• If you are having problems logging in please use the Contact Us in the lower right hand corner of the forum page for assistance.

Ranchers.net

Use Of COOL Gaining Among Consumers


The Integer Group and M/A/R/C Research report, “The Checkout,” found that consumers are tuning in more to the country of origin labeling (COOL) on their foods. The year-long shopper experience study is based on a nationally-representative, monthly survey of 1,200 consumers and tracks consumer opinions and behaviors ranging from coupon use to location of store.

The current update found consumers are more frequently choosing American-made products over less expensive foreign-made goods. Consumer incentive to purchase American-made goods increased by 2%, and those shoppers whose main concern was price (lowest possible) dropped by 2%; both of these are statistically significant.

SupermarketGuru.com conducted a similar consumer poll in March 2009 with the specific goal of better understanding shopper's attitudes towards imported meat and COOL. The results revealed that consumers place great importance (77%) and preference (84%) for American-raised, bred and slaughtered meat. A majority (73%) also assume imported meat to be less safe than its American counterpart.

In addition, 81% of consumers report feeling confused when more than one country is listed on the label; consequently, 40% don't buy the meat, and 34% say they look for meat labeled "product of the U.S.A." to purchase instead.

Most importantly, 64% of consumers say they would switch stores in order to buy meat labeled "product of the U.S.A." if it wasn’t available at their current grocer or butcher's counter.

COOL lists the countries where the meat was born, raised and/or processed. Meat labeled "Product of the U.S.A." was born, raised and processed in the U.S. only.

Read the article at: www.supermarketguru.com/articleId/610.
-- Supermarketguru.com
Top