Abstract
Cattle representing three different methods of grouping cattle for marketing were implanted with Electronic Identification Numbers. Of these groups of cattle, the 308 Select carcasses were followed through the packinghouse and the rib-eye roll and shorthorns were given a bar code number, which contained the EID. This EID allowed for management practices in the previous segments to be accessed through a database. These ribeye rolls and shorthorns were sent to a grocery store in San Antonio, TX and were fabricated and packaged as ribeye steaks, t-bone steaks and porterhouse steaks. Each package had the bar code slumber and a survey attached to the bottom. Approximately 1000 surveys were attached and 165 were returned. Of the respondents, 59.4% were female and 37% were in the age range of 36-45 years old. In the household income range, 38% averaged greater than $75,000 a year and 29% averaged $50,001 to $75,000. Consumers responded very positively to the proposal of source-verified beef and 57% stated that they would be more likely to purchase source-verified beef over non source-verified beef. There was 23% of consumers who stated that they would purchase more source-verified beef than they currently purchase of non source-verified beef. The majority of consumers, 59%, wanted to have the information for themselves and 56% stated that they would be more likely to shop at a grocery store that offered source-verified beef. Consumers appeared to be willing to pay for source-verified beef with 33% stating that they would pay more and 30% stating that they were not sure if they would pay more. On the preparation of the steaks that they had purchased, 75% grilled outdoors, 38% desired a medium rare degree of doneness and 24% added only salt and or pepper before or after preparing the steak. The consumers responded favorably to their steak with 37% of them rated as a number 8 and only 13% rated as a 6 or less.
Busch, Laura Marie Christine (1999). Source-verification process: testing the system and determining consumer attitude. Master's thesis, Texas A&M University. Available electronically from
https : / /hdl .handle .net /1969 .1 /ETD -TAMU -1999 -THESIS -B96.