Consumer Preferences regarding Country of Origin Labelling of Meat

Tender description

FA0156 Consumer Preferences regarding Country of Origin Labelling of Meat The Authority wishes to commission a research project to gather evidence on consumer preferences regarding country of origin labelling of meat products in the UK. This work would involve both understanding consumers’ Willingness to Pay (WTP) for meat products with a country of origin label and what attributes (eg perception of quality, taste and freshness) of these labels determines consumers WTP. This research aims to bridge this evidence gap. The information will inform country of origin workstreams including: impact assessment on the UK impact of EU law on country of origin labelling of fresh, chilled and frozen meat from swine, sheep, goats and poultry due for implementation in April 2015; meat used as an ingredient and also local sourcing.