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The perception of the Millennial generation (Y-generation) consumer of game (wildlife) meat and game meat safety




Bekker, J. L. (J. Leon), speaker
Renecker, Lyle, moderator
International Wildlife Ranching Symposium, producer

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As in other parts of the world, one of the options for conservationists and game farmers is to channel the meat as a result of harvesting or hunting activities into the local and international food markets. Game meat is however foreign to many, especially urbanised consumers and therefore they tend not to try it as an alternative source of meat. On the other hand, younger consumers such as the millennial generation (Y generation) are seeking for healthier meat products that are free from hormones and other substances and that are more "natural". Game meat mostly provides for these requirements. According to most reports, Generation Y (Gen Y) was born between 1977 and 1994. This timeframe identifies millinial consumers between 19 and 36 years old in 2013. The millinial generation is expected to be as large and influential as the Baby Boomers, which was the generation prior to Gen Y. Information regarding the study was obtained through a desk top study and analysis of questionnaire responses from young South African meat consumers (millinials) with regards to the abovementioned topics. Millinials are the current and future consumer and have a role to play in meat choices. They are however more informed due to higher exposure to media. The research looked for insights in the millinial generations perception about hunting and the use of the meat as a source of meat and concerns regarding meat safety issues such as zoonotic diseases, microbiological contamination and meat inspection practices. The research revealed that consumers do have concerns, especially with regards to animal welfare, hunting practices, exposure to zoonotic diseases, and contamination of the meat by microorganisms and other biological, chemical and physical matter that may cause harm to the consumer. Millinials (Generation Y) are young meat consumers who are especially important for the industry because they offer an opportunity for growth in the industry. If their experience with game meat is positive, these younger consumers will develop a taste for game meat that are likely to last as over years. These younger consumers care more about brand name, quality (including safety) and will typically spend more money to purchase it. It is therefore important to understand their concerns and to use it to the benefit of the wildlife industry.


Moderator: Lyle Renecker.
Presented at the 8th international congress for wildlife and livelihoods on private and communal lands: livestock, tourism, and spirit, that was held on September 7-12, 2014 in Estes Park, Colorado.

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Wildlife management -- Congresses
Range management -- Congresses


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