Presentation byGraham Clothier2004 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

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Pigmeat Chicken Beef &Veal

Mutton &Lamb

Goat Buffalo Horse Camel

2004 World Meat Production

3%

Mill

ion

Ton

nes

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 millionSource: 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

Supermarket dominance

Subsidy change Climate

Large Population

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 6-15mm fat at the GR site