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Demand for Pasture-Raised Livestock Products in Michigan: Results of Consumer Surveys and Experimental Auctions

Author

Listed:
  • Conner, David S.
  • Oppenheim, Diana

Abstract

Pasture-raised livestock products present a niche-marketing opportunity for small- and medium-scale farmers; growth of this market may enhance the economic, social, and environmental sustainability of livestock agriculture. Results from an earlier statewide poll in Michigan found that consumers place great importance on product attributes associated with the pasture-based production model. This report presents findings from a combination of consumer surveys conducted at three Michigan retail locations and a series of experimental auctions. Participants in both the survey and auction components view pasture-raised beef and milk products very favorably, believing these products are healthy for humans to eat and are raised in environmentally friendly and humane ways. Survey respondents reported high likelihood of purchase; both the survey and auction subjects expressed willingness to pay a premium for pasture-raised products. We discuss these findings, particularly implications for the “four P’s” of marketing.

Suggested Citation

  • Conner, David S. & Oppenheim, Diana, 2008. "Demand for Pasture-Raised Livestock Products in Michigan: Results of Consumer Surveys and Experimental Auctions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 39(1), March.
    • Handle: RePEc:ags:jlofdr:55603
    DOI: 10.22004/ag.econ.55603
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    Cited by:

    1. Gwin, Lauren & Durham, Catherine A. & Miller, Jason D. & Colonna, Ann, 2012. "Understanding Markets for Grass-Fed Beef: Taste, Price, and Purchase Preferences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(2), pages 1-21.
    2. Kathia Gillandt & Jenny Stracke & Tatiana Hohnholz & Ralf Waßmuth & Nicole Kemper, 2018. "A Field Study on the Prevalence of and Risk Factors for Endoparasites in Beef Suckler Cow Herds in Germany," Agriculture, MDPI, vol. 8(9), pages 1-10, August.

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