This presentation was given at the Buckeye Shepherd's Symposium in December 2011.

1. Susan Schoenian
Sheep & Goat Specialist
W. Maryland Research & Education Center
sschoen@umd.edu – www.sheepandgoat.com

2. However, there are
pockets of sustained
growth: Northeast
and Southeast.

3. Most of the growth in
sheep numbers in the
Southeast is attributed
to hair sheep.

4. The ethnic markets
tend to favor lighter
weight lambs.

5. The meat goat and
sheep industries are
closely linked.

6. But it is significantly higher
among people of certain
ethnic groups and in certain
geographical locations.
1.
2.
3.25 lbs1 (at home)
2.37 lbs1 (away from home)
1
Pew Research Center

7. Yet, they comprise only
35 percent of the
population.

8. 1.
General population growth
replacement + immigration
2.
Changing composition of
population (by 2050)1:
1.
White: 67 → 47 percent
2.
Hispanic: 14 → 29 percent
3.
Asian: 5 → 9 percent
4.
Black: 13 ↔13 percent
2
Pew Research Center

9. Among some populations
1)
More likely to eat lamb and goat.
2)
Bigger families.
3)
Spend more of their disposable
income on food.
4)
Income levels are increasing faster
than the average American.
5)
Less price sensitive.
6)
Demand is more consistent across
income levels.

10. Muslim, Jewish, and
Christian/Orthodox
populations consume lamb
(sometimes goat) during
specific times of the year in
observation of their religion.

11. But are they profitable for
all segments of the industry
(probably not) and can they
be sustained (probably not).

12. However, it is estimated
that 1.3 million head
are channeled into
nontraditional lamb
markets.

13. U.S. LAMB CROP
2004-2008
3.6 million head
Federallyinspected
slaughter
2.5 million head
Ethnic markets
500,000 head
Traditional
market sector
2 million head
Non-traditional
markets
1.3 million head
Ethnic market via
sale barns
300,000 head
Direct marketed
to consumers at
farm gate
1 million head
There is a statistical difference between the lamb crop
and federally-inspected lamb slaughter (2004-2008).

14. 1)
Food safety concerns regarding onfarm slaughter
2)
Higher slaughter costs
1)
Light weight lambs
2)
Religious slaughter
3)
Reduced supply of lambs
3)
Negative effect on industry’s
infrastructure
1)
Reduced supply of lambs
2)
High cost of feeder lambs

15. U.S. Kid Crop
Inspected
slaughter
827,300 head
Federallyinspected
slaughter
~620,000 head
State inspected
slaughter
~207,300 head
Non-inspected
slaughter
Custom exempt
?
On-farm
?
How many goats are unaccounted for?

16. 1)
2)
3)
4)
Health
Convenience
Indulgence
“Going Green”

17. Nontraditional Lamb Marketing in the United States:
Characteristics and Marketing Strategies, February 2010.
Changes in the Sheep Industry in the United States:
Making the Transition from Tradition, September 2008.
If you keep doing what you're doing, you'll
keep getting what you're getting.
…Unknown

20. Marketing lamb cuts
18
On-farm slaughter
12
Farmer’s markets
10

22. Susan Schoenian
Sheep & Goat Specialist
University of Maryland Extension
sschoen@umd.edu – www.sheepandgoat.com

23. Ohio
USA
11,542.645
307,006,550
% White, Non-Hispanic
84.7
79.6
% Hispanic/Latino
2.8
15.8
% Black/African-American
12.1
12.9
% Asian
1.6
4.6
% American Indian
0.3
1.0
% foreign born 2000
3.0
11.1
$21,003
$21,857
$48,011
$52,029
Population
Per capita income
1999
Median household income
2008
Source: http://quickfacts.census.gov/qfd/states/39000.html

24.  48
Mosques listed on
http://islamicvalley.com
Mosque in Toledo, Ohio

25. Susan Schoenian
Sheep & Goat Specialist
University of Maryland Extension
sschoen@umd.edu – www.sheepandgoat.com

26. 1.
Direct sales – sales of
lambs and goats
directly to packers
2.
Direct marketing –
selling lambs and
goats directly to the
general public or
niche markets




Freezer market
Ethnic/religious markets
Retail food stores
Restaurants

27.  Dealing
in the cash market
 Perceived price premium
 Convenience of repeat business

28.  Probably
the most
common method of
direct marketing.
 Sheep and goats can
be slaughtered at
USDA, stateinspected, or
custom-exempt
plant.
 No labeling is
required.

29.  Fresh
and local food
 Challenges


All cuts
Year-round supply

30.  10
percent of producers sell
lamb, mutton, or goat at farmers’ markets.

31. 
Sheep and goats must
be processed in a
USDA-inspected
facility.

Product must be
labeled at facility.

Must have proper
storage for meat.

Must have meat
handler’s license.

32.  Top
three reasons for not purchasing meat
and/or poultry at a farmers’ market:

Cost
86% were willing to pay more
for local meat and poultry at
a farmers’ market

Convenience

Food safety concerns
Source: Meat and Poultry Buying at Farmers’ Markets: A survey of shoppers at four markets in Oregon

33. 
1970’s Japan
1985 U.S.
Today, almost 1,500 CSA’s

A group of people who share in
both the production and
consumption of agricultural
output.

Most CSA farms are
organic, diverse in the variety of
production, and focused on fruits
and/or vegetables.

Some CSA farms provide meat
and dairy products to their
members for an additional fee.

$500-$800 per share
Selling “shares” of meat.

34. 
USDA certification




Third party certification




Grass-fed
Naturally-raised
Organic
Grass-fed
Sustainably-produced
Humanely-raised
Welfare-certified
Other



Grain-fed
Pasture-raised
Local
consumer driven = science-based

35. 
Grass-fed
100% forage diet
 No grain or grain by-products
 Temporary confinement allowed


Naturally-raised
Vaccines okay
 No antibiotics
 No growth promotants
 Coccidiostats okay, but
must be on label.


Organic






No antibiotics
No growth promotants
No anthelmintics*
No coccidiostats
Vaccines okay
Feed and bedding organic
consumer driven = science-based

36. 
American Grassfed Association-certified
100% forage diet
 No temporary confinement
 No antibiotics
 No growth promotants


Food Alliance Certified





No antibiotics
No growth promotants
No GMO’s
Protect soil and water
quality
Humane treatment
consumer driven = science-based

37. 

?
Certified humane-raised and handled
Animal Welfare Approved®
American humane certified
consumer driven = science-based

38. 
(I) The locality or
region in which the
final product is
marketed, so that the
total distance that the
product is transported
is less than 400 miles
from the origin of the
product; or

(II) the State in which
the product is
produced.
Source: H.R.2419

39. 
Grain-fed

Pasture-raised

No synthetic hormones

No sub-therapeutic
antibiotics

No animal by-products
fed

Breed identity

40. 





Hormone-free
All meat has hormones in it.
More conjugated linoleic acid (CLA)
Unless you have your meat tested.
Better ratio of omega-3: omega 6 fatty acids
Unless you have your meat tested.
Not implanted with hormones (goats)
There is no implant FDA-approved for goats.
No ruminant meat and bone meal fed
it is not legal to feed ruminant meat and bone meal to other ruminants.
Antibiotic-free
If you use coccidiostats.

41. 1)
Islam is fastest growing religion in
the U.S.
2)
Annual growth is 6% vs. 0.9% for
the U.S.
3)
Eight million Muslims in America;
1 million more in Canada.
4)
Same size community as Hispanics
were 25 years ago
5)
American Muslims are
younger, better educated, and
more affluent than the average
American.

42. 1)
Subcultures from over 20 different
countries in Central and South
America, the Caribbean and Spain.
2)
Fastest growing minority group.
3)
49% live in Texas or California.
4)
The Latin wave is bigger than the
baby boomer generation.
5)
76 percent increase in buying
power since 1990.
6)
Bigger families.