Organic Milk Research Articles

Sterol, tocopherol, and bioactive fatty acid differences between conventional, high-quality, and organic cow milk

Milk contains several components that are important for human nutrition and health. To date, studies on organic and conventional milk have focused on their gross composition and fatty acid content, but little attention has been paid to the differences between other minor components, such as sterols and vitamins that may have functional actions. The aim of this study was to investigate the nutritional differences among 3 types of milk from a dairy plant: conventional, high-quality, and organic (in compliance with European regulations) milk, focusing on minor components such as sterols of animal and plant origin (phytosterols), tocopherols, and bioactive fatty acids. Cholesterol ranged from 271.37 mg/100 g of fat in conventional milk to 278.76 mg/100 g of fat in organic milk. Lanosterol was the main minor animal sterol in cow milk (ranging from 3.41 to 4.37 mg/100 g of fat), followed by desmosterol. The amount of total plant sterols in the analyzed milk ranged from 4.43 mg/100 g of fat in organic to 4.71 mg/100 g of fat in high-quality milk. Brassicasterol was the main sterol of plant origin which varied from 2.6 mg/100 g of fat in conventional and organic milk, to 2.93 mg/100 g of fat in high-quality milk. The second most present phytosterol was β-sitosterol, which ranged from 0.86 mg/100 g of fat in conventional to 0.97 mg/100 g of fat in high-quality, and organic milk. The results of the study showed no significant differences in gross and sterol composition between the 3 types of milk. However, the only significant difference found was in the fatty acid profile, with a higher n-3 content found in high-quality milk than in conventional and organic milk. These findings suggest that the investigated product categories and labels have minimal effect on the sterol and fatty acid profile of commercial cow milk.

Variations in fatty acids, micronutrients and metabolites in discrete milk lines of Danish dairy milk

Highlighting factors driving natural variation in milk composition among different dairy milk lines is important not only to secure uniform products but also for possible exploitation of the inherent variation. The composition of milk is related to genetic and environmental differences, causing variation in the milk delivered to the dairies. This study investigated compositional variations related to management systems, feeding strategies and seasonal periods. Milk samples from 15 Danish dairies, representing 34 unique milk lines, were collected monthly for two years. The study revealed significant compositional differences in fatty acids, micronutrients and metabolites relative to management systems. This is possibly related to differences in feeding and management practices, e.g., periods of outdoor grazing. Data expressed a higher degree of variation in milk samples representing biodynamic and organic milk lines with extensive grass feeding in comparison with conventional and organic milk lines reflecting more common Danish feeding practices.

Organic Milk as Medium for Lactic Acid Bacteria Growth: a Review

Abstract In recent years, the demand for organic fermented dairy products has been growing. Lactic acid bacteria (LAB) are of major interest in the food industry due to their ability to form the quality and functionality of fermented products. A significantly higher LAB cell count is presented in organic (ORG) fermented products such as yoghurt and kefir, than their conventional (CONV) counterparts. There is still a lack of information on the possible explanation and evidence of ORG milk as a better medium for LAB growth. The aim of the present review is to summarise the results of research articles on the milk compounds and their effect on LAB growth, and to identify differences between ORG and CONV milk that may provide a plausible explanation for their influence on LAB growth in ORG milk. The monographic method was used in this study. According to the previous research, significant differences were established in a content and range of carbohydrates, nitrogen sources, fats, macroelements and microelements, as well bioactive compounds in ORG and CONV milk. The composition of ORG milk may have potential benefits for the development of LAB due to the higher concentration of peptides and long-chain polyunsaturated fatty acids in it.

Macroelement Seasonal Variations in Latvian Organic Milk

Abstract Consumer perception of organic milk is associated with the assumption that organic milk differs from conventionally produced milk. The aim of the present study was to analyse calcium, magnesium, and phosphorus concentration in organic milk in the context of the season. The study was conducted from November 2019 to the end of October 2020. Over a year, raw bulk milk samples were collected and analysed. The milk for the study was supplied by two organic farms located in Latvia. Cows received a total mixed ration consisting of high moisture maize silage, grass silage, etc. The chemical composition of the total mixed rations was analysed, as well as fat, protein, lactose, milk solids non-fat, and total solids, calcium, phosphorus, and magnesium content in organic milk were determined. Seasonal variation in milk composition was observed. The average calcium concentration in our study was 107.96 ± 9.61 mg·100 g−1 with a lower average concentration 97 mg·100 g−1 in organic milk in March. The concentration of calcium, phosphorus, and magnesium was higher in organic milk during the spring–summer season. The sale of organic milk is growing in Latvia, and the presence of a favourable level of calcium in organic milk during the whole year should be reached, providing calcium concentration in cow’s milk around 120 mg·100 g−1 throughout the lactation period. Milk and milk products are an important part of daily nutrition, recommended to every consumer due to their wholesomeness and calcium concentration. Evaluating the bone health data of the Latvian population, 100 ml of milk consumption should provide at least 15% of the recommended daily intake of calcium.

Feasibility of Forming Markets for Indigenous Peoples’ Organic Products

Iranian nomads’ meat and dairy products are organic and more valuable than conventional products for trading and supplying in local markets. This is due to the use of natural nutritional supplementation, without hormones and artificial chemicals, in breeding domestic animals. However, the real value of the organic products is not reflected in the market. In this regard, we studied the feasibility of forming a local market for nomads’ organic meat and milk products in Iran. This study used a sample of 366 questionnaires from nomads of five famous tribes, namely Soleimani, Mehni, Kochomi, Jebalbarezi, and Aieneyi in Kerman province and 794 questionnaires from non-nomadic consumers. The results indicate that nomads’ average willingness to accept (WTA) was 0.46 USD per liter and 5.64 USD per kg in the sale of organic milk and organic meat, respectively. Also, the consumers’ willingness to pay (WTP) for organic milk and organic meat was 0.50 USD per liter and 6.15 USD per kg, respectively. Since the WTA for both products was less than the WTP, the formation and development of local markets in supplying organic products are possible. The appropriate price policy for organic products in such markets can provide nomads with financial benefits and consumers with access to healthy foods.

Friend or Foe: How Do Consumers and Producers Affect the ESG Rating Index? Evidence from China’s Market of Organic Milk

This study attempts to investigate how product attributes and consumer socio-economic status affect organic milk (OM) product ESG performance. There are not many pertinent studies on the interaction between the EGS evaluation system and organic milk products. Thus, this paper develops a targeted hedonic-regression model based on the EPB and ECB theories to investigate the ESG and sub-ESG impact of the above attributes based on the consumption dataset from Kantar Worldpanel. We also introduce the moderating variable of marketing resource intensity (MRI) to check the influencing mechanism of the sub-ESG rating index. This study demonstrates that the intensity of marketing resources has a moderating effect on the ESG performance of organic milk producers. Moreover, we also found evidence that the household’s family size and internal product attributes have a more significant impact on the ESG rating index. In addition, compared to social and governance information, the environmental information disclosure index has a more significant influence on consumers’ socio-economic status and product attributes compared with the social and governance rating index. This study not only contributes to deepening the understanding of the ESG evaluation system but also provides scientific guidance for the producers’ ESG strategy. Therefore, to increase the competitive advantage of OM enterprises, they should endeavor to construct a comprehensive evaluation system of entertainment social governance rating indexes and engage in environmental investment activities.

Turkish Consumers’ Perceptions of Organic Milk and the Factors Affecting Consumption: The Case of Kocaeli, Türkiye

The supply of organic products is critical in ensuring sustainable consumption in the face of increasing world population. The increasing awareness of individuals about healthy eating and re-liable food also increases the demand for organic products. The most commonly consumed product group among organic products, after fruits and vegetables, is milk and dairy products. This study aims to determine the perception of organic milk and the factors affecting organic milk consumption by consumers in the city center of the Kocaeli province. The data of the study were collected from 384 consumers with a survey using proportional sampling. The primary material of the study consisted of the data collected by the face-to-face survey method from milk consumers living in the center of Kocaeli province. The study demonstrated their sociodemographic structure with frequency distributions in the data obtained. In addition, statistical analysis methods, such as the chi-squared test and t-test factor analysis, were used for data evaluation. According to the research results, the rate of organic milk consumers was 78.91%. In addition, consumers stated that organic milk was expensive, tasty, and not widely available. Moreover, the most commonly consumed organic dairy products were yogurt, butter, and cheese. The factors influencing consumers about organic milk consumption were price, availability, reliability, and awareness. Increasing the consumption of organic milk is critical for ensuring sustainable consumption and the health of future generations. These results clearly demonstrate that we can increase organic milk consumption in Türkiye and create a fairer and more sustainable organic milk market by ensuring producers follow policies supporting organic milk production, investing in education, and organizing awareness programs for Turkish consumers.

Organic Milk Production Sector in Poland: Driving the Potential to Meet Future Market, Societal and Environmental Challenges

During the pandemic, health and environmental issues were re-evaluated, stimulating interest in organic food. Organic milk is more beneficial than conventional milk in terms of the health-promoting substances (e.g., vitamins, fatty acids), particularly regarding its protein and lipid fractions. Poland is the main producer of cow’s milk in the EU, but only 0.2% of this production is organic. To identify the antecedents and obstacles to increasing organic milk production in Poland, the aim of this study is to explore the low level of organic cow’s milk output in Poland compared with sector leaders in the EU. We analyzed statistics on milk production, including unpublished data collected by the Agricultural and Food Quality Inspection, Poland, with the use of descriptive statistics and frequency distributions. Over the period 2010–2020, the number of farms producing and selling organic milk and the number of farms with organic pastures and meadows decreased significantly in Poland. A limited number of certified farms sell their milk as organic. If all production of organic milk was sold as organic, the supply would have increased by 56% in 2020. Organic milk processing is highly concentrated which is an obstacle to the development of organic milk farming. Due to its high instability and the spatial differences in the locations of sellers (producers) and buyers (processors) and inconsistent production volumes, the supply of organic cow’s raw milk does not meet the demand from Polish dairies. Cooperation between producers and processors is essential. Providing organic dairy farms with production and market advice, as well as technical support, is crucial for the development of farms and the organic milk sector as a whole, as is, to a certain extent, evidenced by Austria. The specific nature of the raw milk market requires the procurement of organic milk on a lasting basis regarding guarantees of purchase and farmgate prices. In this way, the continuity of organic raw milk supply would be secured and the sector of organic dairy products should grow.

IN THIS ISSUE: Small is beautiful, but ...

First paragraphs: On the cover of our spring 2023 issue (volume 12, issue 3), Samantha and Chris Kemnah enjoy a moment with their cows on Clover Bliss Farm, their 190-acre farm in South Argyle, New York. You can read more about the Kemnahs in a 2018 article in the Hill Country Observer by Tracy Frisch entitled “An escape route from dairy farming’s crisis?” Alas, the economic pressure Frisch referred to five years ago has remained for small dairy farmers—and particularly for small organic dairy farms. Since that article was written, the consumption of fluid milk has continued to decline even as organic milk has flooded into the limited market. In 2021, Danone North America (owner of the Horizon Milk brand) cancelled contracts with dozens of small organic dairy farms in the Northeast U.S., triggering an economic crisis and calling into question Danone’s certified B Corporation status. Observers have wondered, how could a company that promotes itself as farm-friendly not offer a more engaging and deliberative process in making such a consequential business decision? But this case triggers an even larger question: while small may be beautiful, can small and middle-scale also be resilient, even in a triple bottom-line context? . . .

Organic Milk Production and Dairy Farming Constraints and Prospects under the Laws of the European Union.

In recent years, there has been rapid development in organic farming. When choosing organic livestock products, consumers are guided by the conviction that animals are provided with the highest welfare standards and access to pasture. The purpose of this article was to trace the principles of organic farming prevailing in the EU with regard to milk production and cattle breeding. The principles of organic production are universal and their application is not limited to certified farms. Organic certification is intended to assure the consumer of the quality and method of production. Due to additional requirements imposed by law, organic cows are usually kept in better welfare conditions compared to conventional cattle, but this is not the rule. The altered taste and texture of organic milk and its products compared to conventional products mainly depends on the presence of pasture greens in the cows' diet. Therefore, milk from conventionally kept, pasture-grazed cows may have similar characteristics and composition. Organic farms tend to have lower milk yields compared to conventional farms due to the lower consumption of concentrate feed. In the future, it is expected that the proportion of land that is unsuitable for the production of crops for human consumption will increasingly be used for cow grazing.

Implications of Organic Dairy Management on Herd Performance and Milk Fatty Acid Profiles and Interactions with Season.

Interest in organic cows' milk has increased due to the perceived superior nutritional quality and improved sustainability and animal welfare. However, there is a lack of simultaneous assessments on the influence of organic dairy practices and dietary and breed drivers on productivity, feed efficiency, health parameters, and nutritional milk quality at the herd level. This work aimed to assess the impact of organic vs. conventional management and month on milk yield and basic composition, herd feed efficiency, health parameters, and milk fatty acid (FA) composition. Milk samples (n = 800) were collected monthly from the bulk tanks of 67 dairy farms (26 organic and 41 conventional) between January and December 2019. Data on breed and feeding practices were gathered via farm questionnaires. The samples were analyzed for their basic composition and FA profile using Fourier transform infrared spectroscopy (FTIR) and gas chromatography (GC), respectively. The data were analyzed using a linear mixed model, repeated measures design and multivariate redundancy analysis (RDA). The conventional farms had higher yields (kg/cow per day) of milk (+7.3 kg), fat (+0.27 kg), and protein (+0.25 kg) and higher contents (g/kg milk) of protein, casein, lactose, and urea. The conventional farms produced more milk (+0.22 kg), fat (+8.6 g), and protein (+8.1 g) per kg offered dry matter (DM). The organic farms produced more milk per kg of offered non-grazing and concentrate DM offered, respectively (+0.5 kg and +1.23 kg), and fat (+20.1 g and +51 g) and protein (+17 g and +42 g). The organic milk had a higher concentration of saturated fatty acid (SFA; +14 g/kg total FA), polyunsaturated fatty acid (PUFA; +2.4 g/kg total FA), and nutritionally beneficial FA alpha linolenic acid (ALNA; +14 g/kg total FA), rumenic acid (RA; +14 g/kg total FA), and eicosapentaenoic acid (EPA; +14 g/kg total FA); the conventional milk had higher concentrations of monounsaturated FA (MUFA; +16 g/kg total FA). Although the conventional farms were more efficient in converting the overall diet into milk, fat, and protein, the organic farms showed better efficiency in converting conserved forages and concentrates into milk, fat, and protein as a result of reduced concentrate feeding. Considering the relatively small differences in the FA profiles between the systems, increased pasture intake can benefit farm sustainability without negatively impacting consumer nutrition and health.

Organic milk production in Rio de Janeiro State, Brazil

This research constitutes the first overview of the organic milk production chain in the state of Rio de Janeiro, Brazil. The main objective is to identify the profile of the producers, as well as their motivations and difficulties of remaining in the sector, plus to characterize the production units. Data were obtained through interviews with producers by a semi-structured questionnaire, from April to December of 2019. Data analysis was performed in a descriptive and exploratory manner, with a quantitative and qualitative approach. The average size of properties was about 149.5 hectares. The daily average of milk production was 194.3 L/day. As for properties, 86% used mechanized milking and adopted forage and concentrate supplementation for lactating cows. It was found that obtaining organic inputs for animal feed is the most challenging difficulty for producers. Nevertheless, there was a low utilization of some areas on the properties, which could be used for the production of these organic inputs (voluminous and concentrated), and contribute to their self-sufficiency. This research constitutes the first overview of the organic milk production chain in the state of Rio de Janeiro, Brazil. The main objective is to identify the profile of the producers, as well as their motivations and difficulties of remaining in the sector, plus to characterize the production units. Data were obtained through interviews with producers by a semi-structured questionnaire, from April to December of 2019. Data analysis was performed in a descriptive and exploratory manner, with a quantitative and qualitative approach. The average size of properties was about 149.5 hectares. The daily average of milk production was 194.3 L/day. As for properties, 86% used mechanized milking and adopted forage and concentrate supplementation for lactating cows. It was found that obtaining organic inputs for animal feed is the most challenging difficulty for producers. Nevertheless, there was a low utilization of some areas on the properties, which could be used for the production of these organic inputs (voluminous and concentrated), and contribute to their self-sufficiency.

Organic farming offers promising mitigation potential in dairy systems without compromising economic performances

There is a lack of clear empirical evidence towards the lower carbon footprint of organic food products, in particular in the dairy sector. Until now, small sample sizes, lack of properly defined counterfactual and the omission of land-use related emissions have hindered comparisons of organic and conventional products. Here we bridge these gaps by mobilizing a uniquely large dataset of 3074 French dairy farms. Using propensity score weighting, we find that the carbon footprint of organic milk is 19% (95%CI = [10%–28%]) lower than its conventional counterpart without indirect land-use change and 11% (95%CI = [5%–17%]) lower with indirect land use changes. In both production systems, farms’ profitability is similar. We simulate the consequences of the Green deal target of 25% of agricultural land devoted to organic dairy farming and show that this policy would reduce the greenhouse gas emissions of the French dairy sector by 9.01–9.64%.

Increasing selenium concentration in Finnish organic milk using participatory action approach

Selenium (Se) is an essential trace element for animals. In Finland, Se supplementary feeding and Se-enriched macronutrient fertilisers are used in conventional farming because the Se availability from soil is extremely low. The objective of this study was to improve Se concentration in organic milk by replacing sodium selenite (SS) in mineral-vitamin mixture with selenium yeast (SY) either completely or partly (50/50). The feeding experiment was conducted on 15 certified organic dairy farms in Eastern Finland during spring 2008. The cross-over design consisted of three treatments (SS treatment, SY treatment, and SS/SY treatment), three experimental periods (28 days each), and three farm groups (different order of treatments). Replacing SS with the same amount (0.2 mg Se kg-1 feed dry matter) of SY more than doubled Se concentration in organic milk and their mixture resulted in slightly lower Se concentrations. In conclusion, SY supplementary feeding is needed to improve Se concentration in organic milk and Se supply to cows, their calves, and consumers.

Processors' understanding of process quality: a qualitative interview study with employees of organic dairies in Germany and Switzerland

PurposeOrganic food processing must include organic principles to be authentic. This qualitative study aims to understand the processors' understanding of organic food processing quality.Design/methodology/approachThis study is based on semi-structured expert interviews with eight employees of six purely or partly organic dairies from Germany and Switzerland. Interview themes are (1) quality of organic milk processing in general, (2) assessment of specific processing techniques, (3) product quality of organic milk and (4) flow of information between producer and consumer. The interviews have been audio-recorded, transcribed verbatim and thematically analysed.Findings(1) Experts prefer minimal processing; some prefer artisanal processing, whilst others stress the advantages of mechanisation. (2) High temperature short time (HTST) pasteurisation and mechanical processing techniques are accepted; ultra-high-temperature (UHT) milk processing is partly rejected. (3) Traditional taste and valuable ingredients should be present in the final product. Natural variances are judged positively. (4) Consumers' low level of food technology literacy is challenging for communication.Research limitations/implicationsThe results cannot be generalised due to the qualitative study design. Further studies, e.g. qualitative case analyses and studies with a quantitative design, are necessary to deepen the results.Practical implicationsThe paper shows which processing technologies experts consider suitable or unsuitable for organic milk. The paper also identifies opportunities to bridge the perceived gap between processors' and consumers' demands.Originality/valueThe study shows the challenges of processors in expressing the processors' understanding of process quality.

Markups, organic agriculture and downstream concentration at the example of European dairy farmers

AbstractA competitive environment, highly concentrated processing and retailing sectors as well as increasing decoupling of direct payments from production volumes and the area under cultivation incentivizes farmers to find alternative ways to improve their bargaining position towards downstream companies. This article explores the possibilities of organic agriculture to enhance the bargaining power of farmers along with the role of concentration in downstream industries. Using a dataset with more than 200,000 observations from approximately 40,000 dairy farms, I estimate markups of price over marginal cost in dairy farming as a measure of market power in the EU. The results show that organic farmers achieve a significant markup premium over conventional farmers. With increasing market shares of organic milk in total milk production markups of conventional farmers diminish whereas those of organic farmers are unaffected. Farm‐level markups decrease with increasing market shares of medium‐sized dairy processors and increase with increasing market shares of large processors. The presence of large multinational retail chains shows an adverse impact on farmers’ markups.

Danish milk consumers are critical of advanced breeding methods in dairy production, but only 1 in 5 is unwilling to drink milk from dairy cows bred with semen derived from such methods

Assisted reproductive technologies and genetic technologies can accelerate progress in breeding programs in dairy farming, but it is unclear how consumers will react to the use of these technologies. Using representative questionnaire data on Danish citizens (n = 2,036) this cross-sectional study examined consumer attitudes to the application of advanced technologies in dairy cattle breeding. Attitudes were examined in 2 ways. First, we prompted about general attitudes to assisted reproductive technologies and genetic technologies in dairy cow breeding. Here we found that most of the participants were critical of cow impregnation involving hormone therapy and the insertion of cloned fetuses. Second, we used a vignette experiment to study whether acceptance of and willingness to drink milk varies with the type of technique that farmers use for their breeding work, as well as the traits being bred for. We included 5 breeding methods with differing degrees of technological complexity. Participants were randomly assigned to receive tailored information about 1 of the 5 breeding methods. The information specified that dairy farmers' own use of advanced technologies is limited to using semen in artificial insemination on the farm. The potentially concerning technologies are here not applied at farm level but are represented in the semen used in artificial insemination because they were used by breeders on earlier generations of cows and bulls to develop semen with higher genetic merit. There was much less concern about this indirect use of the technologies. Only 1 in 5 participants thought the most advanced method we prompted about (use of semen from breeding methods involving genetic engineering and cloning) was unacceptable. Unwillingness to drink milk from cows produced through such a breeding method was also modest (18%) and not much higher than the unwillingness to drink milk from a cow produced by natural fertilization (10%). A likely reason for the unexpectedly low level of unwillingness to drink milk is that people regard the genetic engineering as distant from the final product. We also found that high-frequency organic milk consumers were more critical of advanced breeding methods. Thus, 28% within this group were unwilling to drink milk from cows impregnated with semen derived from earlier generations of cows and bulls bred using gene editing and cloning. Further, this share rose if the high-frequency organic consumers were very averse to the manipulation of nature. The organic sector may need to cater to this subgroup (e.g., by ensuring the traceability of the semen that organic farmers use to artificially inseminate their cows).

Silver and Copper Nanoparticles as the New Biocidal Agents Used in Pre- and Post-Milking Disinfectants with the Addition of Cosmetic Substrates in Dairy Cows.

Mastitis is one of the most common issues for milk producers around the world. Antibiotic therapy is often ineffective, and therefore, scientists must find a new solution. The aim of this paper is to estimate the influence of common and well-known cosmetic substrates and mixtures of nanoparticles (NPs) and cosmetic substrates on the viability of frequently occurring mastitis pathogens, Escherichia coli (E. coli) and Staphylococcus aureus (S. aureus). The obtained results suggest that only collagen + elastin and glycerine influenced and increased bacteria viability. In case of the rest of the cosmetic substrates, the viability of E. coli and S. aureus was decreased, and the results were statistically significant (p ≤ 0.01). Prepared pre-dipping and dipping mixtures decrease (p ≤ 0.01) the viability of the mentioned pathogens. The obtained results of the in vitro analysis are very promising. In the next step, prepared mixtures should be tested in different herd conditions if they can be used in mastitis prevention or decrease the number of subclinical mastitis cases. Furthermore, these mixtures could become an interesting alternative for organic milk production where conventional preparations and antibiotics are forbidden. However, further analysis, especially on the influence of prepared mixtures on other bacteria species and, algae, fungi, are necessary.

Differences between low-income and high-income buyers of organic milk and willingness to pay organic price premiums

The demand for organic products has increased with the increase in individuals’ education and income levels, their sensitivity to the qualityof the products, and their willingness to pay higher prices for natural and quality products. Confidence in organic products, caring aboutthe health effects of organic products, and the ease of accessing them are among the factors that increase their consumption. Organicproducts are also perceived as natural products in Turkey. The awareness of questioning the certificates and logos of purchased organicproducts has not yet been formed. Those who do not know the legislation, such as the organic logo requirement, perceive all kinds ofnatural products obtained from rural areas as organic. In this study, 477 questionnaires from households were obtained in Bursa, the4th largest city in Turkey. The study aimed to reveal organic milk and dairy products (OMDP) consumption perceptions, consumption status,and reasons for preference by participants’ income level. Consumers’ awareness and perceptions of OMDP, their OMDP consumptionstatus, and the relationship between OMDP consumption and income level. The study also inquired whether consumers would be willingto pay more for OMDP and whether this willingness to pay was affected by income levels. Middle-income consumers consumed the mostorganic milk—consumers with high income purchased OMDP the least. However, in case of increased product awareness, half of thehigh-income consumers were willing to pay 30% more for OMDP. This research is a reliable, empirical field study to reveal Turkish OMDPconsumers’ characteristics and contribute to the literature.

Responsible antibiotic use labeling and consumers' willingness to buy and pay for fluid milk.

Concerns about antibiotic resistant infections in the United States have called for reduction of antibiotic use in livestock, including dairy cattle. Although effective in curbing antibiotic use, universal organic dairy farming would be impractical and unattainable due to its high land and premium demands. The US Department of Agriculture's organic certification, which completely eliminates antibiotic use in milk production, also raises animal welfare concerns, as it could discourage the use of antibiotics even to treat indicated diseases. Therefore, a proposed alternative for US consumers is a label indicating the responsible antibiotic use (RAU) - not complete elimination - that would minimize antibiotics more than conventional (unlabeled) milk and maximize animal welfare more than organic milk. Our goal was to determine consumers' (1) self-reported preference and (2) willingness to pay for this hypothetical RAU label of milk relative to existing substitutes in organic and unlabeled fluid milk. We conducted (1) a nationally representative survey of US adults and (2) a randomized non-hypothetical experimental Becker-Degroot-Marschak auction with real money and real milk. Although almost half of the survey participants (48.5%) responded that they would buy a RAU-labeled milk, consumers in the experimental auction refused to pay a significant premium for the milk compared with unlabeled milk (mean willingness to pay (95% confidence interval) per half-gallon: $1.92 ($1.65-$2.19) for RAU-labeled milk versus $1.86 ($1.58-$2.13) for unlabeled milk). These results suggest that consumers' survey-identified preferences for RAU-labeled milk could reflect either social desirability bias or a genuine preference for which, however, consumers simply will not pay a significant premium. The study provides preliminary data for future exploration of marketability of the proposed RAU label in the United States and demonstrates the benefits of using complementary survey and experimental auction approaches to understand the potential market for a new dairy product.