Foday, Emmanuel S.

Spaulding, Aslihan D.

Whitacre, Rick C.

English

Research Papers in Economics

Emmanuel S. Foday, Rick C.  Whitacre,  Aslihan D. Spaulding
Department of Agriculture
Illinois State University, Normal, IL 61790
rwhitacr@ilstu.edu
Poster prepared for presentation at the Agricultural & Applied Economics Association 2010 AAEA,CAES, & WAEA Joint Annual Meeting, 
Denver, Colorado, July 25-27, 2010
Copyright 2010 by Foday,  Whitacre & Spaulding. All rights reserved. Readers may make verbatim copies of this document for non-commercial 
purposes by any means, provided that this copyright notice appears on all such copies.
Factors Influencing Restaurant Managers’  Willingness to Feature Locally Produced MeatFactors Influencing Restaurant Managers’  Willingness to Feature Locally Produced Meat
Emmanuel S. Foday, Rick C.  Whitacre,  Aslihan D. Spaulding
Department of Agriculture, Illinois State University, Normal, IL 61790
Abstract
The United States Department of Agriculture reports that currently one
half of the food expenditures by American consumers are made on food
consumed away from home. Approximately forty percent of the away
from home expenditures are made at full service types of restaurants as
opposed to fast food restaurants. The National Restaurant Association
estimates that Americans will spend nearly $150 billion on food at full
service restaurants in 2009. As many small livestock producers struggle
with low prices for their hogs, cattle and lambs, they view local
farmer’s markets, specialty grocery stores, meat shops, and restaurants
as a potential market for their products. A growing public interest in
buying local and reducing one’s “carbon footprint” has spurred
considerable coverage in the popular and farm press. Many livestock
producers are interested in exploiting the eating local movement but
find little available information on what their potential customer needs
in terms of price, quality, diversity and quantity. Little research has
been directed towards determining the factors that may limit restaurant
management from purchasing and featuring meat and other livestock
product produced by local farmers.
Introduction
Meat is a major source of protein in American diets. Beginning from
the early 1950’s, the pattern of U.S. total meat consumption has been
trending upwards. During the period from 1950 - 2008, the total meat
(i.e. red meat and poultry) consumption per capita has increased
approximately 58% (USDA, ERS 2010). Much of this increase is
related to the growth in poultry consumption.
Even as total meat consumption has increased, consumers have
become increasingly concerned about the wholesomeness and safety of
their food. Recent food scares has raised concerns of the origin of
food (Skuras & Vakrou, 2002). Examples of such food panics include
salmonella, Escherichia-coli, BSE, dioxins, foot and mouth disease,
bird flu and most recently H1N1 flu (Mazzocchi et al., 2008).
The health safety issue has also impacted the demand for organically
produced food in recent years (Willer & Youssefi, 2007). The motive
behind this demand for organic products is that a growing number of
consumers are perceiving organic food as environmentally friendly
and healthier than conventionally grown food products. This is
reflected by a four-fold an organic produce sales between 2000 and
2008 (Organic TradeAssociation, 2009).
Objectives
The objective of this research is to examine the opportunities for local
livestock producers to have their products featured by local
restaurants. The specific objectives of the study are:
1) To determine restaurant operators, managers, and chefs’ awareness
of the eating local (Localvore Movement) and its impact on food
purchasing decisions;
2) To identify the interest of restaurant operators, managers, and chefs
in featuring locally produced livestock products; and
3) Discover the qualities and characteristics that restaurant operators,
managers. and chefs value in the selection of meat for their
restaurants.
Methodology
The restaurants surveyed were identified from the County Chamber of
Commerce membership list and the Yellow pages. The criteria for
selection was that the restaurant be independently owned (not be
affiliated with a national chain) and be located in central Illinois. Data
was collected by mailed questionnaire. The questionnaire was
designed, structured, and worded based on the personal interviews with
restaurant managers. The survey was completed by the person who
makes the food purchasing decisions (i.e. general manager/owner/head
chef). Surveys were sent to sixty-nine restaurants and twenty useable
questionnaires were returned for a response rate of 29%.
Results
Very 
Familiar
5%
Somewhat 
Familiar
32%
Not 
Familiar
63%
Yes
83%
No
17%
Yes
22%
No
78%
1
3
5
7 7 = Most Important
1 = Least Important
Even though heavily featured in the popular press, the results of the
survey indicate that only 37% of respondents were aware of the
localvore (eat local) movement. Managers indicated that price and
quality were the most important attributes when making meat
purchasing decisions; however, most indicated that they would be
willing to pay a modest premium for local meat. Sixty-eight percent
indicated that they would be interested in working with individual meat
producers to feature their products. While somewhat uncertain about
the impact on local farmers most respondents indicated that featuring
local produce by restaurant had a positive impact on the local economy.
Conclusions
Mazzocchi Mario, Lobb, Alexandra, Trail, Bruce and Alessio Cavicchi,
(2008). “Food Scares and Trust: A European Study” . Journal of
Agricultural Economics. Blackwell Publishing, vol. 59(1), pages 2-24.
National Restaurant Association, www.restaurant.org
Organic TradeAssociation Website, www.ota.com/organic.html
Skuras, Dimitris and Vakrou, Aleka (2002). “Consumer’s Willingness to
Pay for Origin Labeled Wine”, British Food Journal, Vol 104, No. 11 , pp
898 – 912.
United States Department of Agriculture. Economics Research Service,
www. ers.usda.gov/data/food consumption /spreadsheets/mtpcc.xls
Willer, H. and Youssefi, M. (2007), The World of Organic Agriculture –
Statistics and Emerging Trends, International Federation of Organic
Agriculture Movements (IFOAM), Germany
References
Familiarity with Localvore Movement
Yes
68% No
11%
Unsure
21%
Willing to Work with Local Producers
Willingness to Pay a Premium for Local Meat
Willing to Pay More Than 10%
Factors Determining Meat Purchases
Disagree / 
Strongly Disagree Neutral
Agree / 
Strongly Agree
Do Not 
Know
Tastes Better 0% 24% 35% 41%
Safe to Eat 0% 12% 53% 35%
Reduces Carbon Foot Print 5% 17% 39% 39%
Sustains the Environment 5% 17% 50% 80%
Promotes Local Farmers 0% 0% 39% 61%
Promotes Local Economy 0% 6% 88% 6%
Restaurant Owners and Managers Perception of Locally Produced Meat
Willing to Pay Up to 10% More
American
39%
Italian
4% Sandwich Shop
9%
Barbecue
22%
Mexican/Latin
4%
Steakhouse
22%
Restaurants by Cuisine

Factors Influencing Restaurant Managers’ Willingness to Feature Locally Produced Meat

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