Presentation by Graham Clothier 2004 Nuffield Scholar Study topic: Lamb Production, Marketing and Qu

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Presentation byGraham Clothier2004 Nuffield
ScholarStudy topic Lamb Production, Marketing
and Quality AssuranceFocus on Branding and
Value adding to the Producer 
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Sponsored By
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Study TopicLamb Production, Marketing and
Quality Assurance

• Focus on Branding and Value Adding for the
  Producer

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Million Tonnes
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Source FAO
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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
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Brands and Marketing Groups

• UK- Graig Farm Producers
• South West Quality Meats
• Southdown Lamb
• Farm House Lamb
• Dolaucothi Estate
• Well Hung and Tender

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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

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UK Overview
Subsidy change
Climate
Large Population
Supermarket dominance
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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

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USA Overview
Long term decline Predation Low
Consumption Contract Finishing Live weight _at_
slaughter has increased Only committed producers
left Largest producer states
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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
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Western Australian Overveiw
Undersupply of kill space 12 month bookings 3-5
million sheep in live exports Merinos commonly
used for meat Feedlots common
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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

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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

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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

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