Emerald | British Food Journal

Pork Quality and Marketing Contracts in the U.S. Pork Industry

Steve Martinez — 2012-03-16 00:00:00.0

Abstract

Purpose - To provide an assessment of the growth in marketing contracts in the U.S. pork industry as an efficient means to control pork quality and reduce transaction costs.Design/methodology/approach - Information collected from pork quality and safety summits sponsored by the National Pork Producers Council in cooperation with the National Pork Board, published surveys of large packers related to contract use, and fifteen contracts submitted by producers to the Iowa Attorney General’s Office from 1996 to 2001 were examined. The theoretical framework used combines branches of the industrial organization literature.Findings - Provides information documenting the growing importance of addressing pork quality problems in the 1990s and how marketing contracts between packers and producers can help address these problems. Recognizes their role in reducing transaction costs associated with carcass pricing programs, reducing pork quality measuring costs, providing quality control, and reducing costs of adapting to quality uncertainty.Originality/value - This paper provides rather unique institutional background information on important changes occurring in the U.S. pork industry in the 1990s and the role of the growth in marketing contracts in addressing related pork quality issues over time. Given the proprietary nature of specific contract terms, a small sample of long-term marketing contracts is analyzed to better understand contract design.

Consumer knowledge, consumption, and willingness to pay for organic tomatoes

2012-03-16 00:00:00.0

Abstract

Purpose - The purpose of this study is to analyze the levels of knowledge and consumption of organic tomatoes in Spain, and their influence in consumer willingness to pay for this type of food. Design/methodology/approach - The data used in this work comes from a survey of 361 Spanish consumers. The paper analyzes the levels of consumption and the knowledge of organic foods, proposing a contingent valuation exercise for organic tomatoes. The Hanemann model is used to estimate the average and maximum willingness to pay this product. A multivariate logit model was calculated, with different starting prices and variables derived from a cluster analysis of consumers.Findings - Three distinct groups of consumers were identified, and their willingness to pay for organic tomatoes was modelled using contingent valuation. The results clearly have shown a generalized lack of knowledge of organic products and the confusion caused by the proliferation of labels. It was also observed a clear relationship between consumers' levels of knowledge and consumption of organic foods and their willingness to pay a premium for these products. This confirms the interest shown by policy makers in promoting education and information aimed at developing the domestic market.Originality/value - This paper shows an interesting approach, as research on the influence of knowledge and consumption of organic food on consumer’s willingness to pay for this product is scarce, and even more if one considers the local character of many of these studies. As the premium of organic food is one of the main constraints to the growth of this sector, results may be relevant both for producers and planners.

The mandatory EU logo for organic food: Consumer perceptions

Meike Janssen, Ulrich Hamm — 2012-03-16 00:00:00.0

Abstract

Purpose - In July 2010, a mandatory EU logo for organic food was introduced to strengthen the organic sector by making the identification of organic products easier for consumers. The present study analyses how consumers in five EU countries view a mandatory EU logo for organic food and gives recommendations for agrarian decision-makers and market actors in the organic sector.Design/methodology/approach - The study is based on a combination of qualitative and quantitative methods to provide a comprehensive picture of consumer views. Focus group discussions were conducted with consumers in the Czech Republic, Denmark, Germany, Italy and the United Kingdom. A subsequent survey with 2042 participants was carried out to quantify consumer views on key issues and analyse country differences. Finally, the results of the qualitative and quantitative study were brought together.Findings - While the introduction of a mandatory EU logo for organic food was generally welcomed in all countries, trust in the underlying production standards and the inspection system was not very pronounced (except in Italy). We conclude that the introduction of the new EU logo should be supported by communication campaigns to make clear what the new logo stands for and remove unfounded consumer concerns regarding the downscaling of standards and the trustworthiness of the inspection system.Originality/value - To the authors’ knowledge, no previous studies exist on consumer views on a mandatory EU logo for organic food. The recommendations drawn from our findings can help to reach the objectives connected with the introduction of the mandatory EU logo.

Food For Thought: Four S with One F Sacurity, Safety, Sovereignty and Shareability of Food

Erkan REHBER — 2012-03-16 00:00:00.0

Abstract

Purpose - This article reexamines the main issues of the food problem under a new concept coined as "Four S with one F". The three S’s, security or insecurity, safety, and sovereignty have been major topics in the public agenda for a long time as food related problems. When the basic idea "food for all" is considered, these are not inclusive enough. The fourth concept can be described as shareability. Design/methodology/approach - Literature review and a new interpretation of food problemsFindings - It is not possible to solve hunger and nutrition problems and maintain a permanent social peace without equality and justice in income distribution throughout the world in such a way that poor people have enough income to access vital basic food needs.Originality/value - It reviews food problems adding a new word "Shareability". A new concept including shareability "Four S with One F has been presented as a formula for getting the "full" story on something.

A Review of Chinese Food Safety Strategies Implemented After Several Food Safety Incidents Involving Export of Chinese Aquatic Products

Huanan Liu, William A Kerr, Jill E Hobbs — 2012-03-16 00:00:00.0

Abstract

Purpose - The rapid transition from a command to market-based economy in China has required the development of a food safety system for aquatic products where one did not previously exist. The pace of change has meant that food safety systems have struggled to keep up. In 2007 food safety incidents that damaged aquatic products reputation in export markets. The Chinese government has moved quickly to strengthen the safety regime for aquatic products. The purpose of this paper is to assess these initiatives in the context of their potential to regain international acceptance of Chinese aquatic products.Design/methodology/approach - A regulatory assessment approach is used.Findings - The findings are that increased government oversight alone is not likely to lead to a fully effective food safety system for aquatic products. The development of private sector-based incentives to encourage investment in food safety is an essential co-requisite to increased government oversight if China’s access to international markets is to be assured. Originality/value - The value of this study lies in light is sheds on the efforts of a major player in the international market for aquatic products to improve the efficacy of its food safety system. China’s regulatory regimes are often opaque limiting the ability of those wishing to assess the advisability of importing food products from China.

Consumer preferences regarding food-related risk-benefit messages

Heleen van Dijk, Ellen van Kleef, Helen Owen, Lynn J. Frewer — 2012-03-16 00:00:00.0

Abstract

Purpose - The aim of this study was to identify and explore consumer preferences and information needs regarding the simultaneous communication of risks and benefits associated with food consumption. The focus was on the net health impact of risks and benefits on life expectancy, quality of life, and Disability Adjusted Life Years (DALYs).Design/methodology/approach - Focus groups were conducted in four countries (Iceland, Netherlands, Portugal, UK). All sessions were audio-taped, transcribed and content analyzed. Findings - Current risk-benefit communication is perceived as ‘asymmetrical’, confusing, and often distrusted. Participants expressed a preference for more balanced and scientifically derived information. Information about the net health impact on both life expectancy and quality of life was found to be meaningful for food decision making. DALYs were thought too complicated. Research limitations/implications - Findings confirm the importance of incorporating consumers’ viewpoints when developing communications about risk and benefits. The results provide insights into potential issues related to the communication of risk and benefit information. The limitations of the qualitative approach adopted in this study suggest that further research utilizing nationally representative samples is needed, which may explore additional metrics to communicate net health effects to consumers. Originality/value - Common measures for assessing both risks and benefits are expected to facilitate the communication of the results of risk-benefit assessment as part of risk analysis. However, research incorporating consumers’ perspectives on this issue is scarce. A better understanding of how consumers perceive these measures may promote the development of more effective integrated risk benefit communication.

Consumption of muscadine grape by-products: An exploration among Southern US consumers.

Abel Duarte Alonso, Martin A. O'Neill — 2012-03-16 00:00:00.0

Abstract

Purpose - Consumption of muscadines grapes and their by-products (e.g., skins, seeds, wine and juice) is often discussed in terms of their alleged health related properties (e.g., high content of resveratrol, phenolics and antioxidants). Almost no information, however, is available from an academic perspective on consumers’ association with this food, including their knowledge, actual consumption of muscadines or by-products they associate with muscadine grapes. This study seeks to add to the limited existing knowledge on muscadine grapes and their by-products exploring these areas.Design/methodology/approach - A sample of consumers from a Southern United States (US) town, where muscadine grapes are native was chosen; a total of 189 participated completing a questionnaire. Findings - Overall, respondents indicated familiarity with muscadine grapes and by-products (e.g., wine, jams, juice, etc.), but predominantly the more mature respondents related much more to those by-products than the younger consumer groups. Concerning muscadine wines, while 56.6% of respondents were familiar with this product, and 45.5% considered their consumption experience satisfying to very satisfying, 67.7% either never buy them or do so seldom, suggesting very limited attachment with muscadine grapes. Research limitations/implications - Choosing one single geographic location (a Southern US town) and the number of participants are two limitations of this study.Practical implications - Given the importance of muscadine grapes and their by-products for the Southern region, particularly culturally, traditionally and for consumers in general in terms of beneficial health related properties, an argument is made concerning the need to promote this ancient food. The role of the hospitality and tourism sector, government, agricultural and consumer groups is therefore suggested in promoting, marketing and other forms conducive to raising the profile of muscadine by-products.Originality/value - The study focuses on a food (muscadines) and environment (the Southern US region) that despite their cultural importance continue to be under-researched- even ignored- from much of the contemporary consumer behaviour, hospitality and other literature.

Tea, coffee and associated lifestyle factors

Paul Hewlett, Emma Wadsworth — 2012-03-16 00:00:00.0

Abstract

Purpose - The aim was to determine lifestyle factors associated with different drink choices as past research has suggested some differences. Design/methodology/approach - Caffeinated tea and coffee consuming habits a South Wales sample was investigates by postal questionnaire. Multiple regression was used to determine odds ratios for demographic, health and lifestyle factors associated with drink patterns. There were 7979 questionnaire respondents, 58% of whom were female. Their mean age was 45.61 years (s.d.=18.00, range=16-97).Findings - Caffeinated tea/coffee consumption was associated with both alcohol and smoking behaviours. The results also suggested that non-consumers of caffeinated tea or coffee were not a homogeneous group, as different demographic and lifestyle profiles were identified for: a) those that did not drink tea or coffee at all; and b) those that drank only decaffeinated tea or coffee. Originality/value - The findings suggested some differences within the caffeinated drink consuming population, including demographic profiles relating to whether consumers drank tea or coffee. It adds to the data already available in comparing not only caffeine verses no caffeine, but also characteristics associated with different caffeinated drinks. Future caffeine research may need to consider whether a broad distinction based on caffeine consumption or non-consumption alone is always appropriate.

Estimating the hedonic price for Fair Trade coffee in Sweden

Linda Schollenberg — 2012-03-16 00:00:00.0

Abstract

Purpose - This study investigates the impact of the Fair Trade-label on the market for coffee in Sweden, a country with high public awareness regarding environmental and social matters.Design/methodology/approach - A revealed preference approach is adopted, using weekly scanner sales panel data made available by Nielsen and the Swedish Retail Institute (HUI). The pricing of labelled coffee is studied over the 2005-2008 period. Hedonic estimates are obtained for what consumers pay for different product characteristics.Findings - Results point to a considerable premium of 38 percent to be paid for Fair Trade labelled coffee in Sweden, underlining high public awareness reflected in the retailers’ pricing policy. This estimate is clearly higher than numbers obtained in earlier studies focusing on Italy and the UK.Originality/value - The study provides information on the existing price differences between labelled and conventional coffee. Its main contribution is the analysis of previously unavailable data material. Based on the obtained estimates, it is possible to identify the relative impact on the market price of the different coffee attributes. The calculations provide a tool for further policy-relevant analysis of the market in Sweden, but are also useful from an EU-wide point of view. In the current situation with considerable lack of comparable data-based results, this study thus adds to enriching the ongoing analysis and debate.