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<blockquote data-quote="MikeC" data-source="post: 142116" data-attributes="member: 1604"><p>Consumers Willing to Pay for Beef Tenderness</p><p></p><p>MANHATTAN, Kan. – It's no secret. Consumers want tender, high-quality beef on a consistent basis. And many are willing to pay for it, according to a Kansas State University Research and Extension study called "Valuing Beef Tenderness."</p><p></p><p>"Based on other studies, we know tenderness is an important meat quality attribute to consumers," Ted Schroeder, K-State agricultural economist, said. "It was our focus to determine if consumers who desire this value would pay a premium for the improved attributes."</p><p></p><p>"This study was just one piece of the bigger research picture," Schroeder said. "It has been picked up by a lot of folks and used to increase incentives for quality labeling. The research provided motivation for further studies and was a catalyst to get the ball rolling on other kinds of tenderness projects."</p><p></p><p>According to results released to the industry last year, 69 percent of the participants preferred the tender selection when relying only on their own taste. But 84 percent preferred the tender steak when the choices were labeled. Providing consumer information affected shoppers' choices, Schroeder said.</p><p></p><p>"Labeling helps, as indicated by the study," he said. "Bottom line: Telling consumers about the product's quality on the package helps get the message across."</p><p></p><p>Even though a majority of consumers preferred the tender steaks, not all were willing to pay extra for them. Researchers said this most likely reflects those with high expectations for tenderness.</p><p></p><p>"This is a sign that a significant proportion of the population expects steak to be tender and palatable," Mintert said. "They do not anticipate paying extra for what should already be good."</p></blockquote><p></p>
[QUOTE="MikeC, post: 142116, member: 1604"] Consumers Willing to Pay for Beef Tenderness MANHATTAN, Kan. – It’s no secret. Consumers want tender, high-quality beef on a consistent basis. And many are willing to pay for it, according to a Kansas State University Research and Extension study called "Valuing Beef Tenderness." "Based on other studies, we know tenderness is an important meat quality attribute to consumers," Ted Schroeder, K-State agricultural economist, said. "It was our focus to determine if consumers who desire this value would pay a premium for the improved attributes." "This study was just one piece of the bigger research picture," Schroeder said. "It has been picked up by a lot of folks and used to increase incentives for quality labeling. The research provided motivation for further studies and was a catalyst to get the ball rolling on other kinds of tenderness projects." According to results released to the industry last year, 69 percent of the participants preferred the tender selection when relying only on their own taste. But 84 percent preferred the tender steak when the choices were labeled. Providing consumer information affected shoppers’ choices, Schroeder said. "Labeling helps, as indicated by the study," he said. "Bottom line: Telling consumers about the product’s quality on the package helps get the message across." Even though a majority of consumers preferred the tender steaks, not all were willing to pay extra for them. Researchers said this most likely reflects those with high expectations for tenderness. "This is a sign that a significant proportion of the population expects steak to be tender and palatable," Mintert said. "They do not anticipate paying extra for what should already be good." [/QUOTE]
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