Grant Funding Study on Consumers Willingness to Pay for Animal Ag Practices

A grant from the Foundation for Food and Agriculture Research will fund a study on consumer understanding and willingness-to-pay for alternative production practices in animal agriculture.  The $50,000 grant was awarded to and matched by the Food Marketing Institute Foundation and the Animal Agriculture Alliance, making a total research investment of $100,000.  The Foundation for Food and Agriculture Research was created with bipartisan support in the 2014 Farm Bill.

The Foundation said farmers, ranchers and agricultural businesses are seeking to respond to consumer demand for cage-free egg production and slow-growth broiler chickens.  The Foundation also said there is a need by food retailers to better understand consumer knowledge, beliefs and willingness-to-pay for those attributes.  Gaining knowledge of consumers' preferences and beliefs will help to guide choices in research, production, and retail sales.

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