Dive Brief:
- Poultry processors are struggling to overcome the issue of woody breast, which now affects about one out of every 10 deboned whole breast fillets, Meatingplace reported.
- Though the chickens are safe to eat, woody breast impacts the shape and texture of the meat, making the breast hard and chewy. Consumers have complained about the poor quality of the texture and appearance of chicken fillets affected by woody breast.
- White meat is in high demand in the U.S., so meat processors are finding these sales declines — about $200 million annually for the poultry industry — are eating into their profitability.
Dive Insight:
Farmers are breeding fast-growing broiler chickens that are increasingly larger compared to a few decades ago, and this size increase is is the primary cause of woody breast. Helping farmers find ways to make better use of smaller chickens that don't suffer from woody breast could be another valuable investment for manufacturers and meat processors.
The question now is how poultry processors and manufacturers that source these chickens for their own products can grapple with this problem. One idea was to process the woody breast fillets for even longer than usual to potentially soften up the breast's texture. However, researchers found that marinating and cooking methods like grilling or baking had little impact on textural improvements.
Another option is to employ strategic marketing initiatives to better inform and inspire consumers to continue eating chicken, ensuring consumers don't abandon poultry altogether for other meat options. Teaching consumers about the safety of woody breast fillets is another strategy. Meat processors and manufacturers may also consider trying to find unique ways to advise consumers on how they can still put woody breast fillets to good use.
Poultry processors and manufacturers could also partner further down the supply chain to assist farmers with combating the condition. An investment here benefits every other link up the supply chain, from processor to consumer, whether that is in sales and profitability or enjoyment of consuming the final product.