Abstract
Pasture-based dairy farming in Michigan may be part of a solution to the dual problems of aging farmer populations and the disappearance of small- and medium-scale farms, as well as providing a host of ancillary benefits. Previous research has shown that many farmers lack effective promotional messages for this product, which is a significant barrier to bringing it to market. The goal of this research was to create and test promotional messages with potential consumers, while also investigating current perceptions and attitudes about milk and its attributes. Insights should ultimately be used to conduct an online survey, with the ultimate goal of expanding the demand for pasture-based dairy. Trained researchers conducted six focus groups dispersed geographically in Lower Michigan in May and June, 2010. Participants generated hand-drawn milk labels that represented attributes they seek while purchasing milk and answered oral questions about their milk purchases as well as evaluated images designed by a graphic artist. The most common themes to emerge in participant’s hand-drawn images included cows in pasture, blue skies, and sunshine. Words appearing on these same drawings indicated that participants generally wanted organic, local, and grass-fed milk products. Further discussion confirmed these same three themes as being the most important milk attributes. Reasons cited for desiring these attributes included a belief in improved human health, animal welfare, and environmental benefit. Opinions on potential milk labels varied, but most preferred an image that was both artistic and realistic and portrayed a cow actively feeding at pasture.
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Getter, K.L., Behe, B.K., Howard, P.H., Conner, D.S., Spaniolo, L.M. (2015). Increasing Demand for Pasture-Based Dairy: What Attributes and Images Do Consumers Want?. In: Freyer, B., Bingen, J. (eds) Re-Thinking Organic Food and Farming in a Changing World. The International Library of Environmental, Agricultural and Food Ethics, vol 22. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-9190-8_7
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