Consumer perception and preferences regarding the Canarian black pig breed.

Abstract

The Canarian black pig is in the official catalogue of breeds of Spain with category of autochthonous breed, however, it does not have any quality recognition. Around the local breed, a socio-economic culture is created that allows the generation of jobs, cushion rural depopulation and attract tourism, increasing therefore the consumption of local product. In addition, other values such as animal welfare and reduction of environmental impact (Km0 concept), can be linked to the production of Canarian black pig, to boost its production rates. In order to understand the knowledge and real perception that consumers have regarding these issues, an online questionnaire was distributed to a convenience sample of the population. Consumers were asked about quality seals and consumption habits and preferences regarding local products, with a special emphasis on the Canarian black pig. Results suggest a wide positive consumer acceptance of this breed. However, some knowledge gaps regarding the breed were observed, mainly in the area of official quality labels. Based on our results, it can be concluded that the official recognition of a quality labels would give greater commercial prestige to the Canarian black pig breed, a fact widely supported by consumers. And also, that costumer education and the development of specific market strategies for the commercialisation of Canarian black should be put in place in order to favour the development of the breed.