CE 1998 SIN
May 2016
Shoppers willing to pay premium in certain cases By: Ron Friesen
Many North American consumers are willing to pay a premium for beef raised under conditions that support the environment, according to a U.S. livestock research specialist. Recent studies show the average consumer would pay anywhere between seven and 33 per cent more for beef produced with environmental benefits, with an average willingness around 15 per cent, says Robin White, a livestock researcher at Virginia Tech University. That’s surprising because consumers these days are bombarded by campaigns claiming livestock production is bad for the environment, White says. But many people, especially those who like eating meat, aren’t overly influenced by such claims, she adds. “There’s a portion of the population that is swayed by this type of argument. There’s also a portion of the population that really loves steak. For those of us who really love steak, it’s going to take a little more than some of those sensationalized arguments to change our purchasing habits,” she said in a telephone interview from her office. “Based on my experience, the public is really looking for information that doesn’t come in this type of package. They’re just looking to understand.” This apparent open-mindedness by consumers gives beef producers a chance to show them their industry is environmentally sound, she said. “Producers have an opportunity to leverage consumers’ interests I things like reduced environmental impact, both from an economic standpoint and to communicate concepts about beef production to the public.” White spoke recently agriculture students and staff at the University of Manitoba.