alberta goat breeders association market research report final · survey questionnaire of alberta...

ALBERTA GOAT INDUSTRY MARKET RESEARCH REPORT

Prepared for: Alberta Goat Breeders Association

Box 330 Hay Lakes, Alberta T0B 1W0

Prepared by: Tradex AgriSystems Inc.

134 Arbour Vista Road NW Calgary, Alberta T3G 5G3

January 2009

©Copyright 2009: Alberta Goat Breeders Association

Alberta Industry Goat Market Research Report

Tradex AgriSystems Inc. Page i ©Copyright 2009: Alberta Goat Breeders Association

TABLE OF CONTENTS

Page TABLE OF CONTENTS ..................................................................................................................i 1.0 INTRODUCTION ...............................................................................................................1

1.1 Background .................................................................................................................1

2.0 STUDY OBJECTIVES, SCOPE AND METHODOLOGY..........................................................1 2.1 Objectives ...................................................................................................................1 2.2 Scope and Methodology ..............................................................................................2

3.0 REVIEW AND ANALYSIS OF THE ETHNIC MARKET..........................................................2

3.1 Frequency of Goat Meat Purchases..............................................................................3 3.2 Demographic Profile of Purchasers..............................................................................3 3.3 Fresh, Frozen or Both ..................................................................................................8 3.4 Cuts Carcass or Both ...................................................................................................8 3.5 Post Purchase Options .................................................................................................9 3.6 Cooking Options..........................................................................................................9 3.7 Consumer Opinions .....................................................................................................9 3.8 Age and Sex Profile of Survey Respondents ..............................................................11

4.0 OVERVIEW OF ETHNIC MARKETS IN ALBERTA ............................................................12 4.1 Retail Markets ...........................................................................................................12 4.2 Restaurants ................................................................................................................13 4.3 Livestock Auction Markets and Dealers.....................................................................16 4.4 Slaughter Plants and Abattoirs ...................................................................................18 4.5 Ethnic Market Opportunities and Challenges for Alberta’s Goat Industry ..................20 4.6 Domestic and Export Trade in Live Goats .................................................................22

5.0 OTHER NON-ETHNIC MARKET OPPORTUNITIES ...........................................................24

5.1 Whole Foods, Natural Foods and Health Food Markets .............................................24 5.2 Supermarkets.............................................................................................................26 5.3 Farmers’ Markets ......................................................................................................27 5.4 Breeding Goat Market ...............................................................................................27 5.5 Grazing and Brush Control in Forested Regions ........................................................28

6.0 DAIRY GOAT INDUSTRY IN ALBERTA............................................................................29

6.1 Dairy Goat Production...............................................................................................29 6.2 Dairy Goat Processing ...............................................................................................29

7.0 GOAT FIBRE INDUSTRY IN ALBERTA ............................................................................32 7.1 Production .................................................................................................................32 7.2 Processing .................................................................................................................32


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8.0 POTENTIAL PARTNERS FOR THE DEVELOPMENT OF NEW PRODUCTS...........................32 8.1 Alberta Agriculture and Rural Development ..............................................................32 8.2 Food Processing Development Centre........................................................................33 8.3 AFSC Financial Services Corporation .......................................................................33 8.4 Alberta Research Council (ARC)...............................................................................33 8.5 Agriculture and Agri-Food Canada ............................................................................34 8.6 Olds College..............................................................................................................34 8.7 Lakeland College.......................................................................................................34

9.0 OTHER RESOURCES FOR MARKETING GOAT AND GOAT-RELATED PRODUCTS ............35 9.1 GoatKeeper ...............................................................................................................35 9.2 Dairy Goat Journal ....................................................................................................35 9.3 Canadian National Goat Federation ...........................................................................35 9.4 Canadian Goat Associations ......................................................................................36 9.5 Code of Practice for Goats.........................................................................................41 9.6 Environmental ...........................................................................................................41

APPENDIX 1: Survey Questions for Goat Producers ...................................................................43

APPENDIX 2: Consumer Goat Meat Survey................................................................................47 APPENDIX 3: Weekly Canada Express Urdu/English and Sangeet Studio Hit Radio Show for South Asians in Calgary............................................................................................................49 APPENDIX 4: List of Ethnic Contacts for Promotional Purposes .................................................53


Tradex AgriSystems Inc. Page 1 ©Copyright 2009: Alberta Goat Breeders Association

1.0 INTRODUCTION

1.1 Background

In 1994, the Caprine Breeders Association retained Tradex AgriSystems to undertake an assessment of the meat goat industry in Western Canada. The information obtained from this work was published in a report entitled Analysis of Meat Goat Industry in Western Canada. The report identified seven issues affecting the development of the Canadian meat goat industry. They included:

• Stand-alone meat goat enterprises were unprofitable at that time based on a survey of producers’ cost of production.

• Production and marketing intelligence related to meat goats was limited and unreliable.

• The meat goat market was fragmented and uncoordinated. • Ethnic groups in large metropolitan areas in Canada were the largest market for

goat meat. • Imported goat meat was significantly more price competitive compared to

domestically produced goat meat. • Canadian goat meat cost of production is higher in Canada than Australia and

New Zealand, two major competitors to Canadian produced goat meat. • High processing and transportation costs reduce producers’ returns.

In mid-2008, the Alberta Goat Breeders Association approached Tradex AgriSystems to undertake additional work and update the 1994 information. A new contract was negotiated. The subsequent contents of this report provide a detailed examination of the market research agreed to in the scope of the study.

2.0 STUDY OBJECTIVES, SCOPE AND METHODOLOGY

2.1 Objectives The objectives of the study are to carry out market research to provide the Alberta Goat Breeders Association with the following information:

• A list of ethnic market and other (gourmet, health, supermarket, etc.) retailers/marketers (principally in Alberta).

• A list of ethnic media/businesses for promotional purposes. • A list of potential partners (for the development of new products). • A general list of resources for marketing goat and goat-related products to various

markets including export markets. • A list of companies and their capabilities for processing goat meat, dairy and fibre • A list of strategic alliances and/or companies that develop and market value-

added products.


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• A very general list of government contacts in such areas as product research and development, financial planning, environmental considerations, agricultural tourism, regulations (dairy, meat, export, direct sales, farm markets, etc.), and other areas that are targeted at agriculture in general rather than goat specific. Websites are adequate.

A second study that focuses on the current state of producer capacity, distributors and market demand of goat products and goat by products (meat, dairy and fibre) is provided in a separate report entitled An Analysis of the Current Goat Industry with a Focus on Alberta.

2.2 Scope and Methodology

The market research and analysis for this report was focused principally in Alberta and is in accordance with the conditions negotiated in the consulting contract. It is also the primary region represented by the Alberta Goat Breeders Association membership and reflects the current status of the goat industry in the province. Primary data collected and analyzed for this study was obtained from a comprehensive survey questionnaire of Alberta Goat Breeders Association membership, telephone interviews with key industry contacts active in the provincial goat industry and three site specific metropolitan surveys of consumers of goat meat in the Calgary market area. Appendix 1 provides a copy of the goat producers’ survey questionnaire. Secondary data collected and analyzed for this report was obtained from provincial, national and international sources.

3.0 REVIEW AND ANALYSIS OF THE ETHNIC MARKET

Consumer Survey

An extensive survey of goat meat consumers was carried out in the City of Calgary during the months of October and November to obtain the primary information. Calgary has one of the more diversified populations compared to other Alberta cities. Three point-of-sale sites were selected that reflected a large diversity of consumers’ most likely to purchase goat meat. Two meat retail outlets in northeast Calgary and one retail outlet in the centre of Calgary selling goat meat were selected for the survey. Appendix 2 provides a list of the questions asked in the survey.



3.1 Frequency of Goat Meat Purchases

Sixty percent (60%) of the respondents to the survey indicated they purchased goat meat on a weekly basis (Figure 3.1) while 31% reported buying goat meat once a month and 9% only once a year.

Figure 3.1 Frequency of goat meat purchases.

Frequency of Goat Meat Purchases

Once a

year 9%

Once a

month

31%

Once a

week 60%

3.2 Demographic Profile of Purchasers

The nationality of respondents completing the survey is illustrated in Figure 3.2. Our survey indicated purchasers with East-Indian ethnicity were the largest nationality represented in the survey of consumers purchasing goat meat. Fiji, Jamaica, Trinidad and Pakistan were the other countries reported most often in the survey as the ethnicity of respondents.

Figure 3.2: Nationality of survey respondents.

Country of Origin

Fiji

19%

Jamaica

11%

Ghana

4%

India

25%

Kenya

11%Pakistan

7%

Nigeria

4%

Albania

4%

Canada

4%

Trinidad

7%

Ukraine

4%



Australia is the world’s largest exporter of goat meat. Canada is Australia’s third largest goat meat export market. Table 3.1 lists the quantities and value (Australian dollars) of the fresh, chilled or frozen goat meat exports from Australia to the ten largest markets during the period 2003 to 2007. The nationality of the Calgary consumer survey data was compared to this data to assess whether there was a correlation between nationalities of the goat meat buyers from the Calgary area with Australian goat meat exports. Trinidad is the only country listed as the country origin by Calgary-based respondents in the list of countries listed in Table 3.1. India, Jamaica and Fiji were the country of origin most commonly identified by Calgary survey respondents as their country of origin for themselves or their parents in Figure 3.2. Table 3.1: Ten largest markets fresh, chilled or frozen goat meat from Australia during period 2003 to 2007.

CY2003 CY2004 CY2005 CY2006 CY2007 Meat of goats, fresh, chilled or frozen (Kg) Quantity A$'000 Quantity A$'000 Quantity A$'000 Quantity A$'000 Quantity A$'000

All countries 13,504,611 48,488 16,374,115 59,294 20,197,722 74,212 21,907,033 90,386 15,989,178 61,620 United States 5,545,647 21,157 8,253,740 31,247 10,304,647 39,373 11,647,351 52,044 9,622,333 39,196 Taiwan 4,601,944 14,835 5,384,574 17,900 6,110,783 20,990 5,289,618 20,203 3,332,268 10,669 Canada 967,237 3,479 935,349 3,700 936,391 4,121 1,140,722 5,408 1,031,532 4,310 Trinidad and Tobago 700,962 2,363 784,277 2,815 730,870 2,887 803,393 3,505 940,381 3,569 Republic of Korea 181,953 791 161,235 723 125,185 535 166,309 822 218,956 970 Japan 176,655 641 155,208 502 169,144 661 208,476 717 185,353 674 Malaysia 169,260 539 76,223 287 132,000 481 85,487 295 68,892 319 Jamaica 144,977 432 124,295 379 522,669 1,336 954,504 2,452 85,794 302 Puerto Rico 132,320 511 66,853 237 71,517 281 46,515 212 72,204 294 Mauritius 88,740 201 157,918 572 83,117 300 65,888 222 86,515 216

Source: DFAT, STARS database consistent with ABS Cat. 5368.0, July 2008


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Figure 3.3 illustrates the imports of Australian goat meat by the three largest markets during the past five years. The trend line for goat meat imports to the United States suggests imports will continue even with the decrease in 2007. The trend for exports to Taiwan indicates continued lower volumes will be imported in the future. The trend for Canadian imports of goat meat from Australia indicates small year over year increases. The Calgary survey data suggests people with East-Indian and Pakistani ethnicity are an important ethnic market for Alberta goat meat. Figure 3.3: Major Markets for Australian Goat Meat

Goat Meat Imports from Australia 2003 to 2007

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

2003 2004 2005 2006 2007

Year

KG

United States

Taiwan

Canada

Linear (United States)

Linear (Taiwan)

Linear (Canada)

Table 3.1 lists the United States, Taiwan and Canada as the countries importing the largest quantities of Australian goat meat during the period 2003 to 2007. The trend for Canada indicates that although import of goat meat from Australia has fluctuated, it is likely to increase in the future. Continuity of supply and lower prices for goat meat imported from Australia and New Zealand will continue to support this trend even with the changing demographic profile of the Canadian population. This does not exclude the fact that important ethnic market segments for Alberta goat meat products will continue to exist however competing in these segments requires targeted marketing programs that differentiate the Canadian product from the imported product.

Table 3.2 provides total goat meat imports into Canada from all countries during the period 2005 to 2007. Australian goat meat imports accounted for 69.8% of the total goat meat imported into Canada during 2007. The other major supplier of goat meat to Canada was New Zealand. In 2007 Ontario accounted for 906,673 kilograms of goat meat imported into Canada while 573,064 kilograms were imported into British Colombia. Together Ontario and British Columbia represented 100% of the goat meat



imports into Canada during that year. The imported goat meat was then distributed to other outlets in Canada.

Table 3.3 lists the 2006 Census highlights on visible minorities and ethnic origins for the seven largest metropolitan areas in Canada. The Employment Equity Act defines visible minorities as persons, other than Aboriginal peoples, who are non-Caucasian in race or non-white in colour. Examples of people living in Canadian cities from South Asia include East-Indian, Pakistani, Sri Lankan, etc. Peoples from Southeast Asia include Vietnamese, Cambodian, Malaysian, Laotian, etc.

Table 3.2: Goat Meat Imports into Canada from All Countries (fresh, chilled frozen)

Quantity (Kg) Month 2005 2006 2007 2008-Jul Jan 141,565 156,912 307,139 119,428 Feb 106,079 53,019 87,327 93,879 Mar 212,549 22,948 99,755 53,593 Apr 93,664 258,172 69,411 98,875 May 168,924 118,488 121,975 43,696 Jun 60,489 70,656 78,022 44,763 Jul 11,245 173,276 43,248 25,369 Aug 83,022 48,959 106,546 Sep 40,218 73,718 131,425 Oct 115,497 110,992 78,430 Nov 107,712 230,960 200,737 Dec 160,689 344,099 155,722 TOTAL 1,301,653 1,662,199 1,479,737 479,603

Source: Agriculture and Agri-Food Canada

Comparing Table 3.3 with the Calgary metropolitan area consumer survey data indicates a strong positive relationship for Canadian consumers with South Asian ethnicity (particularly East-India and Pakistan) as an important ethnic market for goat meat products. Table 3.3 lists Toronto, Montreal, Vancouver and Calgary with the largest concentration of people with this demographic profile. These four cities represent the largest goat meat ethnic market segment in Canada when targeting consumers with East-Indian or Pakistani ethnicity. These same cities contain the largest proportion of people with Caribbean ethnicity also considered an important constituent for goat meat products.



Table 3.3: 2006 Census highlights on visible minorities and ethnic origins in Canada.

Geographic name Total population

Total visible minority population

South Asian Chinese Black Filipino

Latin American

Southeast- Asian

Calgary 1,070,295 237,890 57,700 66,375 21,060 25,565 13,415 15,750 Edmonton 1,024,825 175,295 40,205 47,200 20,380 19,625 9,210 11,025 Montréal 3,588,520 590,375 70,615 72,015 169,065 23,505 75,400 44,970 Ottawa - Gatineau 1,117,120 179,295 27,135 32,445 45,060 7,330 10,630 11,670 Toronto 5,072,070 2,174,065 684,070 486,330 352,220 171,985 99,290 70,215 Winnipeg 686,040 102,940 15,295 12,810 14,470 36,935 5,475 5,340 Vancouver 2,097,965 875,300 207,160 381,535 20,670 78,890 22,695 33,470 Source: Statistics Canada catalogue number 97-562-XWE2006002 Australia is also one of the world’s the largest exporter of live goats. Table 3.4 lists the ten largest importers of live Australian goats. Nine of the ten countries listed in Table 3.4 are countries with predominately Muslim populations. A major reason for countries with the highest demand for live goats is the traditional preference for locally slaughtered goat meat handled in accordance with Islamic religious beliefs (Halal). Table 3.5 list the countries with the largest Muslim populations. Comparing this data with the Calgary consumer survey data further reinforces the correlation of consumers with Pakistani and East-India ethnicity as important consumers of goat meat. Table 3.4: Ten largest export markets for live goats from Australia from 2003 to 2007. Dollars shown are Australian currency.

2003 2004 2005 2006 2007 Live goats (Numbers) Quantity A$'000 Quantity A$'000 Quantity A$'000 Quantity A$'000 Quantity A$'000 All countries 70,913 12,396 50,486 4,682 41,732 5,086 57,606 7,126 89,932 11,367 Malaysia 38,675 2,653 33,397 1,688 26,418 2,109 42,838 5,343 69,515 7,790 Indonesia 74 70 64 55 1,570 746 269 28 5,928 1,276 Madagascar 2,800 1,160 Brunei 3,419 354 3,240 1,191 1,410 685 1,336 119 1,855 314 Singapore 2,965 135 8,377 433 10,898 741 11,103 914 3,116 300 Oman 1,874 147 Mauritius 3,000 270 620 129 Philippines 228 34 473 316 675 214 1,052 164 540 109 United States 14 231 7 13 28 34 53 39 Thailand 189 201 375 120 41 36 82 70 2,300 38 Source: DFAT, STARS database consistent with ABS Cat. 5368.0, July 2008



Table 3.5: Countries with the Largest Muslim Population.

Pakistan 150,365,000 India 122,570,000 Indonesia 116,105,000 Bangladesh 110,849,000 Turkey 64,714,000 Iran 64,707,000 Egypt 57,780,000 Nigeria 49,000,000 Algeria 30,442,000 Morocco 27,736,000

3.3 Fresh, Frozen or Both Ninety-three percent (93%) of the Calgary area survey respondents reported their preference for buying fresh goat meat compared to only 7% frozen. It was not possible to determine from the Calgary survey data whether the fresh goat meat was always Canadian origin or imported. Toronto and Vancouver are two of three cities with large East-Indian and Pakistani populations. Toronto and Vancouver airports are regularly serviced with flights from Australia and New Zealand. A portion of the fresh and chilled goat meat products imported into Ontario and British Columbia originated from these countries however, the available data does not separate fresh from frozen product. A discussion on price competitiveness between imported and Canadian goat meat is provided in 3.7.

3.4 Cuts Carcass or Both One half of the survey respondents (50%) indicated cuts as the most popular form of buying goat meat. Forty-seven percent (47%) indicated they purchased goat meat in either cuts or carcass form while only 3% indicated carcass only. Since there was no significant difference between preference for cuts or carcass, this suggests consistency of supply may be more problematic and consumers buy what is available. Another issue may be that the incomes of visible minorities and the ethnic population in general tend to be low thereby limiting the quantity purchased and slightly favouring cuts. The survey data did not inquire into family incomes as respondents are less likely to participate in a survey when this question is asked. The data did not indicate any consistent ethnic relationship to preference of cuts or carcass suggesting product availability and family incomes as key factors influencing type and frequencies of purchases.



3.5 Post Purchase Options Survey respondents were asked to select from four options regarding what they did with the goat meat following point of sale purchase. Forty percent (40%) of the respondents reported cooking the meat the same day as it was purchased. Twenty percent (20%) reported cooking the meat within the first week of when they bought it. Sixteen percent (16%) indicated they froze the meat following purchase and 24% reported they did all of the above. The above data indicates purchasers consumed goat meat shortly after it was purchased. Although there was no statistical correlation with ethnicity the decision to consume the product shortly after purchase may be related to one or more of the following reasons:

• Visible minorities and peoples of ethnic origins tend to have lower incomes therefore purchase and consume goat meat when money is available.

• Quality of fresh product is considered superior to frozen product. • Product bought and consumed on festive and/or religious occasions. • Stir fry and curry dishes are somewhat easier to prepare so the goat meat is

cooked soon after purchase as it is more convenient.

3.6 Cooking Options Respondents were asked how they prepared goat meat for their family meals following purchase. Stir-frying and curry dishes were the most common methods for cooking goat meat with roasting occupying a distant third place. Curry dishes are most common among people with East Asian (East India and Pakistani) ethnicity with stir fry recipes finding favour with a broader base of population. This correlation was evident in the ethnicity of the respondents.

3.7 Consumer Opinions Our survey asked consumers to list their main complaints when purchasing goat meat. Quality, price, availability and other were the four options provided in the survey. Fifty-seven percent (57%) of the respondents indicated high price of fresh Alberta goat meat as their major complaint. Nineteen percent (19%) regarded poor quality as a major problem while 9% considered availability to be a problem.



Table 3.6: Wholesale Value per unit of Imports Fresh, Chilled and Frozen Goat Meat into Canada 2005 to 2008.

Wholesale Value per KG Canadian $ Year 2005 2006 2007 2008-Jul Jan $2.92 $2.92 $2.96 $3.03 Feb $3.01 $2.92 $3.01 $3.24 Mar $3.03 $2.92 $2.92 $3.16 Apr $3.17 $2.92 $3.28 $3.25 May $3.05 $3.13 $3.36 $3.75 Jun $2.92 $2.92 $3.40 $3.13 Jul $2.92 $2.71 $3.72 $3.21 Aug $2.92 $2.71 $3.24 Sep $1.89 $2.92 $2.94 Oct $2.92 $2.57 $3.38 Nov $2.92 $2.86 $2.98 Dec $2.92 $2.91 $3.23 Year $2.95 $2.87 $3.12 $3.22

Source: Statistics Canada HS:0204.500000 Table 3.6 lists the monthly container, insurance and freight (CIF) wholesale value of imported goat meat during the four year period from 2005 to 2008. Excluding retail market up, the average price during this period was approximately $1.35 per pound for imported goat meat. The average price for goat meat imported into Canada from Australia during 2007 was approximately $1.42 per pound. The current retail price for fresh Canadian goat meat in the Calgary market ranges from $5.50 to $6.50 per pound for carcasses and in excess of $8.00 per pound for cuts. Even if importers mark up imported Australian product to $3.00 per pound to cover transportation and other costs, the average price of Canadian goat meat is approximately twice that of the imported Australian product. Consumers ranked quality of product second in terms of buyer issues. Goats generally tend to be leaner although the Boar goat is considered to be more of a meat breed. Issues related to quality are related to many factors such as breed, feed, age, care at slaughter, handing of carcasses during transport and final preparation. Some members of the ethnic community prefer leaner cuts however lack of tenderness is associated with very lean carcasses. Personal observation of handling and presentation of goat meat at the Calgary point of sales outlets suggests considerable improvement is warranted. The survey asked consumers to suggest improvements to goat meat marketing that would encourage them to purchase goat meat more frequently. Lower prices and increased availability at more locations were the most frequent responses. Improved quality was also mentioned.



3.8 Age and Sex Profile of Survey Respondents Sixty-seven percent (67%) of the survey respondents were male and 33% female. Forty-seven percent (47%) of the respondents were over 40 years of age, 40% were between 25 and 40 years of age and only 13% were less than 25 years of age. The data indicates men as the predominant purchasers of goat meat. This is consistent with the survey findings where older males with East Asian ethnicity represented the largest segment purchasing goat meat. East Asian and Middle East societies are patriarchal. For example, men are expected to be breadwinners and thus take a central role in the work environment and purchasing decisions. These are important considerations that need to be considered when developing a goat meat marketing strategy by the Alberta Goat Breeders Association. Separate marketing programs are required for each demographic profile. It is also important to keep in mind some East Asians are vegetarian so do not consume meat.



4.0 OVERVIEW OF ETHNIC MARKETS IN ALBERTA

4.1 Retail Markets The major retail markets for goat meat in Alberta are located in Edmonton and Calgary. A list of Calgary retail markets for goat meat is provided in Table 4.1 Table 4.1: Retail goat meat markets in Calgary. Name of Establishment Address in Calgary Telephone

Number Chinook Edge Lamb and Goat

402, 4656 Westwinds Drive NE 403-250-2250

Central Halal Meat 4655 - 54 Avenue NE 403-280-4959 Madina Halal Meat 510, 4656 Westwinds Drive NE 403-280-5089 Alberta Halal Meat and Grocery

15, 3745 Memorial Drive SE 403-272-6328

Al Ghous Halal Meat 133, 216 Saddletowne Circle NE 403-293-5700 A1 Produce and Grocery and Halal Meat

10, 3434 - 34 Avenue NE 403-769-1118

Alnoor Halal Meat and Grocery

5075 Falconridge Boulevard NE 403-293-0888‎

Vattan Grocery and Halal Meat

12, 5269 Memorial Drive SE 403-248-9244

Lahore Foods and Halal Meat

13, 4525 52 Street NE 403-590-7736

Ralia Halal Meat and Food Store

3B, 908 Edmonton Trail NE 403-230-1312

Sunrise Spices and Halal Meat Ltd

5320- 8 Avenue SE 403-248-3101

Amir Halal Meats and Grocery

300, 255 - 28th Street SE 403-569-1557

Mediterranean Halal Meats and Deli

A-3917 - 17 Avenue 403-272-1119

Gandour Halal Meats and Deli

3,1619 - 37 Street SW 403-240-2331

Hage’s Mideast Foods and Halal Meats

212,1440 - 52 Street NE 403-235-5269

Market Produce 28, 5315 - 17 Avenue SE 403-444-0208 Farwa Food Store 1919 - 31 Street SE 403-204-1754 Produce Market Calgary 1114, 4818 Westwinds Drive NE 403-275-2414 Quality Grocery 2, 5008 Whitehorn Drive NE 403-280-1150



In addition to the above ethnic goat meat retail businesses, there are a limited number of ethnic media companies in Alberta identified as actively interested in promoting goat meat products. Appendix 3 provides advertising rates for the publication Canada Express Urdu/English serving 500,000 Canadians of Pakistani/East Indian Origin. The rates for Sangeet Studio, a radio show for south Asians living in Calgary and area is also included in Appendix 3. A list of other ethnic media contacts and web addresses is provided in Appendix 4. A list of Edmonton retail markets for goat meat is provided in Table 4.12. Table 4.2: Retail goat meat markets in Edmonton.

Name of Establishment Address in Edmonton Telephone Number Paradise Halal Meat Market

110, 9006 - 132 Avenue NW 780-476-0233

Millwoods Grocery and Halal Meats

9232 - 34 Avenue NW 780-485-3504

Alberta Halal Foods Inc. 3219 - 92 Street NW 780-440-9443 Northeast Halal Foods and Meat

7614 - 144 Avenue NW 780-633-4905

Quality Zabeeha 111, 9303 - 34 Avenue NW 780-434-2204 Taha Halal Meat and Deli

9350 - 34 Avenue NW 780-435-0465

Adams Conveniences and Halal Meats

10719 - 107 Avenue NW 780-426-5533

Hajar’s Halal Meats 11301 - 134 Avenue NW 780-406-2225 Fayas’s Halal Meats and Deli

113216 - 132 Avenue NW 780-454-8103

4.2 Restaurants The list of in restaurants in Calgary and area serving goat meat is provided in Table 4.3.



Table 4.3: Calgary restaurants serving goat meat

Name of Establishment Address in Calgary Telephone Number Royal India Cuisine 150, 112 - 4 Avenue SW 403-263-1400 Taj Mahal Restaurant 4816 McLeod Trail SW 403-243-6362 Green Chili ca Cuisine 2128 Crowchild Trail NW 403-210-3122 Joycees Caribbean Restaurant

5, 630 - 1 Avenue NE 403-234-9940

Choice Caribbean Foods 2235 Centre Street NW 403-230-1880 Green Grato Restaurant 3229 - 17 Avenue SE 403-272-2988 Trinidad and Tobago Association

24, 2110 - 41 Avenue NE 403-275-1905

Blue Lagoon Restaurant 5268 Marlborough Drive NE

403-248-6504

MehtabEast Indian Cuisine Ltd.

2008, 120 - 5 Avenue West, Cochrane, Alberta

403-851-0100

Namskar Cuisine of India

202 - 16 Avenue NE 403-230-4447

Rajdoot Restaurant 2424 - 4 Street SW 403-245-0181 Ganga Restaurant Inc. A221 - 8 Avenue SW 403-265-9999 Bublys East Indian Restaurant

300, 3690 Westwinds Drive NE

403-293-6915

Nirvana Restaurant 1009, 5075 Falconbridge Boulevard NE

403-590-9797

Bombay Sweet House and Restaurant

8255 Castleridge Boulevard NE

403-590-1393

Lovelys Sweet and Restaurant

1106 Westwinds Drive NE 403-590-5159

Dalbrent Spice Rack 132, 3604 - 52 Avenue NW 403-289-1409 Gods Glory African West Indian Market

16, 3745 Memorial Drive SE

403-273-9367



The list of in restaurants in Edmonton and area serving goat meat is provided in Table 4.4. Table 4.4: Edmonton restaurants serving goat meat. Name of Establishment Address in Edmonton Telephone Number

780-469-3513

780-989-0008

Daawat Authentic East Indian Cuisine (3 locations)

9250 - 34 Avenue 10015 - 82 Avenue 110 Mayfield Common NW 780-469-3510

780 434-8303

780-488-6666

780-463-9997

New Asian Village (4 locations)

10143 Saskatchewan Drive 17507 - 100 Avenue 9308 - 34 Avenue 320 Manning Crossing 780-473-7777

Sunshine Café and Catering

6502 - 132 Avenue NW 780-473-3738

Langano Skies Ethiopian Restaurant Ltd.

9920 Whyte Avenue 780-432-3334

Blue Nile 10875 - 98 Street 780 428-5139

Rasoi India Restaurant 9, 9261-34 Avenue 780 438-7276

Haweli Restaurant and Lounge

10220 - 103 Street 780 421-8100

Jewel of Kashmir Restaurant

7219 - 104 Street 780 438-4646

Curry Fix 616 Riverbend Square 780 438-1008

Butter Chicken and Naan Stop

8882 - 170 Street 780 489-2929

India Grill 4620 - 99 Street 780 430-1900

Aashiana Indian Restaurant and Bar

1523 -50 Street NW 780 485-5844

Khazana 10177 - 107 Street 780 702-0330

Maurya Palace 9266 - 34 Avenue 780 468-9500



4.3 Livestock Auction Markets and Dealers

The Alberta Livestock and Identification and Commerce Act requires anyone dealing in livestock or livestock products to be licensed as a livestock dealer or livestock dealer’s agent under this Act. A person is not considered to be dealing in livestock when that person purchases livestock and maintains the livestock for at least 30 days before selling the livestock. There is anecdotal evidence to suggest individuals are buying and selling goats in Alberta without being licensed. There is a risk of non payment for anyone selling live goats to an unlicensed livestock dealer in the event of a bankruptcy.

The Livestock Identification Services Ltd, (LIS) is the organization in Alberta responsible for providing inspection services for livestock marketed in Alberta. The Livestock Identification Services Ltd. web address is www.lis-alberta.com. This private sector organization was established in 2006 by the Government of Alberta and the livestock industry in Alberta to provide the following services:

• Facilitate fair commerce by requiring security interest declarations, as well as new rules for the prompt payment for livestock.

• Streamline day-to-day commerce of the livestock industry through new standardized forms.

• Enable the inspection process to include other forms of identification currently used in other industry programs such as Canadian Cattle Identification Agency (CCIA) tags.

• Protect personal property by requiring livestock dealers to deposit all unpaid proceeds into trust accounts.

• Enhance predictability and harmonization in the Canadian livestock market by officially legislating many already accepted industry practices.

• Enhance traceability efforts through enhanced livestock transportation documentation further improving relations with our international trading partners.

Our 2008 survey of Alberta Goat Breeders Association membership indicated farm gate sales as a popular point of sale option for marketing live goats, especially for producers with small herd numbers. Anecdotal evidence suggests goat producers may be risking payment difficulties when selling to non-licensed livestock dealers or agents. Auction markets and their dealers are licensed under the Alberta Livestock and Identification and Commerce Act therefore the risk of non-payment by selling through these organizations and their licensed agents are minimal. In 2008, approximately 35,000 sheep and goats were marketed through Beaver Hill Auction Services Ltd., Tofield, Alberta. Approximately 8,000 of this number were goats. Beaver Hill Auction Services holds weekly goat sales from August to December and bi-monthly sales during the period January through to the end of July. Beaver Hill Auction Services is the largest live goat market in western Canada. Results of their weekly or bi-monthly sheep and goat auctions are posted on the web address www.bidbuytrade.com and can be accessed by clicking on the Sheep/Goats Report link at the top of the page. The telephone number for Beaver Hill Auction Services is (780) 662-9384.



Table 4.5 lists the major livestock auction markets in Alberta together with their web addresses. Cattle and horses are the main livestock types sold through these markets however they do represent a potential partner for the goat industry particularly as a point-of-sale option for dedicated breeding stock sales. Our survey of goat producers indicated that with the exception of sales through Beaver Hill Auction Services, selling through auction markets handling primarily cattle resulted in very low and unsatisfactory prices for their product. Table 4.5: Livestock Auction Markets in Alberta. Auction Market Web address Alberta Beef Website - Daily Cattle Report

www.albertabeef.org

Bow Slope Shipping Association, Brooks, Alberta

www.bowslope.com

Calgary Stockyards Ltd, Calgary and Strathmore, AB

www.calgarystockyards.com

Nilsson Bros. Inc., Clyde, Alberta www.nbinc.com Fort Macleod Auction, Fort Macleod, AB

www.fortmacleodauction.com

Grande Prairie Auction, Grande Prairie, AB

www.gplmcattle.com

Highwood Livestock Auction, High River, Alberta

www.livestock.ab.ca

Innisfail Auction Mart, Innisfail, AB www.innisfailauctionmarket.com Balog Auction Services Inc., Lethbridge, AB

www.balogauction.com

Perlich Bros. Auction Market Ltd., Lethbridge, AB

www.perlich.com

Olds Auction Mart, Olds, AB www.oldsauction.com Pincher Creek Livestock Auction, Pincher Creek, AB

www.livestock.ab.ca

Ashland International Market, Ponoka, AB

www.ashlands.com

Vold, Jones and Vold Auction Co Ltd., Ponoka, AB

www.vjvauction.com

Provost Livestock Exchange, Provost, AB

www.plecattle.com

Canadian Satellite Livestock Auction, Red Deer, AB

www.cslauction.com

Rimby Auction Mart, Rimby, AB www.northernhorse.com.auctions/rimby/ Stettler Auction Mart, Stettler, AB www.stettlerauction.ab.ca Nilsson Bros. Livestock Exchange, Vermilion, AB

www.nbinc.com



Schetzsle Marketing Corp., Veteran, AB

www.smccattle.com

Vold, Jones and Vold Co. Ltd., Agrimart Online Agricultural Marketplace

www.agrimart.ca

The number of individuals in Alberta buying and selling goats as a business and not considered to be goat producers varies from year to year. Several of the Calgary and Edmonton ethnic meat retailers buy goats directly from producers or from livestock auctions such as Beaver Hill Auction Services Ltd. There are a few Alberta goat producers with larger herds who will, as a favour to neighbours with small herds assemble and ship to markets such as Beaver Hill Auction Services. Table 4.6 lists the names, addresses and telephone numbers of individuals reported to be active in this type of business in Alberta. Table 4.5: List of Alberta goat dealers. Name/Business Type Address Telephone Number Lincoln Sanford, Livestock buyer and feedlot operator

Brooks, AB 403-363-4614 Mobile 403-362-4496 Residence

Warren Moore, Livestock buyer

Stavely, AB 403-625-6519 403-549-2464

Kelly or Ravi Chinook Edge Lamb and Goat, Livestock buyer/processor/retailer

402, 4656 Westwinds Drive NE, Calgary, AB

403-250-2250

Nasim Ali (Tony) Central Halal Meat, Livestock buyer/processor/retailer

4655 - 54 Avenue NE, Calgary, AB

403-280-4959

Youssef Ben Diaf The Meat Grinder Livestock buyer/ processor/retailer

9440 - 27 Avenue NW, Edmonton, AB

780-975-4454 Mobile 780-469-2204‎

Conrad Lindblom, producer

Beaverlodge, AB 780-354-2096

John Brown 780-909-5630 Delbert Magnum 780-986-1807

4.4 Slaughter Plants and Abattoirs Table 4.6 lists provincially approved slaughter plants in Alberta. Telephone calls to twenty establishments randomly selected from the list reported only one abattoir not slaughtering goats or willing to slaughter goats. The cost quoted to slaughter goats varied



from a low of $35 per head to a high of $60 per head depending on volume. Cutting and wrapping increased processing costs to between $90 and $100 per head. Goat producers planning to process goats through provincially approved slaughter plants in Alberta can expect to pay on average $3.00 to $3.50 per pound for the final product. The cost just to slaughter and process live goats in Alberta is approximately the same as the price quoted for goat meat imported from Australia. Table 4.6: Provincially inspected slaughter plants in Alberta

Name of Establishment Address Telephone Number AC Meats Sibbald, AB 403-676-2100 Alberta Prairie Meats Ltd. Innisfail, AB 403-378-4123 Balzac Meat Processing Balzac, AB 403-226-0162 Barrhead Custom Meats Ltd. Barrhead, AB 780-674-3121 Bob’s Custom Cuts Ltd. Bonneville, AB 780-826-2627 Bouma Packers Ltd. Provost, AB 780-753-2092 Brooks Meat Packers (1995) Ltd. Brooks, AB 403-362-3228 Cypress Packers Medicine Hat, AB 403-526-6688 Didsbury Meat Processing Didsbury, AB 403-335-3848 Double Z Farms Inc Strome, AB 780-376-2208 H & M Meats Grande Prairie, AB 780-532-2811 Humerniuk’s Meat Cutting Ranfurly, AB 780-658-2381 Innisfail Meats Ltd. Innisfail, AB 403-227-5166 Kastelen Sausage Ardrossan, AB 780-922-5322 Kitscoty Meats Kitscoty, AB 780-846-2755 Lakeland Meat Processors Elk Point, AB 780-724-2800 McLane’s Meat Ltd. Wetaskiwin, AB 780-352-4321 Meatco Sales Ltd. Consort, AB 780-577-2260 Meatco Sales Ltd Wainwright., AB 780-842-4168 Messinger Meat Mirror Mirror, AB 403-788-3838 Olds College Meat lab Olds, AB 403-556-8283 Parkland Packers Ltd Stony Plain, AB 780-963-3524 Ponoka Meat Processors Ponoka, AB 403-783-2232 Prairie Meats Ltd Coaldale, AB 403-345-2190 Provost Packers Ltd Provost, AB 780-753-2415 Pure Country Meats Strathmore, AB 403-901-6328 Red Deer Meat Processing Ltd Calgary, AB 403-256-4925 Redwater Meat Packers Redwater, AB 780-942-3569 Riverside Packers (1985) Ltd Drumheller, AB 403-823-2595 Rocky Mountain Meats Ltd Rocky Mountain House, AB 403-845-3434 Sangudo Custom Meat Packers Sangudo, AB 780-785-3353 Stettler Meats Settler, AB 403-742-1427 TNT Meats Edson, AB 780-723-6328 Tofield Packers ltd Tofield, AB 780-662-4842 Valley Meat Packers Ltd Colinton, AB 780-675-5881 Vermillion Packers Ltd Vermillion, AB 780-853-4622



Viking Meats (1994) Ltd Viking, AB 780-336-3193 YB Quality Meat Red Deer, AB 403-886-2503

Table 4.7 lists federally registered ruminant slaughter plants in Alberta. Table 4.7: Federally inspected slaughter plants in Alberta

Name of Establishment Address Telephone Number Bouvry Export Calgary Fort MacLeod, AB 403-553-3222 Cargill Limited High River, AB 403-652-4671 Lakeside Feeders Ltd 1 Brooks, AB 403-501-2100 Sunterra Meats Ltd Innisfail, AB 403-227- 3386 Trochu Meat Processors 2 Trochu, AB 403-442-2771 XL Foods Inc Calgary, AB 403-243-0199

1 Owned by Nilsson Bros, Edmonton, AB 2 Owned by Sunterra Meats ltd., Innisfail, AB

4.5 Ethnic Market Opportunities and Challenges for Alberta’s Goat Industry The ethnic market for goat meat in Alberta is both an opportunity and a challenge for Alberta goat producers. Demand for fresh goat meat from consumers with East Indian ethnicity and Muslim faith significantly exceeds the available supply. Alberta residents with East Indian and Pakistani ethnicity comprise the largest proportion of this population segment. The majority of these consumers live in Edmonton or Calgary as well as smaller towns and cities in close proximity to them. Consumers with Caribbean and African ethnicity are the second important consumer group of goat meat although there is a difference in the types of product they prefer. East Asian consumers prefer meat from younger animals. Male goats from this age group must be castrated. Alberta consumers from Caribbean and Africa ethnicity prefer an older, non-castrated product with a stronger flavour. Different marketing programs are required for each segment particularly where Halal processing is a requirement. A significant proportion of the demand for goat meat in Alberta as well as the rest of Canada is supplied from imports primarily from Australia and to a lesser extent New Zealand. There are two major reasons. The first is lack of a consistency of supply. In gathering information for this report we mailed questionnaires to 144 Alberta Goat Breeders Association members. Forty-four replies or just over 29% of the total producers surveyed responded. The average herd size of producers who replied was 92 head. The average number of producing females reported was 52 head. Only 12 respondents (27%) reported having herds greater than 100 head. The lack of larger herds dedicated to producing consistent supplies of high quality product means the ethnic market in Alberta will continue to absorb the limited quantities of fresh product whenever it is available, but continue to purchase fresh and frozen imported products as there are few other options.



The second reason imported goat meat will continue to occupy a large proportion of Alberta’s ethnic market demand for this product is price. Imported goat meat is about half the cost of fresh Alberta goat meat at the retail level. As mentioned previously, the cost to just slaughter and process a goat through an Alberta abattoir is approximately the same as the retail price of goat meat products imported from Australia. Although there is no lack of slaughter capacity in Alberta to process goats, light carcasses, small volumes and irregular slaughter schedules adds to the cost of processing. Higher volumes and dedicated slaughter days would improve the economics of processing goats for Alberta’s ethnic markets. While continuity of supply and high prices are obstacles for Alberta goat producers within Alberta’s ethnic markets, the number of retail outlets and restaurants catering to this market is growing steadily especially in the larger Alberta urban centres. This trend has encouraged entrepreneurs within the ethnic community to set up small businesses and purchase their requirements directly from goat producers at the farm gate or through auction markets and livestock dealers known for marketing goats. In this case, the added value traditionally associated with secondary processing and retailing stays mainly within the ethnic community. Competitors unfamiliar with the customs of this market segment are less likely to capture the same value opportunities. Even with complaints of higher prices and lack of supply of fresh Alberta goat meat, interviews with Alberta’s ethnic small businesses reinforced their preference for fresh Alberta goat meat over imported products particularly during periods of religious festivals and other special occasions. More information on ethnic religious holidays is available on the web at: http://www.sheepandgoat.com/articles/ethniccalendar.html or www.interfaithcalendar.org . The negotiating skills within the ethnic community are well known however some Alberta goat producers may be unfamiliar or uncomfortable dealing in this environment. Many of the entrepreneurs in these small ethnic businesses receive important cultural satisfaction when paying as little as possible for live goats. However, these same entrepreneurs are willing to pay competitive prices when they have no other choice. It is important for Alberta goat producers to develop significant negotiating strengths before entering this market. Relationships mean a great deal for small businesses in these micro cultures. The challenge for Alberta goat producers is to develop mutually beneficial business arrangements with individual companies comprising these niche market segments. This takes effort and sincerity on both sides. It is important to respect the history of these people as many immigrated to Canada with few, if any resources. They survived by working in entry level jobs paying minimum wages. They often came from countries where rule of law and a civil society did not exist. Trust was a rare commodity. The fact that they succeeded in setting up their own businesses in Alberta is evidence of their commitment to sacrifice and hard work. It does however take time to gain their trust.



The ethnic restaurant market for goat meat in Alberta is closely associated with the ethnic retail market. Interviews with owners of ethnic restaurants in Edmonton and Calgary with goat meat on their menu indicated price as the most important factor when deciding what to serve. In most cases, the restaurants ordered imported frozen Australian product from the local ethnic wholesale outlets even though fresh Alberta goat meat was available. The majority of the restaurants’ recipes using goat meat included curries and stirs fry therefore quality was secondary in their decision making. The convenience of the frozen product was another important factor influencing their final decision. Several Alberta ethnic goat meat retailers we interviewed reported sourcing both fresh and frozen goat meat from British Colombia. Maplewood Farms, Victoria; Johnston Packers, Chilliwack; Rodear Meats Ltd, Big Lake; AGM Beef Farm Ltd, Cloverdale; Valleyview Farms, Nanaimo; Lawrence Meat Packing Company, Dawson Creek and Pitt Meadows Meats Ltd., Pitt Meadows were the companies identified most frequently. Some Alberta ethnic retailers also reported sourcing goat meat products through companies located in Montreal and Toronto. Both cities are listed as primary locations for imports of Australian and New Zealand fresh and frozen goat meat products. Imports of fresh and frozen goat meat into Canada will continue although the annual quantities are not expected to increase or decrease significantly. Year-to-year fluctuations in quantities imported will depend upon competing demand from other countries, currency exchange, immigration policies, import regulations and local consumer preferences. There is a premium market in Canada for fresh goat meat that a few entrepreneurial goat producers have identified however it is not large. Fresh goat meat from Alberta cannot compete against imported goat meat on price but it can compete on quality, timing to market (available during special occasions) and market segmentation (right product at the right place and the right price at the right time).

4.6 Domestic and Export Trade in Live Goats Interviews with personnel working for Alberta livestock auction markets indicated a small number of live goat shipments from Alberta went to Ontario during the fall months when local prices are low or short term supplies of live animals cannot find local markets. The lack of an organized marketing structure for live goats especially during the fall season when more producers are selling their current crop discourages production and contributes to panic selling. Alberta’s goat industries (meat, dairy and fibre) lack a coherent strategic vision regarding their future. There are a few exceptions. A small number of Alberta producers with larger herds have decided to make goat production a business rather than a hobby and are actively pursuing their own market opportunities. There is not however an industry wide consensus as to future options for the industry. Restrictions on export of sheep and goats to the United States have not changed. These animals may be exported for immediate slaughter and feeding prior to slaughter in the U.S. provided they are less than 12 months of age. Sheep and goats for breeding purposes



remain prohibited. Further details concerning the regulations for export of sheep and goats to the United States can be reviewed at the web addresses www.inspection.gc.ca/english/anima/heasan/export/americ/usdae.shtml and www.aphis.usda.gov/import_export/animals/animal_import/animal_imports.shtml The Canadian Food Inspection Agency (CFIA) is the Canadian government agency responsible for approving live animal shipments to the United States. To enter the U.S., shipments of live Canadian origin goats must arrive at U.S. ports of entry under an official CFIA seal. Sheep and goats destined for feedlots in the U.S. must be permanently identified with a “C” brand. The brand must be properly applied with a freeze brand, hot iron or other method and must be easily visible on the live animal and on the carcass before skinning. To ensure the integrity of shipments, the final rule requires that the means of conveyance be sealed and that the seal be documented on the accompanying health certificate. The shipment of live goats must be accompanied by a Canadian health certificate endorsed by a CFIA veterinarian; the VS Form 17-30, Report of Animals, Poultry or Eggs Offered for Importation and VS Form 17-33, Animals Imported for Immediate Slaughter. Breeding goats from Canada are not allowed entry to the U.S. Goats from Canada can only move direct to slaughter and to a designated feed lot, must not be pregnant and must be under 12 months of age when they are imported and slaughtered. The Animal and Plant Health Inspection Service (APHIS) is the official government organization in the United States responsible for approving imports of live Canadian goats to their country. Entry is dependent on APHIS being able to verify the information that has been endorsed as accurate by CFIA. Only APHIS port veterinarians or inspectors from U.S. Customs and Border Protection can break the seals at ports of entry. Goat semen originating from Canada can be exported to the U.S. for reproduction purposes. The exporter must first obtain an import permit from APHIS (VS Form 17-135) followed by a CFIA health certificate approved and signed by CFIA and APHIS. The control of the semen is specified on the permit and can only enter through an approved APHIS port of entry. There are APHIS and CFIA approved artificial insemination (AI) commercial livestock stud stations operating in Canada that may be interested in collecting and storing goat semen for a fee. This is a less costly alternative than establishing a new facility unless volumes to be exported annually were significantly large. Prairie Halal Foods, an Alberta company, recently opened an office in Dubai to market Halal products from Alberta. Interviews with officials from this company indicated Halal goat meat from Alberta was not price competitive with competing goat meat products from Australia and New Zealand.



The North American market for goat meat is significantly larger than what domestic production can supply as clearly evidenced by the large quantities of imported products. Therefore, the priority of any Canadian goat meat marketing program should be focused on supplying a consistent quantity of high quality fresh product to local markets where demand has been clearly identified.

5.0 OTHER NON-ETHNIC MARKET OPPORTUNITIES

5.1 Whole Foods, Natural Foods and Health Food Markets

Our survey of owners of retail outlets selling goat meat in the Edmonton and Calgary market area indicated they sometimes suggest substituting lamb when fresh goat meat is unavailable. Table 5.1 compares the nutrient value of raw goat meat to lamb1. Note the data for lamb is a composite of trimmed retail cuts, separable lean and fat, trimmed to 1/4" fat with 23% bone refuse. The total lipid (fat) content of lamb is significantly higher than goat meat. Goat meat also contains less saturated fat and is lower in cholesterol than lamb. Table 5.1: Nutrient value and weights raw goat meat compared to raw lamb

Nutrient

Units

Value per 100 grams raw goat

Value per 100 grams raw

lamb1 Proximates Water g 75.84 60.70 Energy kcal 109 267 Energy kJ 456 1117 Protein g 20.60 16.88 Total lipid (fat) g 2.31 21.59 Ash g 1.11 0.88 Carbohydrate, by difference

g

0.00

0.00

Fiber, total dietary g 0.0 0.0 Minerals Calcium, Ca mg 13 12 Iron, Fe mg 2.83 1057 Phosphorus, P mg 180 160 Potassium, K mg 385 230 Sodium, Na mg 82 58 Zinc, Zn mg 4.00 3.33 Copper, Cu mg 0.256 0.104 Manganese, Mn mg 0.038 0.019 Selenium, Se mcg 8.8 19.8 Vitamins



Vitamin C, total ascorbic acid

mg

0.0

0.0

Thiamin mg 0.110 0.120 Riboflavin mg 0.490 0.220 Niacin mg 3.750 6.100 Folate, total mcg 5 18 Folic acid mcg 0 0 Folate, food mcg 5 18 Folate, DFE mcg_DFE 5 18 Vitamin B-12 mcg 1.13 2.39 Vitamin A, RAE mcg_RAE 0 0 Retinol mcg 0 0 Vitamin A, IU IU 0 0 Lipids Fatty acids, total saturated

g

0.710

9.470

10:0 g 0.000 0.060 12:0 g 0.000 0.100 14:0 g 0.030 0.870 16:0 g 0.330 4.750 18:0 g 0.330 2.980 Fatty acids, total monounsaturated

g

1.030

8.860

16:1 undifferentiated g 0.040 0.630 18:1 undifferentiated g 0.940 7.960 Fatty acids, total polyunsaturated

g

0.170

1.700

18:2 undifferentiated g 0.100 1.240 18:3 undifferentiated g 0.020 0.390 20:4 undifferentiated g 0.060 0.070 Cholesterol mg 57 72 Amino acids Tryptophan g 0.306 0.197 Threonine g 0.981 0.723 Isoleucine g 1.042 0.815 Leucine g 1.716 1.313 Lysine g 1.532 1.491 Methionine g 0.552 0.433 Cystine g 0.245 0.202 Phenylalanine g 0.715 0.687 Tyrosine g 0.633 0.567 Valine g 1.103 0.911 Arginine g 1.512 1.003 Histidine g 0.429 0.535



1 Lamb, domestic, composite of trimmed retail cuts, separable lean and fat, trimmed to 1/4" fat, choice, raw, bone refuse 23%

USDA National Nutrient Database for Standard Reference, Release 21 (2008) NDB No: 17168 nutrient values and weights are for edible portion raw goat meat NDB No: 17001 nutrient values and weights are for edible portion lamb. Our telephone survey of health food stores in Calgary and Edmonton indicated that while some retail outlets did sell goat milk, goat yogurt and goat cheese we were unable to identify any Alberta health food businesses selling goat meat. The above nutrient value of goat meat potentially offers Alberta’s goat industry a marketing advantage however until producers can guarantee consistency of supply and high quality it is unlikely this segment of the market will be willing to make the needed investment to feature a new product. Whole foods, natural foods and organic foods are terms often used interchangeably by consumers and retailers. They do not mean the same thing. Natural does not carry any legal definition. Organic is a food production philosophy. The aim of organic food production is to grow and harvest plants and raise and process livestock in ways that are harmonious with the environment. Canada’s Organic Products Regulations came into effect on December 14, 2008. These regulations are federal law, and a product complies with these regulations if it bears the Canada Organic logo. The regulations also demand that organic products be certified for interprovincial and international trade. A list of organic livestock producers is provided at the following link www.agric.gov.ab.ca/app68/organics ?cat=Livestock . The list of organic meat products includes beef, bison, pork, lamb and poultry but not goat meat. Some whole and health food stores prefer to position their businesses as specializing in vegetarian products and nutritional supplements therefore products such as goat meat are unlikely candidates for this market in the future. A group of producers with larger herd sizes may consider approaching a company such as Amaranth Whole Foods Market, Calgary, Community Natural Foods, Calgary, and Planet Organic with 10 stores in Canada who are already selling goat milk, yogurt and cheese to investigate whether these companies would be willing to market Alberta goat meat on a trial basis. There may be an opportunity to leverage off other goat products handled by these businesses however considerable advance preparation and producer investment would be required to supply a consistent high quality product for this to have any success.

5.2 Supermarkets The largest quantities of meat products marketed by Alberta supermarkets such as Safeway, Superstore, Sobeys, Co-op, Costco and Overwaitea include beef, pork, poultry and seafood. These same companies also handle smaller quantities of Alberta fresh lamb and fresh and frozen lamb imported from New Zealand and Australia. Recently, bison meat products have become more available in these stores but the volumes are relatively



small. The bison industry is aggressively promoting the nutritive value of their product and appealing to the western culture as an exotic attribute of their products. One ethnic restaurant we contacted in Calgary reported sourcing frozen goat meat from a Superstore located in the northeast part of the city. On further investigation, the meat manager at this particular location had responded to a specific request and obtained imported product for the customer. In most instances, it is the company’s corporate office who decides whether they will stock a new product such as fresh goat meat. In addition, their policy normally requires their meat originate from federally inspected slaughter plants. Sunterra Meats in Innisfail, Alberta is the only federally inspected slaughter plant in the province meeting this requirement at the present time that has or will process goats. The large grocery chain stores in Alberta do market limited quantities of fluid goat milk, yogurt and some cheeses from Canadian diaries processing goat milk. The goat milk can sometimes be located in coolers where organic products are featured although the milk is not necessarily certified organic.

5.3 Farmers’ Markets A list of approved Alberta farmers’ markets can be accessed by following the link www.agric.gov.ab.ca/app21/rtw/markets/markets_map.jsp. The list can be printed by clicking on Print all Farmers' Markets. Several of the producers completing the Alberta Goat Breeders Association survey reported they participated in selling their goat meat products at farmers’ markets in their area. Farmers’ markets in rural areas are better suited for marketing smaller quantities of goat meat especially from smaller sized herds. Farmers’ markets in Edmonton and Calgary require larger volumes due to population size, ethnic diversity and high cost and length of time to participate. A few respondents to the survey mentioned that they marketed processed goat products such as sausages, jerky, meat pies, etc. as higher value alternatives to cuts through farmers’ markets. Consumers unfamiliar with goat meat appeared more willing to experiment with these products for their first time.

5.4 Breeding Goat Market Eighteen of 43 goat producers who responded to the Alberta Goat Breeders Association membership survey reported raising goats for the goat breeding market as an important source of revenue. The majority of the breeding goat sales came from herd less than 50 head. The larger herd owners indicated they had closed herds and were selecting replacement females from their own production as a risk management practice against the introduction of diseases.



5.5 Grazing and Brush Control in Forested Regions Goats are an excellent environmentally sustainable means for controlling the spread of weeds and brush in forested areas where oil and gas leases have cleared sites for their operations. Unfortunately this opportunity currently is only available in British Columbia as Alberta permits these companies the use of chemical spays for brush and weed control. Our producer survey identified a producer in northern Alberta who is successfully providing this service to energy companies operating in British Columbia. In a follow up interview, this entrepreneur explained the advantage of using goats rather than sheep for controlling weeds and brush. Sheep tend to initially consume the lower portions of plants while goats start eating the higher parts thereby allowing more sunlight to reach newly planted trees sooner and promoting faster growth. The same individual reported the demand for his services exceed supply and indicated the demand was sustainable over the longer term as the public’s concern over the environment increases over time. This is an opportunity for the Alberta goat industry to lobby the Alberta government to reduce the use of chemicals and adopt a more environmentally supportive policy involving the use of goats for control of weeds and brush in forested areas. At the same time, the industry must have goat producers willing to make the commitment to develop a goat herd to provide this service.



6.0 DAIRY GOAT INDUSTRY IN ALBERTA

6.1 Dairy Goat Production Fifteen of the 43 producers that responded to our survey of Alberta Goat Breeders Association membership reported dairy as a minor or major part of their goat production enterprise. Only four of the 15 producers indicated dairy to be a significant contributor of income to their goat enterprise. The majority of Alberta dairy goat producers surveyed milk goats for their own requirements. Quebec, Ontario and British Columbia are three major dairy goat producing provinces in Canada. Due to the small number of dairy goat producers operating in Alberta, commercial information is closely guarded and considered proprietary. One survey respondent did report they planned to open a commercial dairy enterprise within the next six months. The survey questionnaire is provided in Appendix 1.

6.2 Dairy Goat Processing The majority of commercially produced goat milk in Alberta is marketed as fluid milk. During the summer months the supply of goat milk often exceeds the capacity of the few processing plants in the province. The surplus is used for yogurt and cheese production. Table 6.1 lists the dairy plants in Alberta processing goat milk. Table 6.1: Alberta Dairy Goat Processors

Name of Enterprise Address Telephone Goat Dairy Products Crystal Spring Cheese Farm Ltd.

RR 2, Bluffton, AB T0C 0M0

403-381-8488 Milk, feta

Fairwinds Farm Fort Macleod, AB 403-553-0127 Milk, yogurt and cheese

Bos Farm/Rock Ridge Dairy

Ponoka, AB 403-783-4312 Happy Days and Oak Island brands of milk, yogurt, ice cream, butter and cheese

Sunnybrook Goat Dairy

Box 411, Warburg AB, T0G 2T0

780-789-0002 Pasteurized goat milk, goat feta

Newdale Colony Newdale, AB Cheese Tiras Dairies Ltd. 3712 - 42 Avenue

Camrose, AB T4V 4W3

780-608-2487 Milk, goat feta

The retail price of a four litre plastic jug of goat milk from an Alberta dairy was recently listed at $13.49 by a Calgary-based health food store. A competing health food company listed the same brand and quantity of goat milk at $10.99. The average retail price is



approximately $3.00 per litre. One store listed a 200 gram speciality goat cheese from the same source at $6.29; the competing store was $6.79. A 500 ml container of goat yogurt was $4.79 at one outlet and $4.59 at the other outlet. Table 6.2 provides nutrition facts about these two products. Table 6.2: Nutrition Facts 1 Goat Cheese and Goat Yogurt

Nutrition Facts Goat Cheese Product from Alberta Dairy1 Daily Value Amount

Goat Yogurt Product from Alberta Dairy 2 Daily Value Amount (%)

Calories 70 91 Fat 6g 9% 5.1 g 8% Saturated + Transfat 4.50g and

0.1 g 23% 3.5 g 17.5%

Cholesterol 200 mg 7% 14 mg 4.5% Sodium 150 mg 6% 64 mg 2.5% Carbohydrates 0 g 0% 5.5 g 2% Fibre 0 g 0% 0% Sugar 4 g Protein 4 4 g 4.5 g Vitamin A 6% 7% Vitamin C 0% 0% 2.5% Calcium 4% 16% Iron 0% 0%

1 Serving Size 2 Tablespoons (30 grams) 2 Per 125 ml serving The major grocery stores (Safeway, Coop, IGA, Sobeys, Superstore) periodically offer goat milk and it is usually stocked in the health food section of the store. Health food stores, on the other hand, offer goat milk and goat milk products on a regular basis. Other Alberta-processed goat milk products (yogurt, cheese, ice cream) are more regularly found in health food stores. Processed dairy goat products (especially cheeses) from other countries are readily available in major grocery stores and may be more expensive due to their brand recognition and country of origin. There may be an opportunity for an enterprising Alberta goat dairy to capitalize on better branding of an Alberta product however this would depend upon the company’s capacity to meet any increase in demand. Commercial dairy production and processing requires a large capital investment. Long term supply contracts are required to ensure adequate volumes of milk are available for processing into fluid milk and processed products such as cheese and yogurt. Goat milk and cheese processing plants are required to follow Federal and/or Provincial regulations. Details about these regulations can be obtained from the following sources:



National Regulations • Canada Agricultural Products Act Dairy Products Regulations; http://laws.justice.gc.ca/en/C-0.4/SOR-79-840/index.html • Food and Drug Regulations; www.hc-sc.gc.ca/fn-an/legislation/acts-lois/fdr-rad/index_e.htmll • National Dairy Regulation and Code (Home Page); www.cfis.agr.ca/english/regcode/codes_tbl_e.shtml • Organic Production Systems: General Principals and Management Standards /

Permitted Substances List www.pwgsc.gc.ca/cgsb/on_the_net/organic/index-e.html Alberta • Dairy Industry Act and Regulations www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/acts6043?opendocument

A list of Canadian cheese types and production locations is provided by the Canadian Dairy Information Centre. The Centre maintains a Canadian Cheese Directory that lists the names, description and locations dairies that produce cheese in each province in Canada. The link is www.agr.ca and click on English then search for Dairy Information. Click on Canadian Cheese Directory > By Milk Type > Goat. The list includes dairies located in Quebec, Ontario and British Columbia; however, there are no Alberta diaries listed that use goat milk to produce cheese.

• Dairy Industry Regulations, Queen’s Printer, Alberta Government www.qp.gov.ab.ca Catalogue Search > Dairy Industry Regulation > View This

Document



7.0 GOAT FIBRE INDUSTRY IN ALBERTA

7.1 Production Only one of the 43 respondents to the survey of Albert Goat Breeders Association membership reported producing goats for fibre as well as for meat purposes. This was the only producer listing Angora goat as the primary breed in their herd. An angora goat produces from 11 to 17 pounds of mohair per year. This producer reported separating the coarse hair from the fine hair. The course hair is sent to a processing plant in Texas for processing into rugs while the fine hair is processed in Alberta. Due to the proprietary nature of the fibre business the majority of the information provided is confidential.

7.2 Processing A list of contacts for processing fibre is provided at the web address www.apparelsearch.com/fiber_processing_services.htm . Most of these mills are located in the United States. Custom Woollen Mills, Carstairs, Alberta, will custom process Mohair fibre (www.customwoolenmills.com) . Socks made with 30% Mohair and 70% wool are one of the products produced by this company. They also process other exotic fibres such as alpaca, llama and mule hair. Exotic Fibres of Canada Ltd., Calgary, owns a fibre processing mill in Innisfail and will custom process mohair and other exotic fibres and wool into yarn. A price list for their services is provided at their web address www.exoticfibresofcanada.com . Personal communications with these companies indicated the majority of their mohair they used in their products originated from suppliers outside Alberta.

8.0 POTENTIAL PARTNERS FOR THE DEVELOPMENT OF NEW PRODUCTS

8.1 Alberta Agriculture and Rural Development Alberta Agriculture and Rural Development offers limited information and assistance to Alberta’s goat industry. The publication Meat Goats can be purchased on line for $15 (www.agric.gov.ab.ca/app21/rtw/index.jsp). The publication examines all the important issues related to raising kids and adult goats including nutrition, reproduction and disease control. It also describes the facilities requires for housing goats and the many routine management activities involved in successful goat production. The Department’s Alberta Regional Cuisine Sourcing Directory (www.agric.gov.ab.ca/app68/dinealberta?cat1_Lamb%2FSheep%2FGoats provides a list lamb/sheep/goats contacts in the province. No goat contacts were identified in the



Organic Listing section. There were no dedicated production or marketing goat industry specialists identified and working for Alberta Agriculture and Rural Development. The sheep specialist was identified as the contact person for goat information. There is a need for public and private professional production and marketing consulting services to support the growth and development of Alberta’s goat industry.

8.2 Food Processing Development Centre The Food Processing Development Centre is a modern, fully equipped pilot plant and product development laboratory facility. It is staffed with experienced food scientists, engineers and technologists. Centre services are designed to strengthen and expand the capability of Alberta’s food processors to meet the challenges of the marketplace through application of new technology and the development of new or improved products and processes. The Centre is particularly active in meat processing research and technologies. The Food Processing Development Centre is one of the Food Processing Development Division of Alberta Agriculture and Food. Each of the four units is uniquely situated to provide research and development facilities for agri-food processing companies, or those interested in non-food uses for agricultural products. The web address for the Centre is www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/fpdc5012?opendocument

8.3 AFSC Financial Services Corporation Agriculture Financial Services Corporation (AFSC) is a provincial crown corporation with a private sector Board of Directors that provides farmers, agribusinesses and other small businesses loans, crop insurance and farm income disaster assistance. AFSC has provided Alberta farmers with hail insurance for over 60 years, and has grown into a diverse Corporation with several core businesses: crop insurance, farm loans, commercial loans and farm income disaster assistance. The AFSC web address is www.afsc.ca .

8.4 Alberta Research Council (ARC) The Alberta Research Council develops and commercializes technologies to give customers a competitive advantage. The corporation performs applied research and development on a contract or fee basis, and co-ventures with others to develop new technologies, deriving a return on investment from the commercialization of new products and processes. The web address for the Alberta Research Council is www.arc.ab.ca . ARC focuses on:

• Life sciences technologies • Energy technologies



• Forest processes and technologies • Industrial processes and services.

8.5 Agriculture and Agri-Food Canada The publication Canadian Dairy Goat Industry Profile published by Agriculture and Agri-Food Canada publication lasted updated in February 2006 can be obtained at the web site address www4.agr.gc.ca/resources/prod/doc/dairy/pdf/goatprofile_e.pdf This publication provides an extensive overview of the Canadian goat industry with a focus on the dairy goat sector. The Agri-Food Trade Service of Agriculture and Agri-Food Canada’s web site provides a comprehensive list of domestic and international goat suppliers and associations in Canada. This information can be accessed at the web address www.ats.agr.gc.ca/supply/e3385.htm

8.6 Olds College The Olds College School of Innovation (OSCI) in Olds, Alberta helps to overcome the innovation gap and provides additional resources for the agriculture and agri-environmental industries. It helps in the primary agriculture production interface with value-added opportunity identification and problem solving. OCSI addresses the need for technology transfer and commercialization.

8.7 Lakeland College Lakeland College, Vermilion, Alberta, is a board-governed public college operating under authority of the Postsecondary Learning Act of Alberta. The College has campuses in Lloydminster and Vermilion and serves communities in Alberta and Saskatchewan. The College awards certificates, diplomas, applied degrees, and baccalaureate degrees designed to meet the needs of both learners and the communities served by the College. Lakeland College programs offer learning opportunities in academic upgrading, agriculture and the environment, business, fire and public safety, health and human services, tourism, apprenticeship and technology, and university transfer. Lakeland College demonstrates its commitment to partnerships by working cooperatively with community organizations, business and industry, and other educational institutions. The College promotes community economic development by providing workforce training and development, and conducting or sponsoring applied research. The College actively pursues applied research and innovation activities that complement teaching and learning, and advance innovation-based rural community economic development. The focus of applied research is primarily in the agriculture, environment, petroleum, emergency services, and manufacturing sectors.



9.0 OTHER RESOURCES FOR MARKETING GOAT AND GOAT-RELATED PRODUCTS

9.1 GoatKeeper GoatKeeper is a Canadian goat resource magazine published bimonthly since February 1998. Articles on goat management, health, nutrition, recipes, marketing reports, events, ads, and show results are just some of the information provided by this publication. The web address for this publication is www.goatkeeper.ca.

9.2 Dairy Goat Journal The Dairy Goat Journal (www.dairygoatjournal.com) is a Wisconsin based goat industry publication serving the North American goat industry. Dairy Goat Journal is published bi-monthly in north-central Wisconsin by Countryside Publications, Ltd.

9.3 Canadian National Goat Federation The Canadian National Goat Federation (CNGF) was incorporated in October 2003 and is the national representative for Canada’s goat producers. A Board of Directors that is comprised of representatives from provincial goat organizations as well as the two national associations, the Canadian Boer Goat Association and the Canadian Goat Society, govern the CNGF. The mandate of the CNGF is to represent all goat producers in Canada and further the viability, expansion and prosperity of the Canadian goat industry, which includes milk, meat and fibre. Unlike most other livestock associations, the CNGF does not have individual producer members. Rather, the other provincial and national goat associations are member organizations of the CNGF. These organizations each have one representative who sits on the Board of Directors of the CNGF. Therefore, each producer organization has a vote on the activities of the CNGF, rather than individual producers having a vote. Individual producers provide their input and concerns to the CNGF through their respective associations. Information from the CNGF regarding industry activities are transmitted to producers by way of their associations as well. The CNGF provides information to each Director, who in turn provides that information to the Board of Directors of their particular association. It is the responsibility of that association to disseminate any relevant information to their membership. This Federation format is one commonly found in agricultural industry groups in Canada that are designed to present a unified national voice on behalf of the industry. CNGF web address is www.cangoats.com .



9.4 Canadian Goat Associations Alberta Goat Breeders Association Address: Box 330, Hay Lakes, Alberta T0B 1W0 Contact: Jackie Dunham, Secretary-Manager Phone: 1-780-878-3814 Fax: 1-780-878-3815 Email: [email protected] Website: www.Albertagoatbreeders.ca Area of focus: The objectives of the association are to encourage and promote the goat industry in Alberta, and to assist in the development of goats in the agricultural economy of Alberta, by means of: • establishing and circulating sound information out goats; • providing a voice for the goat industry in respect to legislation and government

programs, and • promoting a favourable image and better understanding of goats in the mind of the

general public. Main activities: promotion of Alberta goat industry through print media, website, and booths at trade shows and fairs; represent Alberta goat industry on various provincial government initiatives; annual convention; producer education. Current projects: comprehensive survey of the state of the goat industry in Alberta, campaign to encourage more farmers to raise goats in Alberta, website redevelopment, development of prescription grazing protocols for goats in Alberta, collaborative project with Alberta sheep sector to develop resource manuals for sheep and goat producers in Alberta. Alberta Mohair Producers Association Address: Box 7, Site 14, RR 1, Innisfail, Alberta T4G 1T6 Contact: John Henderson, President Phone: 1-403-728-3488 Fax: 1-403-728-3492 Email: [email protected] Website: www.Albertamohairproducers.ca Area of focus: To promote the mohair industry, encourage and promote the raising of the Angora goat as diversified livestock. To assist newcomers to the angora goat industry. AMPA members are encouraged to show their animals. Main activities: Shows, collecting and shipping of mohair to US warehouses, promoting and hosting Angora goat judging clinics to ensure availability of qualified Canadian Angora goat judges. Current projects: working with the annual fleece show to be held in Olds, Alberta in June 2009.



BC Goat Breeders Association Address: 26215 - 84 Ave, Langley, British Columbia V1M 3M6 Contact: Mar Robertson, Secretary Phone/Fax: 1-604-856-6849 Email: [email protected] Website: www.bcgba.netfirms.com BC Goat Milk Producers Association Address: 43072 Keith Wilson Road, Chilliwack, British Columbia V2R 4B4 Contact: Susan Barker Phone/Fax: 1-604-823-0186 Email: [email protected] Canadian Cashmere Producers Association Address: PO Box 257�, Silton, Saskatchewan S0G 4L0 Contact: Pat McCormick, President Phone: 1-306-725-2010 Email: [email protected] Website: www.canadiancashmere.ca Canadian Goat Society Address: 2417 Holly Lane, Ottawa, Ontario K1V 0M7 Contact: Sharon Hunt, Secretary Phone: 1-613-731-9894 Fax: 1-613-731-0704 Email: [email protected] Website: www.goats.ca Focus: Oversees the registry and performance programs for dairy goats (Alpine, Nubian, Saanen, Toggenburg, LaMancha, Oberhasli), Angora goats, Nigerian Dwarf, and pygmy goats in Canada. Canadian Meat Goat Association Address: Box 314, Lancaster, Ontario K0C 1N0 Contact: Allison Taylor, General Manager Phone: 613-525-5500 Fax: 613-525-5200 Email: [email protected] Website: www.canadianmeatgoat.com Canadian National Goat Federation Address: Box 314, Lancaster, Ontario K0C 1N0 Contact: Allison Taylor, General Manager Phone: 613-525-0016 Fax: 613-525-5200 Email: [email protected] Website: www.cangoats.com



Focus: A federation of most of the goat associations in Canada that was formed to deal with matters of national importance such as national identification programs and traceability. Fraser Valley Goat Breeders Association Contact: Dorothy Todhunter Phone/Fax: 1-604-504-3196 (phone before faxing) Goat Association of Nova Scotia Address: 1085 Bennetts Bay Road, RR 3, Canning Nova Scotia B0P 1H0 Contact: Katrina McLean Phone: 1-902-582-3517 Email: [email protected] Website: www3.ns.sympatico.ca/gans Interior Goat Owners Association Address: 1918 Salmon River Road, Salmon Arm British Columbia V1E 3H6 Contact: Kim Flucke Phone: 1-250-832-9951 Email: [email protected] Current Projects: Fundraising for a summer 2009 club show. Manitoba Goat Association Address: Box 122, Arden, Manitoba R0J 0B0 Contact: Tammy Turner Phone: 1-204-867-3935 Email: [email protected] Website: www.manitobagoats.ca Area of Focus: Working together locally, provincially, nationally and internationally, the Manitoba Goat Association strives to encourage, promote and develop long-term rewarding experiences with goats in Manitoba. MGA mission statement: “The Manitoba Goat Association shall help obtain information and endeavour to actively promote and educate goat producers and the general public as to the value of goats and goat products.” Main Activities: Seminars and other events in various areas of the province each year, website offering a forum to promote producers’ goats as well as classified ads and general goat information and tips, sponsorship of an annual goat show, representation on the Canadian National Goat Federation, library that includes books and videos on meat production, dairy and fibre goats, goat health, etc. available through the interlibrary system of public libraries or through the MGA secretary, conference display to promote the goat industry in Manitoba, yearly presence at the Royal Manitoba Winter Fair in Brandon to promote goats, and an annual general meeting each fall. Current Projects: Various seminars and farm tours each year. A Brush Encroachment Project using goats was completed last year. The MGA, in association with MAFRI sheep and goat specialist Mamoon Rashid, has recently completed a set of four fact sheets on Goat Welfare, Goat Health Management, Goat Nutrition, and Kidding Management.



Manitoba Agriculture, Food and Rural Initiatives Address: 545 University Crescent, Winnipeg, Manitoba R3T 5S6 Contact: Mamoon Rashid M.Sc, M.S., Business Development Specialist (Sheep and Goat), Livestock Knowledge Centre (Industry Focus) Phone: 1-204-945-7557 Cell: 1-204-232-8891 Fax: 1-204-945-4327 Email: [email protected] New Brunswick Goat Breeders Association Contact: Dianne Hornbrook Phone: 1-506-432-3538 Email: [email protected] Newfoundland and Labrador Goat Society Address: Box 106, Clarke’s Beach, Newfoundland A0A 1W0 Ontario Goat Breeders Association Address: PO Box 1330, Fenelon Falls, Ontario K0M 1N0 Contact: Sandy Pearce Phone: 1-866-311-6422 (toll-free in Ontario) Email: [email protected] Website: www.ogba.ca Ontario Goat Milk Producers’ Association Contact: Lidija DeAngelis Phone/Fax: 1-519-622-0170 Email: [email protected] Regroupement des éleveurs de chèvres de boucherie du Québec Contact: Gerald Berube Phone: 1-450-474-2500 Fax: 1-514-596-7093 Email: [email protected] Website: www.recbq.com Saskatchewan Goat Breeders Association Address: Box 29, Edenwold, Saskatchewan S0G 1K0 Contact: Darlyne Hoberg, President Phone: 306-771-4565 Fax: 306-771-4556 Email: [email protected] Website: www.saskgoatbreeders.com



Societé des Eleveurs de Chèvres Laitieres de Race du Québec Address: 3800 boul. Casavant Ouest, St-Hyacinthe, Québec J2S 8E3 Contact: Julie Doyon Phone: 1-450-774-6368 or 1-819-875-1485 Fax: 1-819-875-1420 Email: [email protected] Syndicat des producteurs de chèvres du Québec Address: Maison de l'UPA, 555 Boul. Roland-Therrien, bureau 245, Longueuil, Québec J4H 4E7 Contact: Caroline Noël Phone: 1-450-679-0540 ext. 8548 Fax: 1-450-463-5293 Email: [email protected] Website: www.chevreduquebec.com Vancouver Island Goat Association Address: Site 45, Comp 4, RR 1, Fanny Bay British Columbia V0R 1W0 Contact: Jaki Ayton, President Phone: 1-250-335-1676 Email: [email protected] Website: http://www.freewebs.com/viga/ Area of Focus: Promoting goat keeping in all forms – dairy, meat, fiber, packing, companions. Description of Main Activities: One of our main activities is an annual display of 35+ goats at Vancouver Island Exhibition were we display a variety of goat breeds, have fibre producers on-site (spinning), have milking demonstrations where the public is invited to try their hand at milking. Ribbons are given out to successful milkers. Hoof trimming, bathing and clipping are also demonstrated. VIGA also sets up a booth where we hand out samples of different commercially available goat cheeses, yogurt and milk (all donated by the manufacturers). We also give out samples of goat milk soap and have a variety of goat milk products on hand for consumers to try. Members take turns operating the booth with the generous help of the Island 4-H clubs. We spend time discussing goats with the public and promoting goats as an ideal, small farm animal. VIGA has meetings about once a month where we plan for the upcoming year and also include education. Recent meetings have included dehorning, cheesemaking, and, at our last meeting we discussed breeding and care of the pregnant doe in a roundtable discussion. VIGA also convenes the annual Cowichan Exhibition Canadian Goat Society sanctioned dairy goat show. 2009 will see the show at a new venue in Duncan, BC, with Sue Barker as our judge. VIGA as has a quarterly emailed newsletter to help keep us up on what is happening in the goat world and to remind us of what we need to be doing in each season.



9.5 Code of Practice for Goats The Codes of Practice are nationally developed guidelines for the care and handling of different species of farm animals. The Codes contain recommendations for housing and management practices for farm animals as well as transportation and processing. The Codes are voluntary and are intended as an educational tool in the promotion of sound husbandry and welfare practices. The Codes contain recommendations to assist farmers and others in the agriculture and food sector to compare and improve their own management practices. Institutions maintaining research herds should also be in compliance with the relevant Canadian Council on Animal Care (CCAC) Guidelines. The link to the Code of Practice for Goats is www.nfacc.ca/pdf/english/Goats2004.pdf .

9.6 Environmental

The Alberta Goat Breeders Association belongs to the Alberta Stewardship Network (www.ab.stewardshipcanada.ca). The Alberta Stewardship Network (ASN) is a provincial stewardship initiative, with partners from federal and provincial government agencies, non-government organizations, community stewardship groups, and Aboriginal communities. The need for a provincial stewardship network was identified by community-based stewards through recent workshops, surveys, and consultations. Stewards have indicated that they need better access to funding sources, technical and scientific information, and training in recruiting and keeping volunteers. Some groups have also said they feel isolated and do not have the sense that their work is appreciated by society. Thus, the Alberta Stewardship Network was established as one tool to address these needs. The Alberta Goat Breeders Association participates on the Agri-Environmental Partnership of Alberta (AEPA) through a board member. The AEPA's mandate is to identify, address and align agri-environmental priorities through a strategic approach coordinating actions to ensure agriculture and the environment continue to flourish in Alberta. The partnership is to get people to come together with thoughts and ideas about agri-environmental policies and programs, and to ensure the policies and programs are in tune with agriculture's needs. The web site for AEPA is www1.agric.gov.ab.ca/$department/newslett.nsf/all/agnw14130 The North West Alliance Conservation Initiative (NWACI) was created in 2002 through a partnership of seven municipalities. These municipalities are Strathcona, Sturgeon, Parkland, Westlock, Thorhild, Athabasca and MD 124 Lesser Slave River. This partnership receives funding from the Alberta Environmentally Sustainable Agriculture (AESA) program through Alberta Agriculture and Rural Development. AESA contributes to projects that demonstrate the importance of innovation in agricultural and environmental sustainability. NWACI’s mandate is to provide local producers with



information through extension on agriculture conservation. The NWACI web address is www.nwaci.com . The Alberta Environment Network (AEN) is a non-profit, non-partisan umbrella organization dedicated to helping preserve and protect Alberta's environment. Membership in the AEN is open to any non-profit, non-governmental organization demonstrating sincere concern and action toward a healthier environment. The AEN web address is www.aenweb.ca . The Alberta Ecotrust Foundation is a strategic alliance of businesses, environmental groups and community members that raises and distributes funds to registered non-profit organizations for grassroots projects twice a year. Alberta Ecotrust Foundation builds partnerships throughout Alberta between environmental organizations, corporations and others who support environmental action to:

• Fund and support effective grassroots environmental projects. • Build capacity and sustainability in the voluntary sector. • Promote the environment as the foundation of a healthy community.

The Alberta Ecotrust Foundation web address is www.albertaecotrust.com .



APPENDIX 1: Survey Questions for Goat Producers Name: ______________________________________________________________________ Mailing Address with Postal Code: ______________________________________________ ______________________________________________ Telephone: _________________________ Please feel free to add any additional comments on the reverse side of these pages. 1. Are you presently raising goats? Yes _____ or No _____

If no, using the enclosed envelope, please return the survey to our office. 2. If yes, how large was your herd for the period September 2007 to August 2008?

Producing females _______

Bucks _______

Kids for sale Male ________ Female ________

Kids for replacements Male _______ Female _______

Total _________ 3. Which breed or breeds do you raise? ___________________________________ 4. How many years have you been raising goats? _______ years 5. Which of the following best describes the major component of your goat production

enterprise?

Dairy (%) ________ Meat (%) ________

Breeding Stock (%) ________ Fibre (%) ______ Other (%) _______ 6. Do you intend to expand your production base? Yes _____ or No _____

If yes, by how much and over what time period? ________________________________



7. Please answer the following questions related to your last 12 month production period. Kids Does Bucks Wethers Breeding

Stock

Total number of animals sold for meat purposes

Number sold live

Average live weight (pounds)

Average price per pound (live)

Number sold as carcasses

Average carcass weight (pounds)

Average price per pound (carcass)

Months in year major sales occurred

Method of sale (i.e. farm gate, auction, packing plant, other)

Total annual sales of processed goat meat, sausage, pies, etc. (pounds)

8. Please describe how you are currently marketing the following goat products:

Meat ______________________________

Milk _______________________________

Cheese ____________________________

Other Products ______________________ 9. Given the opportunity, would you change your current marketing program for goat products?

How and why? _____________________________________________________________________

_____________________________________________________________________

10. What, in your opinion, are the major obstacles to your current marketing program?

_____________________________________________________________________

_____________________________________________________________________



11. In the future, what markets do you expect will be the best fit for your production?

a) Domestic Market: Live animals ____________________

Processed products ______________

b) Export Market: Live animals ____________________

Processed products ______________ 12. Would you consider raising meat goats on a contract basis?

Yes _____ or No ____

13. If a custom feedlot for goats is available, would you consider using it?

Yes _____ or No ____

14. We are assembling a list of buyers and processors of goats for slaughter or processing.

Please suggest names, addresses and telephone numbers of individuals we could interview.

___________________________________________________________________ ___________________________________________________________________

___________________________________________________________________

15. Please add any other comments or suggestions that would benefit the goat industry in:

a) Alberta ___________________________________________________________

________________________________________________________________

________________________________________________________________

b) Western Canada ___________________________________________________

________________________________________________________________

________________________________________________________________



This section is to be completed only by producers involved in the production and sale of goat meat. Note: in the case where goat production is part of other farming operations i.e. grain or other livestock, please estimate that portion of cost which can be attributed to goat production. 16. Based on your own records and most recent experience, please provide the following

information:

a) Average number of live kids weaned per doe _______

b) Percentage of breeding herd culled each year _______

c) Total annual cost for:

Hay _______ tonnes @ $______/tonne = $_______

Grain _______ tonnes @ $______/tonne = $_______

Salt/minerals _______ tonnes @ $_______/tonne = $_______

Bedding _______ tonnes @ $_______/tonne = $_______

Veterinary and medicine costs $_______

Marketing fees $_______

Machinery operating costs $_______

Fencing, corral/building repair $_______

Insurance and utilities $_______

Miscellaneous $_______

Land taxes $_______

Operators and hired labour:

______ days @ $_______/day$_______

17. Based on your operation, please indicate your investment in the following:

Does _______ @ $_______/head = $_______

Bucks _______ @ $_______/head = $_______

Corrals and fences $_______

Buildings, sheds, barns, etc. $_______

Equipment $_______

Machinery and equipment $_______

Land: _______ acres @ $_______/acre = $_______



APPENDIX 2: Consumer Goat Meat Survey Please complete the following survey then enter to win fresh goat meat. 1. How often do you buy goat meat?

a) Once a week ____________

b) Once a month ___________ c) Once a year ____________

d) Seasonally: Spring_____ Summer______ Fall_______ Winter______ e) For special occasions ___________ Please list occasions ________________________________________________________________________ ________________________________________________________________________

2. When you buy goat meat, do you prefer it

Fresh _______ Frozen ______ Doesn’t matter ________ 3. What form do you buy goat meat?

Cuts _______ Carcass _______ Both _______

4. After buying goat meat, do you

a) Cook it the day of purchase ___________ b) Cook it within the first week of purchase __________

c) Freeze it after purchase ____________ d) All of the above _____________

5. Which of the following options do you follow when cooking goat meat? (Check all that

apply.) a) Roasting _________

b) Stir Fry __________ c) Other (Please explain how you cook goat meat)

__________________________________________________________________ __________________________________________________________________

(Please continue on next page.)



6. What is your main complaint when purchasing goat meat? (Check all that apply.) a) Poor quality _______

b) High price ______ c) Not available when needed _____

d) Other ____________________________________________________________ 7. What changes would you like to see in the goat meat market that would increase your

frequency of buying goat meat? (Please explain below).

________________________________________________________________________

________________________________________________________________________

8. Are you Male _______ or Female _________?

9. Age: Under 25 years _____ Between 25 and 40 years _____ Over 40 years ____

10. In which country were your parents born? ___________________



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Dear Sir

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Fax : (416) 693-0706, email : [email protected]



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Fax : (416) 693-0706, email : [email protected]



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Canada Express Urdu/English Serving 1/2 a Million Canadians of Pakistani / East Indian Origin Since 2005

252-Taraington Cl. NE Calgary, Ab. T3J 3Z2 | Tel: 403.612.6100 Fax: 403.455.9434

Rates & Release Order

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Canada Express is Urdu/English bilingual weekly newspaper addressing the ever-increasing Urdu & English speaking south-Asian community living in greater Toronto Area, Calgary and Edmonton. Since 2005 Canada Express has been covering Politics, Cultural, Sports, Art and Entertainment and Issues matters to this rapidly growing visible minority. Combined monthly circulation in Calgary and Edmonton adds up (Arox.) 18,900 thousand. Canada Express being the ethnic family newspaper enjoys six plus readers per copy. Reach out & connect directly with thousands of potential South-Asian customers by promoting your products and services in Canada Express. See your ‘ad’ prominently displayed on fraction the cost you might pay for other news papers which gives you far more less CRPP “Cost to Reach Per Person”. Contact our office and book your Space; Tel. 403-612-6100

More Information about other sizes or

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More Information about other sizes or

for the Cover Page, Please contact at:

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1. Number of insertions: 4 per month 2. All prices are on a weekly basis All contracts are payable in advance 3. The deadlines for pricing or changing ads are every Tuesday at 5: p.m.



DMG Inc.

252 Tarington Cl. NE Calgary, AB .T3J 3Z2 Tel: 403 612 6100 Fax: 403 455 9434

Dear Sir San geet Studio is a hit radio show for south Asians (The largest visible minority in Canada ref. 06 census) living in Calgary and area. It’s an audio Magazine which brings music, news, views, talk show and interviews of prominent south Asian personalities. Here are the specific details of San geet Studio.

Channel: CHKF 94.7 FM (Calgary’s Multicultural Mix) Frequency: 7 PM Every Sunday Prime Time weekly Language: Urdu/Hindi/Punjabi

San geet Studio is proud to be the best source of entertainment and information during the prime relaxing time at 7 PM on weekends. SANGEET Studio is also heard nationwide at www.fm947.com The vibrant South Asian Community is absolutely tuned into our show during these hours. Regular Rates:

20 Sec 40 dollars 30 Sec 50 dollars 40 Sec 75 dollars

Special package 450 dollars a month

2.5 Spots per programme 2 talk shows of 5 minutes per month

Packages: (30 Sec spot) One month 2 spots per programme 300 dollars p/m

A) 3 months 2 spots per programme 800 dollars p/m B) 6 months 2 spots per programme 1500 dollars p/m

We also provide translation and production for ethnic commercials i e English to Punjabi/Hindi and Urdu. Ruk Ali Marketing Executive SANGEET Studio DMG Inc. www.ecanadaexpress.com [email protected] San geet Studio | Hit Radio Show for South Asians in Calgary and Area

Weekly Express | Largest English/Urdu Newspaper being printed simultaneously from Toronto and Calgary



APPENDIX 4: List of Ethnic Contacts for Promotional Purposes Canada-Pakistani Association www.cpaottawa.com Pakistan Canada Association of Calgary 403-295-0570 (Mr. Yasseen) Pakistan Canada Association of Edmonton 780-427-4005 (Mr. Ghulan Chaudhary) Jamaican Canadian Association www.jcassoc.org India-Canada Association www.indiacanada.org The Trinidad and Tobago Guardian www.guardian.co.tt The Trinidad Express www.trinidadexpress.com Trinidad and Tobago’s Newsday www.newsday.co.tt

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