Abstract
Scotland’s pork sector is under financial pressure. One way to address this could be to increase the value added to Scottish pork. However, that is only viable if there is a retail market for value-added Scottish pork products.
This study investigated whether UK consumers are willing to pay a price premium for value-added pork products. It found there is a willingness to pay a premium for Specially Selected Pork. Scottish consumers are more aware of this label and were willing to pay a higher premium for it. UK consumers are also willing to pay a premium for other labels. The results suggest that the combined use of the Specially Selected Pork and at least one other label could significantly increase the desirability of Scottish pork in the UK.
This study investigated whether UK consumers are willing to pay a price premium for value-added pork products. It found there is a willingness to pay a premium for Specially Selected Pork. Scottish consumers are more aware of this label and were willing to pay a higher premium for it. UK consumers are also willing to pay a premium for other labels. The results suggest that the combined use of the Specially Selected Pork and at least one other label could significantly increase the desirability of Scottish pork in the UK.
| Original language | English |
|---|---|
| Type | web report |
| Media of output | internet |
| Publisher | Scottish Environment, Food and Agriculture Research Institutes (SEFARI) |
| Publication status | Published - 27 Feb 2024 |