Goat Pet treats – Proof of Concept development and testing

Summary

This small levy funded project will extend recent insights from Pet Food Category into a preliminary proof of concept development of goat based pet treats such as goat horns and ears with early stage market feedback to be completed. The project will allow preliminary testing of the goat products in the target pet treats segment and includes developing formulation, yields and indicative costings. The project aligns with expanding opportunities to re-imagine new value added opportunities for Australian goat meat.

Objectives

• Develop proof of concept goat pet treats–list product/process specification, yields and indicative costingsfor dried goat ears and goat horn chews
• Complete lab assay and develop concept artwork with ingredient listing composition, and product description and intended use labellingand productphotos
• Complete series of interviews with customers/buyers to test concept and value proposition(s) for Australian goat pet treats–capture key insights
  
  

Key findings

The Gourmet Goat Lady (TGGL) has demonstrated that there is an opportunity for significant value-adding to goat components excluding the carcass, through targeting pet food opportunities. Farmed goat-based offerings from TGGL are marketable on several fronts: being a high-welfare, fully traceable Australian product with no additives and minimal processing, as well as an uncontaminated single-protein source. This proposition was tested with two different components (ears, liver) targeting two distinct usage occasions (as a treat to relieve boredom and a sprinkle to make food more appealing.) Testing showed it was possible to achieve significant value-adding for components that are currently deemed worthless, (ears), or have value but would benefit from broadening the customer base (livers).

Benefits to industry

The project will benefit the goat industry by demonstrating the ability to utilise goat by-products to create value in carcase components currently seen as waste. It aligns with expanding opportunities to re-imagine new value added opportunities for Australian Goat meat. 

The development of this concept will generate interest from other producers to consider a high value concept from red meat by-products to develop a new occasion for customers that are driven by factors other than red meat consumption such as the pet treat segment.

MLA action

This report will be disseminated to industry to raise awareness of the potential value creation in goat by products for pet treats, increasing returns for the industry and creating less waste.

Future research

There are few areas which need deeper investigation to provide more confidence in the recommendation we would make to a third party and underpin our value-adding claims

• Further investigation into target customers’ usage of “hair on” dried ears. If it is desirable to our target customers, then it is a unique and strong proposition, supporting a “radically natural” claim.
• Assess whether it is worthwhile setting up a dedicated production facility, such as a shipping container onsite. This would contain the pungent smells well away from residential accommodation. Although a significant level of capital expenditure would be required, it would result in the creation of an employment opportunity in the local area.