FFAR Awards Grant to Food Marketing Institute Foundation and Animal Agriculture Alliance to Study Consumer Understanding and Willingness-to-Pay for Production Practices in Animal Agriculture
- Advanced Animal Systems
The Foundation for Food & Agriculture Research is pleased to partner with food retailers, farmers and agricultural business to better understand how animal production practices influence consumer decision-making in the retail setting.Sally Rockey, Ph.D.
Executive Director
While several studies have estimated consumer willingness-to-pay for fresh agricultural products, few have linked these estimates to consumer knowledge, beliefs and to information treatments that will help determine future demand for attributes. This research employs state-of-the-art choice modeling techniques, including choice experiments and latent class modeling, to estimate diversity in consumer preferences and willingness-to-pay for cage-free eggs and slow-growth broilers now and in the future.
Led by Jayson Lusk, Ph.D., who is a food and agricultural economist at Purdue University, the research team will custom build consumer surveys distributed to at least 3,000 respondents that mimic decision-making in the retail environment. Respondents will make a series of choices between products that vary in price and other attributes, such as production practices (cage-free, pasture-raised, slow growth, conventionally raised), labeling claims, packaging, product color and appearance.
“Shoppers suffering from data fatigue are turning to their food retailers for trusted and curated information about their food purchases,” said Susan Borra, RD, executive director of the FMI Foundation. “The FMI Foundation believes that funding research on emerging health and social concerns affecting consumer confidence in the food and consumer goods industry will impact the public conversation and build consumer trust.”
“Consumers are key stakeholders in the food system,” said Kay Johnson Smith, Alliance president and CEO. “It is critical to develop a firmer understanding of shoppers’ values and priorities when making choices about the food they purchase and feed their families. Our mission at the Alliance is to bridge the communication gap between farm and fork and this research will help us do just that more effectively.”
This grant is funded through the FFAR Protein Challenge, a suite of research programs that support producers’ efforts to improve plant and animal production efficiency to meet the growing global protein demand while conserving natural resources. With various parts of the food industry working to meet cage-free pledges and some beginning to commit to alternative production practices for broiler hens, using a consumer research base approach to help inform plans is increasingly relevant to the entire food sector.
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About the Foundation for Food & Agriculture Research
The Foundation for Food & Agriculture Research, a nonprofit organization established by bipartisan Congressional support in the 2014 Farm Bill, builds unique partnerships to support innovative and actionable science addressing today’s food and agriculture challenges. FFAR leverages public and private resources to increase the scientific and technological research, innovation and partnerships critical to enhancing sustainable production of nutritious food for a growing global population. The FFAR Board of Directors is chaired by Mississippi State University President Mark Keenum and includes ex officio representation from the U.S. Department of Agriculture and National Science Foundation.
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