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The overriding purpose of this project is to determine the market potential and consumer willingness-to-pay for chicken breast with different labels, with primary focus on slow growth labels. In November 2017, a national survey of over 2,000 U.S. chicken consumers was conducted. This survey provides a host of information on consumer preferences for chicken. A choice experiment, which simulates retail purchases, was included to compare slow growth chicken breast demand for consumers exposed to different types of information and who made choices in the presence or absence of brands.
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