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SECTOR REPORT – CURED MEAT
ASIAN MEAT
Cured meat
M A G A Z I N E
producers
innovate to
stay relevant
Cured and dried processed meats still have a place in the market,
but they fill a segmented category. ARIEF FACHRUDIN and the
Asian Agribiz team find that some cured meat producers are
innovating their product offerings and marketing to stay relevant
and to attract consumers of all ages.
2 ASIAN MEAT MAGAZINE – July/August 2018
Bali Ananda’s pork lapcheong is made of
natural ingredients using a special family
recipe.
C onsumption of bakkwa, a
traditional Chinese snack of dried
a town in Johor neighbouring
Singapore.
sweet barbecued meat, during “The traditional bakkwa market
Chinese New Year has been is too competitive with too many
stagnating or declining among players competing in the small
Malaysians, as consumers become segment. We must also be quick
more health and price conscious. to adapt to consumers’ changing
Besides, Malaysia has a famous preference,” he said.
bakkwa brand with a long history.
Bakkwa tissue
These factors combined have made
the dried meat market challenging for Unlike the oily, chewy and meaty
small and medium sized players. taste of traditional bakkwa, Mr Tan
However, Tan Tian Han, owner of claims his bakkwa tissue is healthier,
Malaysia’s Kinyubi Food, believes less oily, less sweet and crunchier.
the market will always have room As the name implies, his creation
for innovative products to suit the is paper-thin, with thickness of less
consumers’ ever-changing taste buds. than 1mm and a generous scattering
Mr Tan started to develop the of almond flakes on the meat.
signature bakkwa tissue four years But the work required to produce
ago after he tried it during a trip to bakkwa tissue is more tedious than
Taiwan. On his return to Malaysia, he traditional bakkwa. It takes Mr Tan
decided to create his own Malaysian 2-3 days to produce it, in contrast
version of bakkwa tissue. He has to less than a day for traditional
been selling the product since 2016. bakkwa.
Prior to this, he was producing He added that his product is
traditional meat jerky, meat floss and especially popular among younger
related meat products for more than and elderly customers who have
10 years. But the bakkwa tissue is difficulty chewing on the traditional
what got his business going among bakkwa. However, traditional bakkwa
residents and tourists to Batu Pahat, still enjoys a fair share of followers.
ASIAN MEAT MAGAZINE – July/August 2018 3
and curry flavours, which he hopes so many innovative, modern meat
will appeal to a wider Malaysian products with good packaging in the
crowd. market. This is also a challenge for
Mr Tan reckons producing bakkwa us to improve the taste, packaging
tissue costs 4-5 times more and marketing of our traditional
than traditional bakkwa. Firstly, cured and dried products.”
unlike integrated producers that After joining the firm in 2016, Mr
have upstream and downstream Jaya decided to set up a website for
businesses, he obtains lean meat the company called sosisbaliananda.
from a supplier, and thus is subject com. Through this platform, he
to fluctuations in raw material promotes the firm’s profile and
price. Secondly, the almond flakes products without being limited by
required in production is sourced distance and time. In addition, he
Tan Tian Han (right) and his wife
Gan Mee Leng. overseas and costs higher as well. also promotes the products on
But given the price sensitivity several online marketplaces such as
Mr Tan is constantly tweaking his of consumers, he must delicately Tokopedia and Bukalapak, to name
recipe. “We are striking a balance balance the impact of increased raw a few.
between healthier ingredients while material price with his selling price. He revealed that the strategies
maintaining the traditional way of have proven effective and has
making bakkwa,” Mr Tan said. Adapting to changing lifestyles
successfully raised both the firm’s
The bakkwa tissue contains and habits
sales and brand awareness.
less than 10% of lard and Bali Ananda, a famous lapcheong “Bali is still our main market, but
substantially less sugar per sheet (Chinese sausage) producer in Bali, with our online marketing, today
than conventional meat jerky, thus Indonesia, has been in the cured our products are distributed to
creating a drier, less shiny texture. and dried pork business since 1972. customers in Greater Jakarta, East
Sugar is applied on the pork slice However, with changes in consumer Java and South Sulawesi. Several
during production to caramelise the lifestyles and shopping habits, the restaurants in Jakarta and Surabaya
bakkwa’s texture. family business needed to adapt. have also used our pork lapcheong,”
New variants Christian Jaya, a third-generation he told Asian Meat Magazine.
family member, said: “In this internet
He is currently developing two New taste and product
era, we must change to stay relevant
more variants for bakkwa tissue: spicy and competitive. Currently there are Pork lapcheong with an original
taste is the signature product of Bali
Ananda, made using a traditional
recipe that has been passed down
through the generations.
However, Mr Jaya thinks that
relying only on that product will not
be enough to grow the business. So,
he ventured to explore new tastes.
Now, Bali Ananda has new taste
variants for its pork lapcheong,
The production of bakkwa tissue.
Bakkwa tissue waiting to be sorted into boxes.
4 ASIAN MEAT MAGAZINE – July/August 2018
SECTOR REPORT – CURED MEAT
Meanwhile, the new ‘spicy & “Many hotels can’t afford that
sweet’ and ‘honey’ variants are price. On the other hand, they still
vacuum packed for longer shelf want to have the product for their
life. “With vacuum packaging, the guests. Dagsap developed smoked
products are good for consumption beef to respond the market
up to eight months,” he said. change,” said Mr Mahisa, adding
In the near future, Mr Jaya wants that the price of the smoked beef is
to revamp the product packaging to more affordable because it is made
make it more eye-catching. of CL 85 beef combined with fillers.
Direct marketing Modified machine
Mr Jaya looks to Singapore’s To produce smoked beef, Dagsap
bakkwa producer Bee Cheng Hiang uses a modified sausage line. Mr
as a good example to follow in the Mahisa said the production process
cured and dried meat industry. is almost like sausage production.
“They combine tradition and The difference
technology in producing their is that the
Christian Jaya (left) and his father innovative cured and dried meat dough is
Wiratha Darma.
products. They also have outlets to moulded and
sell directly to consumers,” he said. then sliced.
including ‘spicy & sweet’ and ‘honey’. “I want to steer our business this To modify the
Mr Jaya has also created a new way. I want to open an outlet in line, Dagsap
product: pork jerky with original Bali, so people can have easy and worked with
taste. direct access to our products.” different
“With the new tastes and partners,
new product, we want to target Innovating with market
including a
consumers of all ages by giving change Ishana Mahisa
local workshop.
them more choices,” he said. They asked Busch from Germany
Beef bacon was a flagship
This year, Mr Jaya wants to create to supply the vacuum pump. They
cured meat product of Indonesia’s
another new product. “We want also worked with the Indonesian
Dagsap Endura Eatore, used
to produce a traditional frankfurter agent of a Japanese meat
by many hotels in the country.
made of pork with a special recipe. processing equipment supplier
However, over the years, sales had
We will soon develop this product to help with machine design.
been stagnant at only two tonnes
for trials. If our tasters say okay, we For slicer, they turned to Treif of
per month, forcing the company to
will begin commercial production,” Germany.
discontinue the product.
he said. “We learned that a normal
Increasing competition in the
Varied packaging hotel industry is another factor why sausage line has some difficulties
Dagsap decided to stop making in producing smoked beef, so we
Bali Ananda’s pork lapcheong with the product, said Ishana Mahisa, made some modifications. The
original taste is traditionally packed Director. hopper was tapered for higher
in plastic bags tied with rope. “We “There are many new hotels gravity. The stuffer was also
have used this packaging model throughout the country, making modified to make it more powerful.
since the start of our business,” said competition in this industry tighter. In addition, the modified line
Mr Jaya. Since the players are competing uses a screw to push the dough
on their room rates, they need and to prevent bubbling, and it is
to control their food costs. equipped with a special vacuum
Consequently, they choose cheaper pump because the dough is much
processed meat products,” Mr thicker than sausage dough,” Mr
Mahisa told Asian Meat Magazine. Mahisa explained.
Beef bacon is an expensive cured
Growing sales
meat product since it is made from
100% meat, mainly from brisket. Dagsap’s efforts for the smoked
The price of brisket is now around beef paid off. The product is not
USD 5.76/kg. A kilo of brisket only only well accepted by its customers
yields 700g of beef bacon, so this in the hotel industry, but also in the
means production cost is around modern retail market.
USD 7.20/kg. With margin and Mr Mahisa revealed that sales
tax added, selling price should be of the product in modern retail is
The strips version of Dagsap’s smoked beef. around USD 9/kg. picking up. Recently, the product
ASIAN MEAT MAGAZINE – July/August 2018 5
SECTOR REPORT – CURED MEAT
technologies
and long
processing time
thus jacking
up the price.
A kilo of raw
salami sells for
about USD 25/
kg, but salami
imported from
Italy is about
David John Whitehead
USD 60-80/kg.
While cured meat products are
priced quite high, producers say
reducing the price is not an option.
“We will not modify or replace
the meat raw materials used in
The old traditional packaging of Bali Bali Ananda’s vacuum-packed lapcheong. production because quality and
Ananda’s pork lapcheong. food safety are our top priority. We
always comply with regulations on
also won a place in traditional tonnes of European style cooked food safety, using meat products
markets. meat products. of clear origin,” explained Mr
Dagsap uses different brands The market is growing yearly Whitehead.
for different market channels. The but tends to do so at a slow pace “The additives we use are fully
‘Endura’ brand is for the horeca because of the high cost of the registered in Vietnam, with the
industry, while ‘Yona’ is for the product and limited consumption. proportion and composition used
modern and traditional markets. The Due to the special characteristics following government regulations.
formula for both brands however, is of cured meat products, these We no longer use nitrites, but
the same. are designed for the premium instead use a plant-derived
“Currently we sell 4-5 tonnes segment made up of higher income additive, extracted from vinegar or
a month, and sales is growing,” consumers. Making these products celery imported from Europe.” AM
he said. “We are happy for this requires high quality raw materials
achievement. Moreover, many that meet European standards.
customers said the product has
Order-based production
a unique taste compared to
competitors’ products. This product There are only a few companies
does not contain monosodium in Vietnam that produce cured meat
glutamate, we only use salt, sugar products due to the limited size of
and special spices.” this segment.
Mavin Foods, the food production
Vietnam’s cured meat market
arm of Australian Mavin Group,
Cured meat products in Vietnam previously provided about 500-
are still quite new to domestic 700 kg of salami and peperoni to
consumers due to their taste and hotels and restaurants in the north.
specific processing technologies. However, at present, the company
Products are usually sold at hotels is not focusing on developing or
or European restaurants with mostly increasing its market share in the
Western-style diners. cured meat segment.
The supply of cured meat “Since the market segment is still
products in Vietnam is mainly too small and domestic customers
imported from Europe or produced are still unfamiliar with these types
at a few local factories specialising in of products, we only produce
European-style food processing. them based on customers’ orders.
The ratio of cured meat products Our current focus is on other
to other cooked meat products such cooked products such as sausage,
as ham and sausage is currently bacon and ham,” said David John
small. The Vietnamese market Whitehead, Mavin Group Chairman.
consumes about 3-5 tonnes a According to Mavin Foods, cured
month, out of a total of 2000 meat products require complicated Dagsap’s smoked beef in vacuum packaging.
6 ASIAN MEAT MAGAZINE – July/August 2018
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