Opinions of professional buyers toward a new, alternative red meat: Ostrich

Abstract

Professional meat buyers are surveyed to estimate their current and past use of ostrich meat and their preferences for different ostrich meat products. Conjoint analysis is used to estimate the most preferred ostrich meat products for the retail and restaurant sectors, as well as the relative importance of attributes considered in the decision to purchase ostrich meat. Results indicate that buyers have very limited knowledge of ostrich meat. The preferred product in both the restaurant and retail markets is a branded, 6-oz. ostrich filet at the lowest price. Price is the most important factor determining retail and restaurant managers' decisions on the acceptability of the product. © 1998 John Wiley & Sons, Inc.