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Cattle Are What They Eat: A Consumer Analysis of Beef Produced from Barley Fodder-Fed Cattle Compared with a Conventional Mixed Ration

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  • Feuz, Ryan
  • Feuz, Dillon
  • Lidgard, Audrey
  • Crump, Zachary
  • Thornton, Kara
  • Martini, Silvana
  • Cheng, Haotian
  • Stafford, Chandler
  • Matarneh, Sulaiman

Abstract

We conduct sensory analysis and assess consumer preferences and willingness to pay (WTP) for beef steaks from cattle fed hydroponically produced barley fodder (B-F) relative to those fed conventional mixed rations (CON). Results suggest consumers do not differentiate between B-F and CON when evaluating sensory attributes and possess similar WTP for both treatments. Preference toward the B-F treatment is demonstrated for sustainability-conscientious consumers informed about the potential sustainability benefits of the B-F treatment. Producers feeding hydroponically produced barley fodder should not expect premiums above beef-fed conventional feedstuff, yet establishing credence value around the sustainability of the B-F treatment may increase marketability.

Suggested Citation

  • Feuz, Ryan & Feuz, Dillon & Lidgard, Audrey & Crump, Zachary & Thornton, Kara & Martini, Silvana & Cheng, Haotian & Stafford, Chandler & Matarneh, Sulaiman, 2024. "Cattle Are What They Eat: A Consumer Analysis of Beef Produced from Barley Fodder-Fed Cattle Compared with a Conventional Mixed Ration," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 56(1), pages 86-100, February.
    • Handle: RePEc:cup:jagaec:v:56:y:2024:i:1:p:86-100_5
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