The patriotism of buying Canadian beef should be exploited so every package sold carries a bold maple leaf, says a researcher into meat retailing.
Consumer studies done last November rated country of origin as the second most important attribute of beef next to price, said Theresa Dietrich.
“This is pretty low lying fruit that the Canadian industry has at its disposal so if nothing else, every single package of Canadian beef should be clearly and prominently labeled,” she said at the International Livestock Congress held in Calgary Aug. 10.
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A red maple leaf logo has been developed and it probably is not as visible as it should be.
Her services for retail meat studies were contracted through the Beef Information Centre, which is now Canada Beef Inc. Also, the Alberta Livestock and Meat Agency (ALMA) commissioned a national study on all meat purchases. Results were consistent.
Consumers said price is most important whether they were buying beef, pork or chicken but less so for bison or lamb.
The second most important attribute, according to the survey, was that the protein product should be Canadian. It was the most important factor for those buying bison.
Further down the scale were qualities like breed, antibiotic-free, grain fed or certified humane.
“They were of less importance to the broader Canadian population,” Dietrich said.
“There are always segments of the population that do place greater value on some of these factors.”
More than three quarters said the origin of the beef was highly important although a segment said it was willing to buy from another country depending which one it was.
The rest said they did not care as long as it met Canadian standards and inspections.
“It strongly suggests there is an opportunity to ensure that all consumers know that the beef they are buying is Canadian every single time they pick up a product at the grocery store or when they are eating out.”
Nearly half said they check to see if their meat is Canadian.
“The next logical question is, are they getting the information they are looking for.”
The main reason for wanting to buy Canadian beef is emotional. More than half said they want to support the Canadian economy and farmers. About a quarter said they believe Canadian standards are higher.
About a quarter believe it is fresher and did not have to travel as far. When asked, most assumed it was from Alberta even if they were buying it in Ontario. A quarter feel Canadian products are safer.
While Canadians may not be prepared to pay a premium for ethical attributes like high animal care standards or environmental factors, they may make more difference in the longer term.
The next group to watch is young adults. They may eat beef, but do not make many food buying decisions. They tend to be more negative about food production.
When asked about animal welfare on a scale of one to 10, younger people rated the industry’s performance below five. The youngest segment , 18-34, placed a lower importance overall on country of origin.
Focus groups with the younger group revealed misinformation and misconceptions. One of Dietrich’s videos showed a biology teacher from Toronto who said animals had to be fearful at the time of slaughter to accelerate adrenalin production and make the beef more tender.
