marketing goats from farm to consumer
Post on 05-Dec-2014
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Marketing Goats from Farm to Consumer
ByFrank Pinkerton
Direct Marketing to Consumer
• Customer comes to the farm• Makes a selection• Negotiates a price• Money changes hands• Goat is loaded and departs; all is well• Seller avoids commission and shrinkage• Buyer meets his needs
More Direct Marketing
• Customer comes to the farm• Makes a selection, haggles, pays the price• Seller hauls goat to nearby custom slaughter
facility• Buyer instructs processor on slaughter,
fabrication, and packaging procedures• Buyer pays, hauls, stores, eats; all is well
Even More Direct Marketing
• Customer selects, pays, and is permitted to kill the goat on-premises
• This may or may not be legal; if legal, there are additional issues to be resolved: slaughter technique, disposal of offal, cleanup, fee
• Off-farm sales: farmers markets, flea markets, ‘informal’ roadside sales
Direct Selling of Goat Meat
• Producer does slaughter on-farm, fabrication of cuts, further processing, and merchandizing
• Producer has goats custom-slaughtered and does all else
• Producer has goats custom-slaughtered and fabricated and/or deboned and does the rest
• Producer ‘arranges’ custom products and does merchandizing only
Unique Goat Meat Merchandizing Strategies
• Producer sell cuts and products on-farm and via ‘mailings’
• Producer cooks and sells goat meat dishes (quarter-pounders, kebobs/veggies, and curries, etc.) at public venues such as Fairs and Shows
• (Introduction of speaker associates)
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