Producer-Driven Marketing of 'Clean, Green and Humane' Lamb

Abstract

Research indicates growing consumer interest in food that has minimal impact on human health, the environment and animal welfare. Such credence attributes may be commonly described as 'clean, green and humane' (CGH) however, the meaning remains vague to consumers and producers until a production standard is specified. This study addresses the lack of production standard by investigating consumer preferences and by evaluating the feasibility of producing and marketing the stated preferences for CGH. Value adding, direct marketing and other entrepreneurial activities to gain a premium are often reported as an option for conventional producers seeking to improve farm revenues. This study addresses a gap in the research by investigating whether the premiums gained are likely to cover the costs of producing and marketing a differentiated product, and the manageability of uncertainties that arise in producer-driven marketing (PDM). The focus of the research was on lamb meat production for the domestic market in Australia.