Uncommon Alternative: Consumers’ Willingness to Pay for Niche Pork Tenderloin in New England

Opportunities for retail niche meat are emerging as consumer awareness of and demand for regional food are on the rise. This study investigated consumer valuation of meat raised in New England, focusing on pork tenderloin. Specialty market retail customers were surveyed to estimate their willingness to pay (WTP), prioritize production characteristics, and evaluate meat ecolabeling understanding. Significant predictors of WTP centered on pork purchase and preference, organic production, and eco-label recognition. Participants were concerned with added hormones, subtherapeutic antibiotics, and living conditions. Participants recognized federal eco-labels but did not understand production differences among federal and private labeling programs.