Consumer expectations regarding hay and pasture-raised milk in South Tyrol

The mountain landscapes in South Tyrol are characterized by small-scale dairy farms and alpine pastures that currently run the risk of being abandonment due to cost disadvantages. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. Crucial for the success of new strategies is consumers’ appreciation. Therefore, this study analyses the expectations of 171 South Tyrolean consumers regarding hay and pasture-raised milk. The results show that associations with hay milk refer to “barns”, and “hay (feeding)” whereas associations with pasture-raised milk are “pasture”, “naturalness” and “free-roaming cows”. Both concepts offer opportunities for milk marketing in South Tyrol, whereas pasture-raised milk is evaluated more positive compared to hay milk.