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NORTHCOAST LAMB CO-OPPrepared for OEFFA

This product was developed with support from the Sustainable Agriculture Research and Education (SARE) program, which is funded by

the U.S. Department of Agriculture — National Institute of Food and Agriculture (USDA-NIFA). Any opinions, findings, conclusions or

recommendations expressed within do not necessarily reflect the view of the SARE program or the U.S. Department of Agriculture. USDA is an

equal opportunity provider and employer.

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SARE Farmer/Rancher Grant• The Spicy Lamb Farm, a Countryside Conservancy

Farm in the Cuyahoga Valley National Park (CVNP) in Peninsula

• The Miller Farm, an Amish Family Farm in Fredericksburg, near the Mount Hope Auction

• The Northcoast Sheep Farm at The Foundry Project in Cleveland

All three are working board members of Urban Shepherds All three raise production Dorsets

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The Spicy Lamb FarmDrive Time of Potential Market

15-minute drive: 44,193 residents 2,748 businesses

30-minute drive: 1,201,052 residents 47,744 businesses

60-minute drive: 3,646,208 residents 136,085 businesses

2.6 million people visit the Village of Peninsula where the farm is located.

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Drive Time to The

Spicy Lamb Farm

Number of Households

Average Household

Income

Percent (20%) Buying Lamb

Percent (20%) of buying at Farmers Market

Percent (10%) Buying

Direct from Farmer

15 minutes 19,235 $97,356 3,846.8 769.36 384.68

30 minutes 548,473 $77,563 109,694.6 21,938.92 10,969.46

60 minutes 1,664,575 $73,195 332,915 66,583 33,291.5

The Spicy Lamb Farm Direct Marketing Potential Market Share

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Miller FarmDrive Time of Potential Market

Mount Hope AuctionSale Price Lambs (Feb 10, 2016): 40#-60# $290.00-322.5040# - 60# $235.00-290.0060# - 80# $225.00-277.5080# - 100# $160.00-227.50100# -130# $152.50-172.50130# & Up $140.00Total Head: 747

Live Weight VS Value Based

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Northcoast Sheep FarmDrive Time of Potential Market

The Northcoast Sheep Farm is using the Cornell STAR© accelerated lambing system to maximize production of market lambs on a continuous year-round basis. This even supply of high quality lambs should allow for improved market development and enhanced prices for lambs demanded by discriminating consumers.

www.TheFoundryProject.com

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Northcoast Lamb Co-op Proposed Site

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Urban Grazing in Cleveland

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Marketing Lamb

Source: ASI Roadmap

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Source: ASI Roadmap

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Auction lambs are shipped to packers out of state

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Lamb as Local FoodShift to local food purchases means more

money stays in our communities

Based on a $3 food multiplier that can generate economic development

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Administrative and technical support for the Co-Op will be provided by Urban Shepherds.

Open to any producers to join

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Co-Op Goals

• To provide quality lamb to local restaurants and groceries.

• To recruit producers to participate in selling lamb locally.

• To assist members in producing the required product demanded: consistent quality lamb.

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• The goal of this project will be to implement value based lamb recommendations, emphasizing a higher production criteria which is expected to lead to wider product acceptance.

Source: OSIA Lamb 509

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State of the Lamb Industry• Lamb is the oldest domesticated meat species in

the world. The American Sheep Industry is the oldest livestock organization in the county. However, the average American eats less than one pound of lamb per year. Of that lamb that is consumed, half is consumed by the non-traditional ethic market. Of all the lamb consumed in the states, 50 to 70% is imported from Australia and New Zealand. Now, County of Origin Labeling is an issue.

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Source: ASI Roadmap

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Source: ASI Roadmap

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Source: ASI Roadmap

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The Healthy Red Meat

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Tri-Lamb Group 2013 Study• New consumers were under 40.• They had children of all ages.• Gender made no difference.• They average household income was $70,000.• Their activities included personally grill meat;

walking/hiking/running; active online; and entertaining at home.

• They eat and prepare chicken, fish, beef, alternative meat products, lamb, duck, venison, bison, and duck.

• Their sources of nutrition information came from online, magazines, and friends and family.

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Factors in Choosing Lamb:• An excellent source of protein• Raised without synthetic hormones• Nutrient rich• Lean• Contains good fat• Raised with care• Sustainably raised• Grass fed• Contains omega-3 fats• Organic• Contains monounsaturated fats•  

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• Health and nutrition are significant drivers. A consumer taste study found that lamb is more tender, flavor, and juicy than any other meats.

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American Lamb Attitude & Usage Study in 2011

• The average age is 45.• 68% are female.• The average household size is 2.8• 85% are white.• One in five households (20%) has prepared

lamb within the past year. • One in six households (16%) eats lamb, but do

not prepare lamb in their household. 

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Customers want: • Easy to follow recipes• Better understanding of the various cuts of lamb• Instruction on cooking/demonstrations

Additional reasons to purchase lamb more often for preparation at home include:• Learning how to cook lamb• Knowing it is a healthy choice• Making it easier or quicker to cook• Consistent availability of cuts• Confidence that family/friends like it

• Price  

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• Liking that it is unique, that they like the flavor and that the meat is tender are the most mentioned likes about lamb. Being too expensive and being difficult to cook are the most mentioned dislikes.

• Important factors in choosing lamb included:– Respondents rated humanely raised as most important factor

and being locally grown as least important.– Other important factors included: grass fed, food safety, eating

satisfaction, how and where lambs were raised, visual checks, weight and size, lean with less fat, and sheep genetics.

•  Lamb cuts were a factor in choosing lamb: – Respondents were most aware of leg of lamb, rack of lamb, and

loin chops which are the favorite cuts of lamb prepared at home.

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CONSUMER RESEARCH: GRILLING• Lamb Users who personally grill meat are more likely to

be More Nutrition/Sustainability Conscious than those who do not personally grill meat.

• Grilling lamb is more likely among those who are More Nutrition/ Sustainability Conscious

• Loin Chops (41%) is the cut of lamb grilled most often by Lamb Users

• 71% of Lamb Users who grilled meat this past summer are “Extremely or Very Likely” to grill lamb next year.

• Two-thirds (65%) of Lamb Users who are less than “Very Likely” to grill lamb next year indicate they are “Extremely or Very Willing” to learn to grill lamb.

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American Lamb Consumer Taste Test Report in 2013

• About half the consumers tested prefer the grass-fed lamb, while another 45% preferred the grain-finished lamb. 7% reported they had no preference.

• When asked about the proteins beef, chicken, seafood, pork and lamb, lamb was rated the highest by these consumers in flavor, quality, tenderness, sustainability and of being humanely raised.

• Lamb was rated the lowest (along with Seafood) in being easy to cook and affordability.

• Roasting and grilling are the most popular ways to prepare lamb at home. Ground lamb, loin chops, stew meat and leg roasts are cuts cooked the most at home.

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• Concerning lamb, fresh and flavorful were the most important attributes to these consumers, while healthy/nutritious and grass-fed were the least important.

• About 77% of those tested reported they could find lamb in their local stores year-round. 71% would prefer to buy American lamb in their stores, yet only 47% would be willing to pay 20% more for lamb from the U.S.

• If these consumers were to purchase lamb, the primary reasons would be that a recipe called for it (36%) or that they wanted it for a special occasion (28%).

• 57% reported the high price of lamb keeps them from using it more often. Sale pricing would increase the use of lamb at home by over 50% of the consumers tested.

• Most of these consumers are getting information and recipes from websites, cookbooks, and friends and family.

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Lamb Distribution in Restaurants (MenuTrends DIRECT (MTD) Overview for American Lamb Board)

• Lamb remains a core protein at white table cloth restaurants. • Lamb is menued most often as a stand-alone entrée item due to its

hearty, bold flavor. Braising has grown in popularity with lamb and center of plate entrées overall. Lamb continues to increase in usage as an appetizer at fine dining and US chains and independents.

• American cuisine accounts for the largest share of entrée lamb menued. A quarter, or 25%, of all entrée lamb menu mentions are at American restaurants. French cuisine follows with an 18% share of all entrée lamb dishes. Italian cuisine, mixed ethnicity and steakhouses all hold a 10% share, or greater, of entrée lamb.

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• Rack of lamb continues to be the most popular cut of lamb on entrée menus. Of fine dining restaurants with lamb entrées, over 1/3 offer rack of lamb. Lamb chops are a close second, with just 25% penetration. Other popular cuts of lamb include lamb shank and lamb loin.

• Indian cuisine accounts for the lion’s share of entrée lamb dishes. A strong 44% of all lamb dishes are found at Indian restaurants among US Chain and Independents. Mediterranean restaurants also maintain a strong 18% share of lamb dishes. About 19% of lamb entrées are found at non-ethnic restaurants, most notably America, Italian, Pizza, Sandwich and Steakhouses.

• Lamb maintains a high average price across all segments. At QSR, lamb drops to the 6th highest priced protein, as it is more frequently as a protein in typically lower priced kabob, curry and gyro entrée dishes.

•  

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Traditional Market

Source: ASI Roadmap

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Non-traditional Market

Source: ASI Roadmap

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Higher standards 100%Would be fresher 50 It’s what’s available 50 Tastes better 50Have always bought 50Other 50

Tastes better 78%

Higher standards 67It is what’s available 22Have always bought 22It would be fresher 11Other 33

Source: American Lamb Attitude & Usage Study 2011

37

It is what’s available 62%

Have always bought 62Tastes better 50Higher standards 38It would be fresher 12Other 12

Country of Origin Preferred for Lamb

United States40%

No Preference23%

New Zealand

10%

It would be fresher 54%

I support the American Farmer/ economy/buy American 52

It is local/does not travel thousands of miles 42

We have the USDA/government to regulate processing 42

Tastes better 36

Higher standards 27

Have always bought 24

Do not trust other countries 12

It is what’s available 9

Prefer United States Lamb

Prefer New Zealand Lamb

No Answer

13%Australia

2%

Australia and New Zealand

11%

Prefer Australian Lamb

(N = 2)*

Prefer Australian and New Zealand Lamb

• Two-fifths of Current Users prefer lamb from the U.S.

• It would be fresher, support the American farmer, it’s local and we have the USDA are the most mentioned reasons for preferring U.S. lamb.

While not displayed above, women are more likely than men to have no preference. Younger respondents (under 45) are more likely to prefer lamb from the U.S. than older respondents.

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Need for Value-Based Pricing

• Lamb has the characteristics to be widely accepted as the “premier meat” – The Healthy Red Meat --- very desirable flavor and an extremely positive nutritional profile

• Lamb can strength its position if promotes its attributes and delivers high quality product on every eating occasion

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• The industry acknowledges that excess fat and inconsistency are the biggest detractions from its premier status.

• Buying slaughter animals on weight provides incentive to overfeed lambs under certain market conditions -resulting in fat.

• Buying on weight and yield provides no economic incentive to produce high quality lamb.

Source: OSIA Lamb 509

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Needed Growth in the American Sheep Industry

50-70% of the lamb consumed in United States is imported from Australia and New Zealand.

Source: ASI Roadmap

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In 1840, when the federal census first included livestock numbers, Ohio, although largely unsettled, was amongst the leaders in raising sheep. In 1850, Ohio was second only to Vermont. By 1860, Ohio was in first place. In 1870, Ohio reached its peak with 121 sheep per square mile. By 1880, the sheep population in the west surpassed that of the east but Ohio still had more than three times that of any other state. It was not until 1950 when Ohio loss the lead in sheep per unit area.

Today, Ohio is still the largest sheep producing state east of the Mississippi. However, the average size of a flock is only 40 ewes.

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Too Many Breeds/Producers

• The industry needs to reduce the excess fat and inconsistent quality which can damage the quality of the brand.

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Historic selection was based visuals and on feel for fullness of muscle and fat cover

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New Standard: Muscle Being Scanned

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Measure Muscle Eye and Back Fat

Source: OSIA Lamb 509

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Value Based Pricing

• Individual quality attributes of the lamb carcass and its parts and provide a higher quality consistent product to the consumer. 

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Northcoast Lamb Co-op• The Co-op will work with a group of urban

and rural farmers whose propose is, to not only distribute and market lamb at a profit, but to assist members in producing the required high quality, consistent lamb demanded by a more discriminating marketplace.

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Our Solution • Set required muscle quality attributes

necessary to produce a higher quality product. 

• Use carcass ultrasound of lamb crops for market acceptance and to measure muscle quality deficiencies for improvement

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Our Goals

• Greater profitability• Increased market competitiveness• Wholesome product for the consumers

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The Healthy Red Meat• Lamb is high iron and B-vitamin complex.• A 3 oz. serving of lamb provides nearly five

times the amount of the essential omega-3 fatty acid, alpha-linolenic acid (ALA), compared to a 3 oz. serving of beef. – 92% of nutrition/sustainability conscious lamb

users said they would be very or extremely motivated to buy lamb compared to another protein based on the statement above.

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A consumer taste study found that lamb is more tender, flavor, and juicy than any other meats.

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Carcass Scanning for Value-Priced Lamb

• Used for selection of seedstock

– NSIP Certified Ultrasound ScannerSource: Cup Lab Training

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• Ultrasound images can be collected and read for rib-eye area (REA), rib fat thickness (Fat), and percent intramuscular fat (% IMF) which relates to marbling levels.

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• Fat DepthASBVs describe the value of an animal’s genes for fat depth at a constant weight – a negative ASBV means a genetically leaner animal.

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• Eye Muscle DepthASBVs describe the value of animals’ genes for eye muscle depth at a constant weight – a positive ASBV means a genetically thicker-muscled animal, and one that will have slightly more of its lean tissue in the higher-priced cuts.

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• An ultrasound scan is a phenotypic record from an animal. In this sense it is no different than a weight record, and it can be influenced by age, sex, diet, health and a variety of other factors.

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Genetics

PHENOTYPE IS THE RESULT OF THE ANIMAL’S GENETICS (GENOTYPE), AS WELL AS THE ENVIRONMENT IN WHICH IT WAS/IS RAISED.

Phenotype Environment

ESTIMATED BREEDING VALUES (EBV) An EBV quantifies the genetic merit of an animal (for breeding).

It is a mathematical, computer-generated prediction of an animal for economically-important traits.

EBVs can be calculated for any trait for which data can be collected.

Source: NSIP

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EBVS CURRENTLY AVAILABLE

Reproductive traitsNumber of lambs born (NLB, %)Number of lambs weaned (NLW, %)Scrotal circumference (SC, cm)

Growth traitsBirth weight (BWT, kg)Weaning weight (WWT, kg)Maternal weaning weight (MWWT, kg)Post-weaning weight (PWWT, kg)Yearling weight (YWT, kg )

Carcass traitsLoin muscle depth (EMD, mm)Fat depth (CF, mm)

Wool traitsFleece weight (GFW, %)Fiber diameter (FD, μ)Staple length (SL, mm)

Parasite resistanceWorm egg count (WEC, %)

IndexesCarcass Plus index, %USA Hair Index, %USA Maternal Index, %USA Range Index, %

Source: NSIP

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Purebred producer Commercial producer• Enroll your flock in NSIP and use

EBVs to improve your accuracy of selection for economically important traits.

• Purchase breeding stock, especially rams, with above average EBVs or indexes (enrolled and non-enrolled flocks; small flocks).

• Establish values for your breeding stock.

• Purchase males with above-average EBVs or indexes.

• Measure the quality of lamb.

How EBVs are used:

Source: NSIP

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Scanning • A trained technician can

capture an ultrasound image in about 30 seconds with reasonable accuracy.

• Scientists can use the images to estimate traits that influence the carcass value of market lambs—such as loin muscle area, loin muscle depth, and back-fat thickness.

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Lamb Scanning Ages• Lambs should be scanned at around 5 months

of age and be around 90 lbs, this is to ensure that there is good variation in the lambs measurements, especially the fat depth which is often difficult to measure in the more lean breeds. The date of births should already be entered on the database and the breed recorded when the lambs will be ready to be recorded.

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Random Sample• Breeders present all their lambs for

scanning even if they do not plan on scanning all their lambs as the lambs must be selected at random by the technician, both males and females. The technician will exclude any late born lambs or any lambs that are thriving very poorly due to some medical or nutritional problem.

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• Farmers must have an accurate weighing create there on the day and the technician will verify the scales with a measured weight.

• All lambs must have their ID tags recorded on the database before scanning can occur.

• Breeders should have their lambing notebooks present on the day in order to clear up any issues that may arise on the day.

• Ideally lambs should be housed at least an hour before the technician starts to scan to ensure lambs are under as little stress as possible at the time of scanning.

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Results

• Once scanning is complete, producers receive the evaluation of the scanning.

Source: Cub Lab Training

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• The Co-op will conduct carcass ultrasound of lamb crops for acceptance (as well as for NSIP EBVs). The expected outcome, will be better meat quality and marketing, leading to increased profitability and competitiveness for Ohio regional producers.

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• The outcome will be to develop a procedure to measure high quality lambs, reducing excess fat and inconsistent quality. Producers with poor quality lambs will be encouraged to improve and will not be sold through the co-op other than as stew and ground lamb.

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• The success of the project will be the use of the scanning based criteria to reduce the slaughter rate on non-conforming animals for the co-op, using the selective breeding tool to market quality lamb, and establishing the co-op as a quality source

Source: OSIA Lamb 509

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• The expected outcome will be successful distribution of even sheep, more breeders using scanning in the NSIP program, greater ease in collecting and analyzing data for producers, and the affordable use of technology.

Source: Cub Lab Training

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Thanks to SARE

• For more information: www.northcoastlambcoop.org

Source: NSIP