Arts and Humanities Commons^™

The Really Good Buffalo Concept Test For “Values Added” Bison, Diane Rickerl, Tim Nichols, Carol Cumber

Great Plains Research: A Journal of Natural and Social Sciences

A consortium of tribal bison producers, tribal and state university faculty, and business professionals defined a “brand” of Native American-raised bison that would reflect the cultural and spiritual values of American Indians and the historic relationship between American Indians and bison. Following a concept-testing market-research approach, surveys were distributed to potential producers and consumers of this “Good Buffalo.” The consumer respondents indicated that environmentally friendly production practices (89%), humane treatment of animals (82.1%), and supporting prairie restoration were very important aspects of the brand. Price was very important for only 42.7% of consumer respondents, and being raised by American Indians …