SENSORY EVALUATION THE UNTAPPED SECRET TO SUCCESS Asia

SENSORY EVALUATION: THE UNTAPPED SECRET TO SUCCESS Asia Food and Beverage Summit 2015 Pullman Bangkok King Power Hotel, May 18 & 19, 2015 INVITED SPEAKER: Dr. Miflora Minoza-Gatchalian CEO, QUALITY PARTNERS COMPANY, Ltd. Academician Emeritus, International Academy for Quality 1 Quality Partners Company Ltd.

SENSORY EVALUATION IFT DEFINITION The Institute of Food Technologists' (IFT) Sensory Evaluation Division (USA) defined Sensory Evaluation as … "a scientific discipline used to evoke, measure, analyze and interpret sensations as they are perceived by the senses of sight, smell, taste, touch and hearing". (Prell, 1976) 2 Quality Partners Company Ltd.

IS 0 9000: 2000 DEFINITION OF QUALITY “ABILITY OF A COMPLETE SET OF REALIZED INHERENT CHARACTERISTICS OF A PRODUCT, SYSTEM OR PROCESS TO FULFILL REQUIREMENTS” QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for quality…” 3

SENSORY EVALUATION APPLICATIONS IN FOOD MANUFACTURING COMPANIES (STILL UNTAPPED BY MANY ) 1 - A QUALITY DEVELOPMENT CYCLE, SHOWING THE FOUR MAJOR COMPANY PLAYERS AND THE ROLE OF SENSORY EVALUATION 2 - PREPARATION OF PRODUCT SENSORY PROFILE THROUGH QUANTITATIVE DESCRIPTIVE ANALYSIS 3 - QUALITY MONITORING APPROACHES THROUGH PERFORMANCE AUDITS AND SHELF-LIFE STUDIES 4 - MEASUREMENT OF CUSTOMER SATISFACTION AS A TOOL FOR PRODUCT IMPROVEMENT & INNOVATION. 4 Quality Partners Company Ltd.

1 - Quality Development Cycle (QDC) Sales and Marketing I Consumer Preference ( a ) Trouble Shooting ( f ) Production IV Sensory Evaluation Product Profile ( b ) Test Procedures ( c ) System of Recording & Reporting ( e ) Research and Development II Quality Control Tests ( d ) Quality Control III Role of Sensory Evaluation in sales and marketing, research and development, quality control and production activities (Gatchalian, 1989) Quality Partners Company Ltd.

Potential Consumer specifications MARKETING & SALES Trouble Shooting RESEARCH & DEVELOPMENT Product Profile SENSORY QUALITY MEASUREMENT System of recording and reporting Test Procedures Quality Control Tests The Quality Development Cycle ( Gatchalian and Brannan (2011 ) Quality Partners Company Ltd. 6

TYPES OF SENSORY EVALUATORS • Expert Judge • Laboratory Panelists • Consumer-type evaluators • Consumers 7 Quality Partners Company Ltd.

SENSORY COMPONENTS Continuum of sensory quality characteristics inherent in food as perceived by man (Kramer and Twigg, 1983). Quality Partners Company Ltd. 8

2 -STEPS IN PRODUCT PROFILE DEVELOPMENT STEP 1. RECRUITMENT OF PANELIST S NO REJECT (R) QPCLtd. STEP 2. RELIABILITY MEASUREMENT NO R STEP 3. SELECTION (Reliability Index 75%) NO R STEP 4. TRAINING (Language Development) NO R STEP 5. PILOT TESTING (Descriptive Score Sheet or DSS) NO R STEP 6. REFINEMENT OF DSS (Series of pre-tests and data analysis) STEP 7. APPLICATION ON TEST PRODUCTS AND DATA ANALYSIS AND DEVELOPMENT OF QDA (Quantitative Descriptive Analysis) 9

ADVANCE SENSORY EVALUATION : FOCUS ON QDA JOLLIBEE FOODS CORPORATION, NOVEMBER 22 -23, 2012; JB R&D ALL TRAINED MEMBERS JOINTLY ASSESS THE DESCRIPTIVE TERMS DEVELOPED FIRST INDIVIDUALLY, THEN BY EACH TEAM AND FINALLY BY ALL TEAMS FOR AGREEMENT BY CONSENSUS OF ALL MEMBERS OF THE SELECTED AND TRAINED TEAM. Quality Partners Company Ltd. 10

QDA – Product Profile Fig. 2. Spider web presentation of RRBI’s “Black Forest” Cake as evaluated by trained panelists (Gatchalian and Cruz, 2011).

3 -QUALITY MONITORING--THE CASE OF A BANANA CHIPS COMPANY IN PHILIPPINES RAW MATERIAL INSPECTION BY SENSORY EVALUATION After inspection in the receiving area, workers peel the green bananas to prepare for slicing into chips. “Saba” banana are first inspected based on the raw material specifications (requirements) TAKEN FROM: MMG’S EC-ASEAN FOOD SAFETY TRAINING PROGRAM (FSTP) QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for quality 12

SOME METHODS OF PROCESS AND PRODUCT SAFETY CONTROL ON -LINE Fried sliced bananas pass through a metal detector as a final check before packaging and weighing. METAL DETECTOR Fried bananas on stainless steel holder with holes that allow broken or fine chips not meeting specifications, to pass through. 13 MMG’s (EU / ASEAN EXPERT) VISIT TO PRIME FRUIT IN DAVAO, PHILIPPINES

3 - QUALITY MONITORING AND SHELF-LIFE STUDIES COCA COLA EXPORT “SENSORY TEAM” STARTING THEIR PRODUCT SHELF-LIFE STUDIES WITH FOCUS ON PRESENCE OF “TAINT” 14 Quality Partners Company Ltd.

3 - SENSORY EVALUATION IN SHELF-LIFE STUDIES QPC Ltd. SHELF-LIFE STUDIES ON AGING WINES COMPARISON OF FLAVOR AND AROMA OF WINE AGED IN THE TRADITIONAL OAK BARRELS VERSUS THOSE AGED IN GLASS BOTTLES (Gatchalian and Brannan, 2011) 15 Quality Partners Company Ltd.

SENSORY EVALUATION APPLICATION IN QUALITY MONITORING QPC Ltd. SENSORY EVALUATION IN SHELF-LIFE STUDIES A TRAINED PANELIST IS SHOWN EVALUATING THE AGED WINE SAMPLES USING A STATISTICALLYDESIGNED SENSORY EVALUATION APPROACH 16 Quality Partners Company Ltd.

4 - MEASUREMENT OF CUSTOMER SATISFACTION – KEY TO SUCCESS No voice (1 -p) Dissatisfied b (1 -q) Firm i p Customers Voice In t q (1 -b ) Remain Satisfied New Customers In t+1 Exit Lost future contribution Exit Lost future contribution plus compensation Remain Retained future contribution less compensation Firm i customers in t+1 t = time QPCLtd. 17 The Effects of Dissatisfaction Responses

4 - MEASUREMENT OF CUSTOMER SATISFACTION Use of the Hedonic Rating Scale A sensory evaluation tool useful IN CONSUMER SURVEYS WHERE INFORMATION ON PRODUCT ACCEPTABILITY LEVEL IS DESIRED. *For Consumer surveys, number of respondents should be greater than 100 *For Consumer-type survey number of respondents is between 50 to 100 18 Quality Partners Company Ltd.

A FULLY ANCHORED HEDONIC RATING SCALE COMBINING FACIAL, VERBAL AND NUMERICAL SCALES dislike a lot 1 dislike a little neither like nor dislike 2 3 Quality Partners Company Ltd. 4 like a lot 5 19

Facial Hedonic for Basic Taste QUALITY PARTNERS COMPANY LTD. “Fostering Partnerships Through Quality” (AJINOMOTO) 20

CONSUMER-TYPE SURVEY A PORTABLE SENSORY EVALUATION BOOTH SET-UP AT THE U. P. DAVAO FOOD TECHNOLOGY PROGRAM SIMULATING A CENTRAL LOCATION CONSUMERTYPE SURVEY. 21 Quality Partners Company Ltd.

APPLIED STATISTICAL METHODS IN SENSORY EVALUATION Pure Foods Hormel, SMC – Gen. Trias, Cavite, March 2 -3, 2011 SENSORY EVALUATION COORDINATOR MUST BE WELL-TRAINED IN STATISTICAL THINKING Quality Partners Company Ltd. 22

IMECCA-MONTERREY, MEXICO: SELECTION, TRAINING and CALIBRATION (STC) 2 Day Seminar-Workshop at MONTERREY HOTEL , September 29 -30, 2014 Quality Partners Company Ltd.

SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENT Singapore Polytechnic -Food Innovation and Resource Center (FIRC) and Singapore Institute of Food Science and Technology (SIFST), July 25 -27, 2012 EVALUATION WAS DONE ON ROTATION IN THE 8 -BOOTH EVALUATION AREA WHERE CONTROL OF ENVIRONMENT AND LIGHT COULD BE DONE. TEAM REPORT PREPARATION WERE DONE AT THE SEMINAR-ROOM Quality Partners Company Ltd. 24

SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENT Singapore Polytechnic -Food Innovation and Resource Center (FIRC) and Singapore Institute of Food Science and Technology (SIFST), July 25 -27, 2012 ** INTERNATIONAL (China, Malaysia, Singapore, India) COURSE PARTICIPANTS TOGETHER WITH HOSTS 25 FIRC, SIFST & **FACILITATOR - DR. MIFLORA M. GATCHALIAN OF QPCL ( PHILIPPINES)

The designs and processes in the food industry should be constantly evaluated to determine if improvement is necessary. This, UNKNOWN to many can be facilitated by SENSORY QUALITY MEASUREMENT! The activities for matching products and services to a need for improvement is an on-going process and as such, THE CYCLE NEVER ENDS QUALITY PARTNERS COMPANY LTD. “Fostering Partnerships Through Quality” 26

CONCLUSION: SENSORY EVALUATION IS THE SECRET OF SUCCESS IN FOOD QUALITY DEVELOPMENT , IMPROVEMENT & MARKET LEADERSHIP Marketing & Sales Potential Market Identification OK Commercial Production OK Pilot Scale Production Consumer Survey Consumer Requirements Sensory Quality Measurement OK Consumer-type survey Quality Control Research & Development Product Sensory Profile Product Design Product Specification 27 QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for quality…”

END OF DISCUSSIONS THANK YOU AND GOOD DAY!!! 28 Quality Partners Company Ltd.

Dr. MIFLORA M. GATCHALIAN AN INTERNATIONAL CONSULTANT AND QUALITY ADVOCATE EMAIL: qpcl. gatch@gmail. com • CEO, Quality Partners Company, Ltd. (QPC Ltd. Philippines) • Academician Emeritus, International Academy for Quality ( IAQ ) • Secretary-General Emeritus, Asia Pacific Quality Organization (APQO, Inc. ) • Fellow and Philippine Councilor, American Society for Quality (ASQ) • Honorary Member, Philippine Society for Quality (PSQ) • Past President of : the PSQ, Philippine Association of Food) Technologists (PAFT) and the Federation of Institutes of Food Science and Technology in ASEAN (FIFSTA ) • The APQO-Walt L Hurd Foundation honored her with a gold medal in her name (MMG Medal) to be awarded to a globally recognized Excellent Woman Quality Professional • Multi-awarded locally and internationally for her efforts in quality promotion • International Consultant on quality, sensory evaluation, statistical thinking and food safety

LITERATURE CITED Gatchalian. M. M. 1989. Sensory Evaluation Methods for Quality Assessment and Development. 2 nd ed. College of Home Economics, University of the Philippines, Diliman. 298 pp. Gatchalian. M. M. and Marife Cruz. 2011. “Sensory Quality Measurement: The Red Ribbon Bakeshop Experience” . Proceedings. 55 th European Organization for Quality Congress Jun 21 -23, 2011. Budapest, Hungary. Gatchalian, M. M. and G. D. Brannan. 2011. Sensory Quality Measurement: Statistical Analysis of Human Responses. 3 rd ed. Quality Partners Company, Ltd. Philippines. 283 pp. Endorsed, Intl Academy for Quality Kramer A. And Twigg, B. A. 1983. Quality Control for the Food Industry. Vol. I. AVI, Westport Connecticut. Prell, P. 1976. Preparation of reports and manuscript which include sensory evaluation data. Food Tech. Reprint from P. Prell. 30

SENSORY EVALUATION: THE UNTAPPED SECRET OF SUCCESS Dr. Miflora M. Gatchalian, CEO Quality Partners Co. Ltd. ABSTRACT The final judge of any product is the end-user. Therefore, the secret of success in any food venture is the capability to know consumer requirements and needs at all times. Unknown to many, sensory evaluation is a scientific tool to measure product sensory quality and its consumers’ acceptability level. Some major applications of sensory evaluation include: (a) cycle of product development and improvement ; (b) preparation of a quantitative descriptive product profile; (c ) quality monitoring and shelf-life studies; and (d) measurement of customer satisfaction level. With the proper application of the sensory evaluation tools, success in the food business can be assured. 31