Abstract
This study examines an effort in New Mexico to establish a niche within the domestic beef market. The beef was marketed under environmental attributes with the slogan “Wolf-Friendly.” Two environmental groups, Defenders of Wildlife and Forest Service Employees for Environmental Ethics, endorsed the management practices of the ranch producing the beef. A kick-off event for the “Wolf-Friendly” Beef was held at the Albuquerque Zoo at the onset of the market test. Two retail grocery stores and the zoo participated in a month-long market test. A survey was conducted at the zoo kick-off to determine participants' views on public land use, riparian protection, and predator preservation issues, and consumer willingness to pay for beef products that foster these environmental attributes. Sales and survey data from the market test were analyzed.
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