Consumer Preference and Value of Beef with Country-Of-Origin Labeling

The 2002 Farm Bill mandates country- of-origin labeling for beef and other items by 2004. A majority (69.2%) of consumers in Denver and Chicago preferred a fresh beef strip steak with a label guaranteeing the meat came from a U.S. animal over an unlabeled steak. On average, consumers were willing to pay 18.7% more ($0.81/lb) for labeled product. When 17 attributes were rated for their desirability when purchasing beef, country-of- origin labeling ranked ninth; “freshness” and “inspected for food safety” were the most popular selection criteria. Food safety concerns were the primary reason consumers preferred beef labeled with country of origin