Marketing sheep and goats to the ethnic markets
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Marketing sheep and goats to the ethnic markets

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    Marketing sheep and goats to the ethnic markets Marketing sheep and goats to the ethnic markets Presentation Transcript

    • This presentation was given at the Focus on Farming Conference: Breaking New Ground in Lynnwood, Washington on November 20, 2008.
    • Marketing sheep and goats to the ethnic markets 2008 Focus on Farming Conference: Breaking New Ground Lynnwood, Washington - Thursday, November 20, 2008 Susan Schoenian Sheep & Goat Specialist Western Maryland Research & Education Center University of Maryland Cooperative Extension sschoen@umd.edu – www.sheepandgoat.com
    • What is an ethnic market?
      • An ethnic market is a group of consumers that share a common cultural background: race, color, national origin, religion, or language.
      It is many different markets!
    • Three market segments 31% of American population is considered ethnic.
      • First generation
      • Second generation
      • Mainstream shoppers
    • Second generation ethnic consumers
      • Dietary habits change as ethnic populations assimilate into the U.S. culture.
      • Second generation ethnic customers demand more ready-made ethnic foods.
      • Organic and green movements are crossing over into the ethnic markets.
    • U.S. Population Demographics 2006
      • 299,398,484
        • 80.1% white
        • 14.8% Hispanic/Latino
        • 11.1% foreign born 2000
        • 12.8% black
        • 4.4% Asian
        • 1% American Indian
        • 17.9% non-English speaking
        • Median household income: $44,334
        • Per capita income: $21,587
    • U.S. immigration
      • Immigration is what keeps America growing.
      • U.S. birthrate (1.9%) is below replacement rate (2.1%).
      http://www.cis.org/articles/2007/back1007.html
    • Washington State
        • 2006 Data U.S. averages in parentheses
        • Population of 6,395,798
        • 84.8% White (80.1%)
        • 9.1% Hispanic/Latino (14.8%)
        • 3.6% Black or African-American (12.8%)
        • 6.6% Asian (4.4%)
        • 1.6% American Indian (1.0%)
        • 10.4% foreign born (11.1%)
        • Per capita income - $22,973 ($21,857)
        • Medium household income - $48,438 ($44,334)
      Source: http://quickfacts.census.gov/qfd/states/53000.html http://faculty.washington.edu/ellism/wa-immigration.pdf
    • American Muslims http://www.allied-media.com/AM
      • 8 million Muslims in the United States; another 1 million in Canada.
      • Annual growth rate is 6% (vs. 0.9% for U.S.)
      • Same size community as Hispanics 25 years ago.
    • American Muslims http://www.allied-media.com/AM
      • American Muslims are younger .
        • 67% of adult Muslims are < 40 years of age.
        • 67% of U.S. adult population is > 40 years of age.
    • American Muslims http://www.allied-media.com/AM
      • American Muslims are well-educated .
        • 67% of American Muslims have a Bachelor’s degree or higher.
        • 44% of Americans have a Bachelor’s degree or higher.
        • 1 in 10 American Muslim households has a medical doctor.
    • American Muslims http://www.allied-media.com/AM
      • American Muslims are affluent .
        • 66% of American Muslims households earn over $50,000/year
        • 26% of American Muslims households earn over $100,000/year
        • U.S. average income is $42,158
    • Mosques in Washington State
      • 27 Mosques listed on http://islamicvalley.com
      Seattle’s Northgate Mosque
    • Major Muslim holidays
      • Ramadan Month of fasting
      • Eid ul Fitr Festival of fast-breaking “Little Eid”
      • Eid ul Adha Festival of the sacrifice “Big Eid”
      Eid = Festival Muslim holidays move back 11 days each year.
    • Aqeeqah
      • Give thanks to God for the birth of a child.
      • Baby-naming ceremony.
      • Child’s head is shaved 7 days after birth.
      • Slaughter one or two sheep and invite relatives and friends to a meal or distribute the meat to relatives, friends, and the poor.
      • Sacrificed by father.
    • Halal Arabic word meaning permissible or lawful.
      • Term applies to all facets to life, but (in the West) used mostly to describe food.
        • No pork
        • No alcohol
        • No blood or blood products
        • Proper slaughter method
      • Some similarities with Kosher (Jewish ritual slaughter).
    • Halal slaughter
      • Slaughter should be done by a trained Muslim.
      • Slaughter is by means of a sharp knife.
      • Throat, windpipe, and jugular veins are cut.
      • Slaughter of an unconscious (stunned) animal is prohibited.
      • Animal must be slaughtered in the name of God (Allah).
      • Animal should be held upright before and during slaughter.
      • Blood should be totally drained.
      Considered humane, but exempt from Humane Slaughter Law.
    • Halal certification
      • Gives customers assurance that food is Halal.
      • Many organizations grant Halal certification.
      • In cooperation with USDA.
    • www.spiritofhumane.com Knife Restraining device Poster
    • Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
      • Fastest growing minority group.
      • 49% live in Texas or California.
      • The Latin wave is bigger than the baby boomer generation.
      • 76 percent increase in buying power since 1990.
    • Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
      • Subcultures from over 20 different countries in Central and South America, the Caribbean and Spain.
      • Majority of Mexican heritage (67%).
      • Common link is the Spanish language.
    • Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
      • Hispanic Americans are younger .
        • Average Hispanic-American is 26 years old.
        • Average American is 33 years old.
      • Hispanic-American households are bigger .
        • Average Hispanic-American household has 3.6 people.
        • Average American household has 2.5 people.
    • Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
      • More likely to cook from scratch.
      • Twice as likely to use spices and seasonings.
      • Prefer fresh ingredients.
      • Spend more money on food.
      • Eat at home more.
      • Have a greater preference for sheep and goat meat in their diet.
    • Other important ethnic groups
      • Caribbean Islanders
      • Eastern Orthodox Christians
      • Southern Europeans
      • Africans
      • Indians
      • Asians
      • Jews
    • Ethnic demand varies by . . .
      • Time of the year
      • Species
      • Weight
      • Age
      • Sex
      • Condition (fat)
      • Blemishes tails, testicles, horns, ears
      • Preference, bias (breed)
      • Method of slaughter
    • Ethnic holiday calendar 2008-2012 http://www.sheepandgoat.com/articles/ethniccalendar.html December 25 Christmas April 15 April 24 April 4 April 19 Eastern Orthodox Easter April 8 April 24 April 4 April 12 Western Roman Easter December 9-16 December 21-28 December 2-9 December 12-19 December 22-29 Chanukha September 17-18 September 29-30 September 9-10 September 19-20 Rosh Hashanah April 7-14 April 19-26 March 30-April 6 April 9-16 Passover/pesach August 19 August 31 September 10 September 20 Eid ul-Fitr Festival of Fast Breaking July 20 August 1 August 11 August 22 Start of Ramadan Month of fasting February 4 February 15 February 26 March 9 Mawlid al Nabi Prophet’s birthday November 15 November 26 December 7 December 18 December 29 Muharramn Islamic New Year October 25 November 6 November 16 November 27 December 9 Eid ul-Adha Festival of the Sacrifice 2012 2011 2010 2009 2008
    • The ethnic markets
      • Identify a target market.
      • Find out what they want, when they want it, and how they want it processed.
      • Put your pencil to paper and determine if you can raise and process livestock profitably to meet their demand.
      • Do it!
    • Slaughter options
      • On-farm
      • Custom exempt
      • State-inspected
      • Federally-inspected (USDA)
    • On-farm slaughter
      • USDA allows exemption for on-farm slaughter by the owner of the livestock.
      • On-farm slaughter is allowed for meat that will be consumed by the owner (or owners) or given to their workers or non-paying guests.
      • Most states restate USDA regulations or impose more stringent regulations.
      http://newfarm.rodaleinstitute.org/features/2006/1006/onfarm/miller.shtml
    • Custom-exempt
      • Slaughter for owner of live animal.
      • Producer sells live animal.
      • Exempt from USDA inspection.
      • Inspection focuses on facilities, not product.
      • Meat must be stamped “not for resale.”
    • State-inspected
      • 27 states operate meat and poultry inspection programs.
        • Not Washington state
      • Programs must “at least equal to” federal inspection program.
      • State-inspected meat is prohibited from interstate movement.
    • WSDA Custom Meat Program
        • Custom meat facilities
        • Custom farm slaughters
          • Mobile slaughter unit
        • Custom slaughter establishment
          • Fixed slaughter facility
      http://agr.wa.gov/FoodAnimal/CustomMeats/default.htm
    • USDA - Federal inspection
      • Inspection of facility and product
        • Ante-mortem (live)
        • Post-mortem (carcass)
      • Only federally-inspected plants can produce products that are destined for interstate commerce or for export to foreign countries.
    • Selling meat consumer, store, restaurant, farmer’s market, internet
      • Livestock must be processed in a federally-inspected plant.
      • Must get a federal label.
      • Label is attached at processing plant.
      • May need/want product liability insurance.
    • A scarcity of USDA plants
      • Federally inspected plants are disappearing.
      • Most are small plants or businesses.
      • Big abattoirs are consolidating.
      • Many small ruminant producers are located far from USDA abattoirs.
      • There is a growing demand for local product that is humanely produced and processed.
      http://www.fsis.usda.gov/Regulations_&_Policies/Meat_Poultry_Egg_Inspection_Directory/index.asp
    • A mobile abattoir
      • Mobile – travel to livestock farming areas.
      • Lower cost to build than stationary facility.
      • Lower cost for processing.
      3 units in Washington State 6 units nationwide
    • Producer-owned abattoir On-farm, custom, state, or USDA www.lambcomd.com
    • Cooperative marketing sub-contract slaughter www.hairsheep.us
    • Marketing options - live animals
      • To a sale barn local, regional (terminal)
      • To a middleman broker, dealer, buying station, live market
      • To a processor
      • Through a marketing co-op
      • On-farm sales
        • Customer takes
        • On farm slaughter by customer
        • Custom slaughter for customer
       income per animal, labor
    • Public auction barns stockyards, livestock auctions
      • Consider the holidays
      • Put your livestock in the market one week before the holiday.
      • Sell when reported prices are low.
      • Do not castrate or dock unless you have to.
      • Do not sell poor animals.
      • Desired market weights and conditions vary.
      • Don’t sell overly fat or thin animals.
      • Make sure your livestock and fed and properly cared for.
      http://www.sheepandgoat.com/articles/sellingatauctions.html
    • Marketing options - meat value-added, direct, niche, relationship marketing
      • To restaurant
      • To store
      • To consumer
        • Pick-up
        • Deliver
        • Internet
        • Farmer’s market
      *** Requires USDA inspection and labeling. ***
    • USDA or third party labels Must meet criteria of USDA or group issuing label
      • Organic
      • Grass-fed
      • Natural
      • Halal
      • Eco-labels
      • Humane labels
    • Other claims
      • Raised on pasture
      • No hormones No added hormones
      • No antibiotics fed
      • Grain-fed
      • Breed
      • American lamb or goat
      • Farm fresh
      • Locally produced
    • www.sheepgoatmarketing.info
      • Producer directory
      • Marketing directory
      • Market inquiries
      • Calendar of events
      • News
      • Education
    • Questions. Thank you.