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U.S. Grass-Fed Beef: Marketing Health Benefits

Author

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  • McCluskey, Jill J.
  • Wahl, Thomas I.
  • Li, Quan
  • Wandschneider, Philip R.

Abstract

Grass-fed beef is a product with health benefits that may appeal to health-conscious consumers. This article analyzes the results of a choice experiment to explore the importance of health benefits in the marketing of grass fed beef. Both price and fat and calories have a negative effect on the choice of the product, and higher levels of omega-3 fatty acids have a positive effect. Price is the most important attribute to respondents (39.5%), a low level of fat and calories is the second most important attribute (36.9%), and the level of omega-3 fatty acids is the least important of these factors (23.6%).

Suggested Citation

  • McCluskey, Jill J. & Wahl, Thomas I. & Li, Quan & Wandschneider, Philip R., 2005. "U.S. Grass-Fed Beef: Marketing Health Benefits," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(03), November.
  • Handle: RePEc:ags:jlofdr:27758
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    File URL: http://purl.umn.edu/27758
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    1. Wiktor Adamowicz & Peter Boxall & Michael Williams & Jordan Louviere, 1998. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(1), pages 64-75.
    2. Adamowicz W. & Louviere J. & Williams M., 1994. "Combining Revealed and Stated Preference Methods for Valuing Environmental Amenities," Journal of Environmental Economics and Management, Elsevier, vol. 26(3), pages 271-292, May.
    3. Julian M. Alston & James A. Chalfant & Jennifer S. James, 1999. "Doing well by doing a body good: An evaluation of the industry-funded nutrition education program conducted by the Dairy Council of California," Agribusiness, John Wiley & Sons, Ltd., vol. 15(3), pages 371-392.
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    Cited by:

    1. Evans, Jason R. & D'Souza, Gerard E. & Collins, Alan R. & Brown, Cheryl & Sperow, Mark, 2011. "Determining Consumer Perceptions of and Willingness to Pay for Appalachian Grass-Fed Beef: An Experimental Economics Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), August.
    2. Van Wezemael, Lynn & Caputo, Vincenzina & Nayga, Rodolfo M. & Chryssochoidis, George & Verbeke, Wim, 2014. "European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments," Food Policy, Elsevier, vol. 44(C), pages 167-176.
    3. 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 (IFAMA), vol. 19(2).
    4. Qushim, Berdikul & Bhandari, Basu & Gillespie, Jeffrey & Scaglia, Guillermo, 2017. "Grass-Fed Beef Enterprise Efficiency Analysis in the U.S," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252735, Southern Agricultural Economics Association.
    5. Mare, Frikkie A. & Taljaard, P.R. & Jordaan, H., 2013. "Consumer preferences for beef with specific reference to fat colour: The case of Cape Town, South Africa," International Journal of Agricultural Management, Institute of Agricultural Management;International Farm Management Association, vol. 2(3), April.
    6. Li, Xiaogu & Jensen, Kimberly L. & Clark, Christopher D. & Lambert, Dayton M., 2015. "Consumer Willingness-to-Pay for Non-taste Attributes in Beef Products," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196719, Southern Agricultural Economics Association.
    7. 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.
    8. Sitienei, Isaac & Gillespie, Jeffrey & Harrison, Robert & Scaglia, Guillermo, 2015. "Estimating Desirable Cattle Traits Using Latent Class and Mixed Logit Models: A Choice Modeling Application to the U.S. Grass-Fed Beef Industry," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196706, Southern Agricultural Economics Association.
    9. Gwin, Lauren & Durham, Catherine A. & Miller, Jason D. & Colonna, Ann, 2012. "Understanding Markets for Grass-Fed Beef: Taste, Price, and Purchase Preferences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(2), July.
    10. Sitienei, Isaac & Gillespie, Jeffrey & Scaglia, Guillermo, 2016. "Goal Structure of U.S. Grass-Fed Beef Producers," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 229565, Southern Agricultural Economics Association.
    11. Mare, Frikkie A. & Nell, Wilhelm T. & Willemse, B.J., 2010. "Maize prices in South Africa: Can the producer increase his revenue by marketing grain through cattle?," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 96646, African Association of Agricultural Economists (AAAE);Agricultural Economics Association of South Africa (AEASA).
    12. Umberger, Wendy J. & Boxall, Peter C. & Lacy, R. Curt, 2009. "Role of credence and health information in determining US consumers’ willingness-to-pay for grass-finished beef," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(4), December.
    13. Xue, Hong & Mainville, Denise Y. & You, Wen & Nayga, Rodolfo M., Jr., 2009. "Nutrition Knowledge, Sensory Characteristics and Consumers’ Willingness to Pay for Pasture-Fed Beef," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49277, Agricultural and Applied Economics Association.

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    Keywords

    Livestock Production/Industries; Marketing;

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