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New EU regulations require more stringent country-of-origin labeling, while imports of broiler meat from non-EU countries are increasing. In light of these trends, we have studied citizens' and producers' perceptions of broiler meat originating from Belgium versus Brazil and their perception of broiler production in Belgium versus Brazil. A particular focus was the association between country of origin and perceived level of animal welfare. We also investigated the perception of scaling-up and outdoor access in terms of perceived level of animal welfare. Cross-sectional survey data was collected among Flemish citizens (n = 541) and broiler producers (n = 114). In accordance with literature on general farm animal welfare, both stakeholder types claimed to allocate great importance to broiler welfare and generally agreed with the Welfare Quality model of broiler welfare. Citizens disagreed with the producers that 1) consumers are not willing to pay more for higher welfare products, 2) that broilers suffer little, 3) that broiler welfare in current Belgian production units is generally non-problematic, 4) that scaling-up production units would not have a positive impact on profitability nor a profoundly negative impact on broiler welfare, and 5) that the impact of providing broilers with outdoor access is negative for consumers, farmers, and broilers. Country of origin had a strong influence on the perception of both broiler production and broiler meat. Belgian citizens, and producers (much more than citizens) considered nearly all aspects related to broiler production and broiler meat to be significantly superior for chicken produced in Belgium compared to Brazil. Further research should focus on how these perceptions influence purchase intentions and production decisions. Future avenues for research are to quantify market opportunities for country-of-origin labeling and to investigate to which extent stakeholders' perceptions correspond with reality.

Concern about the welfare of production animals is growing among various stakeholders, including the general public. Citizens can influence the market for premium welfare products by expressing public concerns, and consumers—the actors who actually purchase products—can do so through their purchasing behavior. However, current market shares for premium welfare products are small in Europe. To better align purchase behavior with public and individuals’ concerns, insight is needed into determinants that influence the intention to purchase premium welfare products. A cross-sectional online survey of 787 Flemish milk consumers was conducted to investigate attitudes toward and intention to purchase animal-friendly milk. More than half of the sample (52.5%) expressed the intention to purchase animal-friendly milk. Linear regression modeling indicated that intention was positively influenced by (1) higher perceived product benefits from animal-friendly milk (milk with more health benefits and higher quality); (2) higher personal importance of extrinsic product attributes such as local production and country of origin; (3) higher personal importance of animal welfare; (4) a more natural living oriented attitude toward cows; and (5) a more positive general attitude toward milk. Intention was negatively influenced by (1) a stronger business-oriented attitude toward cows; and (2) by a higher personal importance attached to price. These insights in key components of purchase intention can assist producers, the dairy industry, and retailers to position and market animal-friendly milk.

Stocking density is a prominent topic in public debates on animal welfare and was one of the reasons for the European Commission to set limits to the stocking density on broiler farms. The objective of this paper was to calculate in detail the financial impact of changes in technical and management variables due to decreasing stocking densities in line with new European Union (EU) regulations. Therefore, the productive performance indicators such as BW, mortality, or feed conversion and farm technical data such as water consumption and heating of 3 independent experiments conducted at a poultry research station in Flanders (Belgium) were combined. Using the partial budget technique only those elements that change with stocking density have been taken into account. Reducing stocking density implies a recalculation of all costs on a reduced number of birds. This yields an economic situation that leaves hardly any profit margin for most of the broiler producers under the present market conditions. It was found that the critical threshold of stocking density for maintaining profitability under the present market and technical conditions is around 46 kg/m(2), thus well above the EU maximum of 42 kg/m(2). It is shown, however, that with changing broiler feed and meat prices, the impact might be less negative in economic terms.

In most European countries, male piglets being reared for meat are physically castrated without anaesthesia in order to avoid boar taint and to safeguard sensory meat quality. This method is increasingly criticised for its violation of piglet welfare. Alternative methods are being researched and castration with anaesthesia or analgesia and vaccination (immunisation) against gonadotropin-releasing hormone (using Improvac (R), Pfizer GmbH) have been proposed as possible solutions. In addition to efficacy, the successful introduction and adoption of the vaccine method by stakeholders in pig supply chains are expected to depend on a favourable reception by consumers. This large-scale quantitative cross-country study (n = 4031) involving representative samples of consumers in France, Germany, the Netherlands and Belgium does not support the reserved attitude of stakeholders who fear potential low market acceptance. The vaccine method was actually preferred by the majority of consumers surveyed (69.6% of the participants) and it was perceived as equally effective in terms of avoiding boar taint; 43.8% of the consumers reported an intention to seek out pork from pigs where the vaccine had been used to control boar taint, whereas 33.7% reported an intention to avoid pork from pigs physically castrated with anaesthesia. Consumers' favourable dispositions to the vaccine method were independent of dominant ethical, health or price orientations when purchasing pork.

This study examines traditional food chain goals and explores the match with general consumer perceptions and preferences in relation to traditional food as a food product category. Chain goals were selected using focus group discussions and in-depth interviews (84 chain members, three European countries, five traditional food categories), as well as a literature review and a small scale survey (26 chain members, three European countries, three traditional food categories). Consumer data was gathered in six European countries via qualitative focus group discussions (95 participants), word association tests (721 participants), and a quantitative survey (4,828 participants). The study identifies five key chain goals: “To maintain traditionalism,” “To increase efficiency,” “To improve responsiveness,” “To improve quality,” and “To create chain balance.” Traditionalism and quality goals were relevant and important to consumers, whereas efficiency, responsiveness, and chain balance goals were not directly recognized by or apparent to them. [EconLit citations: D12; D74; L14]. © 2010 Wiley Periodicals, Inc.

A substantial number of studies has already investigated differences within the consumer market with regard to attitudes and perceptions in relation to farm animal welfare. Likewise, several studies focused on the gap that exists between positive attitudes and reported consumption or purchase intentions for sustainable food products in general and higher welfare products more specific, and on the factors influencing this attitude-behavior gap. Little or no studies, however, have started from reported pro-welfare behavior to distinguish between consumer groups and to explore the motivations of the respective behavior. With this study, we aim to group consumers according to their reported buying frequency of higher welfare eggs and higher welfare chicken meat. Similarities and dissimilarities between these groups are mapped in terms of individual characteristics, product attribute importance, perceived consumer effectiveness, perception of higher welfare products, and attitude toward a welfare label. The research methodology applied was a quantitative study with cross-sectional consumer survey data collected in Flanders in spring 2007 (n = 469). Pro-welfare behavior was unevenly distributed across different consumer segments, despite a general interest and concern for bird welfare. A consistent choice for standard (no welfare premium) poultry products was related to strong perceived price and availability barriers, to a low importance attached to ethical issues as product attributes, and to a low perceived consumer effectiveness. A consistent choice for products with higher welfare standards to the contrast associated with a high importance attached to ethical issues; a low effect of price and availability perception; a strong association of higher welfare products with product attributes like health, taste, and quality; and a high perceived consumer effectiveness. The identification of market segments with common characteristics is essential for positioning higher welfare products and developing effective communication strategies. Finally, a welfare label emerged as an appropriate communication vehicle for consumers who engage in pro-welfare behavior and who experienced the label as a solution to lower the search costs for higher welfare products.

Consumers have increasing, but highly variable, interest in sustainability attributes of food, including ethical aspects, such as animal welfare. We explored market opportunities for animal-friendly cow's milk based on segmentation (cluster) analysis. Flemish survey participants (n = 787) were clustered (n = 6) based on their intention to purchase (IP) animal-friendly milk, and their evaluation of cows' welfare state (EV). Three market opportunity segments were derived from clusters and labelled as "high", "moderate" and "limited". Only 8% of the participants belong to the "high market opportunities" segment, characterized by a high IP and a low EV. The "limited" segment (44%) indicated a neutral to low IP and a positive EV. The "moderate" segment (48%) had a moderately positive IP and positive/negative EV. Reported willingness to pay, interest in information about the state of animal welfare and importance of the product attribute "animal welfare" differed among segments and were strongly related to IP. Most promising selling propositions about animal-friendly milk were related to pasture access. The high degree of differentiation within the Flemish milk market reveals market opportunities for animal-friendly milk, but for an effective market share increase supply of animal-friendly products needs to get more aligned with the heterogeneous demand.

This study evaluates the attitudes and perspectives of different stakeholder groups (agricultural producers, pesticide manufacturers, trading companies, retailers, regulators, food safety authorities, scientists and NGOs) towards the concepts of cumulative and aggregate exposure assessment of pesticides by means of qualitative in-depth interviews (n = 15) and a quantitative stakeholder survey (n = 65). The stakeholders involved generally agreed that the use of chemical pesticides is needed, primarily for meeting the need of feeding the growing world population, while clearly acknowledging the problematic nature of human exposure to pesticide residues. Current monitoring was generally perceived to be adequate, but the timeliness and consistency of monitoring practices across countries were questioned. The concept of cumulative exposure assessment was better understood by stakeholders than the concept of aggregate exposure assessment. Identified pitfalls were data availability, data limitations, sources and ways of dealing with uncertainties, as well as information and training needs. Regulators and food safety authorities were perceived as the stakeholder groups for whom cumulative and aggregate pesticide exposure assessment methods and tools would be most useful and acceptable. Insights obtained from this exploratory study have been integrated in the development of targeted and stakeholder-tailored dissemination and training programmes that were implemented within the EU-FP7 project ACROPOLIS.

The objective of this elicitation study is to provide insights into farmers’ beliefs which influence their participation in knowledge exchange and innovation networks to enable the enhancement of network participation. A set of facilitating and impeding factors was obtained. Participants identified (a) 13 categories of behavioural beliefs (e.g. ‘You learn something’ and ‘Low perceived return on investment’), (b) 4 groups of normative beliefs (influence of colleagues, spouses, network coordinators and chain partners) and (c) 11 control beliefs (facilitators or barriers related to, for example, ‘Network skills’, ‘No time’ and ‘Perceived restraint by farmers in communicating openly and honestly’)., International Journal on Food System Dynamics, Vol 4, No 3 (2013)

Consumers in many European countries do not equally meet the recommended daily intake levels for fish consumption. Various factors that can influence fish consumption behaviour have been identified but limited research has been performed on fish consumption behaviour, discriminating between farmed and wild fish. The present survey study confirmed differences in total fish consumption, farmed fish and wild fish consumption behaviour in Belgium, Norway and Spain. Spanish consumers consumed more frequently fish of each category than Norwegian consumers. Belgian consumers reported the lowest consumption frequency of fish. Accordingly, health involvement and attitudes towards fish consumption decreased from Spain over Norway to Belgium, suggesting a positive association of health involvement and attitudes towards fish consumption with total fish consumption. Similar effects were found for farmed and wild fish consumption. In general, consumers in all countries were poorly aware of the origin of the fish they consume, despite the mandatory indication of origin on fish labels. Across countries, an increased awareness about fish origin was found with increased fish consumption. The findings of the study indicate that farmed and wild fish consumption should be further stimulated among Belgian, Norwegian and Spanish consumers in association with a healthy and positive meal. Additionally, given the limited awareness of the origin of fish, transparency on the issue of farmed origin will be important in order to anticipate potential adverse communication.

[EN] Stocking density is a prominent issue in public debates on farm animal welfare. Public perceptions and economic impact of reduced stocking density should be considered, along with effects on animal performances and welfare. In this paper, experimental data and accountancy data based on 15 Belgian farms were combined to calculate the financial impact of different stocking densities on broiler rabbit farm profitability. Using the partial budget technique, only those elements that change with stocking density were taken into account. From the experiment, feed conversion and feed intake were found to increase slightly though significantly with decreasing stocking density, although only 5% and 6% of the variation, respectively, were explained by stocking density. However, reducing stocking density implies a recalculation of all costs in a reduced number of broiler rabbits, which has a negative impact on farm profitability. Reducing stocking density from the standard situation of 15 rabbits per m² to 10 rabbits per m² reduced added value by 22 euros per doe. In general, farm income was low and amounted to only 28.10 euros per doe during 2006-2008 for the reference situation of 15 rabbits per m². Below a density of 9 rabbits/m², a negative farm income was calculated. Sensitivity analysis showed that rabbit meat price has a stronger influence on the added value at a given density than rabbit feed price., This research is funded by the Agency for Innovation by Science and Technology in Flanders (IWT Vlaanderen), Brussels, Belgium. We gratefully acknowledge the Flemish Association of Poultry and Rabbit Breeders, and especially Ilka Hertogs for their willingness to provide the used accountancy data.

Within the European food market, traditional food products (TFP) represent a growing segment. Nonetheless, European consumers' definition and perception of TFP have not been thoroughly addressed thus far. The specific aim of this study was to provide an all-embracing consumer definition of the concept of TFP that is comfortable for the largest possible majority of European food consumers. Cross-sectional survey data were collected from representative consumer samples from Belgium, France, Italy, Norway, Poland, and Spain in November 2007, yielding a total sample of 4,828 participants. The study elaborates on country-specific peculiarities and identifies consumer segments that differ in the emphasis they place in the conceptualization of TFP. The following definition emerged, A traditional food product is a product frequently consumed or associated to specific celebrations and/or seasons, transmitted from one generation to another, made in a specific way according to gastronomic heritage, naturally processed, and distinguished and known because of its sensory properties and associated to a certain local area, region or country. Cross-European homogeneity was found in the elements to include in the definition, across and within-country heterogeneity existed regarding the specific emphasis of particular elements. Four consumer segments were distinguished by whom TFP are predominantly defined as multiconcept, usual/familiar, authentic/typical, and inherited. The first segment displayed a very broad conceptualization, without a clear differentiation. For the latter three segments, particular elements dominated their conceptualization. Product positioning, marketing, and communication challenges for TFP facing these consumer segments are discussed. [EconLit citations: D12; M39; Q13]. © 2010 Wiley Periodicals, Inc.

Seafood represents a natural source of valuable nutrients (e.g., long chain omega-3 poly-unsaturated fatty acids (LC n-3 PUFAs), vitamin D, and iodine), but the favourable health perception is troubled by the presence of contaminants (e.g., PCBs, dioxin-like compounds, and (methyl) mercury (MeHg)). This dualism forms the basis for an important public health conflict. The objective of this study was to calculate and evaluate the simultaneous intake of multiple beneficial and harmful compounds (LC n-3 PUFAs, vitamin D, iodine, (Me)Hg, PCBs, and dioxin-like compounds) via seafood consumption in Belgium. A methodology and a software module were developed for executing probabilistic assessments of the simultaneous intake of multiple compounds leading to better insight in the problematic nature of food items involving both health benefits and risks. The simulations concerning seafood consumption in Belgium predicted that, as far as only seafood consumption is concerned, the considered populations do not reach a sufficiently high intake for the three nutrients considered (LC n-3 PUFAs, vitamin D, and iodine). Regarding the contaminants, (Me)Hg contamination of seafood on the Belgian market does not seem to be an issue of major toxicological concern. In contrast, for dioxin-like compounds the tolerable daily intake is reached by people with high seafood consumption.

Although sustainability and ethics are of increasing public importance, little research has been conducted to reveal its association with fish consumer behavior. Cross-sectional data were collected through a postal self-administered survey (June 2005) from a sample of 381 Flemish women aged 20-50 years. Consumers attach high perceived importance to sustainability and ethics related to fish. However, this perceived importance is neither correlated with fish consumption frequency nor with general attitude toward eating fish. Refusing to eat wild fish is grounded in sustainability and ethical concerns, whereas the decision not to eat farmed fish is associated with a lower expected intrinsic quality rather than shaped by importance attached to sustainability and ethical issues.