National Beef Quality Audit-2016: Phase 1, Face-to-face interviews
J D Hasty1, M M Pfeifer2, L C Eastwood3
1Department of Animal Sciences, Colorado State University, Fort Collins 80523.
Translational Animal Science
|July 25, 2020
Summary
The 2016 National Beef Quality Audit (NBQA) found increased willingness to pay for quality attributes, though average premiums decreased. Food safety emerged as the top quality factor, surpassing others significantly.
Area of Science:
- Agricultural Economics
- Animal Science
- Food Science
Background:
- The National Beef Quality Audit (NBQA) is a periodic assessment of beef quality.
- The 2016 NBQA built upon methodologies from the 2011 audit, incorporating market cow and bull beef for the first time.
- Key quality factors were assessed through interviews across the beef supply chain.
Purpose of the Study:
- To gauge progress in beef quality since 2011.
- To understand industry perceptions of beef quality attributes and willingness to pay (WTP).
- To identify strengths, weaknesses, threats, and trends in the beef industry.
Main Methods:
- Face-to-face interviews with 190 stakeholders across 5 market sectors (packers, retailers, food service, further processors, GTO).
- Interviews conducted from January to November 2016 using a dynamic routing system.
- Analysis of verbatim responses on 7 pre-determined quality factors, including cattle origin, carcass composition, size, appearance, food safety, eating satisfaction, and genetics.
Main Results:
- A higher percentage of companies expressed willingness to pay premiums for guaranteed quality attributes compared to 2011.
- Overall average premiums offered decreased compared to the 2011 NBQA.
- Food safety was the most preferred quality factor, holding a significant advantage over other attributes.
- The beef industry maintains a positive image, with product quality highlighted as a key strength.
Conclusions:
- Industry stakeholders show increased, albeit less financially committed, interest in paying for verified beef quality attributes.
- Food safety is the paramount quality concern for the beef supply chain.
- Despite challenges, beef product quality remains a strong point for both fed steer/heifer and market cow/bull beef.
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