MARKETING LAMB & MUTTON TO ETHNIC CONSUMERS – A WEBINAR SERIES

Report to the Let’s Grow CommitteeJanuary 23, 2014

Let’s Grow !

JOINT PROJECT OF 3 STATE SHEEP ORGANIZATIONS

MaineMarylandOhio

Maryland Sheep Breeders Association________________________________

High

Schoenian

Brzozowski

Meet the coordinators

OVERALL PROJECT OBJECTIVE

Our main objective was to quip sheep producers with skills and knowledge for the effective marketing of sheep and lamb meat to ethnic communities in their respective market areas.

Expectations of Participants 1. Identify lamb consuming ethnic populations in their area by

performing a demographic analysis of specific ethnicities.

2. Learn about ethnic consumers as well as the specific holy days and holidays when lamb is customarily preferred and the demand for lamb /mutton or specific value-added products is typically high.

3. Evaluate their production system to determine needed changes in breed(s), carcass size, lambing time, and/or management to meet this market if deemed feasible.

4. Adapt or create a marketing plan as a part of a business plan for their sheep operation to include an ethnic component (if appropriate)

PROJECT COMPONENTS

• Project Promotion• Website• Webinar Series• Assignments for Participants• Evaluation• Follow-up of Participants

PROJECT PROMOTION

News releases to print mediaSheep Industry NewsASI Weekly e-newsState-based articlesElectronic communicationswww.sheepandgoat.comFacebookE-newsletters

151 Registrants

PROJECT WEBSITE

• Hosted by the University of Maine Cooperative Extension

• 3040 pageviews since October 6, 2013

WEBINAR SERIES – 4 SESSIONS

1. Ethnic Market Background – Susan Schoenian, UMD Extension

2. Understanding the Ethnic Consumer –Katherine Harrison Haley, Ohio

3. Understanding & Evaluating Marketing Options for Live Animals – Susan Schoenian

4. Developing a Marketing Plan – Dr. Richard Ehrhardt, MSU Extension

WEBINAR PARTICIPATION DATA

(1) 87; (2) 66; (3) 47; (4) 44.

Log-in numbers do not reflect total participation, as many log-ins included more than 1 person. Also does not reflect how many viewed recordings.

One explanation for a decline in log-ins as the webinars proceeded: participants realized they could watch recording at any time.

ASSIGNMENTS

1. Learn about State Regulations2. Identify Abbatoirs3. Determine Demographics of Ethnic

Consumers4. Evaluate Live Animal Marketing Options5. Develop a 12-Month Cash Flow6. Develop a Marketing Plan

EVALUATION

• 9 Questions• Performed electronically• 35 respondents (~20% of

registrants)

POSSIBLE NEXT STEPSSlaughter is the limiting factor in ethnic markets. There is a lack of religious slaughter options. Stringent regulations prevent on-farm slaughter in most states (exemptions for poultry - but none for sheep/goats).

Business planning is needed to determine profitability of selling lambs at different times of the year to different ethnic clientele.

Ethnic markets (and other direct marketers) need recognition and support from ASI/Lamb Board.

There is a need to implement grading system for ethnic lambs. New York has standards.