Download - Alternative Beef Marketing
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Alternative Beef Alternative Beef MarketingMarketing
C. Chad CarrUniversity of Florida
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Producer Options
Retain Ownership Sell into a Natural program or other Process
Verified Program
OR Start your own program
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Retained Ownership
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Source Verification
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Consumers’ Quality Categories
Consumption QualityConsumption Quality Nutritional QualityNutritional Quality Technological QualityTechnological Quality Hygienic QualityHygienic Quality Ethical QualityEthical Quality
(Andersen, 2000)
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The Quality of a Product Establishes Customer Loyalty
Do you get a mental picture of quality beef?
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8
What is Quality?
• Consumption Quality• Ethical Quality• Hygienic Quality• Technological Quality• Nutritional Quality
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Consumers’ Quality Categories
Ethical QualityEthical Quality Beef cattle welfare Production environment
(outdoor production) Natural/ Organic farming Religion
(Andersen, 2000)
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Quality: Perception is Reality
Identification of a customer willing to paywilling to pay for these definitions of quality constitutes a value-added opportunity for the beef production chain
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Quality: Perception is Reality
Identification of a customer willing to pay for these definitions of quality constitutes a value-added opportunitya value-added opportunity for the beef production chain
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Quality: Perception is Reality
Identification of a customer willing to paywilling to pay for these definitions of quality constitutes a value-added opportunity for the beef production chain
2 general ways– Superior or unique product quality
Breed Specific
– Social or credence attributes Production Methods
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VS.
VS.
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2001 Certification Regulations
Can only be fed “Certified Organic” feedstuffs No growth promotants, antibiotics, or
dewormer Cattle must have access to pasture
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2007- Preliminary USDA Standard
No growth promotants, antibiotics, or animal by-products
--- However--- Dewormer and probiotics are allowed No restriction on CAFOS
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2007- Final USDA Standard
Post-weaning ruminants- Only forage from pasture or harvested
forage Continuous access to pasture during the
growing season Any grain consumption must be documented
explicitly
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Commodity vs. Specialty
No evidence that specialty meat products (Organic or Naturally-Raised) are safer or more nutritious than commodity meat products (Honikel, 1998)
No USDA claims
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Antibiotics and Pesticides
Human health is not affected by antimicrobials in livestock production
No proof of human antibiotic resistance USDA Pesticide Monitoring Program-
– All commodities (< 1% above tolerance)– Meat generally has fewest above tolerance
SOURCE: G.C. Smith et al. (2006) Conventional, Natural, Grass-Fed & Organic Beef.
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Grain-Fed vs. Grass-Fed
Grass-fed is:– Leaner– Less saturated fat and cholesterol (Hedrick et al.,
1983)– More “off-flavors”– Tends to be tougher & less juicy (Regan et al.,
1977; Hedrick et al., 1983; Crouse et al., 1984)
Than Grain-fed
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Nationally Distributed
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Nationally Distributed
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Nationally Distributed
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Nationally Distributed
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Nationally Distributed
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Nationally Distributed
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Starting a Niche Meat Program
Determining the target audience Product quality relative to the demographics
of the target audience
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Starting a Niche Meat Program
Assessing the product’s point of differentiation
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Starting a Niche Meat Program
Determining a contract packer
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Starting a Niche Meat Program
Cost Analysis
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Quality: Perception is Reality
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Quality: Perception is Reality
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Quality: Perception is Reality
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