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Marketing Small Ruminants in the South

Marketing Small Ruminants in the South. Dr. David Fernandez University of Arkansas Pine Bluff School of Agriculture, Fisheries and Human Sciences . Available Markets. Auction On farm sales Farmers’ markets Local retailers Restaurants Club kids and lambs (4-H, FFA) Breeding stock.

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Marketing Small Ruminants in the South

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  1. Marketing Small Ruminants in the South Dr. David Fernandez University of Arkansas Pine Bluff School of Agriculture, Fisheries and Human Sciences

  2. Available Markets • Auction • On farm sales • Farmers’ markets • Local retailers • Restaurants • Club kids and lambs (4-H, FFA) • Breeding stock

  3. Auctions • Price depends upon: • Number of buyers • Number of animals to be sold • Animal weight • Animal quality of little importance

  4. On Farm Sales • Negotiate directly with end consumer • Capture more of the retail price • Animals desired by the buyer must be available • Biosecurity concerns (how many farms has the buyer visited lately?) • Cash sales

  5. Holiday Sales and Dates • Passover April 19-26, 2011 • 30-55 lbs milk fed lambs • Western or Roman EasterApril 24, 2011 • 30-45 lbs milk fed lambs • 20-50 lbs milk fed kids (30 lbs optimum) • Easter or Greek Easter April 24, 2011 • 40-55 lbs milk fed lambs • Similar to Western Easter kids, 35 lbs considered optimum • Start of Ramadan August 1, 2011 • 60-80 lbs weaned market lamb • 45 - 120 lbs (Optimum about 60 lbs) male and female kids with all their milk teeth • Id al Fitr August 31, 2011 • Lambs and goats same as for Ramadan

  6. Holiday Sales and Dates • Rosh Hashanah Sept 29-30, 2011 • Forequarters from weaned lambs 60-110 lbs • Navadurgara or NavratraDashara or DassaiSept 28-Oct 5, 2011 • Size of carcass depends on number of people expected to be fed. Weaned, market kids or yearling wethers are most in demand • Id al Adha Nov 6, 2011 • 60-80 lbs lambs, heavier old crop lambs are also in demand and will frequently command the same price as new crop lambs. • Blemish-free yearling kids • Large kids 60 - 100 lbs also in demand • Christmas Dec 25, 2011 • Milk fed kids and lambs • Kids and lambs as light as 18 lbs may be readily accepted

  7. Other Holidays • Other holidays • July 4th weekend • cabrito kids for small parties • weaned market kids and yearlings for large celebrations • Caribbean holidays in August • Carnival • Carifest • Jamaican Independence Day • young, smelly 60-80 lb bucks • older animals of all sexes

  8. Other Ethnic Markets • Chinese market for goat • limited to the six colder months • 60 to 80 pounds live • Hispanic market for goat • 15 to 30 lb live wt suckling kids for cabrito • large weaned market kids for seco de chivo and barbecues. • Cinco de Mayo (May 5th), Mexico's Independence Day. • Indian curried goat market • cull does and bucks

  9. Farmer’s Markets • Negotiate directly with end consumer • Capture more of the retail price • Consumer trust and loyalty • Must be able to slaughter and process goat meat • Travel to and from market • You must be available on market days • Consistent availability of product

  10. Local Retailers • Ethnic grocery stores • Halal or Kosher markets • Steady, year-round supply OR • Seasonal/Holiday demand • Often networked to similar retailers nearby

  11. Restaurants • Independent restaurants more receptive • Chains lack flexibility • Not just ethnic restaurants • Focus on quality and locally grown • Provide: • Sample with recipe (if possible) • Price list • Seasonal availability • Avoid rush times (lunch and dinner)

  12. Institutions • Cull does and bucks are in demand for prison contracts.

  13. Direct to Packers • Only 3 USDA certified goat slaughter facilities in Arkansas • Must make an appointment • Cost of $25-$35 per hd

  14. Club Kids and Lambs • Club kids and lambs are popular • Relatively cheap (compared to steers) • Small and easy to work with • Less expensive to feed • Easier to sell after the show (cheaper than steers) • Need to understand judges’ preferences

  15. Breeding Stock • High start-up cost • Must be knowledgeable animal manager • Subject to industry fads • Determine economically important traits and select for them • Detailed record-keeping • Marketing and advertising • Selling semen, embryos, bucks, and does

  16. Who is your market? • Survey of female food shoppers: • Hated the term “cattle feeder” • Wanted to marry a “rancher” • Wanted to buy their food from a FARMER

  17. What are you REALLY Selling? • Image • American Dream • Family Farm lifestyle • Safe and wholesome • Your farm • Clean, safe environment • Clean, healthy animals • Pleasant environment

  18. What are you REALLY Selling? • Yourself • Must be clean (even if a little tattered) • Smile/Friendly • Patient and kind

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