Higher meat sales through oxygen technology
For use by butchers, trade and industry / Regulation does not require any labelling of the VIVOTEC process
Kalkar/Hamburg, February 2008 - Users of VIVOTEC oxygen technology note distinctly higher sales of fresh meat and meat packaged for self-service. The application of pure oxygen ensures colour stability during meat stability for both loose and packaged goods and thus forms the foundation for optimal presentation and distinct rises in sales. The use of oxygen does not require any labelling by the regulation governing food labelling (German acronym LMKV).
VIVOTEC developed the use of oxygen for meat already at the beginning of the 1990s and has gained numerous international patents for this. The process conforms to the European provisions of EU and Swiss feed law and has obtained FDA/USDA approval for the USA. Initially used by butchers, the process is increasingly being applied by trade and industrial enterprises too. The equipment is in use not only in the German speaking world, but also already in several European countries.
Oxygen supply stabilises natural red colouring of fresh meat
The natural grey discolouring, especially of red meat varieties such as beef, irritates many consumers as they erroneously see this to be a quality defect which stops them from buying the product. The VIVOTEC process comprises storage in an oxygen atmosphere for several hours and thus reduces this discolouring so that the meat retains its original, fresh red colour.
The oxygen atmosphere gives the natural oxygen content back to the meat, for after bleeding and cutting of fresh meat the oxygen present in the muscle meat is converted to CO2 and the protein myoglobin - that determines the meat colour - colours the meat dark red. Generally, meat is stored vacuum packaged. When the packaging is torn open the meat regains its light fresh red colour for a brief time under the influence of the oxygen. However, the oxygen only penetrates into the upper layer, as the oxygen content of the atmosphere at about 21 percent is relatively slight and the air pressure is too low. The low-oxygen layer beneath this uses up this fresh oxygen already after just a few hours and gradually forms the "metmyoglobin" that causes an unattractive grey colouring. Although this does not indicate any loss of quality, it stops many customers from buying the meat.
The relatively short storage times in the meat industry keep the fresh colouring for a certain length of time, but prevent the necessary maturing of the meat by the action of enzymes as consumers notice at the latest during preparation and consumption.
The VIVOTEC process that Hubert Verhaag, founder and General Manager of VIVOTEC, has been researching and developing since the beginning of the 1990s exposes the meat to pure oxygen under high pressure for several hours, so that the meat is completely penetrated and O2 saturation is promoted. This leads to a relatively long-term colour-stable variant of the myoglobin, the oxymyoglobin, which retains the fresh red meat colour over the varying stability life of unpackaged and self-service goods. However, the oxygen neither extends the stability life, nor can it act on bacterial impurities, or even be used with criminal energy to optically improve rotten meat (Gammelfleisch). The VIVOTEC process cannot improve the colour of meat that has already become discoloured. Instead it makes the appearance of the meat even worse by a higher colour contrast.
No compulsory labelling
Labelling of certain forms of treatment was discussed within the context of the legislation for the "Directive on the Implementation of Regulations of Common Food Hygiene Law" (umbrella regulation), but only in the field of pre-packaged goods. Ultimately the legislator decided against such a ruling. This means two things. On the one hand the legislator is aware of the topic, so that there is no gap in the regulations. On the other hand, the legislator considers further information of consumers to be neither expedient nor necessary. Thus labelling of the VIVOTEC process is not legally necessary for either pre-packaged or unpackaged foods. In the area of loose goods, the legislator provides only few labelling specifications in any case that are regulated definitively in the Ordinance on Registration of Additives (ZZulV) and do not concern the VIVOTEC process.
"I cannot see any compulsory labelling for the use of oxygen technology on fresh meat on the basis of the statutory set of rules and regulations", explains the lawyer Dr. Markus Grube, expert for food law and partner in the law office Krell and Weyland in Gummersbach. "The legislator has identified this thematic area, but in the context of the legislation procedure for the so-called umbrella regulation has dropped the approach of requiring compulsory labelling for packaged goods again. Thus in the field of self-service products only certain inert packaging gases need be labelled - as before - with "produced in an inert gas atmosphere". It is not possible to bring up general circumstances such as e.g. the general ban on anything misleading, as there is no gap in the regulations. However, in isolated cases veterinarians reportedly do bring this up in order to justify alleged compulsory labelling. Voluntary labelling may be expedient under certain circumstances, for example within the framework of the so-called "notebook" of data kept in serving counter areas, as consumers should readily be informed of the oxygen application, especially since oxygen is viewed positively by consumers."
Oxygen supply overnight
VIVOTEC developed the equipment necessary for storage in an oxygen atmosphere and had this tested and inspected by various institutes such as the State College for Food Technology in Kulmbach and the Institute for Hygiene and Technology of Foods in Munich.
The supply of oxygen in the VIVOTEC process is carried out using pure oxygen under high pressure. Equipment of various sizes is available for this, sufficient for quantities of 30, 50, 100, 200 to 3,000 kg of fresh product. The equipment can be filled with meat of various kinds in pre-portioned quantities on several levels. The oxygen application overnight ensures stable colouring of the natural fresh red that lasts for up to nine days depending on the storage temperature.
All VIVOTEC equipment is of sound technical design so that only low maintenance input is necessary and hardly any technical problems occur. The simple modular technology allows fast exchange of any defective systems, e.g. between the 30kg and 50kg systems, so that swift repairs are ensured.
Distinct increase in sales
The use of VIVOTEC technology pays for itself as of a demand of about 20 kg fresh meat per day. A 50-litre oxygen cylinder for one batch per day lasts for about three weeks. Use brings distinct advantages for the seller in the form of substantial extra sales due to increased impulse buying, less dressing wastage, lower costs of portioning and further use of greying parts. The entire cost:benefit effect lies roughly in a ratio of 1:3. Many firms using the VIVOTEC process have noted distinct increase in sales, for instance Jürgen Cramer, owner of eight EDEKA stores in the Hanover region, who reports clear rises in sales in double-digit percentage figures.
New perspectives for retail chains and industry
VIVOTEC has developed special processes for the various fields of application. For retail chains, the oxygen-enriched meat is taken from the system, placed on serving trays and sealed in a special inert gas atmosphere in deep drawing film using the Frische-Pac process. In the branch store, staff can take the meat out and present it immediately behind the serving counter. But this is still not enough - VIVOTEC is already researching new developments enabling it to apply this process to other fresh products. "We want to expand our oxygen technology to further areas and thus consolidate our leading position in this field", declares Hubert Verhaag. "In addition we aim to boost our presence on international markets substantially."
For use by butchers, trade and industry / Regulation does not require any labelling of the VIVOTEC process
Kalkar/Hamburg, February 2008 - Users of VIVOTEC oxygen technology note distinctly higher sales of fresh meat and meat packaged for self-service. The application of pure oxygen ensures colour stability during meat stability for both loose and packaged goods and thus forms the foundation for optimal presentation and distinct rises in sales. The use of oxygen does not require any labelling by the regulation governing food labelling (German acronym LMKV).
VIVOTEC developed the use of oxygen for meat already at the beginning of the 1990s and has gained numerous international patents for this. The process conforms to the European provisions of EU and Swiss feed law and has obtained FDA/USDA approval for the USA. Initially used by butchers, the process is increasingly being applied by trade and industrial enterprises too. The equipment is in use not only in the German speaking world, but also already in several European countries.
Oxygen supply stabilises natural red colouring of fresh meat
The natural grey discolouring, especially of red meat varieties such as beef, irritates many consumers as they erroneously see this to be a quality defect which stops them from buying the product. The VIVOTEC process comprises storage in an oxygen atmosphere for several hours and thus reduces this discolouring so that the meat retains its original, fresh red colour.
The oxygen atmosphere gives the natural oxygen content back to the meat, for after bleeding and cutting of fresh meat the oxygen present in the muscle meat is converted to CO2 and the protein myoglobin - that determines the meat colour - colours the meat dark red. Generally, meat is stored vacuum packaged. When the packaging is torn open the meat regains its light fresh red colour for a brief time under the influence of the oxygen. However, the oxygen only penetrates into the upper layer, as the oxygen content of the atmosphere at about 21 percent is relatively slight and the air pressure is too low. The low-oxygen layer beneath this uses up this fresh oxygen already after just a few hours and gradually forms the "metmyoglobin" that causes an unattractive grey colouring. Although this does not indicate any loss of quality, it stops many customers from buying the meat.
The relatively short storage times in the meat industry keep the fresh colouring for a certain length of time, but prevent the necessary maturing of the meat by the action of enzymes as consumers notice at the latest during preparation and consumption.
The VIVOTEC process that Hubert Verhaag, founder and General Manager of VIVOTEC, has been researching and developing since the beginning of the 1990s exposes the meat to pure oxygen under high pressure for several hours, so that the meat is completely penetrated and O2 saturation is promoted. This leads to a relatively long-term colour-stable variant of the myoglobin, the oxymyoglobin, which retains the fresh red meat colour over the varying stability life of unpackaged and self-service goods. However, the oxygen neither extends the stability life, nor can it act on bacterial impurities, or even be used with criminal energy to optically improve rotten meat (Gammelfleisch). The VIVOTEC process cannot improve the colour of meat that has already become discoloured. Instead it makes the appearance of the meat even worse by a higher colour contrast.
No compulsory labelling
Labelling of certain forms of treatment was discussed within the context of the legislation for the "Directive on the Implementation of Regulations of Common Food Hygiene Law" (umbrella regulation), but only in the field of pre-packaged goods. Ultimately the legislator decided against such a ruling. This means two things. On the one hand the legislator is aware of the topic, so that there is no gap in the regulations. On the other hand, the legislator considers further information of consumers to be neither expedient nor necessary. Thus labelling of the VIVOTEC process is not legally necessary for either pre-packaged or unpackaged foods. In the area of loose goods, the legislator provides only few labelling specifications in any case that are regulated definitively in the Ordinance on Registration of Additives (ZZulV) and do not concern the VIVOTEC process.
"I cannot see any compulsory labelling for the use of oxygen technology on fresh meat on the basis of the statutory set of rules and regulations", explains the lawyer Dr. Markus Grube, expert for food law and partner in the law office Krell and Weyland in Gummersbach. "The legislator has identified this thematic area, but in the context of the legislation procedure for the so-called umbrella regulation has dropped the approach of requiring compulsory labelling for packaged goods again. Thus in the field of self-service products only certain inert packaging gases need be labelled - as before - with "produced in an inert gas atmosphere". It is not possible to bring up general circumstances such as e.g. the general ban on anything misleading, as there is no gap in the regulations. However, in isolated cases veterinarians reportedly do bring this up in order to justify alleged compulsory labelling. Voluntary labelling may be expedient under certain circumstances, for example within the framework of the so-called "notebook" of data kept in serving counter areas, as consumers should readily be informed of the oxygen application, especially since oxygen is viewed positively by consumers."
Oxygen supply overnight
VIVOTEC developed the equipment necessary for storage in an oxygen atmosphere and had this tested and inspected by various institutes such as the State College for Food Technology in Kulmbach and the Institute for Hygiene and Technology of Foods in Munich.
The supply of oxygen in the VIVOTEC process is carried out using pure oxygen under high pressure. Equipment of various sizes is available for this, sufficient for quantities of 30, 50, 100, 200 to 3,000 kg of fresh product. The equipment can be filled with meat of various kinds in pre-portioned quantities on several levels. The oxygen application overnight ensures stable colouring of the natural fresh red that lasts for up to nine days depending on the storage temperature.
All VIVOTEC equipment is of sound technical design so that only low maintenance input is necessary and hardly any technical problems occur. The simple modular technology allows fast exchange of any defective systems, e.g. between the 30kg and 50kg systems, so that swift repairs are ensured.
Distinct increase in sales
The use of VIVOTEC technology pays for itself as of a demand of about 20 kg fresh meat per day. A 50-litre oxygen cylinder for one batch per day lasts for about three weeks. Use brings distinct advantages for the seller in the form of substantial extra sales due to increased impulse buying, less dressing wastage, lower costs of portioning and further use of greying parts. The entire cost:benefit effect lies roughly in a ratio of 1:3. Many firms using the VIVOTEC process have noted distinct increase in sales, for instance Jürgen Cramer, owner of eight EDEKA stores in the Hanover region, who reports clear rises in sales in double-digit percentage figures.
New perspectives for retail chains and industry
VIVOTEC has developed special processes for the various fields of application. For retail chains, the oxygen-enriched meat is taken from the system, placed on serving trays and sealed in a special inert gas atmosphere in deep drawing film using the Frische-Pac process. In the branch store, staff can take the meat out and present it immediately behind the serving counter. But this is still not enough - VIVOTEC is already researching new developments enabling it to apply this process to other fresh products. "We want to expand our oxygen technology to further areas and thus consolidate our leading position in this field", declares Hubert Verhaag. "In addition we aim to boost our presence on international markets substantially."
