Marketing Strategies of UK Beef Farmers in a Changing Environment

Jill Hobbs and William A. Kerr

No 346428, 11th Congress, University of Calgary, Canada, July 14-19, 1997 from International Farm Management Association

Abstract: This paper reports the results of a survey of UK beef farmers' attitudes towards different marketing channels against the backdrop of a rapidly changing marketing environment. Recent changes to UK food safety legislation and growing consumer concerns over farm animal welfare have heightened the need for improved traceability of beefproducts back to farm of origin. Retailers and meat processors increasingly require more information about on-farm production practices. Closer relationships between farmers, processors and retailers can be expected to develop. Farmers' attitudes towards four marketing channel alternatives are assessed: traditional live-ring auctions, direct sales to meat processors, electronic auction sales and group marketing schemes. These attitudes are discussed within the context of the changing marketing environment.

Keywords: Marketing; Livestock Production/Industries (search for similar items in EconPapers)
Pages: 16
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifma97:346428

DOI: 10.22004/ag.econ.346428

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