Marketing natural pork: An empirical analysis of consumers in the mountain region

The demand for organic meats, including beef and chicken, has grown dramatically in recent years. Yet, there are few branded pork products. This research examines the potential market for natural pork in the Intermountain West, with emphasis on targeting the market segment most likely to purchase this product at a significant premium. High‐income, frequent pork consumers, and those that have purchased natural beef are most likely to purchase natural pork products. With respect to production‐related attributes, those concerned about feed additives, and to a lesser degree, the effects of pork production on the environment, are likely target markets. [Econ‐Lit subject codes: M310, Q130]