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Ethnic Marketing of Lamb and Mutton - Webinar Session Schedule & Topics

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Each session* is scheduled for 60-90 minutes in length and includes time for questions. Each session is scheduled to begin at 7:00 p.m. (eastern).

Session 1 – Ethnic Market Background
Tuesday, November 19, 2013

  • Define ethnic market as it relates to sheep & goat producers
  • Current US population and immigration trends
  • Why target ethnic consumers in your locale?
  • Overview of US traditional lamb market and compare it to ethnic lamb/mutton markets in the US (trends, historical patterns, current and possible growth)
  • How to identify and target ethnic consumers in your locale
    • Determining statewide demographics
    • Locating mosques (and Muslim clients)
    • Locating Christian Orthodox Churches (Greek clients and others of Mediterranean decent)
    • Locating Hispanic consumers and how to find them
    • Other lamb & mutton consumers (British, etc.)
  • Two basic slaughter options for sheep producers to market product to ethnic consumers (on-farm slaughter, custom exempt) where legal; direct sale of meat to buyer/consumer (state inspected; federally inspected)
  • Know your state regulations for slaughter and sale of meat
  • The pros and cons of marketing lamb/mutton to ethnic consumers
  • Assignment – Each participant will locate and obtain the written state regulations for slaughter of sheep and sale of meat (lamb/mutton) in their respective state.  Date this document and file it for use.
  • Assignment – Each participant will identify abattoirs in their state or region that will perform religious slaughter.

Session 2 – Understanding the Ethnic Consumer
Tuesday, November 26, 2013

  • Understanding ethnic consumers of lamb and mutton with expert presenter/speaker
    • Ethnic holidays and cultural traditions (provide calendar of these holidays outlining the next few years)
    • Overview of ethnic (ritual) slaughter – Halal, Kosher, other
    • Present & discuss the who, what, where and when for each traditional lamb consuming ethnicity
    • Cultural norms (language, customs, male/female communication interactions)
    • Discuss preferences of ethnic segments (type of animal, age, sex, condition, weight, finish, and acceptable production practices).
  • Assignment – Each participant will identify and measure the ethnic consumers within 100 mile market area (ethnicities, numbers, locations, etc.) using tools provided. They will research more fully those specific ethnicities (culture, religion) identified.

Session 3 – Understanding & Evaluating Your Market Options
Tuesday, December 3, 2013

  • Taking a closer look at each marketing option for sale of live animals
    • sale barn/auction (local vs. terminal markets)
    • sale to middleman or broker
    • processor
    • marketing cooperative or alliance
    • direct consumer sales
    • on-farm slaughter where legal
    • direct sale of meat to buyer/consumer
  • Check-off dollars and the producer’s responsibility
  • Assignment  – Each participant will be expected to evaluate the options presented for possible use, using a template provided.
  • Assignment  – Each participant should also draft a 12-month cash flow chart for their operation for their sheep/lamb operation. Use a financial assignment.

Session 4 – Your Marketing Plan
Tuesday, December 10, 2013

  • Adapting your marketing plan (as a part of your farm business plan) to reach ethnic consumers
    • Breeding, feeding and other management changes as deemed necessary to meet the demand
    • Compare breeds and crosses for different ethnic markets
    • Timing is everything (using the Pipestone sheep production management wheel)
    • Knowing the value of each animal at specific ages, times and seasons
    • How to price lambs
    • Planning – How to interpret a sales report
    • Calculating net price (profit) from gross price
  • Check-off dollars and the producer’s responsibility
  • Spreading risk or reducing risk in marketing to ethnic consumers
  • Assignment – Each participant will write or amend their marketing plan (as a part of their farm business plan) as a result of their findings and decision.

*All sessions will be archived for later viewing.

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