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This presentation was given at the Focus on Farming Conference:
Breaking New Ground in Lynnwood, Washington on November 20, 2008.
Marketing sheep and goats to the ethnic markets2008 Focus on Farming Conference: Breaking New GroundLynnwood, Washington - Thursday, November 20, 2008
Susan SchoenianSheep & Goat SpecialistWestern Maryland Research & Education CenterUniversity of Maryland Cooperative Extensionsschoen@umd.edu – www.sheepandgoat.com
What is an ethnic market? An ethnic market is a group of consumers that share a
common cultural background: race, color, national origin, religion, or language.
It is many different markets!
Three market segments31% of American population is considered ethnic.
First generation Second generation Mainstream shoppers
Second generation ethnic consumers Dietary habits change as
ethnic populations assimilate into the U.S. culture.
Second generation ethnic customers demand more ready-made ethnic foods.
Organic and green movements are crossing over into the ethnic markets.
U.S. Population Demographics2006
299,398,484 80.1% white 14.8% Hispanic/Latino 11.1% foreign born 2000
12.8% black 4.4% Asian 1% American Indian 17.9% non-English speaking Median household income: $44,334 Per capita income: $21,587
U.S. immigration Immigration is what keeps America growing. U.S. birthrate (1.9%) is below replacement rate (2.1%).
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Washington State2006 Data U.S. averages in parentheses
Population of 6,395,798 84.8% White (80.1%) 9.1% Hispanic/Latino (14.8%) 3.6% Black or African-American (12.8%) 6.6% Asian (4.4%) 1.6% American Indian (1.0%) 10.4% foreign born (11.1%) Per capita income - $22,973 ($21,857) Medium household income - $48,438 ($44,334)
Source: http://quickfacts.census.gov/qfd/states/53000.html
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American Muslims http://www.allied-media.com/AM
8 million Muslims in the United States; another 1 million in Canada.
Annual growth rate is 6% (vs. 0.9% for U.S.)
Same size community as Hispanics 25 years ago.
American Muslims http://www.allied-media.com/AM
American Muslims are younger. 67% of adult Muslims are < 40 years of age. 67% of U.S. adult population is > 40 years of age.
American Muslims http://www.allied-media.com/AM
American Muslims are well-educated. 67% of American Muslims have a Bachelor’s degree or higher. 44% of Americans have a Bachelor’s degree or higher. 1 in 10 American Muslim households has a medical doctor.
American Muslims http://www.allied-media.com/AM
American Muslims are affluent. 66% of American Muslims households earn over $50,000/year 26% of American Muslims households earn over $100,000/year U.S. average income is $42,158
Mosques in Washington State 27 Mosques listed on http://islamicvalley.com
Seattle’s Northgate Mosque
Major Muslim holidays
RamadanMonth of fasting
Eid ul FitrFestival of fast-breaking “Little Eid”
Eid ul AdhaFestival of the sacrifice“Big Eid”
Eid = Festival Muslim holidays move back 11 days each year.
Aqeeqah
Give thanks to God for the birth of a child.
Baby-naming ceremony. Child’s head is shaved 7
days after birth. Slaughter one or two sheep
and invite relatives and friends to a meal or distribute the meat to relatives, friends, and the poor.
Sacrificed by father.
HalalArabic word meaning permissible or lawful.
Term applies to all facets to life, but (in the West) used mostly to describe food. No pork No alcohol No blood or blood products Proper slaughter method
Some similarities with Kosher (Jewish ritual slaughter).
Halal slaughter
Slaughter should be done by a trained Muslim.
Slaughter is by means of a sharp knife.
Throat, windpipe, and jugular veins are cut.
Slaughter of an unconscious (stunned) animal is prohibited.
Animal must be slaughtered in the name of God (Allah).
Animal should be held upright before and during slaughter.
Blood should be totally drained.
Considered humane, but exempt from Humane Slaughter Law.
Halal certification
Gives customers assurance that food is Halal.
Many organizations grant Halal certification.
In cooperation with USDA.
www.spiritofhumane.com
Knife
Restraining device
Poster
Hispanic-American Markethttp://www.allied-media.com/Hispanic%20Market/index.html
Fastest growing minority group.
49% live in Texas or California.
The Latin wave is bigger than the baby boomer generation.
76 percent increase in buying power since 1990.
Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
Subcultures from over 20 different countries in Central and South America, the Caribbean and Spain.
Majority of Mexican heritage (67%). Common link is the Spanish language.
Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
Hispanic Americans are younger. Average Hispanic-American
is 26 years old. Average American is 33 years
old. Hispanic-American
households are bigger. Average Hispanic-American
household has 3.6 people. Average American
household has 2.5 people.
Hispanic-American Market http://www.allied-media.com/Hispanic%20Market/index.html
More likely to cook from scratch.
Twice as likely to use spices and seasonings.
Prefer fresh ingredients. Spend more money on
food. Eat at home more. Have a greater preference
for sheep and goat meat in their diet.
Other important ethnic groups
Caribbean Islanders Eastern Orthodox
Christians Southern Europeans Africans Indians Asians Jews
Ethnic demand varies by . . . Time of the year Species Weight Age Sex Condition (fat) Blemishes
tails, testicles, horns, ears Preference, bias (breed) Method of slaughter
Ethnic holiday calendar 2008-2012
http://www.sheepandgoat.com/articles/ethniccalendar.html
2008 2009 2010 2011 2012
Eid ul-AdhaFestival of the Sacrifice
December 9 November 27 November 16 November 6 October 25
MuharramnIslamic New Year
December 29 December 18 December 7 November 26 November 15
Mawlid al NabiProphet’s birthday
March 9 February 26 February 15 February 4
Start of RamadanMonth of fasting
August 22 August 11 August 1 July 20
Eid ul-FitrFestival of Fast Breaking
September 20 September 10 August 31 August 19
Passover/pesach April 9-16 March 30-April 6 April 19-26 April 7-14
Rosh Hashanah September 19-20 September 9-10 September 29-30 September 17-18
Chanukha December 22-29 December 12-19 December 2-9 December 21-28 December 9-16
Western Roman Easter
April 12 April 4 April 24 April 8
Eastern Orthodox Easter
April 19 April 4 April 24 April 15
Christmas December 25
The ethnic markets
Identify a target market. Find out what they want,
when they want it, and how they want it processed.
Put your pencil to paper and determine if you can raise and process livestock profitably to meet their demand.
Do it!
Slaughter options
On-farm Custom exempt State-inspected Federally-
inspected (USDA)
On-farm slaughter USDA allows exemption
for on-farm slaughter by the owner of the livestock.
On-farm slaughter is allowed for meat that will be consumed by the owner (or owners) or given to their workers or non-paying guests.
Most states restate USDA regulations or impose more stringent regulations.
http://newfarm.rodaleinstitute.org/features/2006/1006/onfarm/miller.shtml
Custom-exempt Slaughter for owner of
live animal. Producer sells live
animal. Exempt from USDA
inspection. Inspection focuses on
facilities, not product. Meat must be stamped
“not for resale.”
State-inspected 27 states operate meat
and poultry inspection programs. Not Washington state
Programs must “at least equal to” federal inspection program.
State-inspected meat is prohibited from interstate movement.
WSDA Custom Meat Program
Custom meat facilities Custom farm slaughters
Mobile slaughter unit
Custom slaughter establishment Fixed slaughter facility
http://agr.wa.gov/FoodAnimal/CustomMeats/default.htm
USDA - Federal inspection Inspection of facility
and product Ante-mortem (live) Post-mortem (carcass)
Only federally-inspected plants can produce products that are destined for interstate commerce or for export to foreign countries.
Selling meatconsumer, store, restaurant, farmer’s market, internet
Livestock must be processed in a federally-inspected plant.
Must get a federal label. Label is attached at
processing plant. May need/want product
liability insurance.
A scarcity of USDA plants Federally inspected plants
are disappearing. Most are small plants or
businesses. Big abattoirs are
consolidating. Many small ruminant
producers are located far from USDA abattoirs.
There is a growing demand for local product that is humanely produced and processed.
http://www.fsis.usda.gov/Regulations_&_Policies/Meat_Poultry_Egg_Inspection_Directory/index.asp
A mobile abattoir Mobile – travel to livestock farming areas. Lower cost to build than stationary facility. Lower cost for processing.
3 units in Washington State6 units nationwide
Producer-owned abattoirOn-farm, custom, state, or USDA
www.lambcomd.com
Cooperative marketingsub-contract slaughter
www.hairsheep.us
Marketing options - live animals
To a sale barnlocal, regional (terminal)
To a middlemanbroker, dealer, buying station, live market
To a processor Through a marketing
co-op On-farm sales
Customer takes On farm slaughter by customer Custom slaughter for customer
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Public auction barnsstockyards, livestock auctions
Consider the holidays Put your livestock in the market one
week before the holiday. Sell when reported prices are low. Do not castrate or dock unless you
have to. Do not sell poor animals. Desired market weights and
conditions vary. Don’t sell overly fat or thin animals. Make sure your livestock and fed and
properly cared for.
http://www.sheepandgoat.com/articles/sellingatauctions.html
Marketing options - meatvalue-added, direct, niche, relationship marketing
To restaurant To store To consumer
Pick-up Deliver Internet Farmer’s market
*** Requires USDA inspection and labeling. ***
USDA or third party labelsMust meet criteria of USDA or group issuing label
Organic Grass-fed Natural Halal Eco-labels Humane labels
Other claims
Raised on pasture No hormones
No added hormones No antibiotics fed Grain-fed Breed American lamb or goat Farm fresh Locally produced
www.sheepgoatmarketing.info
Producer directory Marketing directory Market inquiries Calendar of events News Education
Questions.
Thank you.
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