Value perceptions of farm assurance in the red meat supply chain.

Purpose - Farm assurance has become a market qualifier for livestock producers supplying UK supermarkets. However UK producers perceive that food safety and welfare standards imposed on UK producers are not imposed to the same extent on livestock producers overseas, whose share of the UK market has grown steadily over the past decade. In light of these challenges this paper aims to examine the perceived role and value of farm assurance along the length of the red meat supply chain, in order to determine the potential for turning a supply chain cost into a supply chain benefit and increasing returns to UK producers.

Originality/value - This research is timely as there has been little attempt to assess the perceived value of farm assurance along the length of the supply chain where the views of consumers are integrated with the rest of the value chain for red meat.