Agriculture Reference
In-Depth Information
There were two other themes that developed during discussion of these potential
marketing labels. First, several people said they wanted to see a story on the label,
such as how the milk was produced or a history or philosophy about the farm. One
person said, “All of these images are so generic. If a farm wanted to put out their
product, I mean, I would want to know something about their farm.” Others agreed,
saying that the product should have a picture of their farm on it that says 'this is
where the milk comes from'. A second theme developed in five of the six focus
groups, whereby the participants preferred glass-bottled milk. They felt that the
glass bottle alone with the product in it is enough marketing in and of itself; no
labeling is required, because milk is such a simple product and the extra advertising
is unnecessary. They also felt that glass bottled milk gives the impression of an
old-fashioned farmer and has a wholesome connotation. One participant said, “It's
that image of 1950s milk delivered right to your door.” Other participants also
cited that glass was better because of human health concerns with leaching in the
traditional plastic milk containers and that the taste of the milk is maintained in a
glass container. These findings suggest that future research should evaluate more
than the milk label, but rather the entire package.
7.4
Conclusions
These food co-operative and natural food store consumers who participated in these
six focus groups all expressed an interest in pastured milk. This was based on beliefs
that non-conventional methods for raising milking cows are better for human health,
better for the animal's health, and better for the environment. While price of the
product was a concern for most participants in this study, it was rarely the very first
attribute mentioned as being important in their choosing of a milk product. Many
participants felt that locally produced milk was also very desirable because they
could see how the farmer produced the product. Opinions on potential milk labels
for these alternative milk products varied, but most preferred an image that was both
artistic and realistic and portrayed a cow actively feeding at pasture. Because there
was also discussion about not just the milk label, but also the entire milk container,
future research should evaluate the entire milk package.
Results led researchers to conclude that several items should be included in
subsequent research to expand the market for pastured milk. The package needs
to be examined as it has much to do with shelf life, product quality preservation,
as well as the attitudinal and perceptual impact on consumers. The product label
likely needs to include some information on the differences and benefits of pastured
milk over organic milk. Consumers who participated in this study were typically
unaware and surprised by the fact that organic did not automatically equal pastured.
Interest about the farm and/or farmer was also important and should be included in
subsequent package/label evaluations. This study provided important insight into the
themes and concerns of milk drinkers as researchers seek effective communication
points to help improve profitable sales of pastured milk.
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