Consumer Preference and Value of Beef with Country-Of-Origin Labeling

Authors

• Bethany M. Sitz, University of Nebraska-Lincoln
• Chris R. Calkins, University of Nebraska-LincolnFollow
• Wendy J. Umberger, Colorado State University, Ft. Collins, CO
• Dillon M. Feuz, University of Nebraska-Lincoln

Date of this Version

January 2004

Comments

Published in 2004 Nebraska Beef Cattle Report. Copyright © 2003 The Board of Regents of the University of Nebraska.

Abstract

The 2002 Farm Bill mandates country- of-origin labeling for beef and other items by 2004. A majority (69.2%) of consumers in Denver and Chicago preferred a fresh beef strip steak with a label guaranteeing the meat came from a U.S. animal over an unlabeled steak. On average, consumers were willing to pay 18.7% more ($0.81/lb) for labeled product. When 17 attributes were rated for their desirability when purchasing beef, country-of- origin labeling ranked ninth; “freshness” and “inspected for food safety” were the most popular selection criteria. Food safety concerns were the primary reason consumers preferred beef labeled with country of origin.