PoultryUSA - August 2018 - 42
42 ❙ WATTPoultryUSA
Slow-growth chicken consumer
opinions can be swayed
Consumer willingness to pay more for products from slower-growing
broilers depends largely on the information they receive, study reveals.
Consumers do not presently know much about the
differences between conventional chicken breeds
and slower-growing breeds and, as a result, their
opinions can be swayed pretty easily, according to
a recent study.
Dr. Jayson Lusk, professor and department head at
Purdue University's department of agricultural economics, presented the results of the study, "Consumer
beliefs, knowledge and willingness-to-pay for
sustainability-related poultry production practices,"
while speaking at the 2018 Animal Agriculture
Alliance Stakeholders Summit on May 3 in
Arlington, Virginia. The study was funded by the alliance, the Food Marketing Institute Foundation and
the Foundation for Food and Agriculture Research.
About the study
Specialty poultry company Bell & Evans is adopting a slowergrowing chicken breed in 2018. Bell & Evans
The study surveyed about 2,000 people and sought
opinions on slower-growing chickens. Animal rights
groups continue to pressure retailers to sign agreements to source only chicken products from slowergrowing broilers. The survey respondents were asked
if they would be willing to pay more for the product
presented as better for animal welfare.
Some respondents were given no information
on which to base their responses, others were given
National Public Radio and New York Times reports
showing a bias toward slower-growing chickens,
while others were given information produced by the
National Chicken Council (NCC) showing the negative
effects of an industry switch to slower-growing breeds.
www.WATTAgNet.com ❙ August 2018