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.