Case studies: product development in the food system 327 7.2 Development of Thai mango products and their competitive advantage in export markets Mangoes are an attractive traditional fruit produced in quantity in Thailand Many Thai varieties have been produced, and from time to time overseas varieties have been grown. In addition to the major local market, quite a substantial export trade has grown up which is of economic importance to the ountry. The export trade had grown up somewhat arbitrarily. So a clear opportunity was perceived to look more systematically at what was available. and to seek, using quantitative techniques, to describe and determine those varieties that were most attractive to overseas customers. so that overseas sales could be further expanded and marketing improved. It was product development through systematic selection and improvement, with particular reference to consumers a Planning of the development was a collaborative undertaking between the Thai Departments of Agriculture and Agriculture Extension, researchers at Khon Kaen and Kasetsart Universities, and large mango growers an discussion, the main brief for the study was determined as select the most suitable ripe and fresh varieties for export to three markets Japan, China, and the Middle East find the best potential distribution channels, and develop suitable brand names for the selected varieties This was to be based on consumer preference studies, and also supported by characterisation of the chemical properties such as aroma and volatility, and physical properties such as shape and stone size and distribution, which would be correlated with the consumer preferences. The outcome would then provide information on the relationships between customers' preferences and measur able attributes of the fruit, which could be used by growers, plant selectors and breeders, and exporters and marketers, to develop the Thai mango export industry 7.2.1 Study design and development Both to handle such a substantial project and to distribute tasks to appropriate people, the study was divided into ten activities. Each activity was allocated to a roup of researchers, though some members were common to several groups hey worked in appropriate localities, laboratories and departments, and under the overall guidance of the Mango Project Leader. The activities are listed in Table 7.4 Five varieties of Thai mangoes, major ones being commercially grown, were studied, along with two introduced varieties. Using the same batches of mangoes, tests were carried out on the chemical properties, physical properties, aroma volatiles and consumer preferences, correlating these with the measured properties. These in effect combined into one aspect of the case study. Another
7.2 Development of Thai mango products and their competitive advantage in export markets Mangoes are an attractive traditional fruit produced in quantity in Thailand. Many Thai varieties have been produced, and from time to time overseas varieties have been grown. In addition to the major local market, quite a substantial export trade has grown up which is of economic importance to the country. The export trade had grown up somewhat arbitrarily. So a clear opportunity was perceived to look more systematically at what was available, and to seek, using quantitative techniques, to describe and determine those varieties that were most attractive to overseas customers, so that overseas sales could be further expanded and marketing improved. It was product development through systematic selection and improvement, with particular reference to consumers and their preferences. Planning of the development was a collaborative undertaking between the Thai Departments of Agriculture and Agriculture Extension, researchers at Khon Kaen and Kasetsart Universities, and large mango growers and exporters. After discussion, the main brief for the study was determined as: • select the most suitable ripe and fresh varieties for export to three markets, Japan, China, and the Middle East; • find the best potential distribution channels; and • develop suitable brand names for the selected varieties. This was to be based on consumer preference studies, and also supported by characterisation of the chemical properties such as aroma and volatility, and physical properties such as shape, and stone size and distribution, which would be correlated with the consumer preferences. The outcome would then provide information on the relationships between customers’ preferences and measurable attributes of the fruit, which could be used by growers, plant selectors and breeders, and exporters and marketers, to develop the Thai mango export industry. 7.2.1 Study design and development Both to handle such a substantial project and to distribute tasks to appropriate people, the study was divided into ten activities. Each activity was allocated to a group of researchers, though some members were common to several groups. They worked in appropriate localities, laboratories and departments, and under the overall guidance of the Mango Project Leader. The activities are listed in Table 7.4. Five varieties of Thai mangoes, major ones being commercially grown, were studied, along with two introduced varieties. Using the same batches of mangoes, tests were carried out on the chemical properties, physical properties, aroma volatiles and consumer preferences, correlating these with the measured properties. These in effect combined into one aspect of the case study. Another Case studies: product development in the food system 327
328 Food product development Table 7. 4 Mango product development study workgroups 1. Mango variety and industry survey 2. Physical properties- size/shape/colour 3. Chemical analysis- constituents/ripening 4. Chemical properties- analysis and flavour 5. Quantitative descriptive analysis -relationships of sensory attributes 6. Consumer preferences- shape/colour/texture/flavour 7. Consumer preferences-correlation with sensory/analytical ational likes/dislikes 9. Commercial -target markets/channels/distribution 10. Marketing descriptions- brand names/slogans/labelling separate aspect looked at the best brand name and attribute descriptions, for commercial and marketing purposes. Consumers studied were from Thailand Japan, China, Hong Kong and the middle east For various practical reasons, principally availability of suitable subjects and materials, the numbers of consumers testing varied in different parts of the tests There was always account taken of the statistical basis and needs of the study and the results were statistically assessed to justify the conclusions 7.2.2 Study implementation Selection of varieties o start the study, a group gathered information on the varieties of mangoes that were produced in Thailand and also overseas. These were then carefully con- sidered with respect to usage, production technologies, transportation and storage durability, and eating characteristics. The available literature was inspected, and mango growers and the trade were canvassed to gain requisite information so that basis of a viable and growing industry, for further investigation In elai bD the group could select the most promising varieties, those most likely to form the Physical properties of the fruit One group looked at physical properties which were fruit weight, fruit size, seed size, seed weight and thickness, skin and flesh weight and thickness, skin and flesh colour. and flesh texture hemical analysis Another group looked at chemical contents and measured moisture, total soluble solids, acidity, sugar, beta-carotene(vitamin A). Also the sugar/acid ratios were hemistry of flavours Flavour constituents were measured including sugars, acids and aroma volatiles For example, they showed the extent, as the fruit ripened, of the decline in the
separate aspect looked at the best brand name and attribute descriptions, for commercial and marketing purposes. Consumers studied were from Thailand, Japan, China, Hong Kong and the Middle East. For various practical reasons, principally availability of suitable subjects and materials, the numbers of consumers testing varied in different parts of the tests. There was always account taken of the statistical basis and needs of the study, and the results were statistically assessed to justify the conclusions. 7.2.2 Study implementation Selection of varieties To start the study, a group gathered information on the varieties of mangoes that were produced in Thailand and also overseas. These were then carefully considered with respect to usage, production technologies, transportation and storage durability, and eating characteristics. The available literature was inspected, and mango growers and the trade were canvassed to gain requisite information so that the group could select the most promising varieties, those most likely to form the basis of a viable and growing industry, for further investigation in detail. Physical properties of the fruit One group looked at physical properties which were fruit weight, fruit size, seed size, seed weight and thickness, skin and flesh weight and thickness, skin and flesh colour, and flesh texture. Chemical analysis Another group looked at chemical contents and measured moisture, total soluble solids, acidity, sugar, beta-carotene (vitamin A). Also the sugar/acid ratios were noted. Chemistry of flavours Flavour constituents were measured including sugars, acids and aroma volatiles. For example, they showed the extent, as the fruit ripened, of the decline in the Table 7.4 Mango product development study workgroups 1. Mango variety and industry survey 2. Physical properties – size/shape/colour 3. Chemical analysis – constituents/ripening 4. Chemical properties – analysis and flavour 5. Quantitative descriptive analysis – relationships of sensory attributes 6. Consumer preferences – shape/colour/texture/flavour 7. Consumer preferences – correlation with sensory/analytical 8. Consumer preferences – national likes/dislikes 9. Commercial – target markets/channels/distribution 10. Marketing descriptions – brand names/slogans/labelling 328 Food product development