Summary
Pork naturally contains a compound called carnosine, which may support healthy aging and immune function. But most Canadians have never heard of it. University of Alberta researchers wanted to find out: could labelling carnosine help sell pork, and if so, what kind of label works best? In a 2015 online survey of 885 Canadian pork eaters, participants chose between pork chops with different labels and price points. Labels tested included a carnosine health claim, a nutrient content claim, a Nutrition Facts Table (NFT) entry, a protein claim, and a Verified Canadian Pork label. Most consumers discounted pork labelled with carnosine health or nutrient claims — they actually needed a lower price to consider buying it. However, listing carnosine in the NFT generated a small positive willingness to pay. Protein claims and the Verified Canadian Pork label were the clear favourites.
Consumers trust what they recognize. If you're raising pork with enhanced carnosine, the NFT may be your most credible path to a price premium — though regulatory hurdles make it challenging. Building consumer nutrition literacy could also help grow your market over time.