Jaelyn Whaley, South Dakota State University Extension Sheep Field Specialist
(Previously published online with South Dakota State University Extension: March 04, 2024)

(Image Source: South Dakota State University Extension – Courtesy of the U.S. Department of Agriculture)

Before diving into direct marketing lamb products, it is important to understand available marketing channels. Direct marketing falls into the non-traditional market of the lamb industry as opposed to the traditional (commodity) market. The non-traditional market is broken further into two market channels: 1) direct to consumers (in essence, farmers markets, on farm sales, online) and 2) the ethnic market. Each market has its own preferences and seasonal fluctuations but can be profitable. This article will focus solely on the direct-to-consumer portion (referred to in this article as “D2C”) of the non-traditional market.

Opportunities
The growing interest in food chain transparency has fostered the growth of direct marketing meat to consumers. This form of marketing includes farmers markets, on-farm sales, and online marketplaces. Purchasing local products provides a social connection and level of trust that conventional grocery stores often lack. In 2020, U.S. producers sold Continue reading Direct Marketing Lamb: Selling Direct to Consumer →

Jaelyn Whaley, South Dakota State University Extension Sheep Field Specialist
(Previously published online with South Dakota State University Extension: February 09, 2024)

Determining when lambs should be harvested is critical for optimal quality and consumer satisfaction. For optimal quality, lambs should be harvested between 6 and 12 months of age with 0.25 inches of back fat (external fat over the 12th and 13th rib; USDA, 1992). With the end in mind, the ideal finish weight should be determined prior to putting lambs on feed.

Calculating Ideal Finishing Weights
To start, mature parental weights can be used to predict ideal finishing weight of offspring. Held (1999) discussed an equation originally developed by Bradford and others (UC Davis) on utilizing mature dam and sire weights to predict lamb weights corresponding with a yield grade 2 carcass. This equation takes the average weight of the parents and multiplies that value by 64 percent to predict the ideal finish weight of an individual lamb (Held, 1999). Using this equation, if a 170-pound Rambouillet ewe is bred to a 250-pound Rambouillet ram, the optimal slaughter weight of their offspring should be approximately 134 pounds (see Figure 1). Utilizing this simple equation based on ewe and ram weights can aid in estimating individual, optimal slaughter weights.

Continue reading Direct Marketing Lamb: Estimating Finish Weights →

Jaelyn Whaley, South Dakota State University Extension Sheep Field Specialist
(Previously published online with South Dakota State University Extension: March 04, 2024)

(Image Source: U.S. Department of Agriculture)

The non-traditional market of the American lamb industry can be broken into two market channels: 1) direct to consumers (in essence, farmers markets, on-farm sales, online) and 2) the ethnic market. Each market has its own preferences and seasonal fluctuations but can be profitable. This article will focus solely on the ethnic market portion of the non-traditional market. In the United States, our ethnic market has focused on Middle Eastern, Greek, and Hispanic cultures, but has seen growth in consumption from Asian, Caribbean Island, and African ethnic groups.

When to Sell
Ethnic consumers typically purchase lamb around the time of their holiday seasons (see Appendix A). The ethnic market is unique in that the dates of Continue reading Direct Marketing Lamb: Selling to the Ethnic Market →

Anthony Carver, University of Tennessee Extension Agent, Grainger County
(Previously published online with the University of Tennessee Extension Institute of Agriculture)

Any producer of any product always wants the best price they can get. Sheep and goat producers are the exact same way. To really understand the demand and supply economics of sheep and goats, one must first understand the large groups purchasing them.

The main purchasers for sheep and goats are ethnic groups. The purchasers recognize different holidays and feast days than most producers. This is the most important factor to understand in marketing sheep and goats.

Just like all holidays, the demand for certain foods go up. An example would be Continue reading The Best Time to Market Sheep and Goats →

Robert Walker, Eastern Alliance for Production Kathadins (EAPK) Member
(Previously published online with EAPK: December 1, 2023)

(Image Source: Eden Hills)

On the SheepThings Podcast, marketing emails and questions are becoming more prevalent. How do I market my sheep? That is such a broad question and I usually start with, “That depends ….” That is the easy part. When you first started in the sheep business, determining who your market is should have been the first step. Once you determine the market you want to be in, then you can set your sights on how to reach them.

One of the first things you need to do for your operation is to raise something people want to buy. Doesn’t matter how many ads you run or where you put your promotional efforts, if you are not raising what people want then it will not matter. Keep great records and be very diligent on what you choose to sell as breeding stock. Not every lamb is going to be breeding quality even if they’re out of that high priced ram or ewe you purchased. Remember those sheep represent you.

So, now let us assume you are Continue reading Small Ruminant Marketing Tips →

By Brianna Gwirtz, OCJ field reporter
(Previously published online with Ohio’s Country Journal: August 27, 2023)

The input costs to farm have been continually rising for many years. The U.S. Department of Agriculture’s (USDA) February 2023 Farm Sector Income forecast projected total farm production expenses in 2023 at nearly $500 billion, up 4% from the prior year, but up $87 billion, or more than 28%, from 2020. For those raising livestock, looking outside of the typical commodity markets and focusing on direct-to-consumer meat sales may be an opportunity to increase revenue.

Garth Ruff, Ohio State Extension Beef Cattle Field Specialist, noticed the trend of direct-to-consumer sales increase in the wake of COVID in 2020. Many people turned to their local livestock producers for protein, instead of going to the grocery store.

“During COVID, we had quite a few calls and a high amount of people interested in selling directly to consumers. It’s leveled out since then. That’s been our big question the last few years, how many of these direct-to-consumer sales will be maintained?” Ruff said. “As long as the customer has Continue reading Pricing profitably: Direct-to-consumer meat sales have the potential to increase farm revenue →