P.PSH.1500 - Growing market share and value of goat meat producers in North America

Summary

The question addressed through this work is how to grow market share and value of goatmeat in North America, with the view to move away from a commodity product? The research findings are applicable to Australian goat processors, exporters, importers and value adding facilities. The research will provide a direction and insight to inform sales and marketing teams, goat exporters, importers and key decision makers in processing plants.

Objectives

The project objectives demonstrate how to grow market share and value of Australian goatmeat products in North America. The project developed a market development strategy and the capability, capacity and relationships required to develop and deliver value added goatmeat products into retail and food service channels.

Key findings

Goat is a traditional dish for Mexican cuisine, with the quick service restaurants offering an opportunity to value-add goatmeat from Australia. Goat is a traditionally consumed protein with consumption increased in the winter period. Goat legs are sought after as well as cubed and boneless products. Goat is frequently substituted for mutton in Indian based dishes and by some consumers, thus the price differential between mutton and goat influences demand for goatmeat. Goat has in demand consumer attributes but requires a marketing message to raise the profile including high in protein, low cholesterol, low fat, free range (natural) product that is free from GMOs, HGPs and antibiotics.

Benefits to industry

Growing value and volume of Australian goatmeat sales into North America will enable market growth and increase in supply of Australian product. By identifying ways to grow value and margins, it will increase the ability of processors to pay sustainable prices to producers. An increased price of $2/kg OTH on average 18 kilogram dressed weight animal for 1 million goats returns an additional $36 Million per year to the producer.

MLA action

Report to be published on MLA website and Goats hub. Link to be published in Goats on the Move newsletter. Report will be socialised with GIRDAC.

Future research

The food service and quick service restaurant market offers an opportunity to diversify, and value add through the sale of boneless products that can be used in sous vide preparation. Research is required to understand (1) the impact of raw material flavour profiles on finished product, (2) ensure raw and ready to heat and serve product flavour meets customer expectations.

Cubed product is in demand by food service and through retail outlets. Standardised claims, a minimum meat to bone ratio and flavour profiles are required to build a repeat customer base.

Ground goat provides culinary versatility for non-traditional consumers. Research is required to identify how to cost effectively produce ground goatmeat as this requires adjustments to the standard goat processing modes.