Animal welfare is important
Livestock transport does not interest consumers a whistle
The British, Germans and Dutch are willing to pay €0,13 extra per kilo of pork if they receive information about the production method. The consumer cares much less about how the animals are transported and slaughtered.
Research by Wageningen Economic Research (WUR) shows that more than half of Dutch consumers would pay a higher price for products with origin information. When German and British consumers find that the meat comes from the Netherlands, their willingness to pay decreases slightly. The 13 cents per kilo, which consumers are willing to pay extra, outweighs the costs that must be incurred in the chain to guarantee the origin.
It is striking that consumers are hardly interested in the method of transport and slaughter. A great deal of importance is attached to animal welfare and health. These results seem to contradict each other, since transport and the method of slaughter are indeed part of animal welfare.
little interest
The consumer's area of interest lies mainly at the beginning and end of the production chain. Yet consumers hardly think about the pig sector, namely 1,8 points on a scale of 1 to 5. In addition, one fifth (21%) of the respondents want to visit a pig farm.
In practice, the origin designation can be indicated in 3 ways, per animal, per company or on the basis of market concept. The latter is preferred by the meat processing industry, probably because it is the most practical. Although origin information can increasingly be obtained via apps, websites and QR codes, information on the packaging is preferred. The use of apps is not self-evident for consumers.
Wouter Job
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