Study hopes to answer why consumers will pay $75 for a steak

Why are consumers willing to pay high prices for steaks? A research project from Texas Tech University’s Davis College of Agricultural Sciences and Natural Resources, in collaboration with groups in Ireland and Australia, is trying to answer that question. 
 
The project started with a simple idea from a doctoral candidate, who wanted to know why consumers would pay $75 for a steak when much cheaper options were available. It has evolved into L GEN 2000, a collaborative genomics project funded by a $603,960 grant from the University of New England, that seeks to relate the genetic…