Marketing sheep and goats to the ethnic marketsPresentation 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 firstname.lastname@example.org – 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.
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
11.1% foreign born 2000
1% American Indian
17.9% non-English speaking
Median household income: $44,334
Per capita income: $21,587
Immigration is what keeps America growing.
U.S. birthrate (1.9%) is below replacement rate (2.1%).
Have a greater preference for sheep and goat meat in their diet.
Other important ethnic groups
Eastern Orthodox Christians
Ethnic demand varies by . . .
Time of the year
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.
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.