Tackling the future challenges of Organic Animal Husbandry - vTI

! Agriculture and Forestry Research, Special Issue No 362 (Braunschweig, 2012) ISSN 0376-0723
Download: www.vti.bund.de/en/startseite/vti-publications/landbauforschung-special-issues.html
Results
Consumers were asked to rate the taste of the meat samples they had eaten on a scale from 1 = “not
good at all” to 7 = very good. The results are shown in figure 1. Overall, tastiness was perceived
rather positively. More than 80 % of the consumers rated the taste of the goat kid meat samples with
6 or 7 (very good) and the average rating was 6.3.
Figure 1. Ratings for the taste of the goat kid meat samples
After the tasting consumers perception was measured with several statements about goat kid meat
(figure 2). Strong agreement was found for items stating that goat kid meat is healthy and low in fat.
81 % and 77 % of the participants agreed with these statements. A majority of consumers (68 %)
would also prepare goat kid meat for special guests. Regarding price, consumers were rather undecided
(32 %), however, 55 % disagreed that goat kid meat is inexpensive. Most consumers (74 %)
believed that it is not difficult to cook the meat. More than 90 % of the participants disagreed with
the statements that goat kid meat tastes of goats and is tough, which is not surprising considering
the ratings of the taste of the sampled meat.
49 % of the participants had never eaten goat kid meat before the sales promotion. These consumers
are potential new customers for goat kid meat. Participants who had eaten goat kid meat previous to
the sales promotion indicated where they had done so. More than 50 % of the participants had eaten
goat kid meat at home but restaurants in Germany and abroad played a considerable role, too.
Consumers’ ratings of the taste of the offered meat samples and their perception of goat kid meat
were positive. Therefore, it stands to reason that the self-reported buying intentions were also high.
72 % of the participants stated that it is (very) likely that they will buy goat kid meat in the future,
22 % said that it is (very) unlikely and the rest was undecided.
Considering the reported buying intentions, increased sales of goat kid meat should be expected.
Indeed, with regard to sales of organic goat kid meat in the six test stores the sales promotions had a
positive effect. On average 72 % more goat kid meat was sold in the test stores than in the reference
stores in the three weeks following the promotional activities.
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