German butchers' and direct marketers' willingness to implement alternative sales and marketing strategies in the marketing of animal welfare meat A qualitative data analysis

Animal welfare aspects are becoming increasingly important in the consumption of animal products. Due to the way products are presented and direct contact to sales staff, consumers prefer purchasing via butcher shops and direct marketing. However, these forms of marketing have their challenges and also have to differentiate themselves from the competition. Therefore, this study examines possible factors influencing the willingness to implement new sales and marketing strategies when marketing animal products. The offer of pet food from animal welfare meat, crowd butchering as well as differentiation in higher process qualities were shown exemplarily as selling and marketing strategies. In the context of this study 17 expert interviews with farm managers from agricultural direct marketing as well as from butcher shops were completed for this topic. The results were evaluated by means of a qualitative content analysis. Basically, the experts consider themselves innovative and show an increased willingness to change. Nevertheless, they also point out problems and challenges, such as higher requirements and costs. Overall it becomes clear that the marketing of meat and meat products from a more animal-friendly husbandry as well as high-quality products are decisive criteria in the marketing of animal products.