Martinez, Steve (author), Hand, Michael (author), Da Pra, Michelle (author), Pollack, Susan (author), Ralston, Katherine (author), Smith, Travis (author), Vogel, Stephen (author), Clark, Shellye (author), Lohr, Luanne (author), Low, Sarah (author), and Newman, Constance (author)
Format:
Research report
Publication Date:
2010-05
Published:
USA: Economic Research Service, U.S Department of Agriculture, Washington, D.C.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: D10861
Notes:
Printed results of related research (Appendices A and B)retained in ACDC., Economic Research Report Number 97. Online via University of Illinois Extension. 87 pages.
33 pages., Via online journal., The legitimacy of the dominant intensive meat production system with
respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs.
organic meat products). However, a latent need for compromise products has been
identified. That is, consumer differences exist regarding the trade-offs they make
between different aspects associated with meat consumption. The heterogeneity in
consumer demand could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in
terms of animal welfare and price levels. Despite this, stakeholders in the meat
supply chain seem to be trapped in the dominant business model focused on low
cost prices. This paper aims to identify conflicting interests that stakeholders in the
meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat
products produced at different levels of animal welfare standards. In addition,
characteristics of the supply chain that contribute to the existence of high exit
barriers and difficulty to shift to more animal-friendly production systems are
identified. Following the analysis of conflicting interests among stakeholders and
factors that contribute to difficulty to transform the existing dominant regime,
different routes are discussed that may help and motivate stakeholders to overcome
these barriers and stimulate the creation of new markets.
Online from UI Library subscription., Reports a case study of efforts to control an infestation of water hyacinth in Lake Tana, largest lake in Ethiopia. Findings revealed that participatory communication was equated to a public relations activity of organizing campaigns with the local people urged to participate by providing labour contribution of harvesting and collecting the weed from the lake. The communication approach was found to be a one-way, top-down approach which does not facilitate a horizontal dialogue among stakeholders.
Moore, Lori L. (author), Gardner, Kimberly A. (author), and American Association for Agricultural Education.
Format:
Paper
Publication Date:
2008-04-19
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29952
Notes:
Posted at http://www.usu.edu/aste/ag_ed/wraec/PDF/E2.pdf, Presented at the 2008 Western Region AAAE Research Conference, Park City, Utah, April 16-18, 2008. 15 pages.
