Increasing Demand for Pasture-Based Dairy: What Attributes and Images Do Consumers Want? - Re-Thinking Organic Food and Farming in a Changing World - page 129

Table 7.4 Wording found in
participant-generated labels
across six focus groups
(n

Number of times wording
appeared (% of n) Wording

Organic 32 (62 %)

D 52)

No hormones 24 (46 %)

Local 15 (29 %)

Grass fed 11 (21 %)

Fresh product 10 (19 %)

Free range 7(13%)

No antibiotics 7(13%)

Happy 6(12%)

Healthy 6(12%)

Expiration date 5(10%)

Natural 4(8%)

Pasteurization 4(8%)

Family owned 3(6%)

No pesticides 3(6%)

Non-GMO 3(6%)

Pure, clean 3(6%)

Grass 2(4%)

Homogenized 2(4%)

Sunshine 2(4%)

Animal welfare 1(2%)

Fresh air 1(2%)

Humane certified 1(2%)

Lactose free 1(2%)

No commercial feed 1(2%)

No factory farm 1(2%)

Price 1(2%)

Raw milk 1(2%)

Taste 1(2%)

Wholesome 1(2%)

7.3.3 Oral Questions

Most important attributes of milk. Prior to any mention of pasture-raised or organic
milk by researchers, participants were asked what the most important attributes
they were looking for when buying milk. Participants' responses followed several
themes, but overwhelmingly most sought organic products. Some specifically
wanted the product to be certified (USDA or another certifying agency), while other
participants said milk didn't need to be certified but they wanted it to be pure (free
of additives).
The majority felt that these attributes resulted in a healthier and tastier product
to consume compared to conventional milk. This viewpoint seems to reflect a
growing body of research that organic milk, as well as pastured milk, often have