Research from Kansas State University and Michigan State University has found that the treatment of cattle is more important to consumers than the cost of beef, Laurann Robinson reported for ABC’s Nebraska affiliate Nebraska TV.

Researchers surveyed consumers and producers from all across the U.S. and found that 65% of consumers said that the animals’ well-being is more important than lower beef prices. While consumers think ranchers have to sacrifice animal welfare to make more money, ranchers disagree. K-State researchers hope the findings bring about animal welfare certification standards.

“The public is wanting to know more about how their food is produced and why we produce food the way we do,” Glynn Tonsor, a Kansas State agricultural economist, said.

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