Country-of-Origin Labeling of Beef Products: U.S. Consumers’ Perceptions

In 2002, consumers in Chicago and Denver were surveyed and participated in an experimental auction to elicit their willingness-to-pay for country-of-origin labeling (COOL) of beef. Survey results indicate that the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and hamburger, respectively. In the auction, consumers were willing to pay a 19% premium for steak labeled “Guaranteed USA: Born and Raised in the US.” Food safety concerns, a preference for labeling source and origin information, a strong desire to support U.S. producers, and beliefs that U.S. beef was of higher quality, were the most common reasons consumers preferred COOL.