Grass-fed cattle ranching is growing in popularity, but the characteristics and motivations of the ranchers, however, remain undefined. Based in Texas and using a mail survey and interviews with three grass-fed, three organic, and three conventional ranchers to identify some of their distinctive characteristics, this study achieved similar results to those comparing organic and conventional farmers. Grass-fed cattle ranchers tend to have high levels of education, approach ranching as a second career, and possess outside income sources. Motivated as much by ethics as economics, they embrace grass-fed methods primarily because they believe them to be healthiest for animals, humans, and the land. They eschew organic certification primarily because they perceive government regulations to be influenced by large conventional competitors, and they market their beef directly, often locally. Although many hope to expand their herd, most grass-fed cattle ranchers believe they are resisting “conventionalization” and say that they feel more self-sufficient and satisfied thanks to their choices. / text

Flavor lexicons are used in sensory evaluation to determine the flavor profile of a food product. The objective of this study was to develop a flavor lexicon for cooked beef, which can then be used in various projects relating to beef quality such as studies investigating animal diet, marinating, ageing, or other enhancements. A descriptive panel of 10 people was used to develop a flavor lexicon of 18 attributes, including astringent, barny, bloody, brothy, browned, gamey, grassy, juicy, fatty, livery, metallic, oxidized, roast beef, and the five basic tastes (bitter, salty, sour, sweet, and umami). In contrast to other studies on beef, this lexicon was developed to include both positive and negative attributes. The lexicon was able to show that rib eye steaks from the Longissimus dorsi muscle in grass-fed animals were significantly (p<0.05) higher in barny, bitter, gamey, and grassy flavors, and lower in juicy and umami flavors. The steaks were also rated by consumers, who showed a preference for grain-fed beef over grass-fed beef. The ratings of the descriptive panel were related to the consumer panel scores to equate the lexicon terms with a positive or negative consumer degree of liking score. Those terms that were considered positive in this study due to their positive correlation with consumer liking include brothy, umami, roast beef, juicy, browned, fatty, and salty. The terms that were inversely associated with consumer liking were barny, bitter, gamey and grassy, among others. A separate descriptive panel was conducted on the Spinalis dorsi (or “cap” muscle) of the rib eye steak, with similar results. Additionally, descriptive and consumer evaluations found no difference between two types of grass diets, namely alfalfa and sainfoin. Different mixtures of beef and chicken were also evaluated to determine flavor differences between the two meats. Chicken was found to be more closely correlated to brothy, juicy, sweet, and umami, among others, while beef was found to be more closely correlated to terms such as gamey, bloody, oxidized, metallic, roast beef, and astringent. Throughout these tests, the newly developed lexicon was shown to be an effective tool for profiling fresh meat samples.

A study was conducted to evaluate the quality characteristics in a comparative manner of grass-fed and grain-fed beef. Thirty two commercially bred beef steers were used. These steers were assigned to one of four treatments; grain-fed, grass/grain-fed, grass-fed and irrigated. These treatments were each reflective of the ration that would be provided to the animal. Individual animal weights were recorded every 28 days throughout the portion of the study. The grain-fed animals realized the highest (P<0.05) average daily gain with the grass-fed and irrigated having the lowest. The steers were harvested when they reached the pre-determined criteria, which was 0.4 inch back fat as measured at the 12th rib via ultrasonography, for the grain-fed or 800 pounds for the grass-fed animals. All animals, once harvested, were graded based upon USDA quality grades with results mirroring those previously mentioned. Carcasses were involved in an aging study in which all left sides of the carcasses were fabricated into primal cuts, vacuumed packaged and aged for 14 days while the right sides were dry aged during the same period. Shear force data were collected to provide for a measure of tenderness. All samples were significantly (P<0.05) more tender following aging with no difference being realized between aging techniques. Percent cutout was also calculated for the two techniques to quantify what difference, if any, existed. No significant difference (P>0.05) was shown between wet and dry aging with regard to percent cutout. Sensory evaluation was also conducted based upon the attributes of juiciness, tenderness and flavor intensity. For all three attributes grain-fed beef was favored (P<0.05). The panelists detected no difference in aging technique for any of the treatments (P>0.05).Carcass soft tissue chemical composition (lipid, protein and moisture) was also evaluated for the treatments. Grain-fed beef was shown to be highest (P<0.05) for overall percent lipid and lowest for percent moisture and protein. The grass-fed carcasses were the opposite, being highest for overall moisture and protein and lowest for lipid (P<0.05).

The primary objective of this dissertation is to determine Hispanic consumers’ preferences and willingness-to-pay (WTP) for grass-fed beef. Two hundred and thirty-one Hispanic consumers in four experiment sites in Virginia (Galax, Roanoke, Richmond, and Blacksburg) participated in an experimental economics laboratory procedure. Taste tests and visual evaluations were conducted to understand Hispanic consumers’ sensory preferences for grass-fed beef in comparison to conventional grain-fed beef. A contingent valuation method, Multiple Price Lists (MPL) was used to measure Hispanic consumers’ WTP for grass-fed beef. In the study, MPL was put into a non-hypothetical environment due to real products, real money, and actual transactions involved. A bivariate Probit model was estimated to determine Hispanic consumers’ visual and taste preferences for grass-fed beef and to explore the relationship between their expected and experienced quality of grass-fed beef. A two-step decision process examined Hispanic consumers’ WTP and investigated the factors influencing their valuations on grass-fed beef. Approximately 50% of Hispanic consumers sampled preferred grass-fed to conventional grain-fed beef steak and the vast majority of grass-fed preferring consumers were willing to pay a price premium for it. Hispanic consumers were able to distinguish the appearance and taste between grass-fed and conventional grain-fed beef steaks. A positive correlation between visual and taste preferences for grass-fed beef was captured. / Ph. D.

This dissertation consists of three chapters. The first chapter titled ``U.S. Grass-fed Beef Price Premiums" examined monthly retail-level price premiums for grass-fed beef (relative to conventional grain-fed beef) in the U.S. from 2014 through 2021. We found that premiums were heterogeneous, with premium cuts (such as sirloin steak, tenderloin, ribeye, and filet mignon) enjoying the highest premiums. Premiums were not consistent with price levels, as the lowest premiums were observed for short ribs, skirt steak, and flank steak. Our findings suggest that grass-fed beef price premiums were negatively affected by the consumption of food away from home. Changes in income, increased information about taste, protein and minerals, fat, revocation of the USDA grass-fed certification program in 2016 and COVID-19 pandemic, also affected premiums for several individual cuts. Premiums were not sensitive to changes in information about climate change. The second chapter, ``Impact of Animal Disease Outbreaks on The U.S. Meat Demand'', examined the impact of the mad cow (BSE) and bird flu (AI) outbreaks on the demand for beef, pork, and broilers in the U.S from 1997 to 2019. Using time-varying elasticities obtained from a Rotterdam model with animal disease cases, we found that BSE outbreaks reduced beef consumption by 0.64 percent and increased pork consumption by 2.34 percent, on average. While BSE outbreaks reduced beef demand, these effects were short lived and did not extend beyond one quarter. On the other hand, broiler consumption decreased during the HPAI outbreaks while beef and broiler consumption increased after such outbreaks. Our time-varying cross-price elasticities indicated that substitution between beef and broilers and beef and pork strengthened after Quarter 4 of 2003. The third chapter is titled ``Impact of North American Mad Cow Disease Outbreaks on The U.S. Cattle Futures". Our study developed a distributional event response model (DERM) framework to show the duration and magnitude of market responses of the U.S. cattle futures market during episodes of mad cow disease (BSE) in North America between 2010 and 2019. Our results indicated that the 2017 U.S. BSE outbreak reduced the returns of live cattle futures. Additionally, the average duration of the BSE event response was about 8.5 days. / Doctor of Philosophy / This dissertation focused on the price analysis of the U.S. livestock market. The first chapter analysed the pattern of grass-fed beef price premiums measured as the difference between grass-fed beef price and conventional beef price. We mainly explored how the premiums were affected by consumers' income, food consumption away from home, and information on climate change, beef taste, and nutrition. We found that consumption of food away from home reduced the grass-fed beef price premiums. In addition, increased information about taste, protein and minerals, fat, and COVID-19 pandemic, could also affected the grass-fed premiums for several individual cuts. The second chapter explored how mad cow diseases and bird flu diseases affected the demand for beef, pork, and chicken. We particularly investigated how each disease outbreak affected the meat demand. My result showed that in the presence of mad cow diseases in the U.S., people bought more pork. This result that retailers should have higher pork demand when mad cow diseases are detected. The third chapter explored how mad cow diseases in North America affected the U.S. live cattle futures. We showed that the U.S. mad cow disease in 2017 reduced the returns of U.S. cattle futures and this impact lasted about 8.5 days. Simultaneously, we found that mad cow disease outbreaks in Canada did not significantly affect the U.S. cattle futures.