Please use this identifier to cite or link to this item:
|Title:||Alberta Beef Consumer Confidence - Analysis of the Alberta Beef Market|
|Citation:||Eakins, Alex. (2015). Alberta Beef Consumer Confidence - Analysis of the Alberta Beef Market ( Unpublished master's thesis). University of Calgary, Calgary, AB.|
|Abstract:||This capstone project aims to examine consumer confidence in the Canadian beef industry, specifically within the Alberta Beef market. Beef demand continues to increase alongside safety recalls by the Canadian government, drawing attention to the quality of the process. This report identifies what the market issues are and what policy suggestions can be made in order to improve confidence in the market. The research draws attention to two different areas- labeling for consumer transparency and implications of the cow/beef life cycle. Through in-depth interviews with industry leaders as well as current ranchers, it was found that government interaction is not always a necessary step in building consumer confidence and safety in the market. Two policy routes are recommended in improving confidence in the market; further automation and control at the beef processing stage and transparency marketing tactics in order to expose consumers to the decision making process.|
|Appears in Collections:||Master of Public Policy Capstone Projects|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.