This paper uses a hypothetical choice experiment to investigate Italian consumer preferences and willingness-to-pay (WTP) for organic, conventional and genetically modified (GM)-fed beef, utilizing intrinsic, search cues (price, color and visible fat) and extrinsic, credence cues. Data are gathered from three different locations in northern, central and southern Italy using a sequential Bayesian approach. Results showed that consumers attach higher value to organic meat. WTP for GM-fed beef, which is not yet sold in Italy, is well below current conventional beef prices. Organic beef is attractive to consumers because it is associated with higher animal welfare standards and environment-related issues (food miles and biodiversity preservation). No differences are found in marginal WTP estimates by gender, age, education, being a parent or having a higher level of knowledge about organic production. Ethical/environmental issues (credence cues) appear to be more relevant in explaining variation in WTP for organic beef than ordinary product characteristics (search cues).

The objective of the current study was to compare tick loads, growth and carcass characteristics of dipped and non-dipped Nguni, Bonsmara and Angus steers raised on natural pasture. One hundred 7-month-old castrated weaners were kept at the University of Fort Hare Farm for 12 months. There were 30 weaners each of Angus and Bonsmara, and 40 weaners of the Nguni breed. Half the Bonsmara, Angus and 14 Nguni weaners were dipped every fortnight. The rest were not dipped. Monthly weights and tick counts under the tail, on scrotum, belly, sternum and ears of the steers were recorded. The dipped Nguni steers had lowest (P < 0.05) tick counts, and the non-dipped Angus steers had the highest (P < 0.05) tick counts. There were more ticks (P < 0.05) during the warm wet season than during the cool dry season. Ears had the highest (P < 0.05) tick infestation. Average daily gain (ADG) was similar (P > 0.05) among the three breeds. The non-dipped Bonsmara steers had the heaviest (P < 0.05) carcasses (142 ± 5.4) while the non-dipped Nguni steers had the lightest (P < 0.05) carcasses (111 ± 4.5 kg). The non-dipped Bonsmara had the highest (P < 0.05) eye muscle area (3996 ± 120.8 mm2) while the non-dipped Angus had the smallest (P < 0.05) eye muscle area (3291 ± 210.6 mm2). The non-dipped Bonsmara also had the highest (P < 0.05) dressing percentage (53.8 ± 1.01) while the non-dipped Nguni had the lowest (P < 0.05) dressing percentage (50.3 ± 0.84). The current study has shown that while the non-dipped steers had higher (P < 0.05) tick loads than the dipped steers, their growth and carcass characteristics were similar (P > 0.05). The study has also shown that, despite being a small-framed breed, the Nguni steers had similar (P > 0.05) ADG to the large-framed Bonsmara and Angus steers. Therefore, the Nguni cattle have the potential to produce organic beef. However, a reasonable assessment of organic beef production potential of the Nguni requires an evaluation of its meat quality traits under natural pasture.