Epsilon Archive for Student Projects

Abstract

Today a lot of consumer and media interest lie in food production. Food is something every
one of us has a relationship to hence foodstuff and their making is a topic of current interest.
Cattle’s rearing is one of many factors that have begun to play a bigger role when consumers
are selecting beef from the shops’ meat counters. This may well be a result of product
diversification and greater investments towards marketing. Many cattle rearers consider
several grounds for added values being linked to their products and consumers are becoming
more aware of these primary sector related added values. Grounds for added values can be
communicated in various ways and doubtless they are perceived on equally many ways given
that the feeling of an added value is highly personal.

This study was performed with an attempt to describe which added values the primary
manufacturers (farmers) communicate to the consumers, how the communication was done
and if the given information was adapted to better agree with the consumer knowledge level.
Six different cattle rearers were interviewed about their view on added values and how the
values may benefit them. The questionnaire also treated the farmers’ developments against a
shorter sale chain – in fact certain stages had been eliminated - and which advantage –if anythis
has given them. Private slaughter-house, small scale cutting plant, tenderization technique
for premium beef, packaging cutting details at the farm, and sale in farm shop are some
examples of what the manufacturers have developed.

Results of the interviews points to that the farmers are immensely pleased with having close
and direct contacts with the consumers that involves a great deal of communication
concerning the rearing. The chosen form of production and which added values it generates
and carries is communicated from the farmer point of view but with the consumer opinion in
mind. The manufacturers particularly point out the importance of always keeping an open
dialogue with customers in order to better meet their demands. They truly appreciate the
sympathy given for their work that also functions as a spur to continue producing desirable
products. The farmers try to provide uncomplicated, true information concerning animal
rearing and related circumstances (feeding, care, grazing, animal welfare, animal transports to
slaughter and tenderization technique). In addition, they do what they can to educate
costumers and members of public about more complex facts such as circulation of nutrients
and biodiversity. Gaining more control over the events in the beef production (from animal
rearing to cutting detail and sale) when using alternative production chains are considered to
give an increased profitability. It also strengthens the farmers’ driving forces for continuing
developing their line of production. This seems particularly important in times when already
large companies increase in size and develop more and more centralization. Other rewarding
cooperation is therefore sought on local and regional level, for example in economic
associations between farmers. Overall, the manufacturers have found a successful and
profitable concept, and first and foremost it is something that bears a genuine thought and
sustainable meaning for the farmers.