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Consumer Preferences regarding Country of Origin Labelling of Meat - FA0156

It is a strategic objective for the Department for Environment, Food and Rural Affairs (Defra) to improve consumer knowledge on the source of their food and to provide information about where their food comes from. This research project is in-line with Defra’s Evidence Strategy . Defra wishes to commission a research project to gather evidence on consumer preferences regarding country of origin labelling of meat products in the UK.

The following meat products are included in the scope of this work:

• Fresh, chilled and frozen meat from swine, sheep, goats and poultry; and
• Meat used as an ingredient for pre-packed foods.

This work would involve both understanding consumers’ Willingness to Pay (WTP) for meat products with a country of origin label and what attributes (eg perception of quality and taste) of these labels determines consumers WTP.
Project Documents
• FRP - Final Report : FA0156 Final Report   (1737k)
• ANX - Annex : Appendix A CoOL Literature Review   (184k)
• ANX - Annex : Appendix B Defra Online CE Screenshot Full Survey   (9700k)
• ANX - Annex : Appendix C Complete WTP Results May 2015   (21k)
• ANX - Annex : Appendix D ET CE Survey Instrument   (1256k)
Time-Scale and Cost
From: 2014

To: 2015

Cost: £79,527
Contractor / Funded Organisations
University of Kent