Susan Schoenian
Sheep & Goat Specialist
W. Maryland Research & Education Center
sschoen@umd.edu – www.sheepandgoat.com
However, there are
pockets of sustained
growth: Northeast
and Southeast.
Most of the growth in
sheep numbers in the
Southeast is attributed
to hair sheep.
The ethnic markets
tend to favor lighter
weight lambs.
The meat goat and
sheep industries are
closely linked.
But it is significantly higher
among people of certain
ethnic groups and in certain
geographical locations.
1.
2.

3.25 lb...
Yet, they comprise only
35 percent of the
population.
1.

General population growth
replacement + immigration

2.

Changing composition of
population (by 2050)1:
1.

White: 67 ...
Among some populations
1)

More likely to eat lamb and goat.

2)

Bigger families.

3)

Spend more of their disposable
inc...
Muslim, Jewish, and
Christian/Orthodox
populations consume lamb
(sometimes goat) during
specific times of the year in
obse...
But are they profitable for
all segments of the industry
(probably not) and can they
be sustained (probably not).
However, it is estimated
that 1.3 million head
are channeled into
nontraditional lamb
markets.
U.S. LAMB CROP
2004-2008

3.6 million head
Federallyinspected
slaughter
2.5 million head

Ethnic markets
500,000 head

Tra...
1)

Food safety concerns regarding onfarm slaughter

2)

Higher slaughter costs
1)
Light weight lambs
2)
Religious slaught...
U.S. Kid Crop
Inspected
slaughter
827,300 head

Federallyinspected
slaughter
~620,000 head

State inspected
slaughter
~207...
1)
2)
3)
4)

Health
Convenience
Indulgence
“Going Green”
Nontraditional Lamb Marketing in the United States:
Characteristics and Marketing Strategies, February 2010.
Changes in th...
Marketing lamb cuts

18

On-farm slaughter

12

Farmer’s markets

10
Susan Schoenian
Sheep & Goat Specialist
University of Maryland Extension
sschoen@umd.edu – www.sheepandgoat.com
Ohio

USA

11,542.645

307,006,550

% White, Non-Hispanic

84.7

79.6

% Hispanic/Latino

2.8

15.8

% Black/African-Ameri...
 48

Mosques listed on
http://islamicvalley.com

Mosque in Toledo, Ohio
Susan Schoenian
Sheep & Goat Specialist
University of Maryland Extension
sschoen@umd.edu – www.sheepandgoat.com
1.

Direct sales – sales of
lambs and goats
directly to packers

2.

Direct marketing –
selling lambs and
goats directly t...
 Dealing

in the cash market
 Perceived price premium
 Convenience of repeat business
 Probably

the most
common method of
direct marketing.
 Sheep and goats can
be slaughtered at
USDA, stateinspected, or
c...
 Fresh

and local food
 Challenges



All cuts
Year-round supply
 10

percent of producers sell
lamb, mutton, or goat at farmers’ markets.


Sheep and goats must
be processed in a
USDA-inspected
facility.



Product must be
labeled at facility.



Must have ...
 Top

three reasons for not purchasing meat
and/or poultry at a farmers’ market:


Cost

86% were willing to pay more
fo...


1970’s Japan
1985 U.S.
Today, almost 1,500 CSA’s



A group of people who share in
both the production and
consumption...


USDA certification






Third party certification






Grass-fed
Naturally-raised
Organic
Grass-fed
Sustainab...


Grass-fed
100% forage diet
 No grain or grain by-products
 Temporary confinement allowed




Naturally-raised
Vacci...


American Grassfed Association-certified
100% forage diet
 No temporary confinement
 No antibiotics
 No growth promot...


?

Certified humane-raised and handled
Animal Welfare Approved®
American humane certified

consumer driven = science-b...


(I) The locality or
region in which the
final product is
marketed, so that the
total distance that the
product is trans...


Grain-fed



Pasture-raised



No synthetic hormones



No sub-therapeutic
antibiotics



No animal by-products
fed...








Hormone-free
All meat has hormones in it.
More conjugated linoleic acid (CLA)
Unless you have your meat test...
1)

Islam is fastest growing religion in
the U.S.

2)

Annual growth is 6% vs. 0.9% for
the U.S.

3)

Eight million Muslim...
1)

Subcultures from over 20 different
countries in Central and South
America, the Caribbean and Spain.

2)

Fastest growi...
An overview of sheep and goat marketing
An overview of sheep and goat marketing
An overview of sheep and goat marketing
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An overview of sheep and goat marketing

  1. 1. Susan Schoenian Sheep & Goat Specialist W. Maryland Research & Education Center sschoen@umd.edu – www.sheepandgoat.com
  2. 2. However, there are pockets of sustained growth: Northeast and Southeast.
  3. 3. Most of the growth in sheep numbers in the Southeast is attributed to hair sheep.
  4. 4. The ethnic markets tend to favor lighter weight lambs.
  5. 5. The meat goat and sheep industries are closely linked.
  6. 6. But it is significantly higher among people of certain ethnic groups and in certain geographical locations. 1. 2. 3.25 lbs1 (at home) 2.37 lbs1 (away from home) 1 Pew Research Center
  7. 7. Yet, they comprise only 35 percent of the population.
  8. 8. 1. General population growth replacement + immigration 2. Changing composition of population (by 2050)1: 1. White: 67 → 47 percent 2. Hispanic: 14 → 29 percent 3. Asian: 5 → 9 percent 4. Black: 13 ↔13 percent 2 Pew Research Center
  9. 9. Among some populations 1) More likely to eat lamb and goat. 2) Bigger families. 3) Spend more of their disposable income on food. 4) Income levels are increasing faster than the average American. 5) Less price sensitive. 6) Demand is more consistent across income levels.
  10. 10. Muslim, Jewish, and Christian/Orthodox populations consume lamb (sometimes goat) during specific times of the year in observation of their religion.
  11. 11. But are they profitable for all segments of the industry (probably not) and can they be sustained (probably not).
  12. 12. However, it is estimated that 1.3 million head are channeled into nontraditional lamb markets.
  13. 13. U.S. LAMB CROP 2004-2008 3.6 million head Federallyinspected slaughter 2.5 million head Ethnic markets 500,000 head Traditional market sector 2 million head Non-traditional markets 1.3 million head Ethnic market via sale barns 300,000 head Direct marketed to consumers at farm gate 1 million head There is a statistical difference between the lamb crop and federally-inspected lamb slaughter (2004-2008).
  14. 14. 1) Food safety concerns regarding onfarm slaughter 2) Higher slaughter costs 1) Light weight lambs 2) Religious slaughter 3) Reduced supply of lambs 3) Negative effect on industry’s infrastructure 1) Reduced supply of lambs 2) High cost of feeder lambs
  15. 15. U.S. Kid Crop Inspected slaughter 827,300 head Federallyinspected slaughter ~620,000 head State inspected slaughter ~207,300 head Non-inspected slaughter Custom exempt ? On-farm ? How many goats are unaccounted for?
  16. 16. 1) 2) 3) 4) Health Convenience Indulgence “Going Green”
  17. 17. Nontraditional Lamb Marketing in the United States: Characteristics and Marketing Strategies, February 2010. Changes in the Sheep Industry in the United States: Making the Transition from Tradition, September 2008. If you keep doing what you're doing, you'll keep getting what you're getting. …Unknown
  18. 18. Marketing lamb cuts 18 On-farm slaughter 12 Farmer’s markets 10
  19. 19. Susan Schoenian Sheep & Goat Specialist University of Maryland Extension sschoen@umd.edu – www.sheepandgoat.com
  20. 20. Ohio USA 11,542.645 307,006,550 % White, Non-Hispanic 84.7 79.6 % Hispanic/Latino 2.8 15.8 % Black/African-American 12.1 12.9 % Asian 1.6 4.6 % American Indian 0.3 1.0 % foreign born 2000 3.0 11.1 $21,003 $21,857 $48,011 $52,029 Population Per capita income 1999 Median household income 2008 Source: http://quickfacts.census.gov/qfd/states/39000.html
  21. 21.  48 Mosques listed on http://islamicvalley.com Mosque in Toledo, Ohio
  22. 22. Susan Schoenian Sheep & Goat Specialist University of Maryland Extension sschoen@umd.edu – www.sheepandgoat.com
  23. 23. 1. Direct sales – sales of lambs and goats directly to packers 2. Direct marketing – selling lambs and goats directly to the general public or niche markets     Freezer market Ethnic/religious markets Retail food stores Restaurants
  24. 24.  Dealing in the cash market  Perceived price premium  Convenience of repeat business
  25. 25.  Probably the most common method of direct marketing.  Sheep and goats can be slaughtered at USDA, stateinspected, or custom-exempt plant.  No labeling is required.
  26. 26.  Fresh and local food  Challenges   All cuts Year-round supply
  27. 27.  10 percent of producers sell lamb, mutton, or goat at farmers’ markets.
  28. 28.  Sheep and goats must be processed in a USDA-inspected facility.  Product must be labeled at facility.  Must have proper storage for meat.  Must have meat handler’s license.
  29. 29.  Top three reasons for not purchasing meat and/or poultry at a farmers’ market:  Cost 86% were willing to pay more for local meat and poultry at a farmers’ market  Convenience  Food safety concerns Source: Meat and Poultry Buying at Farmers’ Markets: A survey of shoppers at four markets in Oregon
  30. 30.  1970’s Japan 1985 U.S. Today, almost 1,500 CSA’s  A group of people who share in both the production and consumption of agricultural output.  Most CSA farms are organic, diverse in the variety of production, and focused on fruits and/or vegetables.  Some CSA farms provide meat and dairy products to their members for an additional fee.  $500-$800 per share Selling “shares” of meat.
  31. 31.  USDA certification     Third party certification     Grass-fed Naturally-raised Organic Grass-fed Sustainably-produced Humanely-raised Welfare-certified Other    Grain-fed Pasture-raised Local consumer driven = science-based
  32. 32.  Grass-fed 100% forage diet  No grain or grain by-products  Temporary confinement allowed   Naturally-raised Vaccines okay  No antibiotics  No growth promotants  Coccidiostats okay, but must be on label.   Organic       No antibiotics No growth promotants No anthelmintics* No coccidiostats Vaccines okay Feed and bedding organic consumer driven = science-based
  33. 33.  American Grassfed Association-certified 100% forage diet  No temporary confinement  No antibiotics  No growth promotants   Food Alliance Certified      No antibiotics No growth promotants No GMO’s Protect soil and water quality Humane treatment consumer driven = science-based
  34. 34.   ? Certified humane-raised and handled Animal Welfare Approved® American humane certified consumer driven = science-based
  35. 35.  (I) The locality or region in which the final product is marketed, so that the total distance that the product is transported is less than 400 miles from the origin of the product; or  (II) the State in which the product is produced. Source: H.R.2419
  36. 36.  Grain-fed  Pasture-raised  No synthetic hormones  No sub-therapeutic antibiotics  No animal by-products fed  Breed identity
  37. 37.       Hormone-free All meat has hormones in it. More conjugated linoleic acid (CLA) Unless you have your meat tested. Better ratio of omega-3: omega 6 fatty acids Unless you have your meat tested. Not implanted with hormones (goats) There is no implant FDA-approved for goats. No ruminant meat and bone meal fed it is not legal to feed ruminant meat and bone meal to other ruminants. Antibiotic-free If you use coccidiostats.
  38. 38. 1) Islam is fastest growing religion in the U.S. 2) Annual growth is 6% vs. 0.9% for the U.S. 3) Eight million Muslims in America; 1 million more in Canada. 4) Same size community as Hispanics were 25 years ago 5) American Muslims are younger, better educated, and more affluent than the average American.
  39. 39. 1) Subcultures from over 20 different countries in Central and South America, the Caribbean and Spain. 2) Fastest growing minority group. 3) 49% live in Texas or California. 4) The Latin wave is bigger than the baby boomer generation. 5) 76 percent increase in buying power since 1990. 6) Bigger families.

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