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A recent University of Illinois study ranked seven livestock production attributes on which were most important to buyers of beef, chicken, milk, and eggs. The top three attributes consumers desired were "no growth hormones," "non-GMO," and "humanely raised," though there were differences in importance based on product type. Researchers found the "organic" attribute was ranked lowest of the seven in importance for consumers. Researchers pointed out that the results reveal potential confusion on the part of consumers about what particular labeling claims mean, because organic products would necessarily be raised without hormones and be non-GMO. The study, "Which livestock production claims matter most to consumers?" appears in Agriculture and Human Values.
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