Department of Animal Science


Date of this Version



Published in 2011 Nebraska Beef Cattle Report. Published by the Agricultural Research Division, University of Nebraska Extension, Institute of Agriculture and Natural Resources, University of Nebraska-Lincoln. Copyright © 2011 The Board of Regents of the University of Nebraska.


To determine consumer ordering behaviors in high-end restaurants and to see if consumers are interested in the origin of their beef, both an online survey and in-restaurant taste testing were conducted. About two-thirds of the participants in the in-restaurant taste testing ordered the steak with either the state or farm-of-origin description. Compared to a non-source verified steak, taste participants were willing to pay $4.74 more for the steak with the state-of-origin description, and $8.75 more for the steak with the farm-of-origin description. Almost all of the participants acknowledged the best beef comes from the Midwest, specifically naming Nebraska as a state that raises high-quality beef. These data suggest there is consumer interest in a source-verified beef product in high-end restaurants.