Innovation

Product and Processing Innovation

Trendition

Traditional brawn and gelatine products appeal to an older clientele who mainly buy these products because they are tasty and inexpensive. Among young consumers and women, brawn and gelatine products wrongly evoke the perception of fatty cold meats that can be used for little more than sandwich toppings.

Over the past five years, Gold Meat / Delitrade has been gradually introducing an innovative product range to the market that primarily targets female consumers, for a multitude of eating moments (snacking & grazing, etc.). In addition to lean pig's brawn, other types of meat are used, such as ham, turkey and chicken. In the garnishing, signals that the consumer associates with ‘delicious’, ‘low-cal’ and ‘trendy’ are used to maximum advantage.

The TRENDITION trademark exudes a combination of TRADITION (recipes prepared by honest professionals who work exclusively with quality ingredients) and TRENDY (lean, delicious, for any time of day).


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In the long term the consumer would like more of what he eats to be natural products. ‘REDUCED SALT’ & ‘ORGANIC’ demand a complete turnabout with regard to the traditional production processes. As market leader in the gelatine and aspic product niche, Gold Meat / Delitrade has been the first brawn producer to take the initiative to develop an innovative pickling process to create end products with a much lower salt percentage than is common today; this innovative pickling process can also be used to produce fully organic products (as long as the pig heads come from organic pigs).

For the development and implementation of this innovative concept, Gold Meat / Delitrade has received financial support from the IWT (Institute for Innovation by Science and Technology in Flanders) since 2004, which has been used to construct and test machines since 2006.

The scientific oversight is entrusted to the team led by Prof. H. Paelinck (Catholic University of Leuven / Catholic University College Ghent), and there has been considerable knowledge-based input from the German Fraunhöfer Institute.