presentation by graham clothier 2004 nuffield scholar study topic: lamb production, marketing and...
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Presentation byGraham Clothier2004 Nuffield Scholar
Study topic: Lamb Production, Marketing and Quality Assurance
Focus on Branding and Value adding to the Producer
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Sponsored By:
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Study Topic
Lamb Production, Marketing and Quality Assurance
• Focus on Branding and Value Adding for the Producer
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0
20
40
60
80
100
120
Pigmeat Chicken Beef &Veal
Mutton &Lamb
Goat Buffalo Horse Camel
2004 World Meat Production
3%
Mill
ion
Ton
nes
Source : FAO
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Trends in Sheep Numbers
• Australia 170 million to 100 million
• USA 12 million to 6 million
• NZ 70 million to 39 million
• UK 44 million to 36 millionSource: MLA, USDA, FAO, MAF
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Brands and Marketing Groups
• UK- Graig Farm Producers
• South West Quality Meats
• Southdown Lamb
• Farm House Lamb
• Dolaucothi Estate
• Well Hung and Tender
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Brands and Marketing Groups• Canada : Sunterra Farms
• Alberta Sheep and Wool Council
• USA : Mountain States Lamb
• Prairie Lamb Co-op
• NZ : Alliance Group
• CCPS/Richmond
• Pilot Brands
• WA : WA Q Lamb
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UK Overview
Supermarket dominance
Subsidy change Climate
Large Population
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Case Study: Well Hung and Tender
Maturation length minimum 24 days
Farmers markets
Burger sales
Consistent quality product
Comments:
Sale of whole carcase with burgers
Works when other people are relaxing
Consistent eating quality for repeat buyers
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USA Overview
Long term decline
Predation
Low Consumption
Contract Finishing
Live weight @ slaughter has increased
Only committed producers left
Largest producer states
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Case Study: Mountain States Lamb
Producer Co-op
50% stake in B. Rosen & Son
Natural Lamb on increase
Grid weighted to low fat
1$ Marketing Levy
Conclusions
Producers are content
Excellent returns
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Western Australian Overveiw
Undersupply of kill space
12 month bookings
3-5 million sheep in live exports
Merinos commonly used for meat
Feedlots common
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Case Study: Q Lamb• 97% of lambs hit specification• Exporting to 5 countries• Each lamb individually weighed and fat scored• Training of producers• Value added by lifting the bar in WA• 45% of producers now Flockcare accredited• Great example of branding
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Success Depends on• Year round supply
• Delivering Quality with integrity
• Ability to adapt and change
• Continual innovation and improvement
• Targeting niche not commodity markets
• Establishing full QA over time
• Business growth
• Ensuring producers have ownership
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Conclusions
• Australia's sheep and lamb industry is in good shape
• Australia needs to spend more on growing consumption in the USA
• Quality lamb is defined as 6-15mm fat at the GR site
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