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Abstract
Pasture-raised livestock products present a niche-marketing opportunity for small- and medium-scale farmers; growth
of this market may enhance the economic, social, and environmental sustainability of livestock agriculture. Results
from an earlier statewide poll in Michigan found that consumers place great importance on product attributes associated
with the pasture-based production model. This report presents findings from a combination of consumer surveys
conducted at three Michigan retail locations and a series of experimental auctions. Participants in both the survey and
auction components view pasture-raised beef and milk products very favorably, believing these products are healthy
for humans to eat and are raised in environmentally friendly and humane ways. Survey respondents reported high
likelihood of purchase; both the survey and auction subjects expressed willingness to pay a premium for pasture-raised
products. We discuss these findings, particularly implications for the “four P’s” of marketing.