Marketing sheep and goats to the ethnic markets

This presentation was given at the Focus on Farming Conference: Breaking New Ground in Lynnwood, Washington on November 20, 2008.

Marketing sheep and goats to the ethnic markets 2008 Focus on Farming Conference: Breaking New Ground Lynnwood, Washington - Thursday, November 20, 2008 Susan Schoenian Sheep & Goat Specialist Western Maryland Research & Education Center University of Maryland Cooperative Extension sschoen@umd.edu – www.sheepandgoat.com

What is an ethnic market? ,[object Object],It is many different markets!

Three market segments 31% of American population is considered ethnic. ,[object Object],[object Object],[object Object]

Second generation ethnic consumers ,[object Object],[object Object],[object Object]

U.S. Population Demographics 2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

U.S. immigration ,[object Object],[object Object],http://www.cis.org/articles/2007/back1007.html

Washington State ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://quickfacts.census.gov/qfd/states/53000.html http://faculty.washington.edu/ellism/wa-immigration.pdf

American Muslims http://www.allied-media.com/AM ,[object Object],[object Object],[object Object]

American Muslims http://www.allied-media.com/AM ,[object Object],[object Object],[object Object],[object Object]

Mosques in Washington State ,[object Object],Seattle’s Northgate Mosque

Major Muslim holidays ,[object Object],[object Object],[object Object],Eid = Festival Muslim holidays move back 11 days each year.

Aqeeqah ,[object Object],[object Object],[object Object],[object Object],[object Object]

Halal Arabic word meaning permissible or lawful. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Halal slaughter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Considered humane, but exempt from Humane Slaughter Law.

Halal certification ,[object Object],[object Object],[object Object]

www.spiritofhumane.com Knife Restraining device Poster

Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html ,[object Object],[object Object],[object Object],[object Object]

Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html ,[object Object],[object Object],[object Object]

Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other important ethnic groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ethnic demand varies by . . . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ethnic holiday calendar 2008-2012 http://www.sheepandgoat.com/articles/ethniccalendar.html December 25 Christmas April 15 April 24 April 4 April 19 Eastern Orthodox Easter April 8 April 24 April 4 April 12 Western Roman Easter December 9-16 December 21-28 December 2-9 December 12-19 December 22-29 Chanukha September 17-18 September 29-30 September 9-10 September 19-20 Rosh Hashanah April 7-14 April 19-26 March 30-April 6 April 9-16 Passover/pesach August 19 August 31 September 10 September 20 Eid ul-Fitr Festival of Fast Breaking July 20 August 1 August 11 August 22 Start of Ramadan Month of fasting February 4 February 15 February 26 March 9 Mawlid al Nabi Prophet’s birthday November 15 November 26 December 7 December 18 December 29 Muharramn Islamic New Year October 25 November 6 November 16 November 27 December 9 Eid ul-Adha Festival of the Sacrifice 2012 2011 2010 2009 2008

The ethnic markets ,[object Object],[object Object],[object Object],[object Object]

Slaughter options ,[object Object],[object Object],[object Object],[object Object]

On-farm slaughter ,[object Object],[object Object],[object Object],http://newfarm.rodaleinstitute.org/features/2006/1006/onfarm/miller.shtml

Custom-exempt ,[object Object],[object Object],[object Object],[object Object],[object Object]

State-inspected ,[object Object],[object Object],[object Object],[object Object]

WSDA Custom Meat Program ,[object Object],[object Object],[object Object],[object Object],[object Object],http://agr.wa.gov/FoodAnimal/CustomMeats/default.htm

USDA - Federal inspection ,[object Object],[object Object],[object Object],[object Object]

Selling meat consumer, store, restaurant, farmer’s market, internet ,[object Object],[object Object],[object Object],[object Object]

A scarcity of USDA plants ,[object Object],[object Object],[object Object],[object Object],[object Object],http://www.fsis.usda.gov/Regulations_&_Policies/Meat_Poultry_Egg_Inspection_Directory/index.asp

A mobile abattoir ,[object Object],[object Object],[object Object],3 units in Washington State 6 units nationwide

Producer-owned abattoir On-farm, custom, state, or USDA www.lambcomd.com

Cooperative marketing sub-contract slaughter www.hairsheep.us

Marketing options - live animals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], income per animal, labor

Public auction barns stockyards, livestock auctions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.sheepandgoat.com/articles/sellingatauctions.html

Marketing options - meat value-added, direct, niche, relationship marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*** Requires USDA inspection and labeling. ***

USDA or third party labels Must meet criteria of USDA or group issuing label ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other claims ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

www.sheepgoatmarketing.info ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing sheep and goats to the ethnic markets

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Marketing sheep and goats to the ethnic markets