Adding more value to added-value. An exploration of consumers’ perceptions and attitudes towards improved animal welfare standards in organic meat production processes

The expansion of the organic food market and the growing competition are factors that fuel the differentiation of organic food products. Differentiation may be achieved by developing “organic-plus” products that integrate other value-adding characteristics beyond the organic quality. In this context, the aim of this study was to explore whether consumers would notice and value further improvements in the animal welfare standards than those imposed by organic regulation. The results of three focus groups designed as a concept test reveal positive attitudes towards the proposed production process from both regular and occasional organic buyers. The results further indicate that the proposed “organic-plus” products would probably be valued by a niche of regular organic meat consumers, provided that the products also offer good overall quality and that the animal welfare aspect is clearly communicated