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Development and marketing of a soy-fortified bread in Korea : A case study

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  • Development and marketing of a soy-fortified bread in Korea
  • Nichols, John P.; Barrett, Fred F.; Texas A & M University(Texas Agricultural Market Research and Development Center)
  • United States Agency for International Development


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Title Development and marketing of a soy-fortified bread in Korea
Similar Titles
Sub Title

A case study

Material Type Reports
Author(English)

Nichols, John P.; Barrett, Fred F.; Texas A & M University(Texas Agricultural Market Research and Development Center)

Publisher

[Washington, D.C.]:United States Agency for International Development

Date 1980-06
Series Title; No Other USAID supported study, Document; Research report / MRC80-3
Pages 54
Subject Country South Korea(Asia and Pacific)
Language English
File Type Link
Subject Industry and Technology < Agriculture
Social Development < Health
Holding United States Agency for International Development

Abstract

While fortified bread can capture a significant market share when made from high-quality ingredients and priced competitively, such a product may not serve its intended purpose of improving the nutritional status of the at-risk population wihtout special marketing tactics. Such is the conlusion of this report on an A.I.D. project to produce and test-market soy-fortified bread (SFB) in Korea. The soy flour fortification technology used in the project was developed by Kansas State University and involved combining 12 parts locally-produced, food grade, defatted, toasted soy flour with 100 parts wheat flour and adding a dough conditioner (sodium staeroyl-2-lactylate) and water. SFB production began with experimental, pilot-scale baking tests followed by sustained commercial scale production and test-marketing. Mid-project modification was made to use Government of Korea-mandated medium-protein rather than high-protein soy flour. Three taste tests showed that despite differneces in odor and texture, SFB was acceptable and sometimes favored over regular bread. Although consumer acceptance fell after the switch to inferior soy flours, broader test-marketing still found consumers were willing to buy SFB if available at the same price as regular bread. In fact, when priced equal to the cheapest competing bread product, SFB achieved a sales level warranting continued production and marketing. Surveys showed that purchasers of SFB tended to be college educated, upper class families, often with western-style kitchens, who were used to eating bread. However, the authors note that the marketing techniques employed in this project as well as the techniques needed to reach those who would most benefit from SFB are alien to many developing countries. A 14-item list of references (1969-80) is appended.