Contact
Kolbrún Sveinsdóttir
Project Manager
kolbrun.sveinsdottir@matis.is
Matís is currently launching a project, in collaboration with the University of Iceland, IM ehf. and slaughter license holders, where the intention is to examine what untapped opportunities are hidden in horsemeat and improve its position in the domestic market.
The main goal of the project is to obtain information from slaughterhouses, meat processing plants, shops, restaurants and consumers to explain low consumption and low prices for horsemeat. Information will be obtained by reading sources and interviews with key parties in the processing and sale of horsemeat.
Questions about buyers 'and consumers' attitudes will be based on an analysis of that information. After that, a request for an online survey will be sent, on the one hand, to several hundred individuals who will be selected by random sampling from the National Registry and, on the other hand, to influencers in the horse meat distribution system in Iceland. The information from the surveys will be analyzed in a statistical way to examine the effects of all kinds of factors on the supply and demand of horsemeat. The results and ideas / suggestions for improvement will then be presented at an open discussion meeting with stakeholders.
The project recently received a grant from the Agricultural Productivity Fund.