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Lamb Production & Marketing: Branding for Value-Adding

This presentation explores the topic of lamb production, marketing, and quality assurance with a focus on branding and value-adding for producers. It covers trends in sheep numbers, brands and marketing groups, case studies, and success factors for establishing a strong brand. The conclusion highlights the industry's current status and the need to invest in growing lamb consumption in the USA.

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Lamb Production & Marketing: Branding for Value-Adding

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  1. Presentation byGraham Clothier2004 NuffieldScholarStudy topic: Lamb Production, Marketing and Quality AssuranceFocus on Branding and Value adding to the Producer

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  3. Study TopicLamb Production, Marketing and Quality Assurance • Focus on Branding and Value Adding for the Producer

  4. Million Tonnes 3% Source : FAO

  5. Trends in Sheep Numbers • Australia 170 million to 100 million • USA 12 million to 6 million • NZ 70 million to 39 million • UK 44 million to 36 million Source: MLA, USDA, FAO, MAF

  6. Brands and Marketing Groups • UK- Graig Farm Producers • South West Quality Meats • Southdown Lamb • Farm House Lamb • Dolaucothi Estate • Well Hung and Tender

  7. Brands and Marketing Groups • Canada : Sunterra Farms • Alberta Sheep and Wool Council • USA : Mountain States Lamb • Prairie Lamb Co-op • NZ : Alliance Group • CCPS/Richmond • Pilot Brands • WA : WA Q Lamb

  8. UK Overview Subsidychange Climate Large Population Supermarket dominance

  9. Case Study: Well Hung and Tender Maturation length minimum 24 days Farmers markets Burger sales Consistent quality product Comments: Sale of whole carcase with burgers Works when other people are relaxing Consistent eating quality for repeat buyers

  10. USA Overview Long term decline Predation Low Consumption Contract Finishing Live weight @ slaughter has increased Only committed producers left Largest producer states

  11. Case Study: Mountain States Lamb Producer Co-op 50% stake in B. Rosen & Son Natural Lamb on increase Grid weighted to low fat 1$ Marketing Levy Conclusions Producers are content Excellent returns

  12. Western Australian Overveiw Undersupply of kill space 12 month bookings 3-5 million sheep in live exports Merinos commonly used for meat Feedlots common

  13. Case Study: Q Lamb • 97% of lambs hit specification • Exporting to 5 countries • Each lamb individually weighed and fat scored • Training of producers • Value added by lifting the bar in WA • 45% of producers now Flockcare accredited • Great example of branding

  14. Success Depends on • Year round supply • Delivering Quality with integrity • Ability to adapt and change • Continual innovation and improvement • Targeting niche not commodity markets • Establishing full QA over time • Business growth • Ensuring producers have ownership

  15. Conclusions • Australia's sheep and lamb industry is in good shape • Australia needs to spend more on growing consumption in the USA • Quality lamb is defined as 6-15mm fat at the GR site

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