Public Perception in Thai Native Chicken (Pradu Hang-Dum Chiang Mai) via Food Contests

Abstract

Thai native chicken variety Pradu Hang-Dum Chiang Mai (PD-CM) was developed and bred in the year 2002-2007 from a joint-cooperation between the Department of Livestock Development (DLD), Ministry of Agriculture and Cooperatives, and Thai Research Fund (TRF). The chicken meat had lower fat, cholesterol and triglyceride contents as compared to those of crossbred and broiler meats. In addition, the appearance of the whole chicken meat was appraised by some of the Northern Thai people, particularly the hill tribes, for religious ceremony purposes. A survey data from 207 consumers revealed that chicken’s meat was the second popular meat for cooking. For northern people, the most favorite dish prepared from the meat was “Kang Kai”, which was a thick-chili soup with green cabbage. This present study was aimed to promote the PD-CM chicken as a native chicken to Thai people and to encourage the utilization of the meat as a source of delicious and healthy meat through food competitions. Three food contests were organized in Chiang Mai within several months interval. Based on the audience assessment, the contests tended to increase the perception of the PD-CM chicken in all targeted sample groups. The perception of the ordinary people who attended the contest was increased from 25.5% in the first contest to 69.4% in the last contest. A survey in both farmers who produced chicken and administrative staffs of DLD indicated that the perception percentages were also improved