Abstract
ABSTRACT A store intercept consumer survey was used to examine consumer willingness to pay for a marinated, precooked roast beef product produced from “farm raised” cattle fed a predominantly forage‐based diet. Consumers were asked to participate and, if they agreed, were provided with a sample of the precooked product. They were asked to compare this product with an existing similar product at various price levels. The data collected suggest there is a consumer willingness to pay premium prices for “farm raised” precooked roast beef. Therefore, creative retail positioning of value‐added, convenient, precooked beef products from forage‐fed cattle could result in increased consumer awareness of the easy convenience of these products, capitalize on the apparent emerging market for forage‐fed beef and potentially increase the overall demand for beef.
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