Consumer response******** toward a proposed COOL program applied to all meat products, and
specifically to ribeye steak, chicken breast, and pork chops was analyzed. Note that in this
particular application, the COOL labeling program proposed to consumers certifies meat
products as being born and raised in the United States ("Certified U.S."). Results indicate************************
consumers are willing to pay an average of $389.47 per household annually in order to obtain a
COOL program for all types of meat products. Consumers are willing to pay premiums of**********************
26.5%, 30.6%, and 42% of the original market price for steak, pork chops and chicken breast,
respectively, to obtain "Certified U.S."-labeled meat. Our results also indicate that consumer
preferences for country-of-origin labeled chicken products, which are not currently included in
the mandatory COOL program, differ***** from consumer preferences for "Certified U.S."-labeled
beef and pork.
FISH runs everyday with COOL and its still there.
