In Spain, a study was conducted to create a hypothetical new beef quality label, named “Serrana de Teruel”. On this study, critical factors of production systems, limitations of production and marketing strategies were analysed, as well as different views and opinions between various operators of the beef value chain that formed a panel of 47 experts in the geographical area of influence of “Serrana de Teruel” breed.
To collect data, a survey was made to this panel, and then the Delphi method was used as research method to analyse the opinions of the experts. From the results of this data analysis, the differentiation through a quality brand was the most important strategy to address the problems of the beef industry and the competitive economic arena. Also, the most important factors to produce “Serrana de Teruel” beef were the use of pastures linked to the maintenance of cultural landscape and the duration of the fattening period and the maturation of meat. From the consumer perspective, the confidence in the butcher was the most important quality cue.
Before launching a new “Serrana de Teruel” quality beef it would be advisable to engage in promotional campaigns in retail outlets, and on direct communication schemes to consumers. There were notable differences in the views of the various operators in the value chain, being possible to remark that quality certification was less important for industry and administration representatives than for producers and consumers. Nevertheless, differentiation by a quality designation was the best strategy to address the competitive environment of beef industry.
Despite the prospective nature of the results and the small number of experts surveyed, it can be concluded that the specifications of “Serrana de Teruel” quality beef should include certain extrinsic attributes of credence quality cues, especially those referred to a production system linked to the use of natural resources, such as the landscape and territory where the meat is produced.
Concluding, main benefits from this innovation are:
- Beef quality certification to improve commercialization allied with the importance of engaging promotional campaigns in retail outlets, and on direct communication schemes to consumers.
- On beef products quality, the duration of the fattening period and the maturation of meat are factors that result in a meat with above-average quality, a factor that was perceived by all the players in the beef chain.
Literature Source: Academic literature /peer reviewed paper: INFORMACIÓN TÉCNICA ECONÓMICA AGRARIA ( https://citarea.cita-aragon.es/citarea/bitstream/10532/2148/1/2012_361.pdf )