Transcript Goat Marketing - University of Arkansas

Marketing Small Ruminants in
the South
Dr. David Fernandez
University of Arkansas Pine Bluff
School of Agriculture, Fisheries and
Human Sciences
Available Markets
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Auction
On farm sales
Farmers’ markets
Local retailers
Restaurants
Club kids and lambs (4-H, FFA)
Breeding stock
Auctions
• Price depends upon:
– Number of buyers
– Number of animals to be sold
– Animal weight
– Animal quality of little importance
On Farm Sales
• Negotiate directly with end consumer
• Capture more of the retail price
• Animals desired by the buyer must be
available
• Biosecurity concerns (how many farms has
the buyer visited lately?)
• Cash sales
Holiday Sales and Dates
• Passover April 19-26, 2011
– 30-55 lbs milk fed lambs
• Western or Roman Easter April 24, 2011
– 30-45 lbs milk fed lambs
– 20-50 lbs milk fed kids (30 lbs optimum)
• Easter or Greek Easter April 24, 2011
– 40-55 lbs milk fed lambs
– Similar to Western Easter kids, 35 lbs considered optimum
• Start of Ramadan August 1, 2011
– 60-80 lbs weaned market lamb
– 45 - 120 lbs (Optimum about 60 lbs) male and female kids with all their milk teeth
• Id al Fitr August 31, 2011
– Lambs and goats same as for Ramadan
Holiday Sales and Dates
• Rosh Hashanah Sept 29-30, 2011
– Forequarters from weaned lambs 60-110 lbs
• Navadurgara or Navratra Dashara or Dassai
Sept 28-Oct 5, 2011
– Size of carcass depends on number of people expected to be fed. Weaned, market kids
or yearling wethers are most in demand
• Id al Adha Nov 6, 2011
– 60-80 lbs lambs, heavier old crop lambs are also in demand and will frequently
command the same price as new crop lambs.
– Blemish-free yearling kids
– Large kids 60 - 100 lbs also in demand
• Christmas Dec 25, 2011
– Milk fed kids and lambs
– Kids and lambs as light as 18 lbs may be readily accepted
Other Holidays
• Other holidays
– July 4th weekend
• cabrito kids for small parties
• weaned market kids and yearlings for large celebrations
– Caribbean holidays in August
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Carnival
Carifest
Jamaican Independence Day
young, smelly 60-80 lb bucks
older animals of all sexes
Other Ethnic Markets
• Chinese market for goat
– limited to the six colder months
– 60 to 80 pounds live
• Hispanic market for goat
– 15 to 30 lb live wt suckling kids for cabrito
– large weaned market kids for seco de chivo and
barbecues.
– Cinco de Mayo (May 5th), Mexico's Independence Day.
• Indian curried goat market
– cull does and bucks
Farmer’s Markets
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Negotiate directly with end consumer
Capture more of the retail price
Consumer trust and loyalty
Must be able to slaughter and process goat
meat
• Travel to and from market
• You must be available on market days
• Consistent availability of product
Local Retailers
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Ethnic grocery stores
Halal or Kosher markets
Steady, year-round supply OR
Seasonal/Holiday demand
Often networked to similar retailers nearby
Restaurants
• Independent restaurants more receptive
– Chains lack flexibility
– Not just ethnic restaurants
– Focus on quality and locally grown
• Provide:
– Sample with recipe (if possible)
– Price list
– Seasonal availability
• Avoid rush times (lunch and dinner)
Institutions
• Cull does and bucks are in demand for prison
contracts.
Direct to Packers
• Only 3 USDA certified goat slaughter facilities
in Arkansas
• Must make an appointment
• Cost of $25-$35 per hd
Club Kids and Lambs
• Club kids and lambs are popular
– Relatively cheap (compared to steers)
– Small and easy to work with
– Less expensive to feed
– Easier to sell after the show (cheaper than steers)
• Need to understand judges’ preferences
Breeding Stock
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High start-up cost
Must be knowledgeable animal manager
Subject to industry fads
Determine economically important traits and
select for them
• Detailed record-keeping
• Marketing and advertising
• Selling semen, embryos, bucks, and does
Who is your market?
• Survey of female food shoppers:
– Hated the term “cattle feeder”
– Wanted to marry a “rancher”
– Wanted to buy their food from a FARMER
What are you REALLY Selling?
• Image
– American Dream
– Family Farm lifestyle
– Safe and wholesome
• Your farm
– Clean, safe environment
– Clean, healthy animals
– Pleasant environment
What are you REALLY Selling?
• Yourself
– Must be clean (even if a little tattered)
– Smile/Friendly
– Patient and kind