2. Long distribution chain

3. farmer with cow cattle lorry cattle market cattle lorry consumer abattoirs packing plant supermarket factory butcher restaurant abattoirs

4. packing plant factory abattoirs Long distribution chain farmer with cow cattle lorry cattle market cattle lorry supermarket butcher restaurant

5. What are the real problems? text Long distribution chain with critical processes to control Specification is primarily visual Normal communications are non-visual fat cow thin cow

6. What are the real problems? Long distribution chain with critical processes to control Specification is primarily visual Normal communications are non-visual Product is primarily judged on appearance

7. Costs of the problems Consumer confidence in product performance Buyer and seller interface confidence Increasingly expensive quality control Expensive communications – travel – time & resources

8. Imagine a system that enables all parties in the distribution chain to have the same unambiguous specification for transactions the same picture the same language the same critical information – weight – colour – texture – cutting lines All of this applicable to standard and non-standard requirements

9. Added Value cross reference to national standards reduces language problems low communication costs speculative market for buyers and sellers product data

10. Various uses Government and other official bodies Health professionals Meat inspection services (UK and overseas) Meat purchasing (commercial and official) Meat traders and meat plants Training organisations Veterinary (practice and training)