Wendy Umberger | University of Adelaide (original) (raw)
Papers by Wendy Umberger
Journal of food distribution research, 2003
In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction t... more In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled “"U.S.A. Guaranteed: Born and Raised in the U.S.”" Food-safety concerns, preferences for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality were reasons consumers preferred COOL.
Journal of animal …, 2005
To determine US consumer acceptance and value of beef from various countries, 24 taste panels of ... more To determine US consumer acceptance and value of beef from various countries, 24 taste panels of consumers (n = 273 consumers) were conducted in Denver and Chicago. Two pairs of strip steaks were evaluated for flavor, juiciness, tenderness, and overall acceptability on eight-point hedonic scales. One pair consisted of an Australian grass-fed strip steak and a domestic strip steak, whereas the other pair included Canadian and domestic strip steaks. The pairs were matched to similar Warner-Bratzler shear values and marbling scores to decrease variation associated with tenderness and juiciness. A variation of the Vickery auction was used to obtain silent, sealed bids on steaks (0.45 kg) from the same strip loins sampled in the taste panel. Consumers gave higher (P < 0.001) scores for flavor, juiciness, tenderness, and overall acceptability for domestic steaks compared with Australian grass
This paper reports the main findings obtained from a U.S. consumer choice experiment regarding pe... more This paper reports the main findings obtained from a U.S. consumer choice experiment regarding perceptions of food safety and meat attributes, and to the extent to which these attitudes translate into willingness-to-pay (WTP) for labeled ribeye steaks. The results indicate that USDA food safety inspection labels, labels indicating that the steak is tender, or the ability to trace back the animal to the farm are more important to consumers than country of origin labeling.
Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A con... more Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of 184perhouseholdannuallyforamandatorycountry−of−originlabelingprogram.Respondentswerealsowillingtopayanaverageof184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of 184perhouseholdannuallyforamandatorycountry−of−originlabelingprogram.Respondentswerealsowillingtopayanaverageof1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to an increase of 38% and 58%, respectively, over the initial given price.
Net returns to feeding were calculated for preconditioning. The added value to cattle feeders, wi... more Net returns to feeding were calculated for preconditioning. The added value to cattle feeders, without accounting for death loss, from purchasing preconditioned calves over calves of unknown origin is 46.83/headand46.83/head and 46.83/headand49.54/head for the CPH and GT calves, respectively. As a result, a feedlot operator could pay 8.50/cwtand8.50/cwt and 8.50/cwtand9.00/cwt more per 550 pound CPH and GT feeder calves, respectively, and still maintain the same level of profit.
In a study of beef quality, consumers tasted steak samples and participated in an experimental au... more In a study of beef quality, consumers tasted steak samples and participated in an experimental auction to determine their willingness to pay. Steaks differed in marbling, tenderness, country of origin, and aging method. Marbling and tenderness had statistically significant impacts on consumers' palatability ratings for steaks. Tenderness significantly impacted consumers'willingness-to-pay values. There appear to be threshold levels of marbling and tenderness, below which consumers discount steaks. Steaks from Australia were rated lower for overall acceptability, and bids were lower than for the U.S. steak samples. Dry-aging methods negatively impacted taste panel ratings and bids.
In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction t... more In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness-to-pay for country-of-origin labeling (COOL) of beef.
Agribusiness, 2002
Experimental auction procedures were used to measure Chicago and San Francisco consumers' willing... more Experimental auction procedures were used to measure Chicago and San Francisco consumers' willingness-to-pay for beef flavor from domestic, corn-fed beef versus Argentine, grass-fed beef. Based on taste panel rankings and bid differentials between paired steak samples, consumers were grouped into one of three beef-preference categories: corn-fed beef preferring, grass-fed beef preferring, and indifferent. A multinomial logit model and regression analysis were used to identify consumers who prefer a particular flavor of beef. On average, consumers were willing to pay a 30.6% premium for corn-fed beef. Sixty-two percent of the participants were willing to pay an average premium of 1.61moreperpoundforthecorn−fedbeef,231.61 more per pound for the corn-fed beef, 23% of the consumers were willing to pay a premium of 1.61moreperpoundforthecorn−fedbeef,231.36 more per pound for the grass-fed beef, only 15% of the consumers were indifferent. The results have important implications for country-of-origin labeling of beef products, as well as niche marketing of corn-fed and grass-fed beef. [EconLit citations: L110, L660, Q130]. © 2002 Wiley Periodicals, Inc.
Food Policy, 2007
Several food safety issues have prompted questions regarding the role of country-of-origin labeli... more Several food safety issues have prompted questions regarding the role of country-of-origin labeling, traceability, and food safety inspections in consumers' perceptions of food safety and quality. The importance of origin-labeling and traceability have been discussed in the EU for some time. North American cases of mad cow disease have led to increased discussions of these topics in the US, however, relatively little research has been conducted to examine the value US consumers place on these attributes. Choice experiments were used to analyze US consumers' relative preferences and willingness-to-pay for these meat attributes in labeled ribeye beef steaks. Relatively speaking, consumers value certification of USDA food safety inspection more than any of the other choice set attributes, including country-of-origin labeling, traceability and tenderness. As a result, indication of origin may only become a signal of enhanced quality if the source-of-origin is associated with higher food safety or quality.
Journal of food distribution research, 2003
In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction t... more In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled “"U.S.A. Guaranteed: Born and Raised in the U.S.”" Food-safety concerns, preferences for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality were reasons consumers preferred COOL.
Journal of animal …, 2005
To determine US consumer acceptance and value of beef from various countries, 24 taste panels of ... more To determine US consumer acceptance and value of beef from various countries, 24 taste panels of consumers (n = 273 consumers) were conducted in Denver and Chicago. Two pairs of strip steaks were evaluated for flavor, juiciness, tenderness, and overall acceptability on eight-point hedonic scales. One pair consisted of an Australian grass-fed strip steak and a domestic strip steak, whereas the other pair included Canadian and domestic strip steaks. The pairs were matched to similar Warner-Bratzler shear values and marbling scores to decrease variation associated with tenderness and juiciness. A variation of the Vickery auction was used to obtain silent, sealed bids on steaks (0.45 kg) from the same strip loins sampled in the taste panel. Consumers gave higher (P < 0.001) scores for flavor, juiciness, tenderness, and overall acceptability for domestic steaks compared with Australian grass
This paper reports the main findings obtained from a U.S. consumer choice experiment regarding pe... more This paper reports the main findings obtained from a U.S. consumer choice experiment regarding perceptions of food safety and meat attributes, and to the extent to which these attitudes translate into willingness-to-pay (WTP) for labeled ribeye steaks. The results indicate that USDA food safety inspection labels, labels indicating that the steak is tender, or the ability to trace back the animal to the farm are more important to consumers than country of origin labeling.
Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A con... more Consumer willingness to pay for a mandatory country-of-origin labeling program is assessed. A consumer survey was conducted during 2002 in several grocery stores in Boulder, Denver, and Fort Collins, Colorado. Econometric results indicate that surveyed consumers are willing to pay an average of 184perhouseholdannuallyforamandatorycountry−of−originlabelingprogram.Respondentswerealsowillingtopayanaverageof184 per household annually for a mandatory country-of-origin labeling program. Respondents were also willing to pay an average of 184perhouseholdannuallyforamandatorycountry−of−originlabelingprogram.Respondentswerealsowillingtopayanaverageof1.53 and $0.70 per pound more for steak and hamburger labeled as "U.S. Certified Steak" and "U.S. Certified Hamburger," which is equivalent to an increase of 38% and 58%, respectively, over the initial given price.
Net returns to feeding were calculated for preconditioning. The added value to cattle feeders, wi... more Net returns to feeding were calculated for preconditioning. The added value to cattle feeders, without accounting for death loss, from purchasing preconditioned calves over calves of unknown origin is 46.83/headand46.83/head and 46.83/headand49.54/head for the CPH and GT calves, respectively. As a result, a feedlot operator could pay 8.50/cwtand8.50/cwt and 8.50/cwtand9.00/cwt more per 550 pound CPH and GT feeder calves, respectively, and still maintain the same level of profit.
In a study of beef quality, consumers tasted steak samples and participated in an experimental au... more In a study of beef quality, consumers tasted steak samples and participated in an experimental auction to determine their willingness to pay. Steaks differed in marbling, tenderness, country of origin, and aging method. Marbling and tenderness had statistically significant impacts on consumers' palatability ratings for steaks. Tenderness significantly impacted consumers'willingness-to-pay values. There appear to be threshold levels of marbling and tenderness, below which consumers discount steaks. Steaks from Australia were rated lower for overall acceptability, and bids were lower than for the U.S. steak samples. Dry-aging methods negatively impacted taste panel ratings and bids.
In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction t... more In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness-to-pay for country-of-origin labeling (COOL) of beef.
Agribusiness, 2002
Experimental auction procedures were used to measure Chicago and San Francisco consumers' willing... more Experimental auction procedures were used to measure Chicago and San Francisco consumers' willingness-to-pay for beef flavor from domestic, corn-fed beef versus Argentine, grass-fed beef. Based on taste panel rankings and bid differentials between paired steak samples, consumers were grouped into one of three beef-preference categories: corn-fed beef preferring, grass-fed beef preferring, and indifferent. A multinomial logit model and regression analysis were used to identify consumers who prefer a particular flavor of beef. On average, consumers were willing to pay a 30.6% premium for corn-fed beef. Sixty-two percent of the participants were willing to pay an average premium of 1.61moreperpoundforthecorn−fedbeef,231.61 more per pound for the corn-fed beef, 23% of the consumers were willing to pay a premium of 1.61moreperpoundforthecorn−fedbeef,231.36 more per pound for the grass-fed beef, only 15% of the consumers were indifferent. The results have important implications for country-of-origin labeling of beef products, as well as niche marketing of corn-fed and grass-fed beef. [EconLit citations: L110, L660, Q130]. © 2002 Wiley Periodicals, Inc.
Food Policy, 2007
Several food safety issues have prompted questions regarding the role of country-of-origin labeli... more Several food safety issues have prompted questions regarding the role of country-of-origin labeling, traceability, and food safety inspections in consumers' perceptions of food safety and quality. The importance of origin-labeling and traceability have been discussed in the EU for some time. North American cases of mad cow disease have led to increased discussions of these topics in the US, however, relatively little research has been conducted to examine the value US consumers place on these attributes. Choice experiments were used to analyze US consumers' relative preferences and willingness-to-pay for these meat attributes in labeled ribeye beef steaks. Relatively speaking, consumers value certification of USDA food safety inspection more than any of the other choice set attributes, including country-of-origin labeling, traceability and tenderness. As a result, indication of origin may only become a signal of enhanced quality if the source-of-origin is associated with higher food safety or quality.