Consumers willing to pay more for info on origin of pork
When purchasing pork, consumers are very interested in information about the individual farm where the pigs were kept and they are willing to pay more for this information. These were the findings of research by Wageningen Economic Research that was conducted in the NL, DE and UK. Consumers primarily want information on the way in which the pigs are kept.
The sourcing information can best be communicated on the product or at the place where it is purchased. Working with a QR code or an app scored low and few consumers actually made the effort to seek out the information on the website provided. However, consumers do appreciate that the option is offered (News Item WUR, 17 April 2018).
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