Consumers Slow To Embrace Natural, Organic BeefConsumers Slow To Embrace Natural, Organic Beef
Demand is still increasing for beef grown without hormones and antibiotics, but producers say they still struggle to convince consumers the premium it costs to raise that meat is worth it.
September 6, 2011
While new entrants continue to enter the natural and organic beef markets, finding those customers isn't as easy as setting up a table at the farmer's market, Cristoph Weder says.
"Our market penetration in Alberta has been very limited," he says of Heritage Angus, a group of about 18 ranchers who for seven years have been raising hormone and antibiotic free beef, which are range fed. Weder, located in northern Alberta, has about 500 animals on his ranch.
Heritage Beef, which processes up to 250 animals/week, ships much of its product to Europe, a market that opened further last fall when the European Union agreed to accept up to 20,000 tons of Canadian hormone-free beef/year duty free, expected to be worth $10 million/year.
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