Abstract
AbstractWe conduct sensory analysis and assess consumer preferences and willingness to pay (WTP) for beef steaks from cattle fed hydroponically produced barley fodder (B-F) relative to those fed conventional mixed rations (CON). Results suggest consumers do not differentiate between B-F and CON when evaluating sensory attributes and possess similar WTP for both treatments. Preference toward the B-F treatment is demonstrated for sustainability-conscientious consumers informed about the potential sustainability benefits of the B-F treatment. Producers feeding hydroponically produced barley fodder should not expect premiums above beef-fed conventional feedstuff, yet establishing credence value around the sustainability of the B-F treatment may increase marketability.
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