IdentiGEN partners with Swiss meat industry on DNA traceability system

The meat industry intends to introduce a national and independent DNA traceability system for the detection of Swiss meat in the spring of 2018. At its meeting on 7 April, the Governing Body of Proviande, the branch organization, adopted the relevant principles. The final implementation decision is expected at the end of June 2017.

Swiss meat is popular and enjoys great trust among consumers. Maintaining and deepening this trust is one of the central tasks of the entire meat value chain.

A working group headed by Proviande, with representatives from the whole meat sector, has developed the basis for the national introduction of a system for the traceability of Swiss meat by means of DNA in recent months. The new system is intended to provide proof that meat and meat products with a Swiss origin certificate are actually derived from animals that have been kept and slaughtered in Switzerland. At its meeting on 7 April, the Proviande Governing Board approved the relevant principles.

The first step is to introduce the system for beef and veal. A reference sample is to be taken from each animal in the slaughterhouse for the purpose of proof of origin using DNA and then analyzed in a Swiss laboratory. The technology partner in this project is IdentiGEN Ltd. The new control system will, in the future, increase the transparency and security of the declaration of Swiss meat thanks to the clear proof of provenance, thereby further strengthening the confidence of consumers.

M&S raises the stakes with unrivalled new British beef traceability campaign

M&S raises the stakes with unrivalled new British beef traceability campaign

From corned beef to fillet steak, every single piece of beef that M&S sells has two things in common – it can be traced back to the farm and animal it came from AND it is British

Marks & Spencer has launched a new, summer-long food marketing campaign that shines a spotlight on M&S’ unrivalled beef traceability standards.

As highlighted in the campaign, M&S is the only national retailer in the UK that can trace every piece of beef it sells – whether it’s in a prepared meal, a sandwich or a prime cut – all the way back to every farm and animal from which it is sourced.

The “We trace it, so you can trust it” campaign is backed by DNA sampling provided by Dublin-based tech company Identigen. Thousands of tests are carried out every year to check that M&S’ unique standards are being followed.

And in support of British farming, the ads also carry a Union Jack flag highlighting to customers that every piece of M&S beef is British.

Sharry Cramond, Food Marketing Director at M&S, said: “Since joining M&S I’ve been amazed at the stories behind our products. Our people go to extraordinary lengths to source the very best ingredients and products and we are not shy of using cutting-edge technology to guarantee our provenance. Our beef campaign is an important first step in shining a spotlight on our unrivalled food standards – because trusting the food we eat matters to our customers.”

Press and radio ads break today and kick off an extensive media campaign that will run throughout the summer. An interactive supply chain map showing every single farm that supplies M&S with beef launches next month.

Luke Williamson, Executive Creative Director at M&S ad agency Grey London, said: “Provenance is such a powerful story for M&S. We’re excited to be launching this fresh campaign, it’s a bold message delivered in an integrated way that will leave customers in no doubt over where M&S beef comes from.”

M&S uses DNA sampling to trace its beef back to every farm and animal. A sample is taken from every animal from every farm that supplies M&S and its suppliers. Thousands of tests are carried out every year on products taken at random from M&S stores and

warehouses. The tests check that beef is moving through the supply chain – from farm, to abattoir to processor and to store – correctly and that M&S standards are being followed.

Steve McLean, Head of Agriculture at Marks & Spencer, said: “We’re passionate about supporting British farming and working with our suppliers to invest in new technology and the best systems available. That gives us better traceability than anyone else in the market and, when it comes to beef, it means we know where every single animal was reared, how it was reared and how the beef moved through our supply chain.”

Customers can find out more at www.marksandspencer.com.

Brand Protection for Major US Foodservice Provider

DNA is the only way to keep track of meat as an animal is disassembled during processing. It keeps the supply chain honest and ensures that our brand value is protected. Through DNA TraceBack®, we are able to continuously improve the quality of our products by identifying which suppliers have the best meat and focus our purchasing.

IdentiGEN and Parentage Testing

IdentiGEN and Alberta Agriculture recently extended the successful pilot project that commenced in 2010 with a 3 year contract renewal.

Alberta, Canada has a reputation for high quality beef and a thriving cattle industry prevails. Successful ranchers are always keen to optimize their herd and make efficient use of their best performing animals.

IdentiGEN works with Alberta Agriculture in this extended pilot project using DNA testing to enable ranchers to more effectively utilize their best animals. Select ranchers use a DNA verification system to improve breeding in the short term and improve product quality overall.