REPORT ON : CONSUMER COMPLAINT

1. INTRODUCTION

About 65 percent of red meat consumed per day around the world is lamb meat. Country of Australia is the largest supplier of quality lamb meat. In Malaysia, only eight percent of Malaysia lamb meat in the local market while the rest is imported from Australia, Indonesia and Vietnam to meet domestic demand. Lamb meat demand is constantly increasing every year. Estimated demand for lamb meat by households will increase by 473 tones in 2010 from 11.091 tones in 2008. In Malaysia, the demand for lamb is not high. This is due to two factors. First, consumers do not know where to buy lamb meat, because not many markets that sell and distribute lamb meat. The second factor is the misperception that lamb meat contains saturated fat and cholesterol that is not very good for the heart. Lately, the consumer awareness of the benefits of lamb meat is increase. These make the demand of lamb meat increase in local market. Giant hypermarket take the initiative to ensure the supply of lamb are always there to meet the needs of consumers. However, adequate supply in the market is not sufficient if the supply does not meet the standard and quality set.

A few days ago, we received complaints from consumers of a peculiar taste for frozen lamb. I have been investigated this matter and I found that the main source of peculiar taste is due to the meat is not fresh. This report aims to present problems peculiar taste of frozen lamb supplied. I have identified several possible factors, 1) Supplied frozen lamb has been stored too long, 2) Improper Packaging, 3) Unhygienic handling, and 4) Lamb meat is confused with other meats. This report will describe the actions to be taken to ensure the supply of frozen lamb is in good quality, to meet the needs of consumers. We not only can protect the good name and reputation of the hypermarket, in fact, we provide the best product lamb to consumers.

2. BODY
One of our regular consumer in Giant Hypermarket, Inanam branch, complained that she was purchasing frozen lamb have a peculiar taste. I, as store manager, have read and investigate the complaint. I find that strange taste of lamb meat was due to the possibility of several factors, namely:-

a) Supplied frozen lamb has been stored too long

I had checked on frozen lamb, it appears the color of meat is brown and no longer smells fresh. This situation is likely to indicate that the lamb meat has been frozen for a long time. We know that frozen meat is safe because when food is frozen, molecular motion is slowed, causing the microbes become dormant or latent. However quality of frozen meat is affected when too long kept. Deviations smell is a sign that the meat is beginning to damage (rot), and can not be eaten. Meat that has lost its freshness has a relatively short period of time to rot. When buying meat that is not fresh and stored in the refrigerator, it will slowly damage because refrigerating meat slows the growth of bacteria, but does not stop it as freezing does. For this reason, refrigerated meat is safe to eat for a significantly shorter amount of time than frozen meat. The temperature range from 40 to 140°F (4.4 to 60°C) is referred to as the “Danger Zone” by food experts. It is in this “zone” that bacteria thrive, nearly doubling in a mere 20 minutes. A home refrigerator should be set at 40°F or colder to keep meat safe for the maximum amount of time. If not, the meat is exposed to spoilage bacteria, which destroy food and produce a foul odor, and cause the meat has a sense of smell.

I proposed that the date of the life of the frozen lamb is inspected by the officer responsible for. The frozen meat must be properly deep frozen on loading. Meat which is not at the required core temperature will spoil during a long voyage. Checks must accordingly be carried out during loading. Properly deep frozen meat sounds like wood when struck. A wooden mallet may thus be used for performing many checks. The core temperature should be measured for each batch by drilling a hole into the middle of the piece of frozen lamb and measuring the temperature with a meat thermometer. Occasionally, meat is supplied which, after freezing, has been exposed to higher temperatures. Such incorrect storage results in depreciation. Such interim thawing can be recognized by the protective coverings' having frozen onto the meat. Distortion of the pieces of meat and dark muscle tissue color are further indications of incorrect handling.

The duration of storage of various types of frozen meat depends upon temperature and relative humidity. At temperatures of -62°C, the "eutectic point" (EP) is reached only once the EP is reached is all the water in the cells of the product completely frozen and all microbial decomposition brought to a standstill, i.e. at temperatures of below -62°C it is possible to transport or store foodstuffs for an "infinite" period without loss of quality. Optimum freezing time for best quality of frozen lamb is 6 months. Date of the life of the frozen lamb should be affixed on the packaging frozen lamb, so that the customers have information about the freshness of frozen lamb. This gives them the option to buy the product. If frozen at peak quality, thawed foods emerge tasting better than foods frozen near the end of their useful life. The quality of frozen lamb also can be check by the odor. Some foods will develop a rancid or off odor when frozen too long and should be discarded.

b) Improper Packaging Different flavors of the authentic taste of frozen lamb may not pack with care. Improper packed of frozen meat will be exposed to oxygen in the air that will cause the meat will turn bright colors, as the occurrence of a myoglobin oxygenation to be oksimioglobin. The surface of the meat had contact with the air for a long time, will be brown, because oksimioglobin oxidized into metmioglobin. Usually this happens when the process of packaging and shipping process (export). Freezer burn is caused by the sublimation of ice on the surface region of the product when the water pressure of ice is higher than the vapor pressure in the environment. Freezer burn produces changes in the appearance and texture on the product’s surface and may be the reason for off-odors and flavors. Moisture migration causes weight losses during freezing and frozen storage. Temperature fluctuations lead to a net migration of moisture from interior towards the surface of the foodstuff or to the package. As temperature outside the packaging decreases, moisture on the warmer surface of food sublimes, diffuses and concentrates as ice crystals on colder surface of the packaging film. When ambient temperature increases, the ice on the warmer wrap tends to diffuse back to the colder surface of the food. However, re-absorption of water from the surface back to its original location in the food is impossible. This leads to a growing amount of ice crystals on the surfaces. The formation of ice crystals inside the package weakens the appearance of the product and indicates to the customers that the product has been stored improperly or for a long time.

As we known, scientists are continually researching new aspects of frozen food packaging. Active packaging offers a host of new technologies that can actively sense and then neutralize the presence of bacteria or other harmful species. Active packaging can extend shelf-life, maintain product safety, and help preserve the food over a longer period of time. Therefore, we have to examine the quality of frozen lamb packing from the supplier because proper packaging of high quality helps maintain quality. Frozen storage time also is can be extended by proper packaging, which is sealed to prevent air and moisture exchange and protects against freezer burn (areas of severe dehydration on the surface of the meat). The protective coverings must be clean and dry. Blood-stained and frozen down coverings are a sure sign of noncompliance with the necessary cold chain (interim thawing). I also suggest frozen lamb is packaged with properly labeled with the country of origin from which it was sourced. Frozen lamb meat should also pack and graded into 4 quality classes: first quality: saddle and leg, second quality: shoulder, third quality: neck and breast and fourth quality: skirt. Every part of the lamb has a different taste when cooking. This will provide basic information to customers.

c) Unhygienic handling Frozen meat is extremely sensitive to contamination. Cooling foods such as lamb meat does not kill microorganisms. Clean operation should be done before freezing. Lamb meat is handled with unclean during processing can cause many microbes will adhere to the surface of meat. Microbes such as bacteria, yeast and fungi in the flesh is not active during freezing, but once removed from the refrigerator and in the right conditions, these microbes can be reactivated even breed in harmful levels. Thawing meat in a long time, microorganisms that are present in these foods will grow at rapidly. If this happens, customers will be exposed to food poisoning. From research study shows an estimated 55% of food poisoning cases are caused by improper cooking and storage of foods, and 24% by poor hygiene. Only 3% of cases are from an unsafe food source. About 20 organisms can cause food poisoning. After eating food contaminated with bacteria, the bacteria multiply in the stomach and the bowels. Some bacteria give off a toxin when they multiply. As a result, nausea, vomiting, abdominal cramps and diarrhea occur. Vomiting and diarrhea are the body's way of eliminating the toxin. Although the experience is unpleasant, most common cases of food poisoning run their course without needing medical attention. Most cases of gastrointestinal symptoms (nausea, vomiting, abdominal cramps and diarrhea) are due to viral infections and are not true cases of food poisoning. Diagnosis of true food poisoning is difficult because the many organisms are found in different kinds of food and all have different incubation periods.

It is recommended that fitness for loading of the hold/container be confirmed by an inspector. Holds/containers must therefore be clean and in a thoroughly hygienic condition. Handling of frozen food hygiene certificate by the supplier should always be updated and reviewed to ensure at all times. Safe frozen lamb must also be ensured to be always clean and separated with other frozen foods before or during distribution to the hypermarket branches. This is to avoid the patchwork of diverse microorganisms on other frozen foods, because some microorganisms can work together to accelerate the process of damage to food.

d) Lamb meat is confused with other meats Peculiar taste also may be caused by lamb meat imports is likely to be confused with other meats. There have been reports of imported lamb meat is not pure, but mixed with other meats. This will reduce the cost of exporting, and maximize sales profits. This been reported in other countries, where lamb meat is mixed with other meats to make money. This requires a thorough examination. Since we import frozen lamb from abroad, we must ensure that lamb meat is genuine. Recently, this also happen in our country among local traders. The news reports, date 26 October 2011 by Kosmo news, stated that there hodgepodge of lamb and beef in the local market. Office of Domestic Trade, Cooperatives and Consumer Affairs (PPDNKK) has warned traders not to be mixed with lamb and beef meat imports to deceive consumers. We do not want this to happen in our hypermarket on lamb meat imports, although no such reports. Periodic inspections are necessary to prevent this to happen.

So, it is necessary that we ensure that the supplier has a valid certificate of certified lamb. Other proposal is we replace frozen lamb import with organic lamb. Most of imported lamb meat is not organic. This non-organic meat is easily damaged than organic meat. It is also easy to have a foul odor and cause a peculiar taste in the meat. We can get supplies from local suppliers of organic lamb. Organic lamb is actually a nutritious lamb and not easily damaged. Organic lamb meat is a great fit for healthy diets because lamb naturally contains many essential Nutrients. On average, organic lamb is an excellent source of protein, vitamin B12, niacin, zinc, and selenium, and a good source of iron and riboflavin. All of this within an average of 175 calories per 3 ounce serving makes lamb naturally nutrient-rich. Vitamin B, Naturally Utara is only found in animal foods is important for the normal functioning of body cells and the nervous system. Niacin (another B-vitamin) is to promote healthy skin and nerves and aids digestion. It may also help us avoid some potential contaminant problems shown by recent studies on non-organically produced lamb. However, this matter involves increased costs, because the local lamb cost between RM33 and RM35 per kg while the price of lamb meat imports is between RM24 and RM25 per kg.

Thus I report consumer complaints and lists possible problems, together with the proposed action to be taken. I hope that action can be taken immediately. The changes is need to be taken, because peculiar taste in lamb meat due to the factors mentioned above can bring down the demand of lamb meat in our hypermarket. This can lead to a decrease in sales, including other meats. This is not good for the reputation of the hypermarkets. Confidence of consumers of frozen meat products Hypermarket Giant will also fall.

3. CONCLUSION

I conclude that the complaint should be addressed and taken into consideration. Of the possible problems that can be identified the cause of the peculiar taste frozen lamb, again I emphasize a suggestion that the date of the life of the frozen lamb is inspected to ensure the supply of frozen lamb is not kept too long by the supplier. Second, proper check should be made on the packaging of frozen lamb supplied, so that the frozen lamb last longer and are not vulnerable to freezer burn. Quality meat also is also preserved. Third, imported lamb hygiene certificate should always be checked so that it is updated by the supplier. With this, we can ensure the frozen lamb sold to customers is clean and free from contamination by microbes. We can also avoid customers being exposed to food poisoning. Fourth is to ensure the supply of lamb is a pure lamb meat. We can also provide an organic lamb meat as alternative to customers. This is because the organic lamb has more nutrients than frozen lamb and not easily damaged, and does not quickly produce a foul odor.

Lastly, hopefully after action is taken, no further complaints of frozen meat. Let us improve the product quality of hypermarket, in line with the successful opening branches in Malaysia. Let us maintain our customers trust our products.