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Abstract

Two surveys have been conducted in Tennessee to evaluate consumer willingness to pay for beef with a Tennessee label (Dobbs et al. 2016; Merritt et al. 2018). However, no known Tennessee survey has contacted restaurants to estimate their demand for locally (Tennessee) produced foods. Thus, the goal of this publication is to convey the results of a restaurant survey that elicited restaurant willingness to pay (WTP) for steak and ground beef labeled hypothetically as Tennessee Certified Beef (TCB). The purpose of this publication is to provide information to cattle producers in Tennessee who may have an interest in marketing Tennessee-produced beef to restaurants. These results can also help assist these producers in targeting restaurants that have a higher likelihood and higher WTP for Tennessee-produced beef. This publication was adapted from McKay et al. (2019).

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