Better Pork - October 2016

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18 Better Pork October 2016
reckon that there’s a future for the
Stjernekød type of easy-to-under-
stand and graduated labelling.
Where there’s a muddled ap-
proach to welfare claims on labels,
on the other hand, good resolutions
on buying (more expensive) food are
rarely practiced for long, says Ynte
van Dam from the Marketing and
Consumer Behaviour Group within
Wageningen University.
For instance, one recent consumer
report, “The Dutch and Sustainable
Food,” found that three-quarters of
consumers wanted government to
promote sustainability or welfare la-
bels for food. Then the report, issued
by the PBL Netherlands Environ-
mental Assessment Agency, checked
on how many Dutch shoppers actu-
ally bought such products: a disap-
pointing 10 per cent.
To be fair, a mind-boggling and
ultimately puzzling proliferation of
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PORKLABELLING
Willingness to pay more for
farm animal welfare products
Questions
Danish
consumers
%
Overall EU
consumer
response
%
Willing to pay
up to 5% more
34 35
6 to 10% more 31 16
11 to 20%
more
10 5
More than
20% more
7 3
Not ready to
pay anything
extra
15 35
Source: European Commission survey Special
Eurobarometer 442, November – December 2015
“Attitudes of Europeans towards animal welfare.”
In a European Commission survey on
attitudes of Europeans towards animal
welfare (December 2015), 31 per cent of
the Danish respondents reported they’d
pay up to 10 per cent more for welfare-
based pork.
Danish Crown