Source: MICHIGAN STATE UNIV submitted to
ENHANCING THE COMPETITIVENESS AND VALUE OF U.S. BEEF
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
HATCH
Reporting Frequency
Annual
Accession No.
0213096
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
W-2177
Project Start Date
Oct 1, 2007
Project End Date
Sep 30, 2012
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Recipient Organization
MICHIGAN STATE UNIV
(N/A)
EAST LANSING,MI 48824
Performing Department
AGRICULTURAL, FOOD & RESOURCE ECONOMICS
Non Technical Summary
The U.S. beef industry is facing a number of complex challenges that can be addressed through a multi-disciplinary, integrated approach involving participants from animal science, meat science, and economics. The multi-disciplinary research team has decided to focus on five issues that appear to be the most important issues facing the U.S. beef industry today: palatability, processing, and marketing of beef; food-born illness; consumer preferences for beef; supply chain management strategies; traceability.
Animal Health Component
80%
Research Effort Categories
Basic
20%
Applied
80%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
60333203010100%
Knowledge Area
603 - Market Economics;

Subject Of Investigation
3320 - Meat, beef cattle;

Field Of Science
3010 - Economics;
Goals / Objectives
3. Determine factors influencing domestic and international consumer preferences for beef. 4. Assess supply chain management strategies to identify and overcome barriers that interfere with the transmission of consumer preferences to producers. 5. Evaluate the cost/benefit of tracability and assess its value in market-based programs.
Project Methods
Sales data will be evaluated to determine demand and premiums over traditional meat. Surveys will be developed to elicit information as to market characteristics, and consumer preferences for attributes.

Progress 10/01/07 to 09/30/12

Outputs
OUTPUTS: This project corresponds with several aspects of Tonsor's integrated applied research and active outreach program. Key outputs and dissemination activities over the life of this project include: multiple publications and outreach presentations. A series of online postings of research findings has been made on both Michigan State University and Kansas State University websites. PARTICIPANTS: Lee Schulz, Dustin Pendell, Gary Brester, Ted Schroeder, Kevin Dhuyvetter, James Mintert, Robert Shupp, Joost Pennings, Tom Marsh TARGET AUDIENCES: Target audiences included academic, industry, and policy personnel involved in shaping discussions on economic issues relevant to U.S. livestock producers. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
One point of evidence on the impact of this project is my being part of the award winning paper (which fits this project): USMEF Eric Choon Memorial Research Award for 2009: Schroeder et al. (2007) article in The B.E. Journal of Economic Analysis & Policy.

Publications

  • Schulz, L. and G.T. Tonsor. Cow-Calf Producer Perceptions Regarding Individual Animal Traceability. Journal of Agricultural and Applied Economics. Forthcoming. Pendell, D., G. Brester, T. Schroeder, K. Dhuyvetter, and G.T. Tonsor. Animal Identification and Tracing in the United States. American Journal of Agricultural Economics. Forthcoming. Tonsor, G.T., J. Mintert, and T.C. Schroeder. U.S. Meat Demand: Household Dynamics and Media Information Impacts. Journal of Agricultural and Resource Economics. Forthcoming. Tonsor, G.T. and T.C. Schroeder. Multivariate Forecasting of a Commodity Portfolio: Application to Cattle Feeding Margins and Risk. Applied Economics. Forthcoming. Schulz, L. and G.T. Tonsor. (2010). Cow-Calf Producer Preferences for Voluntary Traceability Systems. Journal of Agricultural Economics. 61:138-162. Tonsor, G.T. and R. Shupp. (2009). Valuations of Sustainably Produced Labels on Beef, Tomato, and Apple Products. Agricultural and Resource Economics Review. 38:371-383. Tonsor, G.T., T.C. Schroeder, and J.M.E. Pennings. (2009). Factors Impacting Food Safety Risk Perceptions. Journal of Agricultural Economics. 60:625-644. Tonsor, G.T., T.C. Schroeder, J.M.E. Pennings, and J. Mintert. (2009).Consumer Valuations of Beef Steak Food Safety Enhancements in Canada, Japan, Mexico, and the United States. Canadian Journal of Agricultural Economics. 57:395-416. Schroeder, T.C., G.T. Tonsor, J.M.E. Pennings, and J. Mintert (2007). Consumer Food Safety Risk Perceptions and Attitudes: Impacts on Beef Consumption across Countries. The B.E. Journal of Economic Analysis & Policy. Vol. 7: Iss. 1(Contributions): Article 65. Tonsor, G.T. and T.L. Marsh. (2007). Comparing Heterogeneous Consumption in US and Japanese Meat and Fish Demand. Agricultural Economics. 37:81-91.


Progress 01/01/09 to 12/31/09

Outputs
OUTPUTS: My work on the economic impacts of animal welfare legislation and consumer demands contributes to multiple mission functions of the university as sound research and evaluation underlie the message I have delivered through multiple outreach endeavors. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The outcomes of my work range from examples with immediate impact to examples where the impact will not be known for some time. Examples of changes in knowledge from my MAES project are the development of new applied knowledge in the realm of 1) consumer knowledge, perceptions, and preferences related to animal welfare; and 2) producer preferences and costs of adjustment to changing animal welfare practices. Each of these "examples of knowledge change" have further resulted in changes in actions as I have disseminated this information to stakeholders through use of my own website, outreach presentations, and extension publications. Finally, I note changes in conditions that results from this work include a continued enhancement in the perceived quality and food safety of our nation's food supply.

Publications

  • NAIS Benefit-Cost Research Team. Benefit-Cost Analysis of the National Animal Identification System. 2009.
  • G. T. Tonsor, J. Mintert, and T. Schroeder. U.S. Beef Demand Drivers and Enhancement Opportunities. Kansas State University, MF-2893. 2009.
  • Mintert, J., G. Tonsor, and T. Schroeder. U.S. Beef Demand Drivers and Enhancement Opportunities: A Research Summary. Kansas State University, MF-2876. 2009.
  • Tonsor, G.T., T.C. Schroeder, and J.M.E. Pennings. 2009. Factors Impacting Food Safety Risk Perceptions. Journal of Agricultural Economics. 60:625-644.
  • Tonsor, G.T., T.C. Schroeder, J.M.E. Pennings, and J. Mintert. 2009. Consumer Valuations of Beef Steak Food Safety Enhancements in Canada, Japan, Mexico, and the United States. Canadian Journal of Agricultural Economics. 57:395-416.


Progress 01/01/08 to 12/31/08

Outputs
OUTPUTS: I continue my efforts, particularly with the MSUE AoE Pork and Beef teams, to enhance evaluation efforts following each extension meeting. In particular, I utilize "clicker-technology" in which each attendee can "vote" to multiple choice questions I pose in my PowerPoint presentations. This technology is used to evaluate entire meetings, enhance participation during my particular presentation, and solicit additional information regarding diversity and representativeness of attendees. My work on the economic impacts of animal welfare legislation and consumer demands contributes to multiple mission functions of the university as sound research and evaluation underlie the message I have delivered through multiple outreach endeavors. During 2008 I gave at total of 17 extension/outreach presentations with a total audience of approximately 743 producers and interested stakeholders.  I currently serve as the President for the Australian Agricultural Resource Economics Society (AARES) North American Branch (2009-2010).   PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The outcomes of my work range from examples with immediate impact to examples where the impact will not be known for some time. Examples of changes in knowledge from my MAES project are the development of new applied knowledge in the realm of 1) consumer knowledge, perceptions, and preferences related to animal welfare; and 2) producer preferences and costs of adjustment to changing animal welfare practices. Each of these "examples of knowledge change" have further resulted in changes in actions as I have disseminated this information to stakeholders through use of my own website, outreach presentations, and extension publications. Finally, I note changes in conditions that results from this work include a continued enhancement in the perceived quality and food safety of our nation's food supply.

Publications

  • Tonsor, G.T.. Hedging in Presence of Market Access Risk. Paper presented at 2008 NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management. St. Louis, MO.
  • Schulz, L. and G.T. Tonsor ID Feedback. BEEF Magazine. August 1, 2008. Available at: http://beefmagazine.com/sectors/cow-calf/0801-survey-id-feedback/.
  • Tonsor, G.T. Michigan Producer Perceptions of Gestation Stall Pressures. Michigan State University Pork Quarterly. 13:2(2008):1-3.
  • Tonsor, G.T. Michigan Consumer Gestation Stall Perceptions and Preferences. Michigan State University Pork Quarterly. 13:2(2008):4-5.
  • Tonsor, G.T. Hog Enterprise Price Analysis Excel Tool. Michigan State University Pork Quarterly. 13:2(2008):12. Excel spreadsheet and instructions available at: https://www.msu.edu/user/gtonsor/DecisionTools.html
  • Tonsor, G. Age and Source Verification. Michigan State University Cattle Call. 13:3(2008):4-5.
  • Tonsor, G.T. and K.C. Dhuyvetter. Sow Management: How Many Litters/Sows Should I be Targeting. Michigan State University Pork Quarterly. 13:1(2008):1-3.
  • Tonsor, G., S. Rust., and R. Black. Optimal Use of Distillers Grains in Feedlot Rations: An Economic Perspective. Michigan State University Cattle Call. 13:2(2008):1-2.
  • Tonsor, G.T., N. Olynk, and C. Wolf. Consumer Preferences for Animal Welfare Attributes: The Case of Gestation Crates. Paper presented at 2008 American Agricultural Economics Association Annual Meeting, Orlando, FL.
  • Tonsor, G.T., T. Schroeder, and J. Pennings. Factors Impacting Food Safety Risk Attitudes and Perceptions. Paper presented at 2008 American Agricultural Economics Association Annual Meeting, Orlando, FL; FAMPS Session.
  • Tonsor, G.T. Government Benefits & Costs of NAIS. Paper presented at 2008 Western Agricultural Economics Association Annual Meeting, Big Sky, MT.