MARKETING   MEAT  GOATS   OFF   THE   RANCH

Most of us raising meat goats are small producers and marketing our products can be a challenge.    Unless we want to get into cutting, packaging, and selling  cuts of meat, we  essentially have  two choices: We either send our goats to a sale barn (auction) and take a chance on current prices, or we market off our farm or ranch directly to the consumer.  With a little research and effort, I believe you will make   more money selling direct and eliminating the auction house middle-man.

Fresh goat meat is always in short supply in the USA.   Most of the demand for goat meat comes from ethnic groups, many of whom have specific dietary and religious customs that you need to learn.    Determine the market in your area and tailor the availability of your product to it.    See my article Determining Your Market for information on requirements of the major ethnic groups in this country.

Ethnic buyers tend to be very price conscious and like to negotiate; it is part of their culture.   Getting a good price brings respect and status to the buyer.    This is not the typical American's way of buying and selling, so you must learn to sell either within or around this framework.

If I were going to sell goat meat to a specific ethnic group off my ranch, I would do the following:   I would research prevailing liveweight prices at nearby auctions  and price my superior product  higher  per pound ($1.00 per pound or more liveweight), depending upon market timing and demand) because I know I raise much better goats than can be bought at auctions.     I would set the price per pound liveweight and hold firm   while I constantly monitor the prices  in various weight categories at  area auctions.

I would identify the major players in my targeted ethnic   group -- the respected members of the community, usually in religious organizations or restaurants or butcher shops --  and I would talk with them about the superior quality of my product.  If resistance to my pricing  occurs and if I think that the person with whom I am talking plays a significant leadership role in his community, I might  propose  to  GIVE a single goat to that person  to slaughter, cook, and taste  in exchange for his testimonial  to his friends of the value and quality of my product.   I would point out the higher meat-to-bone ratio, and therefore less waste, on my goat.  And I would hold my price firm for all future buyers, knowing that word will get around quickly if my product is superior.

Why would I take this approach as opposed to negotiating a lower price per pound?  If you discount the goat to this first person, you have set your price forever, because every person in that community will know quickly what he  paid and will expect the same price from you.   Don't do it!

With minimal effort on your part, you can have buyers coming to you rather than having to haul your goats to auction and accept that week's prevailing prices  while you are establishing repeat business  at the same time.

Suzanne W. Gasparotto, Onion Creek Ranch, Texas   10/01/18

The author, Suzanne Gasparotto, hereby grants to local goat publications and club newsletters, permission to reprint articles published on the Onion Creek Ranch website under these conditions: THE ARTICLE MUST BE REPRODUCED IN ITS ENTIRETY AND THE AUTHOR'S NAME, ADDRESS, AND CONTACT INFORMATION MUST BE INCLUDED AT THE BEGINNING OF THE REPRINT. We would appreciate notification from any clubs or publications when the articles are used. (A copy of the newsletter or publication would also be a welcome addition to our growing library of goat related information!)

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