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The Potential for Canadian Branded Beef Steaks in the U.S. Market: Results from an Experimental Auction

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  • Feuz, Dillon M.
  • Umberger, Wendy J.
  • Calkins, Chris R.

Abstract

The economic health of the Canadian beef industry is dependent upon exports. The U.S. market is the largest export market (over 70 percent of export volume) for Canadian beef. Imports of Canadian beef are equivalent to only about 4 percent of domestic U.S. production; however, many U.S. producers believe imports are having a negative impact on the market for domestic beef. They are disturbed that imported beef sold in the United States is not differentiated from domestic beef. The U.S. Congress passed legislation included in the 2002 U.S. Farm Bill creating a mandatory country-of-origin labeling (COOL) program for beef. The Canadian beef industry has viewed U.S. efforts to establish mandatory COOL as potentially having a negative effect on the market for Canadian beef and as a trade barrier; however, if some consumers preferred the taste of Canadian beef or felt that it was a superior product because of other product attributes, it could sell at a premium in the U.S. market.

Suggested Citation

  • Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R., 2007. "The Potential for Canadian Branded Beef Steaks in the U.S. Market: Results from an Experimental Auction," CAFRI: Current Agriculture, Food and Resource Issues, Canadian Agricultural Economics Society, issue 08.
  • Handle: RePEc:ags:cafric:46433
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    File URL: http://purl.umn.edu/46433
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    References listed on IDEAS

    as
    1. Dickinson, David L. & Bailey, DeeVon, 2002. "Meat Traceability: Are U.S. Consumers Willing To Pay For It?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(02), December.
    2. Roxanne Clemens & Bruce A. Babcock, 2004. "Country of Origin as a Brand: The Case of New Zealand Lamb," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications 04-mbp9, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
    3. Dickinson, David L. & Bailey, DeeVon, 2005. "Experimental Evidence on Willingness to Pay for Red Meat Traceability in the United States, Canada, the United Kingdom, and Japan," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 37(03), December.
    4. Cox, Linda J. & McMullen, B. Starr & Garrod, Peter V., 1990. "An Analysis Of The Use Of Grades And Housebrand Labels In The Retail Beef Market," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 15(02), December.
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    Keywords

    International Relations/Trade; Marketing;

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