Enhancing consumer acceptability and commercial utilisation of goat meat through processing value-added products in Northern Kwazulu-Natal, South Africa.

Abstract

In the Southern African region, consumer acceptance of goat meat as part of a healthy diet for human well-being remains low. Due to cultural beliefs and consumer preferences, goat meat commonly known as chevon is primarily used in cultural rites within South African rural communities. Consequently, it is underutilized and under-consumed. However, goat meat is considered nutritious by the researchers, and its advancement into innovative products could maximize its utilization and acceptability. The rising consumer demand for healthy red meat options necessitates a reconsideration of chevon meat product development and its acceptability among current and future consumers. Therefore, the study goal is to assess the acceptability of value-added goat meat products for both household and commercial use. The study was conducted in the city of uMhlathuze Local Municipality under King Cetshwayo District Municipality in the northeast of KwaZulu-Natal, South Africa. The study employed a descriptive research design with a phenomenological approach, supplemented by experimental research elements. The observational study was conducted to profile types of goat meat products available and accessible at the retail market with the classifications of retail stores as per living standard measures. Key informant interviews for a qualitative study were conducted with the retail representatives (n=15) to verify product availability, purchasing frequency, and consumer perceptions towards goat meat/products commercialisation in various meat markets through a quota purposive sample. Key informants (KIs) with expertise in preparing goat meat were identified for complementary interviews. The knowledge holders (KHs) provided insights into various cooking methods and preservation techniques for goat meat at the community level. The experimental phase involved the initial sensory evaluation of goat meat products which used the original recipes of the indigenous knowledge holders in their originality. Therefore, the production of variant innovative value-added chevon products was reformulated from the three best original recipes of the indigenous knowledge holders, classified as moist, dry and processed. Sensory evaluation of three innovative chevon products (goat curry, dry-wors and burgher patty) on tenderness, juiciness, flavour, aroma and taste was conducted using 120 untrained panellists who are goat meat consumers, including staff and students from the University of Zululand and Owen Sithole College of Agriculture at a 60:60 ratio. Samples from the variant goat meat product were analysed for microbiological quality, texture and colour, sensory evaluation for the benefit of consumers' health, safety and satisfaction, as well as the consumer willingness to purchase these products (goat curry, burger patties and dried wors) if are available in the market. The study findings revealed that although goat products are available and accessible in commercial and informal markets, they are not accessible to all individuals. There exists an issue of affordability and physical access, as the majority of these products are found exclusively in upper-class markets. This indicates that certain goat products may only be accessible to specific economic groups. Conversely, value-added products were all deemed acceptable in terms of overall acceptability. However, the preference rating scale on the variance of (highly preferred, moderately preferred and least preferred) indicated that 61.7% of consumers highly preferred goat curry, followed by 57.5% of consumers who moderately preferred the burger, with 76.7% of the participants rated dried wors being the least preferred product. Consequently, dried wors was indicated less favoured compared to curry and burger patties among the participants, due to unfamiliarity with the product specific characteristics. These results were found to correlate with the food action rating scale, which determined consumer willingness to purchase the product. Goat meat curry (48%) and burger patty (38%) were the highest rated products for the consumer willingness to purchase (WTP). However, the overall acceptability results indicated none of the three products rated extremely unpleasant on a variance of 1= extremely pleasant, 3 = average, and 5 = extremely unpleasant. The results showed 70% of the participants considered goat curry extremely pleasant, 49% regarded burgers extremely pleasant, 30% considered dried wors extremely pleasant and 62% pleasant respectively. The research concludes that processing goat meat into value-added products has a potential to improve its utilization and acceptability, thereby promoting local-based food systems and contributing to the reduction of food and nutrition insecurity. Adding value to goat meat may additionally enhance the economic prospects of local producers through increased economic value of the value-added products. Therefore, connecting future global food demand to the role of food technology in producing and stabilising foods to meet the global consumer demands is recommended. The study perspective of the food-based approach links agricultural production, food safety, health and nutrition, processing and supply chain efficiency to food and nutrition security. Thus, enabling technologies to enhance goat meat consumption in an innovative version, within an acceptable and affordable context is required for healthy and nutritionally secured nations.