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The purpose of this paper is to analyze perceptions of quality in the chicken meat supply chain.

This survey covered 74 different farms, slaughterhouses, meat processors, and retailers and 500 consumers, using two methods. From the farm to retail, analysis covered “customer – supplier” viewpoints in different stages of the supply chain. From the consumers to the farms, the quality function deployment method was used. Five houses of quality have been developed using the Delphi method to synthesize the opinions of experts.

Farm-slaughter comparison shows that final weight at farm gate and animal welfare are the most important quality attributes. The quality aspect important for slaughterhouses and meat processors is the cold chain. Retailers and meat processors highlight the portfolio of various chicken meat products as their most important quality attribute. At the points of sale, shelf illumination and product placement are prevailing.

The results suggest that there are different views on quality by all actors in the supply chain, from quality of chicken meat, food safety and quality of service in retail to profitability and animal welfare.

The paper enhances simplicity in analyzing quality aspects of different types of meat supply chains. This methodology enables a synergy of value chain promotion with other quality development approaches. It also creates possibilities for policy makers to improve competitiveness strategies.

Application of a similar approach to other parts of the food chain could offer a better insight into the transformation of quality.

The purpose of this paper is to analyse consumer perception of quality characteristics of chicken meat and chicken meat products in Southeast European countries (Albania, Bosnia and Herzegovina, Bulgaria, Croatia, FYR of Macedonia, Montenegro, and Serbia).

Results were collected from a field survey by using data obtained from a questionnaire directed at 2,368 consumers during 2015.

This study identified four consumer segments: “typical”, “selective”, “chicken meat preparers” and “uninterested” chicken meat consumers.

Older consumers (50 years) have higher interest in chicken meat quality characteristics, while women are “chicken meat preparers”. Chicken meat consumers who prefer particular chicken parts and consume chicken meat because it is nutritious are found among the working population, while the most number of consumers “uninterested” in chicken meat come from Serbia.