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North Carolina Grass-fed Beef Demand Assessment
Husted, R. (2005) National Cattlemen’s Beef Association
Consumer Characteristics
• 971 Consumers surveyed• 8 locations across the State• Median age range 36-54 years• 3:1 females/males• 65% of respondents 4 year
degree or higher
RESULTS
•Multitude of consumer misconceptions
•Vast opportunities for consumer education
North Carolina Grass-fed Beef Supply Assessment
Producer Characteristics
• 3000 Grass-fed Cattle Sold• 70% sole proprietors• 75% sell frozen grass-fed• 77% sell under private label • Median age range 45-64 years• 55% BS degree or higher
Prime 6
Choice 6
Select5
What grade of grass-fed beef should be harvested ?
Yes 17No
8
Maybe7
Possible1
Would you consider joining a grass-fed cattle marketing coop-
erative?
Yes 28
No 5
Do you understand the current U.S.D.A definition of grass-fed
cattle?
Angus10
Angus Cross10
Cross Breeding7
Devon2
Jersey 2
Shorthorn1
Charlais1 Senepol
2
Hereford 1
Favorite Breeds for Grass-fed Cattle
Results
• Producers still have plenty of questions and numerous opinions
• Opportunities related to genetics, forages, markets exist for producers to consider