Marketing of locally produced sustainable animal fiber products

Project Overview

LS08-208
Project Type: Research and Education
Funds awarded in 2008: $140,000.00
Projected End Date: 12/31/2012
Region: Southern
State: Texas
Principal Investigator:
John Bernard
Email
University of Delaware
Co-Investigators:
Hikaru Hanawa Peterson
Email
Kansas State University
Gwendolyn Hustvedt
Email
Texas State University

Annual Reports

Information Products

SAFF Program Page (Other)
Marketing Local: Logos, Labels, and Location (Conference/Presentation Material)
Your Farm Has a Story (Conference/Presentation Material)
Sustainble Labeling Guide (Fact Sheet)
Georgia Label (Other)
Texas Label (Image)
General Marketing Guide (Fact Sheet)
Georgia Marketing Guide (Fact Sheet)
Texas Marketing Guide (Fact Sheet)
Virginia Marketing Guide (Fact Sheet)
Virginia Label (Image)

Commodities

  • Animals: goats, sheep

Practices

  • Farm Business Management: budgets/cost and returns, marketing management, agricultural finance, market study
  • Sustainable Communities: new business opportunities

    Abstract:

    A three year applied economics study in Texas, Virginia and Georgia determined that many consumers are willing to pay a 27-45% premium for locally produced, certified organic, environmentally friendly, or “all natural” animal fiber products. While organic labeling still captures the greatest premium for fiber products (45%), once consumers were provided with a definition for the alternative labels, the amount consumers were willing to pay increased premiums for products labeled as eco-friendly (39%), all natural (39%) and sustainable (27%) over products labeled as conventional. The results have been used to develop marketing plans for Southern animal fiber producers that will help them obtain maximum benefit from additional branding of products made from locally grown, sustainable animal fiber.

    Project objectives:

    1. Estimate the value consumers place on apparel products made from locally grown fibers and fibers grown using sustainable production methods. 2. Investigate the effects of labeling on premiums for Southern fiber products. 3. Identify and characterize the attitudes and motivations of market segments of consumers willing to pay premiums for products produced from sustainable, locally grown animal fiber. 4. Develop and communicate pricing, labeling, and marketing strategies to Southern animal fiber producers using sustainable production methods.

    Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.