Journal of Hygienic Engineering and Design

Original scientific paper UDC 637.3(497.5-191.2)”2014” 637.3(497.4-12)”2014”

THE CHEESE CONSUMING CULTURE IN CENTRAL AND SOUTHEASTERN SLOVENIA

Bojan Matijević1*, Maja Demin1, Tihana Krcivoj1, Jože Podgoršek2, Mojca Kogovšek2, Vesna Maksimovič3, Vitomir Tafra4, Višnja Magdić5

1Karlovac University of Applied Sciences, Trg J. J. Strossmayera 9, 47000 , Croatia 2GRM Novo Mesto-Centre of Biotechnology and tourism, Sevno 13, 8000 Novo Mesto, Slovenia 3Development Centre Novo mesto d.o.o., Ljubljanska 26, 8000 Novo mesto, Slovenia 4University College Nikola Subic Zrinski, Selska cesta 119, 10110 Zagreb, Croatia 5Small Cheese Producers Association of “Korni”, Rakovica 6, 47245 Rakovica, Croatia

*e-mail: [email protected]

Abstract Cheese represents a group of fermented milk products ­increase the culture of eating cheese and the promo- which contain different essential substances, particu- tion of local cheese production, especially on small larly high-quality proteins, minerals, calcium and phos- family farms of Central Croatia and Southeastern Slo- phorus, as well as some B-group vitamins, which puts venia. it in the group of food with high nutritional value and makes it the basis of a healthy diet. There are over 50 kinds of cheeses on the market today that vary in ap- Key words: Cheese, Consumers, Consuming culture. pearance, aroma, flavor and texture, and they are pro- duced either industrially or in small family farms, which gives consumers a wide selection. Therefore, the aim of 1. Introduction this study was to investigate the consumer knowledge about cheese in Central Croatia and South eastern Slo- Cheese is defined as the fresh or matured product ob- venia, the way that consumers choose a particular type tained by draining the whey (the moisture or serum of of cheese and the amount of cheese in their daily diet. the original milk) after coagulation of casein. Casein is coagulated by acid produced by selected microorgan- The research instrument used, was a survey that in- isms, by coagulating enzymes, or by adding food-grade cluded 348 interviewees, 161 from Central Croatia and acidulants, resulting in curd formation ([1], and [4]). 186 from Southeastern Slovenia. The existing variety of cheese types is due to the vari- The respondents recognized cheese as nutritionally ety of cheese production methods, developed in par- valuable food (over 87%) and it makes about 24.73% ticular countries and in specific areas of these coun- of their total consumption of dairy products. In Cen- tries, different climate zones and dairy cattle breeds. tral Croatia cheese is consumed several times a week, Relatively small changes in procedures during the pro- mostly as part of breakfast (44.72%). The consumers of duction process result in differences in the produced Southeastern Slovenia also consume cheese several cheese. That is why there are about 2,000 types of times a week, but mostly as a snack (40.86%). In both cheese in the world, according to early claims of Scott regions most respondents buy cheese in large shop- [7]. However, numerous types of cheese are named af- ping centers, and the purchase is carried out on the ba- ter the place of origin, and vary in shape and method sis of sensory properties (approximately 64.60% of re- of equipment, while the basic production technology spondents) and the price (about 68.82 % respondents). and the main characteristics are very similar. Therefore, The Consumers of both regions mostly consume fresh according to a variety of data, between 400 and 1,000 and semi-hard cheese produced out of cow milk. specific cheese types are produced in the world, while Conducted research shows the need for more inten- there are actually only 18 entirely different types ac- sive consumer education about cheese, the need to cording to Robinson, [6].

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The nutritional and health value of cheeses depends According to FAO data, production of milk and cheese on the quality and type of milk out of which cheese has a record of constant growth over the last 10 - 15 is produced, and on the type of cheese itself. Cheese, years, so an average of about 16 million tons is pro- as well as milk, contains proteins, milk fat, carbohy- duced on a global scale, and in Europe approximately drates, vitamins and minerals. In fact, cheese is protein 8 million tons of cheese per annum. Germany is un- concentrate. Today it is believed that the higher pro- doubtedly Europe’s largest producer of cheese with av- tein and lower fat content a cheese has, the higher its erage annual production exceeding 2 million tons, but nutritional benefits. A daily consumption of 50 to 100 it is closely followed by France, while Italy ranks third grams of cheese is considered to be a desirable nutri- [2]. In comparison, the annual production of cheese in tional standard. An intake of 100 g of fresh cheese can Croatia (about 30 thousand tons) and Slovenia (about provide 30 to 40% of proteins daily required in diet of 20 thousand tons) is at the bottom of the scale of Eu- an adult person, and an intake of 100 g of hard cheese ropean Union member states. Cheeses in Croatia and can provide about 40 to 50% (Tunick, [10]). Slovenia are mostly produced in large industrial dairy plants and both countries are mainly importers of More mature cheeses are much easier to digest com- cheese. The leading dairy plants in Croatia are Dukat pared to less mature ones. Cheese ripening partially (holding about 32% of the market) and Vindija (about breaks down the basic cheese components (proteins, 12% of the market). In Slovenia, the leading produc- fats and lactose) to a greater or lesser extent. In most er of cheese is Ljubljanske Mlekarne that holds about cheeses, about one third of proteins are broken down 33% of the market. However, both regions process milk during ripening, depending on the cheese ripening also on small family farms and it is precisely this pro- period. The longer the cheese ripening, the greater the duction that represents a real treasure of traditional decomposition (of not only proteins) will be. Thus, in dairy products. Tradition is a factor in the development very hard mature cheeses, lactose (milk sugar) is com- of production of exclusive dairy products, where Croa- pletely decomposed. In cheeses with noble molds, tia and Slovenia have a great potential that is underuti- decomposition of basic components of cheese is very lized. It is commonly believed in expert circles that intensive. The reason for that is a very powerful molds about thirty traditional cheeses are produced in Croa- proteolytic and lipolytic system. In cheeses with blue tia, of which the most important are: Pag cheese, Tounj noble molds (Roqufort, Gorgonzola), up to 50% of pro- cheese, Preveli (Prevehli) cheese, Krk cheese, Skripavac teins are decomposed, and in cheeses with white molds cheese, Istrian cheese, fresh cheese and Turos cheese. (Camembert, Brie) even up to 90% of proteins can be On the other side, cheeses whose popularity crosses decomposed. Considering also the intense lipolysis, the borders of Slovenia are Bohinj cheese and Tolmin the digestibility of these cheeses increases significantly cheese [5]. during ripening, and a more intense taste and smell are developed at the same time ([9], and [10]). Croatia and Slovenia take various measures intend- ed to stimulate cheese sale, and especially traditional In addition to the nutritional value of cheese, it is also cheeses. Among the more important measures carried necessary to stress the specific health value of cheese out in Croatia and Slovenia in order to achieve sustain- that is manifested in protecting and reducing the risk of able development of the traditional cheeses produc- dental caries. That is probably due to high calcium and tion are to educate producers, experts and consumers phosphorus contents in cheese that influences the de- and to constantly adapt legislation to the processing mineralization process; then increased salivation when and market needs. An important measure that pro- eating cheese (especially when chewing hard cheese) motes traditional cheeses, and thereby those who pro- so cheese acts as a buffer which increases the pH in the duce these cheeses, is selling exhibitions accompanied mouth, which is also facilitated by the buffering prop- by media, because producers of traditional cheeses are erties of casein and partially peptides. A specific val- not able to finance their own promotion. Sensory eval- ue of cheese is also in its protective effect of reducing uation of cheeses is also a way to encourage producers the risk of some carcinomas. Namely, some tests have to manufacture as high-quality traditional cheeses as shown that continuous consumption of cheese reduces possible. Cheese evaluations place cheese makers into the risk of breast cancer. Reducing the risk of digestive competitive conditions, thereby encouraging them in system carcinoma is attributed by some to the effect of production of the best possible quality cheeses as well calcium, but it could also be attributed to the effect of as in innovation. nitrites derived from nitrates that are added sometimes in the production of certain cheeses. In any case, these Therefore, the aim of this study was to investigate the assumptions have yet to be proved. Nevertheless, it is consumer knowledge about cheese in Central Croatia quite certain that cheese is an important source of sub- and Southeastern Slovenia, the way that consumers stantial amounts of proteins and essential amino acids, choose a particular type of cheese and the amount of important amounts of riboflavin and vitamin A, and can cheese in their daily diet. be the richest source of calcium and even phosphorus.

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2. Materials and Methods an integrated cross section from which habits of the average consumer in both regions could be drawn. The The empirical research on cheese consuming culture average cheese consumer in Central Croatia are wom- was carried out during July and September 2014 in en from 25 to 44 years of age, of secondary or higher Central Croatia and Southeastern Slovenia on a con- education, employed and residing in a city. The average venient sample of consumers (included 348 inter- cheese consumer in Southeastern Slovenia has similar viewees, 161 from Central Croatia and 186 from South characteristics. A significant difference between the Eastern Slovenia). The collection of questionnaires was consumers of Central Croatia is in the place of residence. conducted by personal delivery, by sending e-mail and Namely, consumers in Central Croatia (about 72.67%) through the website. live predominantly in cities, while consumers of South- A questionnaire consisting of 36 questions with multiple eastern Slovenia live in the countryside (about 76.34%). choice answers was used as the research instrument. This difference is the consequence of the geographical and economic diversity of the selected regions in which It should be noted that the authors decided to take up the questionnaire was carried out. the stated research prompted by their own habits, hab- its of their work colleagues, and results of the research For the beginning, respondents were asked what they on the frequency of consuming “light” products [3]. thought about the way they eat and if they were aware of the healthy diet principles. Most respondents in Analysis of the available scientific literature did not come both regions (Central Croatia about 57.14% of respon- up with any conducted scientific studies that could be dents and Southeastern Slovenia about 66.13% of re- used as a reference for designing a questionnaire that spondents) think that they eat healthy food, an equal would be used in studying the cheese consumption cul- number of respondents do not think about healthy ture in Central Croatia and Southeastern Slovenia. For diet (21.74% of respondents) while others think that these reasons, the questionnaire was formed using the they eat unhealthy food. With respect to the awareness brainstorming method after communicating the avail- of the principles of healthy diet in both regions, a large able literature materials related to nutritional habits and majority is fully aware of them (70.19%) or is partially importance of healthy diet ([8], and [11]). aware of them (27.95%). Only a very small number of respondents of both regions reported not being aware of the principles of healthy diet. 3. Results and Discussion A small number of consumers in both regions (Central The survey questionnaire on cheese consumption cul- Croatia about 18.01% of respondents and Southeast- ture involved different consumer groups in Central Cro- ern Slovenia about 19.89% of respondents) do not atia and Southeastern Slovenia (Table 1). This provided read or follow declarations on foodstuffs, however a

Table 1. Characteristics of the respondents who participated in the survey Parameters Central Croatia Southeastern Slovenia women 66.46% 63.98% Gender of respondents men 33.54% 36.02% up to 24 years 36.02% 44.62% 25 - 44 years 54.66% 35.48% Age group 45 - 64 years 7.45% 18.28% > 65 years 1.86% 1.61% no education 0.00% 0.00% primary school 0.00% 10.22% Education level secondary school 50.31% 41.40% 2-year or 4-year college 49.69% 48.39% pupil/student 37.89% 45.16% employed 54.66% 47.85% Employment status unemployed 6.83% 3.23% housewife 0.00% 0.54% pensioner 0.62% 3.23% rural 27.33% 76.34% Place of residence urban 72.67% 23.66%

35 Journal of Hygienic Engineering and Design large majority of consumers are interested in decla- Consumers of Central Croatia and Southeastern Slove- rations and often read them when purchasing food- nia purchase cheese mainly in large shopping centers stuffs, especially when purchasing a new product, pre- (Table 3). They do the purchase occasionally, and usu- viously unknown to them. Customers of both regions ally buy fresh and semi-hard cheese. The measure of use equal food selection criteria. The first food selec- cheese chosen by most of the respondents has a mass tion criterion is taste (Central Croatia about 59.63% of of 250 g. respondents and Southeastern Slovenia about 46.24% In the questionnaire, respondents were offered crite- of respondents), followed by wholesomeness (Central ria that guided their purchase of cheese, specifically Croatia about 36.65% of respondents and Southeast- cheese price, country of origin, producer, nutritional ern Slovenia about 46.24% of respondents). A very value and sensory properties. Respondents were al- small number of respondents uses energy value of lowed to select multiple answers. The average con- food as a selection criterion. sumer of Central Croatia chooses cheese by sensory The next question that the respondents were asked characteristics, followed by price and manufacturer was whether they consumed dairy products and what of cheese. An interesting fact is that they do not pay kind of products they consumed most frequently. The attention to nutritional value of cheese, probably be- vast majority of consumers (over 94.09%) of Central cause they consider cheese to be a nutritionally valu- Croatia and Southeastern Slovenia do consume dairy able product. Consumers of Southeastern Slovenia products. By types of dairy products, consumers of use different cheese selection criteria. This group of both regions mostly consume fresh or UHT milk (about consumers chooses cheese according to nutrition- 39.75%), roughly equally followed by fermented milk al value, followed by price and country of origin. The (about 28.57%) and cheese (about 27.95%), while a average consumer of Southeastern Slovenia pays the small percentage (about 3.73%) accounts for other least attention to sensory characteristics and cheese dairy products. The respondents recognized cheese as producer. If consumers of both regions do not find the nutritionally valuable food (over 87%). desired cheese in the store, they look for a similar prod- uct from another producer. This was reported by about In Central Croatia cheese is consumed several times a 61.49% of respondents of Central Croatia and 65.59% week, mostly as part of breakfast (44.72%). The con- of respondents of Southeastern Slovenia. Consumers sumers of Southeastern Slovenia also consume cheese of both regions do not find packaging important when several times a week, but mostly as a snack (40.86%). purchasing cheese and this was reported by 3/4 of re- In both regions cheese is mostly consumed with lun- spondents. cheon meats, specifically as part of a sandwich (Table 2), but they do consume cheese, and combine it with different types of food.

Table 2. Consumption of cheese in Central Croatia and Southeastern Slovenia Parameters Central Croatia Southeastern Slovenia daily 14.91% 5.91% several times a week 45.34% 43.01% Cheese consumption occasionally 36.02% 37.63% frequency very rarely 3.11% 10.75% never 0.62% 2.69% as part of breakfast 44.72% 21.51% as part of lunch 3.73% 9.14% Cheese is consumed on the following occasions as part of dinner 30.43% 28.49% as a snack 21.12% 40.86% luncheon meats 77.02% 61.83% wine 2.48% 6.45% Food with which fruits 1.86% 4.30% cheese is consumed nuts 1.86% 2.69% others 16.77% 24.73%

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Table 3. Purchase of cheese in Central Croatia and Southeastern Slovenia Parameters Central Croatia Southeastern Slovenia farms 22.98% 11.29% marketplace 14.29% 5.38% Site of cheese purchase shopping centers 58.39% 77.96% I make it myself 3.73% 4.30% others 0.62% 1.08% daily 4.97 1.61 Cheese purchase several times a week 32.92 30.65 frequency occasionally 53.42 58.06 very rarely 8.70 9.68 fresh cheese 40.99 26.88 soft cheese 3.11 9.68 semi-hard cheese 37.89 38.71 Cheese types purchased hard cheese 13.66 18.82 cheese with molds 1.24 2.15 processed cheese 3.11 3.76 up to 100 g 9.94 14.52 up to 250 g 49.07 41.40 Cheese mass being up to 500 g 24.22 27.42 purchased up to 1 kg 14.91 8.60 more than 1 kg 1.86 8.06

Table 4. Importance of individual sensory properties for the average consumer of Central Croatia and Southeastern Slovenia when selecting cheese Sensory property Rating Central Croatia Southeastern Slovenia 1 0.62% 7.53% 2 3.73% 3.76% Smell 3 10.56% 19.35% 4 27.33% 31.72% 5 57.76% 37.63% 1 0.62% 0.54% 2 0.00% 2.69% Taste 3 1.24% 4.84% 4 15.53% 13.44% 5 82.61% 78.49% 1 0.62% 3.23% 2 4.35% 4.84% Flavor 3 14.29% 23.66% 4 33.54% 27.96% 5 47.2% 40.32% 1 3.73% 8.06% 2 18.63% 11.83% Color 3 40.99% 33.33% 4 22.98% 31.72% 5 13.66% 15.05% 1 1.86% 8.06% 2 6.83% 10.75% Consistency 3 47.83% 27.96% 4 30.43% 33.87% 5 13.04% 19.35% 1 30.43% 27.42% 2 31.06% 19.89% Shape 3 22.98% 24.73% 4 8.07% 16.67% 5 7.45% 11.29% Ratings 1 - 5 define the significance of an individual property (rating of 5 indicates very important; 1 entirely unimportant).

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Taste and smell are very significant for consumers of which respondents will be selected at random, inves- both regions when consuming cheese (Table 4). Re- tigate the nutritional habits of certain geographical ar- spondents of Central Croatia and Southeastern Slovenia eas. The picture of the actual state of cheese consump- prefer cheeses of local producers and are in most cases tion culture would be substantially supplemented by familiar with the local cheese supply. Consumers of both combining the obtained results. regions do not have a clear viewpoint on cheese promo- - Still, what can be emphasized as a recommendation is tion and how it affects consumption, and receive infor- that the conducted research shows the need for more mation equally from magazines, by radio and television, intensive consumer education about cheese, the need written materials and by word of mouth. to increase the culture of eating cheese and the promo- tion of local cheese production, especially on small fam- ily farms of Central Croatia and Southeastern Slovenia. Acknowledgement The research results have emerged from the project “Regional production of cheese - Enterprise value for 5. References rural development”, acronym NAPREDAK, which is car- [1] Deegan K. C., Holopainen U., McSweeney P. L. H., Alatos- ried out within the framework of the Operational Pro- sava T., Tuorila H. (2014). Characterisation of the sensory gramme Slovenia-Croatia 2007 - 2013 No. 4300-119 / properties and market positioning of novel reduced-fat 2012-SVRL. cheese. Innovative Food Science & Emerging Technolo- gies, 21, pp. 169-178. [2] FAO. (2014). Food Outlook, Biannual Report on Global 4. Conclusions Food Markets.

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