Beef producer attitudes for industry coordination: empirical evidence from Canada Available to Purchase

Canada, together with other developed countries, faces an increasingly sophisticated consumer in an increasingly differentiated and competitive marketplace. Over the last two decades, the Canadian beef industry has suffered from a decline in per capita beef consumption. One of the contributing factors to this is inadequate coordination of the beef supply chain to meet consumers’ changing tastes and preferences. This study focuses on the perspective of cow‐calf producers on the need for greater coordination and their attitudes towards industry coordination. The study found this group of participants to be broadly aware of the need to develop both a more coordinated beef industry and mechanisms that encourage them to be more consumer‐responsive.