Product marketing has advanced drastically in the last couple of decades, to the degree it has now become a social science and art when it comes to studying consumer purchasing behaviors and decision-making. As a result, product marketing is very competitive as sellers try to gain an edge over their competitors to receive additional income or sales. Aside from the fancy colors, pictures and packaging, informative phrases and wording are another way to persuade the consumer to purchase one product over their competitor’s product.
When talking about beef, what do phrases such as, “raised without the use of hormones” or “no hormones administered” really mean and what do they imply? With consumers being further removed from the farm, often these phrases can create a sense of confusion and fear for consumers, thus encouraging them to purchase the product with these label claims. This article will focus on hormone labeling claims as they pertain to beef products.
Hormones are signaling molecules naturally produced in all multicellular organisms (e.g., humans, animals, plants) that regulate physiological and behavioral responses. Humans have naturally occurring concentrations of hormones circulating in their body. Table 1 shows the naturally occurring production of estrogen in humans per day. Blood serum estradiol concentrations are low for pre-pubescent children ranging from 2 to 5 picogram (pg)/milliliter (ml), (a picogram is one-trillionth of a gram) typically ranging between 20 to 40 pg/ml for men and can vary considerably for women from 40 to 400 pg/ml, with post-menopausal women having lesser concentrations ranging from 5 to 20 pg/ml. Hormones concentrations also vary in cattle depending on sex and age.
Source: msu.edu
Photo Credit: Minnesota State University
Categories: Michigan, Livestock, Beef Cattle