Nötkött
kriterier vid inköp av nötkött i restaurangbranschen
Swedish beef production has during the past year decreased while the consumption has
increased. It´s imported beef that takes market shares. The purpose with this degreeproject is
to investigate if the restaurants in Sweden are using imported or Swedish beef and the reason
for their choice.
The purpose is to find out if there is something the Swedish beef producers can change to
increase Swedish beef in restaurants. My expectation is that the demand for Swedish beef will
increase in restaurant and later even among consumers.
I have interviewed ten chiefs in different restaurants and asked them the following questions:
Is it the price, quality or something else that influences your choise?
Does it matter to their customers if they serve Swedish or imported beef?
How is the marketing of Swedish beef?
It appeared both Swedish and imported beef on the restaurants. The general opinion was that
Swedish beef was bad marbled and tasteless. But there was Swedish beef that is good but the
supply of it is poor. It was the quality of the beef and not the price that affect their choice.
The marketing of Swedish beef was usually done by wholesalers, not by the producers.
The beef that the restaurants bought came from light breedes that was grown on pastureland
and pasture. That´s why the cows of light breeds and mixes with them must increase in
Sweden, as the meat from these animals has the quality that the restaurants demand. The
supply of Swedish beef must improve so the restaurants can acces it the whole year.