Label to Table

Understanding consumer preferences for beef production practices.

by Troy Smith, field editor

BROOKINGS, S.D. (June 20, 2019) — It’s no secret. Most American consumers are three, four or even more generations removed from production agriculture. They don’t know how it works, and an abundance of

Megan Webb
While consumers often perceive technologies promoting production efficiency as benefiting only producers, study results suggest consumers respond favorably to label claims associated with production systems employing technologies that guard animal health and protect the environment, said Megan Webb, University of Minnesota animal scientist.

Speaking during the Advancements in End Product Improvement Committee meeting during the 2019 Beef Improvement Federation Annual Convention in Brookings, S.D., University of Minnesota animal scientist Megan Webb stated what most beef producers consider obvious: Technologies reduce production costs, improve production efficiency and improve resource utilization. The challenge, she said, is making consumers understand how these same technologies benefit animals, the environment and the consumers’ own lives.

“We must focus on consumer perception and education to continue pursuing these efficiencies,” warned Webb.

Webb described a research study in which she participated while a graduate student under South Dakota State University meat scientist Amanda Blair. The study showed how different production systems, involving different technologies, influence not only animal performance, carcass merit and environmental impacts but consumer preferences for beef. She noted how beef label information, including language included for marketing purposes, is influential.

While consumers often perceive technologies promoting production efficiency as benefiting only producers, study results suggest consumers respond favorably to label claims associated with production systems employing technologies that guard animal health and protect the environment. Webb said marketing opportunity exists in promoting benefits of technology use that reach beyond beef production and are shared by consumers.

The 2019 BIF Annual Convention was hosted by South Dakota State University and the South Dakota Beef Breeds Council June 18-21 at the University Comfort Suites and Convention Center in Bookings. ANGUS MEDIA® provides comprehensive online coverage of the event at www.BIFconference.com. Visit the Newsroom for summaries, proceedings, PowerPoints, video and/or audio of the sessions and the Awards page for announcements and photos of award winners.

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