Value in the values: pasture-raised livestock products offer opportunities for reconnecting producers and consumers

Pasture-based livestock production holds promise in helping to reinvigorate small and mid-scale farming, as well as farm communities, across the United States. In this study, in-depth interviews of pasture-based livestock producers, meat processors and buyers were conducted to determine behaviors, attitudes and expectations with regard to pasture-based livestock production. In addition, consumers were polled to determine their attitudes with respect to how food animals are raised and treated. Results revealed many shared values between those involved in raising, processing and distributing animal products, as well as consumers, indicating an opportunity for a ‘re-embedding’ of livestock production based on these shared values. The concurrent development of both direct and extended markets, e.g. values-based value chains, is suggested as one way of addressing the difficulties faced by individual farmers in processing and distributing animal products with their provenance and underlying values intact.