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