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A Case Study in the Marketing of "Wolf-Friendly" Beef

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  • Helen L. Aquino
  • Constance L. Falk

Abstract

This study examines an effort in New Mexico to establish a niche within the domestic beef market. The beef was marketed under environmental attributes with the slogan "Wolf-Friendly." Two environmental groups, Defenders of Wildlife and Forest Service Employees for Environmental Ethics, endorsed the management practices of the ranch producing the beef. A kick-off event for the "Wolf-Friendly" Beef was held at the Albuquerque Zoo at the onset of the market test. Two retail grocery stores and the zoo participated in a month-long market test. A survey was conducted at the zoo kick-off to determine participants' views on public land use, riparian protection, and predator preservation issues, and consumer willingness to pay for beef products that foster these environmental attributes. Sales and survey data from the market test were analyzed.

Suggested Citation

  • Helen L. Aquino & Constance L. Falk, 2001. "A Case Study in the Marketing of "Wolf-Friendly" Beef," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 23(2), pages 524-537.
    • Handle: RePEc:oup:revage:v:23:y:2001:i:2:p:524-537.
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    File URL: http://hdl.handle.net/10.1111/1467-9353.00076
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    Cited by:

    1. Darby, Kim & Batte, Marvin T. & Ernst, Stanley C. & Roe, Brian E., 2006. "Willingness to pay for locally produced foods: A customer intercept study of direct market and grocery store shoppers," 2006 Annual meeting, July 23-26, Long Beach, CA 21336, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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