Marketing case study

subject Type Homework Help
subject Pages 3
subject Words 618
subject School Loras College
subject Course Marketing

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Chapter 3 CASE ASSIGNMENT: Transglutaminase
In the wake of a national campaign focusing on ammonia-spritzed lean finely textured
beefotherwise known as pink slimemedia attention turned to another ethically
questionable food-processing product. Transglutaminase, or meat glue, is a white powder
used to bind scraps of beef that would have otherwise been discarded. Composite pieces
of meat are coated in meat glue, reshaped, and resold as complete cuts of meat such as
filet mignon steaks. Because meat glue becomes transparent when cooked, it is virtually
undetectable by the average consumer. While the USDA ensures that meat glue is safe,
California State Senator Ted Lieu believes that tighter regulations should be placed on
the additive: “They should look at not just whether the meat glue itself is harmful, but the
entire process of when you combine meats together.”
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