey retail
  range.

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Technology Transfer

• P H Foods, Ontario, Canada
• Famous for Butterball Turkey Brand
• Met with P H Foods and received information
  regarding control and rapid detection methods for
  Listeria.
• Shalvey Poultry provided assistance with problem
  solving of pinking in cooked poultry.
• It is hoped to build on this relationship with
  the new trade and technology links that have been
  built through Enterprise Ireland and their
  Canadian counterparts.

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Rewards of Technology Transfer

• Very beneficial particularly in relation to
  issues of food safety
• A useful tool in driving forward innovation and
  new product development
• Can create a point of difference for the product
  in the marketplace
• Increases competitive advantage

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Relationship Development

• Following from our experience, Shalvey Poultry
  Ltd may have been able to enter more formal
  technology transfer agreements if there had been
  some incentive to encourage US and Canadian
  companies to visit Ireland.
• The relationships developed were in-formal and
  unstructured and we believe that inward missions
  for such companies would lead to more formal
  discussions and improve the chance of
  co-operation.

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Thank You