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Consumers interested in source-verified beef, Nebraska study finds

Consumers are interested in source-verified beef, and they would be willing to pay a premium for it, according to findings of a recent study conducted by the University of Nebraska and Nebraska Department of Agriculture.

For the study, both online surveys and in-restaurant taste tests were conducted to determine consumer ordering behaviors of beef in high-end restaurants – and specifically to determine if consumers are interested in the origin of their beef. The studies were conducted with consumers in Connecticut and Arizona.

About two-thirds of the participants in the in-restaurant taste testing ordered the steak with either the state or farm-of-origin description. And, compared to a non-source verified steak, consumers in the study were willing to pay $4.74 more for the steak with the state-of-origin description, and $8.75 more for the steak with the farm-of-origin description.



Additionally, the study found that 83 percent of the participants acknowledged that the best beef comes from the Midwest, specifically naming Nebraska, Texas and Iowa as states that produce high-quality beef (35 percent, 12 percent and 12 percent, respectively.)

Consumers are interested in source-verified beef, and they would be willing to pay a premium for it, according to findings of a recent study conducted by the University of Nebraska and Nebraska Department of Agriculture.



For the study, both online surveys and in-restaurant taste tests were conducted to determine consumer ordering behaviors of beef in high-end restaurants – and specifically to determine if consumers are interested in the origin of their beef. The studies were conducted with consumers in Connecticut and Arizona.

About two-thirds of the participants in the in-restaurant taste testing ordered the steak with either the state or farm-of-origin description. And, compared to a non-source verified steak, consumers in the study were willing to pay $4.74 more for the steak with the state-of-origin description, and $8.75 more for the steak with the farm-of-origin description.

Additionally, the study found that 83 percent of the participants acknowledged that the best beef comes from the Midwest, specifically naming Nebraska, Texas and Iowa as states that produce high-quality beef (35 percent, 12 percent and 12 percent, respectively.)


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