A Market Analysis for Specialty Beef in Virginia

Virginia beef producers have been overwhelmed with increasing costs and decreasing profits as well as facing challenges such as development pressures, drought, increasing competition for grazing land. Together these have reduced opportunities for expansion and often increased incentives for farmers to sell land for non-agriculture use. Nevertheless, opportunities exist for the Virginia beef market. Consumer demand is changing and consumers are seeking food from alternative production systems based on attributes related to human health, environment, animal welfare, and other social concerns. Consumers are also interested in increasing their consumption of locally produced foods. Specialty beef such as natural, organic, and pasture-fed addresses the changing consumer demand and provides alternatives to commodity beef production. This thesis analyzes the potential for and the constraints to specialty beef producers in Virginia to sell their beef through alternative market outlets such as large retail outlets, specialty stores, restaurants, or direct to consumers. The study will research the potential demand for specialty beef through alternative market outlets, the market entry requirements to supply specialty beef to these alternative outlets, and the potential for Virginiaâs specialty beef producers to serve as suppliers to these alternative outlets. A survey is used to evaluate these alternative markets and determine if they present an opportunity for Virginia producers of specialty beef.The results of this study will evaluate the viability of selling and buying between producer and retailer and offer valuable information and recommendations to Virginia specialty beef producers about the potential and requirements in each of these markets.