MARKETING
The red-white-shift in global meat production Over the past fifty years, a remarkable change occurred in global meat production. This is true as well for the production volume as for the share of the main meat types in the overall production. This process can in short be termed as a redwhite-shift, indicating the decreasing importance of red meat and the increasing importance of white meat. In this paper, the dynamics at continent level will be documented. Hans-Wilhelm Windhorst
Great differences in the development of the meat types
The author is scientific director of the WING at the Hannover Veterinary University and Prof. emeritus of the University of Vechta, Germany
Between 1970 and 2019, global meat production increased from 100.7 mill. t to 337.2 mill. t or by 234.9%. Table 1 shows that the development of the production volume of the three meat types, which will be analysed in this paper, differed considerably. While the production of poultry meat increased by 116.6 mill. t or 772.1%, cattle meat only grew by 10.0 mill. t or 78.3%. Pig meat was in a middle position with an increase of 74.3 mill. t or 207.6%. To the
32
- marketing -
