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Beef cattle farmers’ marketing preferences for selling local beef

Funding information USDA/Agricultural Marketing Service, Grant/ Award Number: Federal State Marketing Improvement Program Grant Abstract To meet the growing consumer demand for local foods, there has been increased interest by farmers to produce local foods. One facet of meeting this demand is how farmers may prefer to market their locally produced products. In this study, we examine beef cattle farmers’ marketing preferences for selling a Tennessee Certified Beef product. Data from a 2016 Tennessee beef cattle farmer survey (n = 428) was used to estimate a multinomial logit model of the probability of farmers preferring a particular marketing arrangement. The most commonly selected marketing arrangement was a farmer cooperatively owned processing facility (43%), followed by a beef marketing cooperative (39%), and private contracting of finished cattle to a third party for slaughter (18%). Factors influencing participation in the specific marketing arrangements included farmer and farm characteristics, risk preferences, and location.