CONSUMER ACCEPTANCE OF “FARM RAISED” PRECOOKED ROAST BEEF

Authors: HERRING, JOSHUA L.¹; MARTIN, JAMES M.²; HUDSON, M. DARREN³; NALLEY, L. LANIER³; ROGERS, ROBERT W.

Source: Journal of Food Quality, Volume 30, Number 3, June 2007 , pp. 403-412(10)

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Abstract:

A store intercept consumer survey was used to examine consumer willingness to pay for a marinated, precooked roast beef product produced from “farm raised” cattle fed a predominantly forage-based diet. Consumers were asked to participate and, if they agreed, were provided with a sample of the precooked product. They were asked to compare this product with an existing similar product at various price levels. The data collected suggest there is a consumer willingness to pay premium prices for “farm raised” precooked roast beef. Therefore, creative retail positioning of value-added, convenient, precooked beef products from forage-fed cattle could result in increased consumer awareness of the easy convenience of these products, capitalize on the apparent emerging market for forage-fed beef and potentially increase the overall demand for beef.

Document Type: Research article

DOI: http://dx.doi.org/10.1111/j.1745-4557.2007.00130.x

Affiliations: 1: Department of Food and Animal SciencesAlabama A&M UniversityNormal, AL 35762 2: Department of Animal & Dairy Sciences 3: Department of Agricultural EconomicsMississippi State UniversityMississippi State, MS 39762

Publication date: 2007-06-01