Evaluating Québec's preference for Alberta beef versus US beef

This study evaluates the preferences for beef quality and beef origin in the Québec wholesaler|retailer trade and in those restaurants serving or specializing in higher quality beef cuts. Stated preference survey questions, questions that simulate the purchase decision, were asked of managers and owners of beef wholesalers|retailers and restaurateurs in the Montréal and Québec city areas. If given a choice of Alberta beef or US beef, restaurateurs will choose Alberta beef. Wholesalers|retailers are less sensitive to price than are the restaurateurs. Beef from the United States is not preferred to Alberta beef but US beef is preferred to local Québec beef supplies. © 1997 John Wiley & Sons, Inc.