This study shows that informed South African consumers are willing to pay a premium for Karoo Lamb

A recent study set out to examine how people’s knowledge about the Karoo and Karoo Lamb influences their willingness to pay a premium for Karoo Lamb, and shows that the more people know (or are being informed) about the Karoo and its prestigious lamb products, the more they are willing to pay its well-deserved premium.
 

Download the study here