Alberta Beef Consumer Confidence - Analysis of the Alberta Beef Market

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.