Transcript Developing and Implementing a Plan for Marketing

Marketing Goats and Goat
Products
by
Robert Spencer
Agribusiness Management & Marketing Specialist
Small Farmers Outreach Program
Alabama A & M University
Statistics
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In 1977 there were 35,000 goats slaughtered in
the U. S.
By 1998 those numbers had risen to 450,000
U. S. producers are unable to meet the
demand!
Australia and New Zealand are the largest
suppliers of goat meat to the U.S.
Rules
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Have reasonable expectations.
Research is essential.
Learn from Mistakes
# 1 Rule in Making Mistakes
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If you don’t make mistakes, you’re not trying
hard enough!
Think About It
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Goat farming is a relatively new enterprise
in the U.S.
It is not a trend like Emus and some other
forms of alternative agriculture, the market
is already established.
Little research has been done on goats and
marketing goats.
Developing Specifics
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Dairy Goats?
Breeder Market or
Producer Market?
Both?
Identify markets?
What size
operation?
Develop a
Marketing plan
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Meat Goats?
Breeder Market or
Producer Market?
Both?
Identify markets?
What size
operation?
Develop a
Marketing Plan
Dairy Goats Vs. Meat Goats
Producer Market
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Dairy Goat
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Milk or Cheese?
 Must have a dairy
license
 Start-up costs are
high
Other options
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Soap
 Start-up costs are
minimal
 It’s fun
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Meat Goats
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Start-up cost are
reasonable
Demand
established and
continues to
increase.
Processed or Live?
Processing facilities
are far away
Market Potential
Meat Goats
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#1 meat consumed
in the world
Demand exceeds
production
Ethnic
Demographics
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Market is not
limited to large
cities.
Demand is year
round
Be Creative
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Organic
Dairy Goat
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Milk
Cheese
Soap
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Ethnic
Meat Goat
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Know Advantages
of Products
Value Added
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Live
Whole
Processed
Know your
Demographics
Know How to meet
their needs.
Market Identification
Identify and Cultivate Target Clientele
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Dairy Goat
 Dairy
 Lactose
Intolerant
 Diabetic
 Ulcers
 Gourmet
Consumers
 Fancy cheeses
 Fudge
 Soaps
 Skin Care
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Meat Goat
 Health Aspects
 Low Fat
 High in
Nutrition
 Ethnic Populations
 Muslims
 Buddhists
 Hispanics
 Caribbean
 Africans
Consumer Preferences
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Muslims, Middle Easterners, Buddhists, &
Etc..
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Often live or at least with heads on
Younger goats, 6 months to a year old
Hispanics
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Primarily live but will take processed
Prefer younger goat but don’t mind older
ones
Consumer Preferences (cont)
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Caribbean
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Prefer older bucks with head on
Goat Curry
 Goat head soup
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Africans
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Prefer Live
Prefer older bucks (4 - 5 yrs.)
Seasonal Demands
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Muslims & Etc.
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Hispanics
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Summer
Caribbean
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October - Easter
Fall - Winter
Africans
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Anytime
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Consumers will buy
anytime of the year
because they enjoy
Chevon or Cabrito.
Production
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You raise the goats, sell them to a buyer,
they process them, and it ends up in a meat
market.
You can expect anywhere from $.80 to
$1.50 per pound.
Simple and profits are marginal (Like most
agricultural enterprises).
Direct Marketing
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Direct marketing your product.
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The consumer comes to your farm
You take the goat to a processor (USDA
inspected) and the consumer picks it up
when it is ready.
Locate processing facility convenient for
clientele (USDA or non-USDA).
Direct Marketing should put more profits
in your pocket.
Keys to Enjoying the Goat
Business
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Develop herd and health management plans
Develop resources of information on goat
health maintenance
Develop a working relationship with more
experienced goat farmers (for advice)
Goats can be fun!
Thank you for your time!
Robert Spencer
Agribusiness Management & Marketing Specialist
Alabama A & M University
E-mail: [email protected]
Phone: (931) 937-7779
Mail: P.O. Box 58
Normal, AL 35762