Value and Quality of Pasture Based Livestock Products: A Consumer's Perspective.

Producing livestock in grass-based systems may represent an innovative management strategy for a select group of producers whose land resources give them a comparative advantage in pasture systems.  In addition to creating ecologic sustainability, however, producer-adopters must also understand the range of possible processing and market outcomes (including consumer preferences and public health issues) that have financial implications for the long-term viability of their operations.  This presentation will overview the consumer motivations and values that have brought renewed attention to grassfed livestock production practices in the marketplace, including potential nutritional benefits, livestock welfare and handling practices. Special attention will be given to how values may be influenced by the marketing channels where consumers are buying their food (supermarket, health food stores, direct from producer).