Using a screening survey to understand the appeal of poultry meat label attributes to support small-scale producers

Antibiotic use to sustain poultry health has been a controversial and mysterious subject for consum­ers. Consumers also wonder about terms on pack­aging such as antibiotic-free, free range, organic, non-GMO, and humanely raised. There is only lim­ited research-based information that explores how consumers perceive poultry meat attributes on vari­ous commercial packages. This paper discusses the results of a screening survey to explore consumer perceptions of specific characteristics on packages via convenience samples. We identified attributes based on a literature review and real-time market observations from grocery stores. Results showed diverse responses from 362 participants regarding the attributes and designs on fresh, raw chicken breast packages typically found in grocery stores. Preferences of different attributes were further analyzed using factor analysis and clustered into four similar groups of choices based on labeled meat attribute and label color and design. Factor analysis demonstrated a strong tendency to prefer packages due to “negative” or “positive” labeling attributes such as non-GMO that were not present, or attributes such as humanely raised that were labeled as present. The results can assist commu­nity organizations and service providers, such as small local food cooperatives, independent grocery stores with a local niche, and Cooperative Exten­sion educators and agents to support local produc­ers in engaging in creative marketing strategies to improve consumer awareness, food safety educa­tion, and recognition of differences across terms used on different types of labels.