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Countryside & Small Stock Journal
"Between 40 and 80% of all consumers is the potential market for organic
and natural pork producers, with perceived safety being the drawing
factor," says W. Parker Wheatley, an applied economist who did the study
for the U and M Swine center.
Wheatley cited other research showing 39% of consumers were highly
concerned about food safety and were very likely to pay significant
premiums for products they perceived to be safer. Another 37% were highly
concerned about food safety and nutrition issues, as well as being price
conscious. The remaining 24% had few concerns about food safety and
nutrition.
Wheatley says another study showed 11% of consumers had concerns about
chemicals in meats, 52% had concerns about food safety, with only 19% of
consumers being primarily concerned about prices.
Another study showed how consumers rank various attributes specifically
related to the market for natural and organic pork products. In order of
importance, the ranking was: Not treated with chemical preservatives, no
growth hormones, no antibiotics, and animals fed organic feeds.
Other studies found that many consumers value pork production that
minimizes environmental impacts, especially surface and groundwater
pollution. For example, a 1999 study found 71% of consumers were somewhat
or very interested in buying environmentally enhanced foods, and a 1993
study found the niche for environmental meats is 28% of consumers.
"Based on these studies, there's a general concern and willingness by
consumers to buy products with certain attributes," Wheatley says. "Much of
the evidence shows consumers will pay premiums at the retail level.
"In addition, there is direct evidence from farmers and marketing firms
showing significant premiums can be obtained at the farm level as well."
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