1. Marketing Small Ruminants in the South Dr. David Fernandez University of Arkansas Pine Bluff School of Agriculture, Fisheries and Human Sciences

2. Available Markets Auction On farm sales Farmers’ markets Local retailers Restaurants Club kids and lambs (4-H, FFA) Breeding stock

3. Auctions Price depends upon: – Number of buyers – Number of animals to be sold – Animal weight – Animal quality of little importance

4. On Farm Sales Negotiate directly with end consumer Capture more of the retail price Animals desired by the buyer must be available Biosecurity concerns (how many farms has the buyer visited lately?) Cash sales

5. Holiday Sales and Dates Passover April 19-26, 2011 – 30-55 lbs milk fed lambs Western or Roman Easter April 24, 2011 – 30-45 lbs milk fed lambs – 20-50 lbs milk fed kids (30 lbs optimum) Easter or Greek Easter April 24, 2011 – 40-55 lbs milk fed lambs – Similar to Western Easter kids, 35 lbs considered optimum Start of Ramadan August 1, 2011 – 60-80 lbs weaned market lamb – 45 - 120 lbs (Optimum about 60 lbs) male and female kids with all their milk teeth Id al Fitr August 31, 2011 – Lambs and goats same as for Ramadan

6. Rosh Hashanah Sept 29-30, 2011 – Forequarters from weaned lambs 60-110 lbs Navadurgara or Navratra Dashara or Dassai Sept 28-Oct 5, 2011 – Size of carcass depends on number of people expected to be fed. Weaned, market kids or yearling wethers are most in demand Id al Adha Nov 6, 2011 – 60-80 lbs lambs, heavier old crop lambs are also in demand and will frequently command the same price as new crop lambs. – Blemish-free yearling kids – Large kids 60 - 100 lbs also in demand Christmas Dec 25, 2011 – Milk fed kids and lambs – Kids and lambs as light as 18 lbs may be readily accepted Holiday Sales and Dates

7. Other Holidays Other holidays – July 4th weekend cabrito kids for small parties weaned market kids and yearlings for large celebrations – Caribbean holidays in August Carnival Carifest Jamaican Independence Day young, smelly 60-80 lb bucks older animals of all sexes

8. Other Ethnic Markets Chinese market for goat – limited to the six colder months – 60 to 80 pounds live Hispanic market for goat – 15 to 30 lb live wt suckling kids for cabrito – large weaned market kids for seco de chivo and barbecues. – Cinco de Mayo (May 5th), Mexico's Independence Day. Indian curried goat market – cull does and bucks

9. Farmer’s Markets Negotiate directly with end consumer Capture more of the retail price Consumer trust and loyalty Must be able to slaughter and process goat meat Travel to and from market You must be available on market days Consistent availability of product

10. Local Retailers Ethnic grocery stores Halal or Kosher markets Steady, year-round supply OR Seasonal/Holiday demand Often networked to similar retailers nearby

11. Restaurants Independent restaurants more receptive – Chains lack flexibility – Not just ethnic restaurants – Focus on quality and locally grown Provide: – Sample with recipe (if possible) – Price list – Seasonal availability Avoid rush times (lunch and dinner)

12. Institutions Cull does and bucks are in demand for prison contracts.

13. Direct to Packers Only 3 USDA certified goat slaughter facilities in Arkansas Must make an appointment Cost of $25-$35 per hd

14. Club Kids and Lambs Club kids and lambs are popular – Relatively cheap (compared to steers) – Small and easy to work with – Less expensive to feed – Easier to sell after the show (cheaper than steers) Need to understand judges’ preferences

15. Breeding Stock High start-up cost Must be knowledgeable animal manager Subject to industry fads Determine economically important traits and select for them Detailed record-keeping Marketing and advertising Selling semen, embryos, bucks, and does

16. Who is your market? Survey of female food shoppers: – Hated the term “cattle feeder” – Wanted to marry a “rancher” – Wanted to buy their food from a FARMER

17. What are you REALLY Selling? Image – American Dream – Family Farm lifestyle – Safe and wholesome Your farm – Clean, safe environment – Clean, healthy animals – Pleasant environment

18. Yourself – Must be clean (even if a little tattered) – Smile/Friendly – Patient and kind What are you REALLY Selling?