Presentation by Graham Clothier 2004 Nuffield Scholar Study topic: Lamb Production, Marketing and Quality Assurance Focus on Branding and Value adding to the Producer
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Study Topic Lamb Production, Marketing and Quality Assurance • Focus on Branding and Value Adding for the Producer
Million Tonnes 3% Source : FAO
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 million Source: MLA, USDA, FAO, MAF
Brands and Marketing Groups • UK- Graig Farm Producers • South West Quality Meats • Southdown Lamb • Farm House Lamb • Dolaucothi Estate • Well Hung and Tender
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
UK Overview Subsidy change Large Population Climate Supermarket dominance
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
USA Overview Long term decline Predation Low Consumption Contract Finishing Live weight @ slaughter has increased Only committed producers left Largest producer states
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
Western Australian Overveiw Undersupply of kill space 12 month bookings 3 -5 million sheep in live exports Merinos commonly used for meat Feedlots common
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
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
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 -15 mm fat at the GR site
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