The document discusses marketing lamb and mutton to ethnic consumers. It describes how the authors started a value-added butcher shop on their family farm to appeal to changing demographics in their community, including new immigrant groups seeking halal and kosher meats. Ethnic consumers desire fresh, locally-raised meat processed according to cultural traditions. The authors worked to understand various holidays and foodways to successfully market to specific communities. While ethnic consumers prioritize fresh, local products, budget constraints can impact purchasing; farmers must set competitive prices.

1. Understanding the Ethnic
Consumer
ETHNIC MARKETING OF LAMB & MUTTON
26 NOVEMBER 2013
KATHERINE M HARRISON

2. •What is your marketing
plan for your farm?
•Do you utilize the
product you raise? Do
you promote it?
•Are you connected to
the consumer of your
product? Do you know
what your end consumer
desires?
•Do you collaborate with
other producers?
•Have you become
politically active as a
farmer?
•Are you proud of being
a farmer?
How do cultural components shape
“ethnic markets” and what products
do these consumers seek?

3. Value-Added Approach to Sheep & Goats
Conventional livestock &
grain farm in a rural
town in central Ohio
Off-farm jobs
supplemented farm
income from sheep &
goat production
As a family, we were
committed to keeping
our farm functional,
intact, and in the family.

4. Changing Communities, Changing Demographics
Our small rural town was
becoming another suburb:
Our area was welcoming
diverse cultural groups:
Many local farms were
Central Ohio has
becoming subdivisions
It was no longer
feasible to farm using
conventional methods
and still make a profit
Livestock prices
fluctuated dramatically
become home to a
number of immigrant
& refugee groups
These individuals
continue to seek their
traditional sources of
protein, typically lamb
& goat meat

5. Niche Marketing
•WE KNEW THE MARKET WAS THERE.
•WE HAD THE PRODUCT THE MARKET DEMANDED.
•WE NEEDED A MEANS TO KEEP OUR FAMILY FARM
OPERATIONAL & PROFITABLE.
•WE WERE COMMITTED AS A FAMILY TO MAKING A NEW
BUSINESS VENTURE A SUCCESS.
•WE WANTED TO ENSURE WE APPROACHED THIS PRUDENTLY &
PROPERLY AS A BUSINESS.

6. Blystone Farm
Butcher Shop,
opened 2004
We worked with several
entities to ensure
compliance with
regulations and to gain
more knowledge.
Ohio Revised Code
Ohio Department of
Agriculture
County EPA
Ohio State Extension
Ohio State University
Meat Lab
Ohio Sheep Improvement
Association

7. What are consumers seeking?
FRESH product
Ability to pick their own animal
Having the kill done in a ritual manner
Ability to take home their favorite parts
Clean processing location
Pleasant customer experiences
Opportunity to visit a farm
Every consumer seeks different products –
understand your specific market.

8. Marketing to Ethnic Communities
 Understand Ritual Slaughter:
Halal Kills and Kosher Kills
have specific requirements
 Learn that cultural traditions
of communities also dictate
slaughter & processing
 Appreciate that cooking
techniques of meat products
influence the manner in
which it is butchered
 Recognize that
communication styles and
purchasing protocols vary
around the world

9. Custom, On-Farm, Ritual Slaughter
 ODA inspected
 Full-time staff: family, Part-time
help from ethnic community
 Livestock purchased from
farmers throughout the Midwest
 East African (Ethiopia, Eritrea)
Orthodox Christian Community
largely seeks ewes
 Cultural slaughter preferences &
preparation techniques
 Meat served with injera,
vegetables, cheeses
 Major holidays: Ethiopian
Christmas, Lent, Orthodox
Easter, Ethiopian New Year

10. The West African, North
African, and Middle
Eastern Muslim
Communities buy
numerous lambs in OH.
Buyers tend to prefer a
finished lamb around
100 pounds, but will
purchase smaller
animals or culls
dependent upon price.
Major Celebratory
Observances: Ramadan,
Eid al Fitr, Eid al Adha,
Baby Naming.
Meat is typically served
with vegetables and rice.
Spices & cheeses are
relied upon. Fruit based
juices are popular.
Eid al Adha: High Muslim Holy Day,
Festival of the Sacrifice, honoring
the patriarch Abraham

11. How can a
farmer reach
these markets?
Consider all options for
marketing animals:
stockyards, direct-topacker, direct-toconsumer.
Investigate farmer’s
markets that accept EBT
& WIC.
Be mindful of holiday
times – these can trigger
high prices! Understand
the desired products for
specific buyers/holidays.
Follow all regulations
regarding sales.
2014
2015
2016
Ramadan
6/28
6/18
6/6
Eid al Fitr
7/29
7/18
7/7
Eid al Adha
10/4
9/23
9/11
Western
Christmas
12/25
12/25
12/25
Orthodox
Christmas
1/7
1/7
1/7
Western
Easter
4/20
4/5
3/27
Orthodox
Easter
4/20
4/12
5/1
Ethiopian
New Year
9/11
9/11
9/11
Passover
3/15-22
4/4-11
4/23-30
Chanukah
12/17-24
12/7-14
12/25-1/1

12. Meet
Mohamed
Abdi!
 Somali Bantu






refugee
Receives EBT
Devout Muslim
Halal butcher
Father of TEN!
Goat Enthusiast!
Budget Conscious
 Will someone on a
tight budget
continue to choose
an expensive meat in
light of increased
livestock prices?

13. Do You Have “Good” Sheep?
In the ethnic community,
fresh products are highly
esteemed.
Other buzzwords include
“pure”, “organic”, and
“natural”.
In reality, though, their
definitions do not match
USDA standards.
The ethnic focus is on
farm fresh, preferably
local, products.
Budgetary constraints,
however, impact buying
decisions.
Consumers seek custom
processed, ritually
slaughtered products . . .
But will choose imported
frozen meats if the price
is right.
Ethnic customers tend to
utilize rice & breads to
stretch meals.

14. Economics of
Lamb & Goat
Production
Production of lamb &
goat is rising.
Consumers are
recognizing the value of
locally raised products.
Sheep & goats are small,
easy to manage, and
reproduce rapidly.
Prices will continue to
fluctuate until the
production nears the
demand, and there is a
steady supply available.
There is a greater demand for
goat & lamb than the current
supply in America.
The demand drives the price up
for fresh, ritually slaughtered goat
& lamb.
Generally the individuals who
enjoy these products have
budgetary restraints.
The supply is supplemented by
frozen Australian & New Zealand
product, available at lower cost.

15. Ethnic (Direct) Marketing
 There can be difficulties in communicating between cultures. Patience &
understanding can solve many problems – even with fellow Americans!
 Different cultures emphasize different styles of purchasing – understand,
but be firm. Always make sure to finalize payment!
 Seek educational opportunities to gain cultural understanding: agricultural
educational venues, internet resources, international groups.
 Never hesitate to ask questions to learn what a customer is seeking;
knowledge is always beneficial.
 The ethnic community relies on word-of-mouth promotion; use positive
personal experiences to promote your farm. Periodicals welcome
advertising from American businesses & farms.
 Illegal slaughter may seem like a quick way to make money, but it impacts
the entire industry: educate yourself on regulations regarding slaughter and
do not set yourself up for failure!
 Smiles & thanks are universally appreciated!

16. Identify a niche and
market to it!
Understand what your
chosen consumer seeks!
Promote the unique
quality of your product!
Set a price that justifies
production! Profit is
NOT a dirty word in
farming!
Eat your product – use
what you produce!
Network with producers
to share ideas!
Connect with your
governmental leaders!
There is no enterprise as ancient
and noble as the care of the earth
and its creatures.

17. Questions?
www.blystonefarm.com
Blystone Farm on
Facebook
kmhh13@yahoo.com