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Consumers value product information
Content Manager
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Consumers value product information

Consumers value information about the company where the pigs are kept when buying pork, and are willing to pay extra for information about this. This is shown by research by Wageningen Economic Research among consumers in the Netherlands, Germany and the United Kingdom.

More than half of Dutch consumers choose products with origin information and an additional price. This has been investigated for minced meat, rib chop and pork tenderloin. This may cost around 13 cents per kilo, which is roughly equivalent to the costs of guaranteeing the origin to individual companies. Consumers especially find information about well-being and health important. Information about origin and environment score lower. Consumers are less interested in transport or slaughter.

At place of purchase
The origin information can best be communicated on the product or at the place of purchase. Working with a QR code or an app scores low. Few consumers take the trouble to search for information via the website mentioned above, but appreciate the possibility. For the consumer, the store image and a logo on the packaging increase the willingness to pay extra.

Working on image
The pork chain wants to work towards a positive image and trust with the consumer by working responsibly and carefully, by guaranteeing the working method and informing consumers pro-actively. This is in line with a large part of the consumers who think it should simply be well organized. The parties to the chain find direct contacts between consumers and the pig farmers on open days and, in view, the best way to transfer information about the ups and downs on pig farms and in the chain. The disadvantage is that the number of consumers that are reached is limited.

Chain parties also recognize the potential disadvantages of greater transparency, for example that individual entrepreneurs can become the target of action groups.

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