Although Tennessee has Advanced Master Beef Producer (AMBP) and Beef Quality Assurance (BQA) certifications for cattle producers, currently there is no state-certified beef labeling program. A choice experiment was administered to Tennessee consumers to determine their willingness to pay for Tennessee Certified Beef (TCB) and other attributes such as labels indicating producer participation in AMBP and BQA. Random parameter logit model results indicate consumers most valued TCB steak and no-hormones-administered ground beef. Consumers also valued many labels when appearing alongside the TCB label. The impact of providing participants label definitions prior to the choice experiment was examined.

This study reviews the literature on consumer preferences and willingness to pay for pork produced through alternative methods, such as natural and organic production, It finds evidence suggesting that many consumers are willing to pay relatively high premiums for natural and organic pork. Furthermore, research is found which suggests that such premiums can be expected to persist into the foreseeable future. This study also investigates the degree to which such premiums are transmitted to pork producers and finds anecdotal evidence suggesting that natural and organic pork producers receive modest premiums as well as more stable pricing overall. This paper then discusses the marketing efforts needed and impediments to supplying the natural and organic markets for pork. The overall perspective provided by this paper is that natural and organic production may be viable alternatives to more capital-intensive production for many small-scale producers.