TY - JOUR A1 - Lauterbach, Josephine A1 - Bruns, Antonia Johanna A1 - Häring, Anna Maria T1 - Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment JF - Foods N2 - Current production standards and communication campaigns about animal welfare in relation to beef strongly emphasise the “humane” rearing of cattle. Aspects such as transport and slaughtering conditions are often overlooked in both production standards and communications with consumers. Long transport routes and conventional slaughtering can cause significant stress to animals and have negative impacts on their welfare and on meat quality. On-farm slaughter can address these criticisms. Communicating the value of low-stress slaughtering conditions like on-farm slaughtering may offer significant sales potential for a premium market segment. In this study, we explore consumers’ preferences and willingness to pay for beef that is slaughtered on-farm rather than in conventional abattoirs. We conducted an online survey (n = 400) in 2022, with a sample that is representative of the German population with respect to gender, age, income and education. Our survey included a discrete choice experiment for the purchase of minced beef, incorporating product attributes that influence purchase decisions. These included: price, information on the social, economic and environmental benefits of regional production, different production standards (conventional/organic) and information on on-farm slaughtering. Our findings indicate that consumers derive the highest utility from a low price, followed by information about on-farm slaughtering. Participants indicated a preference for information on high animal welfare over high beef quality. We conclude that highlighting on-farm slaughtering could be a significant benefit in marketing premium beef products. KW - consumer preferences; animal welfare; on-farm slaughter; slaughter conditions; premium beef marketing Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-7753 SN - 2304-8158 IS - 12 PB - MDPI ER - TY - CHAP A1 - Dörr, J A1 - Lauterbach, Josephine A1 - Haack, Michaela A1 - Böhm, U A1 - Häring, Anna Maria ED - Bibic, Vanessa ED - Schmidtke, Knut T1 - Regionales Weiderindfleisch: Ansatzpunkte für den Aufbau von Wertschöpfungsverbünden T2 - One Step Ahead - einen Schritt voraus! : Beiträge zur 16. Wissenschaftstagung Ökologischer Landbau : Frick, 7. bis 10. März 2023 KW - Rindfleisch aus Weidehaltung; regionale Wertschöpfungskette Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-7152 SN - 978-3-96831-055-8 SP - 698 EP - 701 PB - Verlag Dr. Köster ER - TY - CHAP A1 - Wiedemann, Anne A1 - Lauterbach, Josephine A1 - Häring, Anna Maria ED - Bibic, Vanessa ED - Schmidtke, Knut T1 - Ethische Werte von regionalem Lammfleisch kommunizieren T2 - One Step Ahead - einen Schritt voraus! : Beiträge zur 16. Wissenschaftstagung Ökologischer Landbau : Frick, 7. bis 10. März 2023 KW - Biodiversität; Marketing; Ökosystemdienstleistungen; Lammfleisch Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-7162 SN - 978-3-96831-055-8 SP - 786 EP - 789 PB - Verlag Dr. Köster ER - TY - CHAP A1 - Haack, Michaela A1 - Lauterbach, Josephine A1 - Häring, Anna Maria ED - Leibniz-Zentrum für Agrarlandschaftsforschung (ZALF), T1 - Developing sustainable business models for extensive cattle grazing systems that contribute to increase biodiversity and preserve cultural landscapes BT - Book of Abstracts T2 - Landscape 2021 Diversity for sustainable and resilient agriculture, Online conference, 20.-22.09.2021 N2 - Regionally and sustainably produced food is becoming increasingly important to both consumers and policy makers. Extensive cattle grazing systems linked to biodiverse grassland meet consumer demands for animal welfare and provide a number of ecosystem services. In the Federal State of Brandenburg, suckler cow husbandry is of particular importance due to the low yielding soils and the high proportion of grassland areas. Grazing of lower quality grassland with cattle can increase biodiversity and preserve the cultural landscape. Since the offspring of suckler cows is mostly sold to supra-regional fattening farms, the valorisation of grassland has yet to take place within the region. The reasons for the transfer of added value are manifold and range from a lack of regional structures for slaughtering, processing and logistics to a lack of market opportunities and low profit margins. In order to increase the regional added value of beef from pasture-based farming, business models need to be developed that distribute risks and benefits along the value chain, and correspond to consumers who are willing to contribute to sustainability efforts. Using the approach of a living lab, the R+D project ""WertWeideVerbund"" aims to develop and test models of cooperation and coordination between stakeholders in the beef value chain in Brandenburg. The present paper aims to illustrate the basic requirements and expectations of the different stakeholder groups along the value chain of beef for the development of regional value-based cooperation. Interviews and focus groups with farmers, slaughtering, processing, potential bulk purchasers (canteen kitchens, food retailers and butchers) and interest groups (farmers, landscape conservation) will be conducted by August 2021. Furthermore, a panel study with 1000 participants will identify consumers’ priorities for beef consumption. Preliminary results show that, in addition to organisational-legal requirements, the definition of a common value basis is of particular importance for the development of cooperation. For this purpose, the stakeholders along the value chain defined minimum requirements as well as requirements for a premium quality standard for high animal welfare husbandry of cattle. The discussed quality requirements include aspects such as suckler cow husbandry, minimum grazing period (at least during the vegetation period), fattening (e.g. dry bedding options, outdoor access) and feeding (minimum share of farm-produced feed, GMO, origin of soya-based feed, etc.). With regard to animal welfare, other relevant criteria involve animal health (use of antibiotics), transport time and stress-free slaughtering. Furthermore, aspects such as transparency along the value chain (regionality), participation in a quality assurance system (e.g. Participatory Guarantee Systems, animal welfare officers) and fair remuneration of the producers are also considered as basic prerequisites in order to successfully establish a value- based cooperation Starting in September 2021, potential business models, based on the discussed quality requirements, will be developed in cooperation with interested stakeholders and tested and evaluated in an iterative process. Y1 - 2021 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-7739 SP - 278 ER - TY - CHAP A1 - Lauterbach, Josephine A1 - Haack, Michaela A1 - Häring, Anna Maria ED - Bibic, Vanessa ED - Schmidtke, Knut T1 - Artgerecht, regional und biodiversitätsfördernd - Welche Mehrwerte sind Rindfleischkäufer*innen besonders wichtig? T2 - One Step Ahead - einen Schritt voraus! : Beiträge zur 16. Wissenschaftstagung Ökologischer Landbau : Frick, 7. bis 10. März 2023 KW - Rindfleisch; Weidehaltung; Cluster Analyse; Faktoranalyse; Konsumenten Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-7104 SN - 978-3-96831-055-8 SP - 668 EP - 671 PB - Verlag Dr. Köster ER - TY - JOUR A1 - Lauterbach, Josephine A1 - Haack, Michaela A1 - Häring, Anna Maria T1 - Co-production of Business Models for Pasture-Based Beef in North-East Germany – Integrating Consumers Preferences JF - Proceedings in system dynamics and innovation in food networks 2022 N2 - Pasture-based cattle rearing systems provide numerous ecosystem services and meet current consumer demands for animal welfare. However, the development of regional value chains from pasture-based beef are inhibited in economically less developed regions, such as North East Germany, as they lack regional slaughtering and processing capacities and show weak cooperation between stakeholders. The real world lab "WertWeideVerbund" aims to co-produce new beef value chains and business models, addressing consumer demands and value chain actors’ interests at the same time. Target group specific and regionally adapted communication approaches are part of these business models and aimed at unlocking market potentials. We conducted an online survey to define consumer groups for pasture-based beef, evaluate their preferences for communication approaches and define their willingness to pay for those products. The questionnaire was partly based on previously collected qualitative data from focus groups and on an extended literature review of existing quality standards for pasture-based beef. The survey revealed different consumer segments based on demographics, frequency of beef purchase, general shopping behaviour and willingness to pay for pasture-raised beef. Respondents preferred communication approaches with a focus on animal welfare and were not particularly interested in regional origin and ranked it equal to other aspects such as information on producers, quality and taste, and biodiversity and climate protection, indicating that there is a demand for further explanation on the advantages of regional production. KW - pasture-raised beef; communication; marketing; animal welfare; regional origin Y1 - 2022 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-6839 SN - 2194-511X SP - 167 EP - 177 ER -