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


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


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

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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. 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.


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