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Abstract
In Australia, Bos taurus cattle breeds produce high quality meat, superior in taste and tenderness
characteristics. Nevertheless, these breeds do not thrive in the Northern Australian environment. Stem
cell transplant techniques could improve northern beef cattle breeding programs by facilitating
crossbreeding via natural service. Focus groups were used in this study to explore consumer reaction
to reproduction technologies and the implications for buying intentions. Findings suggested that
consumers may react negatively to unconventional breeding technologies but the degree of this
aversion is contingent upon how the technology is described. These findings are relevant for
preparation of choice modeling surveys.