Feed Strategy - June 2018 - 31
FeedStrategy ❙ 31
WILL CONSUMERS PAY?
vey respondents from the control
group were unwilling to pay any
premium for slow growth. While
others said they would pay more, the
amount varied; however, none were
willing to pay more than a dollar,
Fikes explained. For those that received anti-slow-growth information
in the broiler test, almost 100 percent of the people surveyed said they
would pay no more than 40 cents
per pound more for slow growth.
Forty-five percent of people given
pro-slow-growth information said
they would pay more than a dollar
more a pound.
"The public is ignorant in terms
of broiler production," Fikes said.
Fewer than 3 percent of the public
correctly answered the question:
What percent of meat-producing
chickens in the U.S. are cage free?
About 12 percent correctly answered
the question about the number of
birds fed growth hormones.
"What this shows is there is
wide-open space for those in the
broiler industry to do some educating," he added.
shows that chicken with slow-growth
labels could garner a large market
share even at $0.50 to $1.00 per-pound
price premiums. Much of this is ex-
THE VACCINE FOR ALL SEASONS
From summer heat to winter frost, the ecology of a broiler
house is constantly changing, which can lead to an
increased coccidiosis challenge. The precocious strains of
HATCHPAK® COCCI III vaccine induce optimum immunity
with minimal lesions.1 So, at whatever level of coccidiosis
challenge, your flock can be safely protected year round.
Summary of the study
Price is a significant driver for
most consumers. There is room for
the cage-free egg market to grow, but
it may never reach majority market
share. The willingness to pay for slowgrowth chicken is highly dependent on
the information provided to consumers, suggesting that consumers do not
have much knowledge or strong opinions for slow growth. The study also
June 2018 ❙ www.WATTAgNet.com
plained not by strong preferences for
slow growth chicken, but rather by a
large segment of consumers who are
insensitive to chicken prices. ■
1 Data on file.
HATCHPAK® is a registered trademark of Merial.
© 2018 Merial Select, Inc. Gainesville, Georgia.
All rights reserved. Merial is now part
of Boehringer Ingelheim.
AV16-003A / HPC(02/17)