The FVCA project connected all aspects of the supply chain together and revealed that the product specifications were out dated and did not reflect true consumer needs.
The team identified three specific changes in product attributes and supply chain activities: reforming chops, fillet pack size and boneless loin.
However, to check that the changes are aligned to the VoC a semi-structured telephone interview was carried out including 23 chefs responsible for similar size canteens supplied from the same source through similar channels (Appendix 2).