Consumer perceptions and behaviours regarding traditional pork products from agroforestry pigs in Veneto region (north-east Italy)

Titre

Consumer perceptions and behaviours regarding traditional pork products from agroforestry pigs in Veneto region (north-east Italy)

12thEuropean IFSA Symposium, Harper Adams University (UK)

Créateur

V. Bondesan

A. Sartori

F. Ricardi

P.J. Burgess

Sujet

Agroforestry

Consumer

Pigs

Salami

uri

https://agforward.eu/documents/IFSA2016_Workshop_3_3_Bondesan_et_al.pdf

Résumé

Outdoor free-range pig production is rare in the Veneto region of Italy and where it
exists it is mainly linked to organic farming. Farmers who use agroforestry systems for pig
production often process a large proportion of meat on-farm and they expect to receive a
premium price from consumers for products such as traditional fermented salami. In order to
understand consumer perceptions and behaviours towards agroforestry pigs, an investigation
was undertaken which involved 387 consumers associated with nine local fair-trade groups
that usually purchase products directly from farms. Although this sample does not represent
all consumers, it provides information about consumers choosing “environment-friendly
agriculture” such as organic or agroforestry systems. Questionnaires composed of 12 specific
multiple choice questions plus questions, for example, regarding age, activity, education, and
income were completed by consumers who had just seen a brief presentation on the main
benefits of agroforestry systems for environment, pig welfare and product quality.
Preliminary results indicated that the majority of respondents (74%) knew little about
the positive effects of agroforestry. Nevertheless they were interested in the capacity of trees
to reduce nutrient leaching in the soil and water (67%), increase carbon storage (43%) and
improve pig welfare (37%). Agroforestry applied in an organic farming context appeared to be
more valuable than agroforestry applied with conventional agriculture. People who had
already eaten farmhouse fresh pork and processed salami from outdoor free-range organic
system thought that the quality is better than similar factory-produced products available in
conventional retail shops and supermarkets. A majority of them (68%) believed that higher
quality traits depend mainly on breed, feeding and processing techniques, whilst 23% thought
that quality was linked to the presence of trees, improved welfare, and a “natural”
environment.
Three main consumer groups were identified in terms of the responses to premium
prices. A majority (54%) was unwilling to pay a higher price, a second group (34%) was
willing to pay an additional 10-15%, and only 12% were willing to pay a premium of 20-25%.
Answers about the premium price are not surprising considering the high price of farmhouse
organic salami which costs about 30-50% more than similar organic products in a specialised
retail shop. However, a small premium price (10-15%) could be achieved by farmers who
promote organic agroforestry systems for fattening pigs if combined with an appropriate
information campaign for targeted consumers.

Langue

en