Fire Eaters: Exploring Consumer Preferences for Labeling Extensive Livestock Products Providing Wildfire Prevention Services

Assessing consumers' preferences for beef and lamb meat linked to wildfire prevention services

Meat from silvopastoral systems, due to its provision of numerous ecosystem services such as wildfire risk reduction in Mediterranean forests, can address societal growing demands for meat produced with lower environmental impacts. Differentiation of meat from these systems may contribute to their economic sustainability and hence to reverse their decline in the Mediterranean. This study investigated consumer preferences and willingness-to-pay (WTP) for beef and lamb meat from silvopastoral systems associated to the provision of wildfire prevention service and explored two alternative ways of labelling this service. Through a choice experiment survey considering type of pasture, length of grazing period, production distance and price, we gathered data from 1209 meat consumers in two Spanish cities. We considered forest grazing with a target purpose as a level in the type of pasture attribute and it was presented either as grazing to prevent wildfires or grazing to reduce biomass in two alternative versions of the valuation survey. The random parameter logit model revealed the highest preferences and WTP towards nearby production distances, followed by targeted grazing and forest grazing, while the length of grazing period was less relevant. No significant differences in consumers WTP were found between conveying targeted grazing either as fire prevention or biomass reduction. Our findings also suggest that consumers' preferences varied with location, attitudes towards local food and environmental role of grazing and consumption habits. Knowledge gathered in our work contributes to understand consumers perceptions on the beneficial environmental impacts of meat production.

The Effect of Weaning and Slaughter Age on the Physicochemical and Sensory Characteristics of Arouquesa Beef-A PDO Portuguese Meat

(1) Background: Autochthonous breeds meat is well accepted due to its sensory characteristics, perceived low environmental impact, and animal welfare. We aimed to evaluate the effect of weaning and slaughter age on the physicochemical and sensory characteristics of Arouquesa, a Portuguese Protected Designation of Origin (PDO) meat and to evaluate the psychological effect of knowing the weaning age on the consumer's hedonic evaluation. (2) Methods: Meat from 26 animals was assigned to 4 groups, with combinations of weaning (W) at 9 or 5 months and slaughter (S) at 9 or 12 months: W9-S9, W9-S12, W5-S9, and W5-S12. The meat was analysed for pH24h, colour (L*a*b*), cooking losses and shear force. A Check All that Apply test was made with 70 consumers; they were also asked to punctuate the hedonic appreciation of anonymous and weaning age-identified meat. (3) Results: W9-S9 were more tender, had lower shear force, and was juicier than W5-S9. When animals were slaughtered at 12 months, there were no differences in the physicochemical and sensory characteristics between the weaning ages. The effect of information about the weaning age influences the consumer's hedonic evaluation, as revealed by the comparison between the anonymous and identified samples. (4) Later weaning resulted in more tender meat when the slaughter was at 9 months and positively impacted consumer perception.