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Meat Scandal in Europe 2013

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Submitted By beneluigi
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Table of Contents
INTRODUCTION 3
DEFINITION 3
PROGRESS 3
REASONS 8
CONSEQUENCES 9
NEGATIVE CONSEQUENCES 9
POSITIVE CONSEQUENCES 10
CRITIQUE & CONCLUSION 11
REFERENCE LIST 13

Introduction
This term paper is about the recent meat scandal in Europe 2013. In the first section I will analyse and describe its process. Secondly, I will describe the reasoning behind the meat scandal as it pertains to the business world. In the third part I will evaluate the consequences as well as its economic impact. And last but not least I will criticise the actions and decisions of the businesses and political leaders involved. As well I will recommend action steps for business leaders impacted by this scandal.
Definition
The word “scandal” is defined as an offense caused by a fault misdeed.(Modern Language Association (MLA), 2013). Besides it is often a disgraceful or discreditable action. The term “meat scandal” cannot be defined exactly. Nevertheless you can define how a meat scandal developed and why it became a scandal. Generally a meat scandal emerged from the illegal act of putting incompatible meat in circulation for the human consumption (e.g. Rotten meat). Due to the fact that the intermixed beef was compatible for the human consumption, the recent meat scandal was more about the falsely declared meat.
Progress
In the following section I will analyse and describe the process of the meat scandal. For simplicity reasons I would like to please every reader to have a look on the following map. It is much easier to follow the complex progress of the meat scandal by having an overview at first. 1: French food producer makes order - Comigel HQ in Metz, north-east France, asks its subsidiary, Tavola in Luxembourg, to make food products - including beef lasagne for Findus
2: Factory orders meat - The Tavola factory orders the meat from Spanghero in the south of France
3: Subcontractor used - Spanghero contacts a subcontractor in Cyprus to source the meat
4: Subcontractor enlists trader - The Cypriot subcontractor in turn contacts a trader in the Netherlands
5: Trader orders from Romania - The trader in the Netherlands places an order for meat with slaughterhouses in Romania
6: Slaughterhouses send meat to France - The meat from the abattoirs travels to Spanghero in France. However, Romania rejects claims that it was responsible for wrongly describing the horsemeat from its slaughterhouses as beef. Horsemeat is always labelled as such, they say. The Romanian authorities claim records show orders had been for horse carcass - easily distinguishable from beef
7: Meat used to make products - Spanghero sends the meat to the Comigel subsidiary’s factory in Luxembourg before the finished products are supplied to Findus and retailers across Europe, including the UK. The president of Comigel says the company was unaware the meat was coming from abroad.

The scandal was revealed on the 15th January 2013. On this day, the Irish Food Safety Authority (FSAI) has found undeclared traces of horsemeat in beefburgers. According to FSAI the burgers were on sale in several supermarkets like Dunnes stores, Tesco, but also subsidiaries of German discounters like Lidl and Aldi.(bef/dpa, 2013) A total of 27 products were analysed, with 10 of them containing horse DNA and 23 containing pig DNA. Horsemeat accounted for approximately 29% of the meat content in one sample from Tesco.(cte/dapd/dpa, 2013) Also the British Food Inspection Agency (FSA) reacted with a comprehensive inspection on new finds of horsemeat. In addition to the found horse DNA in beefburgers, also lasagna, other pasta dishes and goulash contained horsemeat. It was revealed that the agency found horsemeat in eleven of the 18 tested lasagnas, which were sold by the company “Findus”. The proportion was according to FSA between 60% and 100%. The supermarkets responded to this scandal immediately and took out the concerned products. Britain suspected international food conspiracy. Thereupon the EU decided to carry out DNA-rapid tests in order to find more affected beef products. (Zeit Online, 2013)
Findus ordered the affected products from the French “Comigel group”. On the other hand Comigel received the meat by the company “Spanghero” located in the South West of France. But Spanghero does not seem to bear the whole responsibility. In turn Spanghero said that the horsemeat must have been intermixed in Romania, because they received the “raw material” from Romanian suppliers. Spanghero announced a lawsuit against the Romanian suppliers. (BBC, 2013). France's Consumer Minister Benoît Hamon explained that the Romanian meat had come through intermediaries in Cyprus and the Netherlands to France. But on the other hand he also revoked the company’s license for meat processing. Hamon claimed that Spanghero bought 42 tonnes of horsemeat from two Romanian slaughterhouses. According to investigators the meat was processed and sold, as beef to the French company Comigel. In six months Spanghero should have done with this business model, more than 500.000€ profit. (ssu/dpa/Reuters, 2013)
The business between the French factory and the Romanian slaughterhouses was brokered of the Dutch meat trader Jan Fasen. He is the CEO of “Draap trading company” registered in Cyprus. The anonymous owner sits loud "Guardian" in the British Virgin Islands. The company denied the allegations of the French government. The company explained, "to have nothing to do with the purchase, resale or processing of horsemeat products". However, a receipt was found. The international code number for horsemeat was printed on it. The bill was the evidence that the investigators strived for. It was confirmed that Draap had delivered 42 tons of Spanghero.
On the 13th February 2013 the meat scandal reached Germany. The Country received suspicious delivery lists from the EU. Accordingly, it was clear that greater amounts of frozen products have been delivered to the Federal Republic, which have contained mislabelled meat products. “Tavola” – a subsidiary company of Comigel, located in Luxemburg – delivered affected products to close supermarkets in North Rhine-Westphalia. (swd/DPA/AFP/Reuters, 2013) Later the EU found out that the suspect frozen products, not only came to North Rhine-Westphalia, but also in other regions of the country. As a precaution Real and Tengelmann sorted out their products. Subsequently the suspicion was confirmed. The companies: Real, Tengelmann, Edeka, Eismann, Markant and Rewe Dortmund were supplied by Comigel or its subsidiary Tavola.
Another frightening fact evolved from the publication of a new article. The meat scandal had reached the world's largest food company “Nestlé”. Nestlé found horse DNA in two frozen pasta products. The affected dishes were made from the company Schypke, a German supplier.(BBC, 2013) Nestlé had its investments in Findus but sold it in the year 2000 to an investor group.(ssu/dpa-FSX)
On the 25th February 2013 horsemeat was found in IKEA meatballs in the Czech city Brno. According to the furniture store chain the affected Köttbullar-meatballs (later even Hot Dogs) were sold in 13 European countries. 760 kilograms of the goods have been recalled.(Higgens & Castle, 2013). (ssu/dpa-FSX)
Even though supermarkets took the affected products off its shelves investigators have wanted for falsely declared horsemeat in Europe. The results show, according to an agency report significant regional differences: In the EU as a whole, every eighth sample is a hit. In France, DNA tests had shown that 47 of 353 (13%) verified beef products contained horsemeat. Whereas in Germany 29 of 867 products were affected. The rate is “just” 3.4 percent. (as at May 08th) (Dunmore, 2013)
Reasons
In the following section I will describe the reasoning behind the meat scandal as it pertains to the business world.
It is sad to say, but the reason why someone declares beef to horsemeat, is quite simple: Because of profit and the greed for money.
Beef costs four times as much as horsemeat. (The Guardian, 2013). With this business model Spanghero increased its profit to more than 500.000€ within six months. (ssu/dpa/Reuters, 2013) Meat consumption is rising in all regions of the world. (see chart 1.0) This trend is likely to continue in future. Also in developed countries where the population remains constant, more meat will be consumed. Nowadays the demand for cheap meat is extremely high (especially in Germany). And the demand will rise further. Due to the greed for cheap meat the price must be kept low in the supermarkets. For this reason, it is of course also produced as low as possible. This, and the desire for profit made people like Jan Fasen to buy cheap horsemeat, then selling it as an expensive beef. Behind this idea is the desire to reduce the company’s costs to increase its profit. Honestly said buying horsemeat that is four times cheaper than beef is a pretty clever business model. (Chart 1.0)
Source: http://www.berlin-institut.org/newsletter/Newsletter_98_09_Juni_2010.html.html
Consequences
In the following section I will evaluate the consequences as well as its economic impact. There are of course negative consequences but as well some positive results of the recent meat scandal.
Negative Consequences
Of course, the companies which are directly involved in the meat scandal are very close to the ruin. The company’s permission for the further processing of meat shall be revoked if not the entire company is closed down. This may be only fair. But unfortunately, the innocent indirectly affected companies, discount stores and supermarkets also have to suffer. (The Guardian, 2013) These include IKEA, Lidl, Aldi but also Tesco and food companies such as Nestlé. Many of them suffer from a significant loss of image. Moreover, the trustworthiness of the markets has declined. Customers tend not to shop in these markets anymore.(The Guardian, 2013) Furthermore, companies expect a strong revenue loss. The already purchased products had to be taken off the shelves again. Today the companies are demanding compensation from the responsible companies. It ends up in a huge loss to the economic situation of individual companies. There is speculation that the company will offset the revenue loss by sending the customer to dig deeper into their pockets for other products.
On the 17th February 2013 a survey by “ComRes” (market research institution) has been published in the "Independent on Sunday". One in three Britons do not buy any more finished products after becoming aware of the reports. ComRes interviewed 2002 adults and came to the result that British consumers are obviously deeply insecure because of horsemeat scandal. Seven percent said they would not eat more meat and 53 percent were for a temporary ban on imports of meat. (ComRes, 2013)
Positive Consequences
In Britain, the scandal came across divided reactions. On one hand, the outrage is great. On the other hand, special British meat suppliers reported a rapid increase in the demand for horsemeat. And not just in the UK but also in countries such as Germany and France. Butchers announced a true rush. Thanks to the meat scandal, sales shot up. (The Guardian, 2013) Politicians advised the people, especially in these uncertain times, to shop locally. And for this reason, some people can be really happy about the meat scandal. Among other things, the people are interested how horsemeat tastes at all. (Kutzim, 2013). In addition companies promised to buy more of meat from the region. This is how trustworthiness could be re-created, and also the national economy be stimulated again. (The Guardian, 2013) Another survey of a research firm showed that 7% of respondents had stopped eating meat at all. A health-food chain (Holland & Barrett), reported increased sales in its tofu and soya lines. (The Economist, 2013)
Critique & Conclusion
In the following section I will criticise the actions and decisions of the businesses and political leaders involved. As well I will recommend action steps for business leaders impacted by this scandal.
Due to the lack of controls the consumer protection requires significantly higher fines: "The legal incentive system does not work," said Matthias Wolf Schmidt of the consumer organization Food Watch. Currently, there is no motivation for retailers to sort out own brands with false declarations. If trading companies make a mistake they are fined only ridiculous amounts. "High fines would prevent future fraud." Then, the Bundestag decided that within the Food Law Code, a paragraph will be expanded. It says that authorities may publish the names of the food manufacturers which have falsely declared ingredients. But only if it is suspected that the labeling requirement was violated. The publication of the company, which committed the fraudulent labelling, is not a must. But Food Watch urged exactly for that. (nck/Reuters, 2013)
SPD leader Sigmar Gabriel has called for the establishment of a European food police. He wants to set up a food police along the lines of Europol. It could look into the international food scandals. He said: "The first step is to optimize and amplify the existing control systems and try to eliminate any gaps."(dpa, 2013)
In this country there are precise regulations concerning food. In Germany there are about 1.2 million farms, which must be controlled. Of these, about 500.000 are controlled. According to experts the globalized production methods offer opportunities for fraud.
In my opinion the core problem of the scandal was that the meat goes through several intermediaries. Each had the possibility to cheat. Better rules in the EU internal market could resolve this problem. Moreover, it is important that all incorrect products can be taken off the market as quickly as possible. Also the samples should be examined thoroughly in the laboratory.
Since the BSE crisis in the nineties every kilo of meat is traceable to its origin. But apparently this is not enough to prevent fraud. Periodic sampling might prevent future scandals. Also heavy fines could bring the industry to rethink.
In general, rather the desire for cheap meat should be banned from the minds of people, in order to prevent future meat scandals. At least consumers have the choice. If they buy locally, they are on the safe side. It's just more expensive.

Reference List
BBC. (2013, February 19). BBC Online. From BBC Online: http://www.bbc.co.uk/news/world-europe-21501568
BBC. (2013, February 14). BBC Online. From BBC Online: http://www.bbc.co.uk/news/world-europe-21464287 bef/dpa. (2013, January 16). Focus Online. From Focus Online: http://www.focus.de/gesundheit/ernaehrung/grossbritannien-und-irland-pferdefleisch-in-hamburgern-entdeckt-aldi-und-lidl-betroffen_aid_898773.html
ComRes. (2013, February 17). Have you stopped eating ready-meals as a result of the horsemeat scandal? (2. adults, Interviewer) cte/dapd/dpa. (2013, January 16). Lebensmittelskandal: Burger von Aldi und Lidl enthielten Pferdefleisch. From www.spiegel.de: http://www.spiegel.de/wirtschaft/service/irland-burger-von-aldi-und-lidl-enthielten-pferdefleisch-a-877773.html dpa. (2013, April 12). Stern Online. From Stern Online: http://www.stern.de/panorama/spd-chef-fordert-eu-lebensmittelpolizei-im-fleischskandal-1996207.html
Dunmore, C. (2013, April 16). Reuters. From Reuters: http://www.reuters.com/article/2013/04/16/us-eu-horsemeat-idUSBRE93F0LL20130416
Higgens, A., & Castle, S. (2013, February 25). The New York Times. From The New York Times: http://www.nytimes.com/2013/02/26/world/europe/ikea-recalls-its-meatballs-horse-meat-is-detected.html?pagewanted=all&_r=0
Kutzim, J. (2013, February 15). Spiegel Online. From Spiegel Online: http://www.spiegel.de/wirtschaft/unternehmen/ross-schlachterei-poggensee-fleisch-vom-pferd-a-883429.html
Modern Language Association (MLA). (2013). Collins English Dictionary - Complete & Unabridged 10th Edition. NY. nck/Reuters. (2013, February 27). Spiegel Online. From Spiegel Online: http://www.spiegel.de/wirtschaft/service/novelle-des-lebensmittelgesetzbuchs-hersteller-sollen-genannt-werden-a-885982.html ssu/dpa/Reuters. (2013, February 15). Spiegel Online. From Spiegel Online: http://www.spiegel.de/wirtschaft/service/firmen-vernichten-zehntausende-fertiggerichte-a-883720.html ssu/dpa-FSX. (n.d.). Spiegel Online. From Spiegel Online: http://www.spiegel.de/wirtschaft/unternehmen/nestle-nimmt-fertiggerichte-in-italien-und-spanien-vom-markt-a-884163.html swd/DPA/AFP/Reuters. (2013, February 8). Stern Online. From Stern Online: http://www.stern.de/panorama/lebensmittelskandal-in-grossbritannien-wo-rind-draufstand-war-pferdefleisch-drin-1968643.html
The Economist. (2013, February 23). The Economist. From The Economist: http://www.economist.com/news/britain/21572230-what-horse-shy-consumers-are-eating-instead-and-winner
The Guardian. (2013, February 24). The Guardian. From The Guardian: http://www.guardian.co.uk/lifeandstyle/shortcuts/2013/feb/24/britain-got-a-taste-for-horsemeat
The Guardian. (2013, February 26). The Guardian. From The Guardian: http://www.guardian.co.uk/uk/2013/feb/26/frozen-burger-sales-fall-horsemeat-scandal
The Guardian. (2013, February 27). The Guardian. From The Guardian: http://www.guardian.co.uk/uk/2013/feb/27/horsemeat-scandal-tesco-meat-uk
The Guardian. (2013, April 18). The Guardian. From The Guardian: http://www.guardian.co.uk/lifeandstyle/wordofmouth/2013/apr/18/horse-meat-scandal-change-mcdonalds-mcmuffin
The Guardian. (2013, February 27). The Guardian. From The Guardian: http://www.guardian.co.uk/uk/2013/feb/27/horsemeat-scandal-tesco-meat-uk
Zeit Online. (2013, February 14). Zeit Online. From Zeit Online: http://www.zeit.de/wissen/gesundheit/2013-02/pferdefleisch-eu-gentests

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