Via online November-December issue. "The Front Gate" section., Cites a new information campaign of the Beef Quality Assurance program as an effective way to counter much of the misinformation about new plant-based and cell-cultured products that challenge the stewardship of the cattle industry.
Cooke, Andrew (author), Mullan, Siobhan (author), Morten, Charlie (author), Hockenhull, Joanna (author), Le-Grice, Phil (author), Le Cocq, Kate (author), Lee, Michael R. F. (author), Cardenas, Laura M. (author), and Rivero, M. Jordana (author)
Format:
Journal article
Publication Date:
2023-06-29
Published:
United Kingdom: Cambridge University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12951
14 pages, Animal welfare encompasses all aspects of an animal’s life and the interactions between animals. Consequently, welfare must be measured across a variety of factors that consider aspects
such as health, behaviour and mental state. Decisions regarding housing and grazing are central to farm management. In this study, two beef cattle systems and their herds were compared
from weaning to slaughter across numerous indicators. One herd (‘HH’) were continuously
housed, the other (‘HG’) were housed only during winter. Inspections of animals were conducted to assess body condition, cleanliness, diarrhoea, hairlessness, nasal discharge and ocular discharge. Hair and nasal mucus samples were taken for quantification of cortisol and
serotonin. Qualitative behaviour assessments (QBA) were also conducted and performance
monitored. Physical health indicators were similar between herds with the exception of
nasal discharge which was more prevalent in HH (P < 0.001). During winter, QBA yielded differences between herds over PC1 (arousal) (P = 0.032), but not PC2 (mood) (P = 0.139).
Through summer, there was a strong difference across both PC1 (P < 0.001) and PC2 (P =
0.002), with HG exhibiting more positive behaviour. A difference was found in hair cortisol
levels, with the greatest concentrations observed in HG (P = 0.011), however such a pattern
was not seen for nasal mucus cortisol or for serotonin. Overall, providing summer grazing
(HG) appeared to afford welfare benefits to the cattle as shown with more positive QBA
assessments, but also slightly better health indicators, notwithstanding the higher levels of cortisol in that group.
16 pages., Via online journal, Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.
12 pages., via online journal, Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by “openness to change”, “self-enhancement” and “security”. Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.
