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Marketing natural pork: An empirical analysis of consumers in the mountain region

Author

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  • Jennifer Grannis

    (USDA-APHIS, Center for Emerging Issues, Fort Collins, CO 80521., E-mail: Jennifer.L.Grannis@usda.gov)

  • Dawn D. Thilmany

    (Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80525. E-mail: thilmany@lamar.colostate.edu)

Abstract

The demand for organic meats, including beef and chicken, has grown dramatically in recent years. Yet, there are few branded pork products. This research examines the potential market for natural pork in the Intermountain West, with emphasis on targeting the market segment most likely to purchase this product at a significant premium. High-income, frequent pork consumers, and those that have purchased natural beef are most likely to purchase natural pork products. With respect to production-related attributes, those concerned about feed additives, and to a lesser degree, the effects of pork production on the environment, are likely target markets. [Econ-Lit subject codes: M310, Q130] © 2002 Wiley Periodicals, Inc.

Suggested Citation

  • Jennifer Grannis & Dawn D. Thilmany, 2002. "Marketing natural pork: An empirical analysis of consumers in the mountain region," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 475-489.
  • Handle: RePEc:wly:agribz:v:18:y:2002:i:4:p:475-489
    DOI: 10.1002/agr.10029
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    References listed on IDEAS

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    Cited by:

    1. Glynn T. Tonsor & Ted C. Schroeder & Joost M. E. Pennings & James Mintert, 2009. "Consumer Valuations of Beef Steak Food Safety Enhancement in Canada, Japan, Mexico, and the United States," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(3), pages 395-416, September.
    2. Julie A. Caswell & Siny Joseph, 2007. "Consumer Demand for Quality: Major Determinant for Agricultural and Food Trade in the Future?," Food Marketing Policy Center Research Reports 097, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    3. Martinez, Stephen W. & Hand, Michael S. & Da Pra, Michelle & Pollack, Susan L. & Ralston, Katherine L. & Smith, Travis A. & Vogel, Stephen J. & Clark, Shellye & Lohr, Luanne & Low, Sarah A. & Newman, , 2010. "Local Food Systems: Concepts, Impacts, and Issues," Economic Research Report 96635, United States Department of Agriculture, Economic Research Service.
      • Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    4. Hanagriff, Roger D. & Rhoades, Ryan D. & Wilmeth, Doug, 2008. "Consumer Preferences in Purchasing Beef and the Values they Attribute to Branded Beef Products," 2009 Annual Meeting, January 31-February 3, 2009, Atlanta, Georgia 46854, Southern Agricultural Economics Association.
    5. Craig A. Bond & Dawn Thilmany & Jennifer Keeling Bond, 2008. "Understanding consumer interest in product and process-based attributes for fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 231-252.
    6. Wendy J. Umberger & Dawn D. Thilmany McFadden & Amanda R. Smith, 2009. "Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 268-285.
    7. Katie Abrams & Courtney Meyers & Tracy Irani, 2010. "Naturally confused: consumers’ perceptions of all-natural and organic pork products," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 27(3), pages 365-374, September.
    8. Kim, Renee B. & Boyd, Milton S., 2004. "Identification of Niche Market for Hanwoo Beef: Understanding Korean Consumer Preference for Beef using Market Segment Analysis," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 7(03).
    9. Sven Anders & Anke Mőser, 2010. "Consumer Choice and Health: The Importance of Health Attributes for Retail Meat Demand in Canada," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(2), pages 249-271, June.
    10. Tonsor, Glynn T. & Olynk, Nicole J. & Wolf, Christopher A., 2008. "Consumer Preferences for Animal Welfare Attributes: Case of Gestation Crates," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6062, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Thilmany, Dawn D. & Bond, Jennifer Keeling & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Interest in Product and Process-Based Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21217, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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