7.69 on a 9-point hedonic scale for liking), and four of the eight dishes were rated "at the level of a very premium food"." />
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Hastie M, Ashman H, Lyman D, et al. Product Design to Enhance Consumer Liking of Cull Ewe Meat. Foods. 2021;10(1)doi: 10.3390/foods10010096.
Hastie, M., Ashman, H., Lyman, D., Lockstone-Binney, L., Jacob, R., Ha, M., Torrico, D., & Warner, R. (2021). Product Design to Enhance Consumer Liking of Cull Ewe Meat. Foods (Basel, Switzerland), 10(1), . https://doi.org/10.3390/foods10010096
Hastie, Melindee, et al. "Product Design to Enhance Consumer Liking of Cull Ewe Meat." Foods (Basel, Switzerland) vol. 10,1 (2021). doi: https://doi.org/10.3390/foods10010096
Hastie M, Ashman H, Lyman D, Lockstone-Binney L, Jacob R, Ha M, Torrico D, Warner R. Product Design to Enhance Consumer Liking of Cull Ewe Meat. Foods. 2021 Jan 05;10(1). doi: 10.3390/foods10010096. PMID: 33466441; PMCID: PMC7824867.
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Foods. 2021 Jan 05;10(1). doi: 10.3390/foods10010096.

Product Design to Enhance Consumer Liking of Cull Ewe Meat.

Foods (Basel, Switzerland)

Melindee Hastie, Hollis Ashman, Dale Lyman, Leonie Lockstone-Binney, Robin Jacob, Minh Ha, Damir Torrico, Robyn Warner

Affiliations

  1. Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Melbourne, VIC 3010, Australia.
  2. Centre for Food Trades and Culinary Arts, William Angliss Institute, Melbourne, VIC 3000, Australia.
  3. Department of Tourism and Hotel Management, Griffith University, Gold Coast, QLD 4215, Australia.
  4. Department of Primary Industries and Regional Development, Western Australian Government, Perth, WA 6151, Australia.
  5. Faculty of Agriculture and Life Science, Lincoln University, Lincoln 7647, New Zealand.

PMID: 33466441 PMCID: PMC7824867 DOI: 10.3390/foods10010096

Abstract

The global sheepmeat industry aspires to increase consumer liking for cull ewe meat and thereby increase its value; dry ageing application can increase the consumer appeal of this meat. In order to develop novel consumer-liked dry aged sheepmeat products, an innovation process aligned with design thinking principles was initiated. The objective was to understand optimal dry aged sheepmeat product formats from chef, butcher, producer and consumer perspectives, and use these findings to develop "highly liked" and "premium" dry aged cull ewe meat dishes. The methodology used and the results of stakeholder engagement, perceptual mapping, and quantitative consumer assessments are reported. Stakeholder engagement showed the importance of how novel products are introduced to the consumer and to the chef. Perceptual mapping highlighted that chef-perceived product "premiumness" was driven by eating quality and complexity of the dish. Consumer assessment validated these findings with increases in dish liking associated with increased premiumness and complexity in dish presentation. Overall, the described approach was successful; eight highly liked dry aged cull ewe meat dishes were developed (all scored > 7.69 on a 9-point hedonic scale for liking), and four of the eight dishes were rated "at the level of a very premium food".

Keywords: collaborative innovation; consumer; cull ewe; mutton; premium; slow cooking

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