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Market Potential for Locally Produced Meat Products

  • Maynard, Leigh J.
  • Burdine, Kenneth H.
  • Meyer, A. Lee

The goal of this research was to guide livestock producers in marketing, product design and pricing decisions. Tools included a focus group, a consumer taste-testing and willingness-to-pay survey, and a restaurant survey. Experience attributes of locally produced ground beef were especially competitive, and demand for credence attributes packaged under the "local" label appears consistent with a niche market that could justify verification programs. Restaurants are a potentially receptive outlet for local meats, allowing producers to avoid the barriers to entry in mainstream grocery outlets.

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Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

Volume (Year): 34 (2003)
Issue (Month): 02 (July)

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Handle: RePEc:ags:jlofdr:27321
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  1. Dickinson, David L. & Bailey, DeeVon, 2002. "Meat Traceability: Are U. S. Consumers Willing To Pay For It?," 2002 Annual meeting, July 28-31, Long Beach, CA 19670, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  2. Buzby, Jean C. & Ready, Richard C. & Skees, Jerry R., 1995. "Contingent Valuation In Food Policy Analysis: A Case Study Of A Pesticide-Residue Risk Reduction," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 27(02), December.
  3. Jayson Lusk & Ted Schroeder, 2004. "Are choice experiments incentive compatible? A test with quality differentiated beef steaks," Artefactual Field Experiments 00096, The Field Experiments Website.
  4. Ravenswaay, Eileen O. van & Hoehn, John P., 1991. "Contingent Valuation and Food Safety: The Case of Pesticide Residues in Food," Staff Papers 201042, Michigan State University, Department of Agricultural, Food, and Resource Economics.
  5. Maria Luz Loureiro & Jill J. McCluskey, 2000. "Assessing consumer response to protected geographical identification labeling," Agribusiness, John Wiley & Sons, Ltd., vol. 16(3), pages 309-320.
  6. Maynard, Leigh J. & Hartell, Jason G. & Meyer, A. Lee & Hao, Jianqiang, 2004. "An experimental approach to valuing new differentiated products," Agricultural Economics, Blackwell, vol. 31(2-3), pages 317-325, December.
  7. Noelke, Corinna M. & Caswell, Julie A., 2000. "A Model Of The Implementation Of Quality Management Systems For Credence Attributes," 2000 Annual meeting, July 30-August 2, Tampa, FL 21874, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  8. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132.
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