Consumer attitude and behavior towards food is rapidly changing on a worldwide scale. There is a strong focus on health issues including healthier food. The demand for convenience food products, in smaller ready-to-eat portions, is on the rise. Consequently, the importance of delivering fresh and safe meat products with an extended shelf life is increasing. Packaging is becoming more important in the selling process; fresh foods should be conveniently packaged and easy to store.

Animal production and processing is facing a difficult time. After mad cow, classical swine and avian influenza, consumers are sceptical and want guarantees about the meats they eat. Meat safety can only be guaranteed if every step in the meat production chain is carefully monitored and controlled.

To stay current with these developments, today’s meat business is about improving:
•yield
•quality
•hygiene
•traceability
•portioning
•performance
•profitability
•efficiency
•transparency

Meat producing and – (further) processing companies adapt and impove their production processes to meet the demands. International food quality institutions developed standards for quality assurance and secured traceability. The trend is towards systems that cover the entire food chain from primary production to finished products: from feed to meat. And that’s where VIV comes in.

VIV and meat safety
Over 30 years ago VIV started as a concept for animal production in poultry and pigs and became an innovator on the subject. Recently, VIV stretched its profile and shaped it to today’s requirements on meat safety. The concept is called Feed to Meat and involves all sectors in the meat production chain.
Animal feed production and further meat processing will be added to the exhibition profile. As a result VIV Europe will become a platform where all participants in meat production can work together to provide the guarantees consumers are demanding.

VIV Europe will feature a seminar program based on related topics. As a more integrated showcase, VIV Europe will better serve exhibitor & visitor needs.

Meat safety is a global business – it’s your business!