Horse Meat Scandal Case Study

One of the biggest food frauds in the 21st century, the investigation of the Horse Meat scandal has had a huge impact on consumer purchasing behaviour. The consumers now question the contents of different types of meat and meat products. It had a huge effect on the country with majority of the Irish population being informed about it. The investigation led to believe that it was mislabelling of products selling the public horsemeat falsely labelled as beef. Millions of ‘’Beef’’ burgers and meat products were removed from the market. Because of this, there was a dramatic decrease in the purchasing of beef products around the country. As horsemeat is not a usual meat consumed by the Irish population there was huge controversy. It made people wonder where the meat came from. Findings show that the horsemeat in some of the

Companies include silver crest foods, liffey meats, Dalpak etc. Other Companies like Burger King and Tesco were affected by this too. Their role is this situation was to pull out and stop importing their meat from these companies with the DNA producing meat. This move was huge to do on their part but the best for the consumer’s interest. Because the companies names were dragged through the dirt on this food fraud investigation, they have lost consumer interest of buying them sort of products off them again as consumer will now opt for supermarkets who weren’t involved. Another role for places like Silver crest is to be wary of where they get the meat from and go into dept. about what’s in the meat ingredients and proof of traceability. They must improve their monitoring and intake of raw materials. Implications that may be involved is that you pay for quality. Paying low prices on high quality food products is questionable as to what is exactly in it. Its like what they say “you get what you pay for” paying that little bit extra for a better meat will prove worth it in the long