The use of traditional chicken breeds with a dual purpose has become a relevant topic in Germany mainly due to animal welfare concerns and the importance of conserving genetic variability in poultry farming. However, consumers have little knowledge about the different chicken breeds used in the industry; making it challenging to communicate traditional breeds and their advantages to consumers. Hence, this study takes the approach to look at consumers’ perceptions of different breeds. We analyze consumers’ evaluations of pictures showing four (...) dual-purpose chicken breeds. First, an eye-tracking study and think-aloud protocols were used to obtain open associations consumers make with each breed. Based on the results, an online survey was conducted to quantify consumers associations with different breeds and consumers’ interest in meat products with animal pictures on the packaging. Results show that consumers’ attention to pictures of chickens is mostly focused on their body and head, particularly with the Vorwerkhuhn. Consumers associate white breeds to white egg and meat production, while brown breeds are associated to brown egg production. Only a smaller segment of consumers, who are more engaged to animal welfare, accept pictures of animals on meat packages. We conclude that the marketing of meat products of traditional chicken breeds by using pictures is not a useful approach for the mass market. However, within smaller market concepts, such pictures can be used to communicate an alternative chicken meat production system that may lead to purchases of traditional dual-purpose breeds. (shrink)

Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 (...) respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed. (shrink)

Although there is increasing public criticism of intensive livestock production, the market share of meat with an animal welfare standard exceeding legal requirements remains small. Food retailers, in their role as gatekeepers, can influence changes in production and consumption patterns. Their strategic role between farmers and consumers allows them to control commodity, information and value flow and therefore places them into a key position when it comes to the distribution of meat with a higher animal welfare standard. The aim of (...) this explorative study is to identify factors which motivate food retailers to take on the marketing of products of increased animal welfare standards, in this case, pasture-based beef. Nine in depth-interviews were conducted with representatives of the food retail industry. The interviews took place in June 2018, followed a structured guideline and were transcribed verbatim. The transcripts were categorized and evaluated using qualitative content analysis. Results showed that food retailers are driven by both extrinsic and intrinsic motives. The main extrinsic motive is the perceived customer demand. Consciousness for animal welfare and the regional production cycles, including close connection between farmers and retailers are inherently intrinsic motives. Interestingly, the interviewed retailers show a high personal interest and moral obligation with regard to sourcing and marketing pasture-based beef. As such, this research finds innovative retailers, who take on a new role in sustainable food systems which exceed classical distribution functions and may have a considerable effect in transforming the food system. (shrink)

Certification is a crucial part of the organic farming system to protect the integrity of the whole organic sector. Process-oriented on-site auditing by skilled inspectors is the central element of the certification procedure to protect the organic sector against fraud. However, little is known about the role of the inspectors in the certification scheme. In recent years, the requirements and challenges for the organic certification system have changed significantly. The aim of the present study is to get insights into strategies (...) and action patterns used by organic inspectors and thus to better understand their behaviour. Due to the exploratory character of the study, a qualitative approach was chosen. Twenty narrative expert interviews with organic inspectors were conducted. The evaluation was carried out with the narration analysis, which was basis for a typology analysis. The results of the study show that all organic inspectors develop strategies and behavioural patterns, which can be structured in two levels: an interpersonal and a professional level. On the interpersonal level, the results indicate that the inspectors’ behaviour patterns lie between goodwill and demonstration of power. At the professional level, the organic inspectors work with a risk or a checklist-oriented control approach. A risk-oriented control is characterised by the intrinsic motivation of the organic inspector to maintain the integrity of the organic sector. Risk-oriented inspectors set a control focus on the detection of fraud. The aspect of personal ethical involvement and interpersonal actions in control systems should be included when considering improvements in the organic sector. (shrink)