A survey of Kansas beef producers and consumers who participate in business-to-consumer marketing of beef

Travis G O'Quinn; Katie R Lybarger; Gregory A Ibendahl; Yue Teng Vaughan; Junehee Kwon

doi:10.1093/tas/txad125

A survey of Kansas beef producers and consumers who participate in business-to-consumer marketing of beef

Transl Anim Sci. 2023 Nov 4;7(1):txad125. doi: 10.1093/tas/txad125. eCollection 2023.

Authors

Travis G O'Quinn¹, Katie R Lybarger¹, Gregory A Ibendahl², Yue Teng Vaughan³, Junehee Kwon⁴

Affiliations

¹ Department of Animal Sciences and Industry, Kansas State University, Manhattan, KS 66506, USA.
² Department of Agricultural Economics, Kansas State University, Manhattan, KS 66506, USA.
³ Department of Hospitality Management, Kansas State University, Manhattan, KS 66506, USA.
⁴ Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, TN 37996, USA.

Abstract

Following the coronavirus disease 2019 (COVID-19) pandemic, producer and consumer interest in business-to-consumer (B2C) beef sales increased. The objective of the current study was to assess current B2C beef producer and consumer attitudes and understandings of the B2C beef marketing process in order to identify knowledge gaps and strategies to improve producer/consumer interactions. Both producers and customers of local beef were recruited using a large online platform (https://shopkansasfarms.com), and descriptive statistics were used to summarize the data. In total, 41 B2C beef producers and 174 consumers who had either previously participated in B2C marketing or intended to participate were surveyed. Most producers (69.8%) only produced beef and produced only a small number (1 to 20 head) of animals per year. Many (43.9%) reported selling 100% of beef directly to consumers, while 29.3% reported selling less than 20% through this channel. Almost all (97.3%) of the producers indicated that increased sales directly to consumers would be desirable, with most (87.1%) considering this marketing channel as the most profitable. Marketing beef in smaller portions, including portioned cuts, was popular, reported by more than 62% of producers, while whole carcass sales were lower. Word-of-mouth (91.3%) and social media (65.8%) were the most popular forms of advertisement used by producers and more than one-third of producers (38.9%) reported having trouble with customers regarding a sale. Over 60% of consumers indicated they had purchased B2C beef less than 5 times, with more than 73% indicating that more than 75% of their beef purchased was local. Low take-home weights, portion sizes, and quality were among consumers' most cited troubles. Lack of freezer space (25%), price (24.9%), and quantity of product (41.7%) were reported as the largest barriers to consumer participation in B2C marketing. Both consumers and producers indicated that consumer testimonials would be the most beneficial in improving producer/consumer interactions, with educational materials from government sources viewed as the least beneficial. These results provide a baseline for B2C beef marketing and provide insight into impactful strategies to use to assist in this process.

Keywords: beef; business-to-consumer; consumers; local; marketing; producers.