new way to consume animal protein

When it comes to eating, there seem to be more and more trends. See below some of them:

  1. Vegetarians: anyone who never eats meat or fish.
  2. Vegans: those who do not consume any protein of animal origin or its derivatives, including dairy, eggs and honey.
  3. Flexitarians: more flexible vegetarians, who allow themselves to eat animal protein from time to time) or the
  4. Peganos: those who only eat natural foods, everything that the planet gives naturally and nothing that has been produced by man).

Does this mean that there are hardly any carnivorous people anymore?

With the many ways that exist today to approach food, it seems that carnivores are fewer and fewer. However, this is far from reality; Colombians eat an average of 35 kilos of chicken per year according to the National Federation of Poultry Farmers (Fenavi), 18 kilos of beef and 11 kilos of pork according to the Colombian Federation of Livestock Farmers (Fedegán) and 8.8 kilograms of fish per capita , according to the National Authority for Aquaculture and Fisheries (Aunap).

The interesting thing is that, even among those who consume animal protein, there has also been a new trend that is gaining more and more strength: conscious carnivores.

This new trend is becoming increasingly stronger in our country.

According to Camilo Jaramillo, manager of mass consumption marketing at Grupo Bios, “responsible consumers make informed decisions. This form of consumption is seen in all segments and of course, those who prefer animal protein could not be left behind”.

In this virtue, the Friko company, which has always had commitments towards animal care and environmental responsibility, launches a campaign that invites consumers to learn about its processes.

Friko’s Campaign, ‘Chickens at Another Level’, stems from understanding the responsibility that producers and consumers of animal protein have.

But what does it mean to be a conscious carnivore?

They are people who consider it important to eat animal protein, not only because they enjoy it, but because they consider it essential for a balanced diet. However, they also have their rules:

  1. They understand that food comes from a living being and that is why they care about knowing that the company that produces it is looking out for their well-being.
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According to María Paula Cifuentes, a pilates instructor and student of consumer behavior of the new generations, who considers herself a conscious carnivore, “the most comfortable thing is to think that the chicken or meat that one consumes comes from the refrigerator or from a supermarket, but a responsible consumer must be aware that this is not the case. Therefore, he must be concerned with the process that made it possible to have that protein on his table. Only when they are aware that this protein was a living being, the consumer is concerned about demanding quality processes and care with the animal from the producing companies”.

For a long time, the marketing of animal protein avoided showing the live animal and focused on showing appetizing preparations, but the truth is that this abstraction of the animal ends up making the consumer not question its origin. The conscious carnivore, on the other hand, demands more information.

  1. In the same way, it is important for them to know that in the production process, there was no deforestation in protected areas and that the carbon footprint that production may cause is mitigated.

“Knowing the origin of the product helps to be observers of the processes. We understand that the consumption of animal protein has a cost in the carbon footprint, but we also know that companies must mitigate the impact. Before buying meat, chicken, fish or any animal protein, we must find out what the company that produces it does in this matter”, emphasizes Cifuentes.

  1. The Clean Label becomes more and more important. This global trend refers to seeking greater clarity in the description of nutritional components, valuing natural ones over artificial ones. If the protein has any type of preservative or flavoring, this must be clear to the consumer.
  2. Assesses the maximum use of the animal.

Although we all have a favorite piece of chicken, it is important to know that all pieces are used, so there is zero waste. This is a trend that the great chefs of the world have promoted and it is a way of valuing the benefit of the animal.

  1. Supplement your intake of animal protein with other plant-based proteins and other food groups.
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Companies such as the poultry producer Friko launches its ‘Chickens at Another Level’ campaign, where, using creativity as a resource and through exaggeration, they invite consumers to learn how chickens are raised. The campaign shows Don Henry (a farm worker who has been working in the Colombian countryside for more than 20 years), sharing adventures with a chicken. At the end of each advertising piece, the farmer invites you to scan a QR code that leads to a page where you can learn important information about raising chickens.

“Producing and consuming animal protein is a great responsibility. That is why at Friko we have a commitment to achieve quality processes that guarantee our customers that the chicken that arrives at their table to feed their families meets quality and animal care standards in its production chain,” says Camilo Jaramillo. .

Friko chickens are chickens at Another Level, because they have a balanced diet based on grains, farm conditions that guarantee their comfort, health, hydration, bedding based on rice husks and wood chips, but above all the best management with and the care with which Friko employees treat animals. “Men and women work on our farms who, like Don Henry, put all their love into their work and take care of the chickens with the greatest respect.”

How are we in Colombia in the face of the conscious carnivore trend?

To understand the consumer of animal protein in Colombia and find out how aware the national carnivores are, Friko hired the pollster Raddar, who conducted a survey of more than 400 carnivores in Bogotá, Medellín, Bucaramanga and Barranquilla.

When asked if they consider it important to have information about the production processes of the animal protein they consume66% of carnivores declared that although they had not thought about it, they are now willing to do it; 23% have never questioned themselves about the processes; while the remaining 11% assured that they do not consume meat without knowing its origin.

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Likewise, a large percentage prefer to buy animal protein from a company that ensures the welfare of animals. 48% of those surveyed assume that quality proteins come from animals that have been well treated; 46% of meat consumers say they choose brands that ensure animal welfare, only 6% stated that they put price first and that their main motivation is the economy.

When asked if they believe that animal protein producing companies should be carers of the environment and mitigate the carbon footprint they leave in their activity, 75% pointed out that companies should definitely have a commitment not only to the environment , but with the communities they impact; 21% say that ultimately all companies impact the environment, regardless of their sector, while the remaining 4% believed that there are more polluting industries than food producers.

On the other hand, when asked if they believe that a decently treated chicken has better nutritional and flavor properties, 61% of those surveyed said that they do believe that good treatment and flavor are related; 34% consider that the meat is possibly more tender and with more nutrients and 4% believe that it has no influence at all.

Finally, when inquiring about how important it is that the company from which the chicken that is consumed provides good conditions to its workers, the study revealed that 54% of consumers feel that if a worker is happy, the product that generates is of better quality; 43% also emphasize that one of the most important tasks is to cultivate or take care of food and that therefore the agro-industrial companies must dignify the work of the peasant, compared to a small 3% who do not pay attention to the working conditions while the product quality is good.

Learn more about Chickens to another level in:

Friko's Campaign, 'Chickens at Another Level', stems from understanding the responsibility that producers and consumers of animal protein have.
Friko’s Campaign, ‘Chickens at Another Level’, stems from understanding the responsibility that producers and consumers of animal protein have.

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