1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown
These years, the consumption of pork is not only stagnating in Denmark but also on many other European markets. This coincides with a rise in consumer demand for increased welfare among farm animals. In a project about sustainable production and sales of meat from free-range pigs, guidelines are developed on a European level for the production of pork from outdoors production systems, which combine animal welfare with high quality of consumption and high quality of health. In cooperation with colleagues in France, Great Britain and Sweden, MAPP is examining the market potential of this type of meat, based on consumer surveys in these four countries.