FINAL REPORT January 31, 2012 Winrock International Improving Lives and Livelihoods Worldwide Expanding Grass-Based Animal Agriculture in the Midwest: The Pasture Project REF NO.: 2010-1334 Submitted to: The Walton Family Foundation | Submitted by: Winrock International Winrock contact: John Fisk | Director, Wallace Center 2121 Crystal Drive | Arlington, VA 22202 T 703.879.6556 | F 703.302.6512 |
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[email protected] © 2012 All Rights Reserved P a g e | 1 TABLE OF CONTENTS Part One: Introduction 3 Part Two: Initial Assessment of Supply Chain 4 Purpose 4 Method 4 Producer Survey 4 Processor Survey 5 Distributors-Marketers-Buyers Survey 5 Results and Analysis 5 Conclusions 7 Part Three: Theory of Change 8 Background 8 Vision 8 Pasture Project Theory of Change 8 Part Four: Exploring Strategic Actions 9 Part Five: Research and Data Gathering to Inform Strategic Actions 11 Producer Field Research 11 Field Research Participants 11 Key Preliminary Findings 12 Historical Development 12 Current Dynamics 12 Keys to Success 13 Future Dynamics 14 Survey of Direct Marketers of Beef 14 Market Channel Analysis 17 Branded Programs 17 Feeding 18 Confinement 18 Animal Husbandry 18 Other Standards and Protocols 19 Retail 19 Food Service 20 Wholesalers and Distributors 21 Summary and Conclusions 21 Grass-Fed Beef Category Growth