Agriculture Reference
In-Depth Information
rain on anyone's parade, but tuberculosis passes from cows to us if the farmers
don't keep things cleaned, so you have to trust the farmer with your health. I mean
tuberculosis will affect you.”
Overall, these participants indicated that how the cow was raised was the most
important milk attribute, which is different than other research. For instance, Pirog
( 2004 ) and Shelquist ( 2002 ) both found that freshness and taste were the most
important attributes of milk for consumers. Differences between this present study
and the others mentioned here are likely due to demographic differences, as both
studies did not exclude those people who do not regularly purchase milk, while this
present one did.
Pastured milk. Following the initial question about general milk attributes that are
important to them, participants were then asked to discuss their opinions in-depth
regarding pastured milk. In the first two focus groups, the term 'pasture-raised' or
'pasture-grazed' milk was used to describe cows feeding in pasture, but these terms
were confusing to many participants, sounding too similar to pasteurized milk. This
is contrary to findings of another study in the Midwest that reported the term 'pasture
raised' to be favored by focus group participants (Shelquist 2002 ). However, that
study was not specifically aimed at milk, but rather all meat, poultry, and diary
purchases. Because of the confusion that arose between the terms “pasteurized” and
“pasture raised”, the term 'pastured' milk was used exclusively in the last four focus
groups. This reduced confusion in subsequent focus groups and focused more time
on milk attribute discussion.
Overwhelmingly, specific opinions about pastured milk included concern for the
animal. Participants felt that there was a moral issue of how the animals are treated.
One participant indicated “it seems like if we are going to ask them to feed us,
we then have an obligation to steward them properly and ethically and morally.”
Another consumer felt that pasturing cows is “a more pure and natural way for the
cow and for the end product. It naturally has to follow that it would be better for us.”
This sentiment is consistent with a previous study on pasture-raised animal products
(Shelquist 2002 ).
While it may be more expensive, which was a concern for a few participants,
many felt that the increased price is worth it. Not only does pastured milk taste
better, but they felt it is better for human health as well as the environment, too. One
person stated, “to my mind, you are going to pay for it whether you pay for it up
front when you buy the milk or on the back end when you go to the doctor.” Others
agreed in that they felt the environmental degradation that is potentially caused by
some conventional producers of milk is not reflected in traditional milk pricing.
These findings are similar to Pirog ( 2004 ) who found that 60 % of conventional
milk buyers knew of potential human health benefits and more humane treatment of
cows in pastured dairy systems.
Organic milk. Participants were also asked to discuss their opinions of organic
milk. The same three themes (better for human health, better for the animal's
health, and better for the environment) were found when discussing organic milk
specifically. One participant stated, “The organic thing to me is important - it is in
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