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Grass-Fed Beef: How is it Marketed by US Producers?

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  • Gillespie, Jeffrey
  • Sitienei, Isaac
  • Bhandari, Basu
  • Scaglia, Guillermo

Abstract

Increased interest by consumers and producers in grass-fed beef has led to recent expansions in this segment of the beef industry. A mailed survey was used to determine the “what, where and how” of grass-fed, beef marketing in the United States. The most important factors in farmers’ decisions on when to harvest and sell cattle are animal weight and consumer demand. Most farmers use multiple venues for advertising and marketing their beef. Direct sale to consumer is the most commonly used marketing channel. Farm experience, diversification, farm size, production system, and production region impact marketing channel choice.

Suggested Citation

  • Gillespie, Jeffrey & Sitienei, Isaac & Bhandari, Basu & Scaglia, Guillermo, 2016. "Grass-Fed Beef: How is it Marketed by US Producers?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(2), pages 1-18, May.
    • Handle: RePEc:ags:ifaamr:234961
    DOI: 10.22004/ag.econ.234961
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    References listed on IDEAS

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    Cited by:

    1. Lim, Kar H. & Hu, Wuyang & Nayga, Rodolfo M., Jr., 2021. "Consumer Preference for Grass-Fed Beef: A Case of Food Safety Halo Effect," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 46(3), September.
    2. Kar Ho Lim & Michael Vassalos & Michael Reed, 2018. "Point-of-Sale Specific Willingness to Pay for Quality-Differentiated Beef," Sustainability, MDPI, vol. 10(7), pages 1-13, July.
    3. Karen L. DeLong & Kimberly L. Jensen & Andrew P. Griffith & Elizabeth McLeod, 2019. "Beef cattle farmers’ marketing preferences for selling local beef," Agribusiness, John Wiley & Sons, Ltd., vol. 35(3), pages 343-357, July.
    4. Sitienei, Isaac & Gillespie, Jeffrey & Scaglia, Guillermo, 2017. "Adoption of Beef Care Management Practices and Its Determinants: Analysis of the U.S. Grass-Fed Beef Industry," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252712, Southern Agricultural Economics Association.
    5. McLeod, Elizabeth & Jensen, Kimberly & Griffith, Andrew & Lewis, Karen, 2017. "Tennessee Beef Producers' Willingness to Participate in a Tennessee Branded Beef Program," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252649, Southern Agricultural Economics Association.
    6. Ge, Houtian & Gomez, Miguel I. & Peters, Christian, 2022. "Assessment of the economic viability of grass-fed beef production in the Northeastern U.S," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322487, Agricultural and Applied Economics Association.
    7. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.

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