The effects of information on willingness to pay for animal welfare in dairy production: application of nonhypothetical valuation mechanisms.

The objective of this study was to examine consumer willingness to pay (WTP) for animal welfare in dairy production using nonhypothetical Vickrey auctions and open-ended choice experiments. Two hundred fifteen subjects participated in experimental sessions with 4 types of dairy products (humane animal care-labeled cheese and ice cream and conventional cheese and ice cream) and 4 valuation mechanisms. Information treatment, which included information about humane animal care principles in dairy production, was used to examine the effects of information on WTP. The results showed that participants, on average, were willing to pay extra for a scoop of humane animal care-labeled ice cream above the price of conventional ice cream. However, no premium WTP for humane animal care-labeled cheese was detected. Furthermore, provision of information only about humane animal care principles in dairy production, without corresponding information about conventional production practices, did not increase WTP for humane animal care-labeled products.

Effect of storage temperature on quality of light and full-fat ice cream.

Ice cream quality is dependent on many factors including storage temperature. Currently, the industry standard for ice cream storage is -28.9 °C. Ice cream production costs may be decreased by increasing the temperature of the storage freezer, thus lowering energy costs. The first objective of this research was to evaluate the effect of 4 storage temperatures on the quality of commercial vanilla-flavored light and full-fat ice cream. Storage temperatures used were -45.6, -26.1, and -23.3 °C for the 3 treatments and -28.9 °C as the control or industry standard. Ice crystal sizes were analyzed by a cold-stage microscope and image analysis at 1, 19.5, and 39 wk of storage. Ice crystal size did not differ among the storage temperatures of light and full-fat ice creams at 19.5 or 39 wk. An increase in ice crystal size was observed between 19.5 and 39 wk for all storage temperatures except -45.6 °C. Coldness intensity, iciness, creaminess, and storage/stale off-flavor of the light and full-fat ice creams were evaluated at 39 wk of storage. Sensory evaluation indicated no difference among the different storage temperatures for light and full-fat ice creams. In a second study, light and full-fat ice creams were heat shocked by storing at -28.9 °C for 35 wk and then alternating between -23.3 and -12.2 °C every 24h for 4 wk. Heat-shocked ice creams were analyzed at 2 and 4 wk of storage for ice crystal size and were evaluated by the sensory panel. A difference in ice crystal size was observed for light and full-fat ice creams during heat-shock storage; however, sensory results indicated no differences. In summary, storage of light or full-fat vanilla-flavored ice creams at the temperatures used within this research did not affect quality of the ice creams. Therefore, ice cream manufacturers could conserve energy by increasing the temperature of freezers from -28.9 to -26.1 °C. Because freezers will typically fluctuate from the set temperature, usage of -26.1 °C allows for a safety factor, even though storage at -23.3 °C did not affect ice cream quality.

An analysis of at-home demand for ice cream in the United States.

Ice cream has been manufactured commercially in the United States since the middle of the 19th century. Ice cream and frozen dessert products comprise an important and relatively stable component of the United States dairy industry. As with many other dairy products, ice cream is differentiated in several dimensions. A censored translog demand system model was employed to analyze purchases of 3 ice cream product categories. The objective of this study was to determine the effect that changes in retail prices and consumer income have on at-home ice cream consumption. The analysis was based on Nielsen 2005 home scan retail data and used marital status, age, race, education, female employment status, and location in the estimations of aggregate demand elasticities. Results revealed that price and consumer income were the main determinants of demand for ice cream products. Calculated own-price elasticities indicated relatively elastic responses by consumers for all categories except for compensated bulk ice cream. All expenditure elasticities were inelastic except for bulk ice cream, and most of the ice cream categories were substitutes. Ongoing efforts to examine consumer demand for these products will assist milk producers, dairy processors and manufacturers, and dairy marketers as they face changing consumer responses to food and diet issues.