In 2002 the Meat Business Unit launched a quality initiative that set the business on a brand-new course. “The findings of a detailed and wide-ranging customer survey led us to the realisation that the potential was there for more quality improvements”, Udo Manz, Head of BU Meat, explains. This eureka moment led to the development of a quality initiative for the entire value chain, from producers to production managers and right through to the customer.
Focus on quality, taste, innovation and aesthetics
The initiative pursued several objectives: impress customers; reduce the number of customer complaints and product recalls; and raise quality awareness among employees, get employee buy-in for the initiative and ultimately increase the pride they take in their work.
The initiative has already led to quality upgrades across a wide range of products, including the beef entrecôte, beef tenderloin and lamb loin fillet. Thanks to various improvements, Migros can now offer products that really set it apart from the competition. This has been particularly successful with the beef entrecôte, the beef fillet and the lamb fillets.
Setting new standards
For example, the Micarna Group is now the only fresh meat provider in Switzerland to offer a beef entrecôte with the wing end removed. As the head of BU Fresh Meat notes, “The added value is right there in front of your eyes. No more first cuts. Only the fully trimmed centre cut is packaged, which makes for a more tender, indulgent and tastier product.” The beef tenderloin is now sold without the ‘butt’ (the wider end of the fillet) and without unsightly butcher’s twine because the ‘tail’ (the thinner end) is now cut more generously. Lamb loin fillets also have the ‘butt’ removed, which has massively improved the quality of the product’s presentation and packaging.
“Our upgrades are setting new standards for the meat industry and are tangible proof that we deliver on our quality promise”, Manz adds.