Progress 10/01/02 to 03/30/09
Outputs
OUTPUTS: A survey was conducted in 11 southern states to elicit goat meat demand. Econometric models were fitted to examine current and potential demand for goat meat. Producer surveys were collected from Alabama, Georgia and Texas to assess producers' ability to respond to changes in demand. Analysis of variance and Kruskal-Wallis Test revealed that government inspections, color and freshness were important to consumers. Present consumers ranked government inspection and price most important and potential consumers ranked government inspection, fat and cholesterol content most important. The Kruskal - Wallis test revealed the loin chop as the most desired cut. The likelihood of goat meat consumption for nonwhite populations is significantly higher than for the whites. Older consumers were significantly more likely to eat goat and the peak consumer age was 55-74 years. Males' were significantly more likely to consume goat and households with incomes of $25,000 and less are more likely to be consumers. Beef consumers and older consumers are more willing to try goat meat. Stores displays, price specials, in-supermarket test and USDA inspection will have significant impacts on demand. Highly educated consumers eat more goat meat on a non-seasonal basis and high income households consume goat seasonally. Females are more likely to be year round consumers. Hispanic and multiracial respondents are likely to have more consumption associated with special occasions. Younger respondents show seasonal consumption while older respondents eat goat meat regularly. About 25 percent of Hispanics compared to 12 percent of the general population consume goat meat. Respondents that eat lamb were about 49 percent more willing to try goat meat. A significant difference was observed by Hispanic origin (Puerto Rican, Cuban, Mexican). Controlling internal parasites was the most frequently cited obstacle to goat production. Producers ranked visitors to the farm and goat auctions as first and second most important marketing methods. Goat marketing data from USDA-AMS were used to determine producer marketing relationships to carcass weight and/or live weight desired by important niche market consumers. These data show that most goats are sold during the spring and summer months and kids is the most frequently marketed with price variability lowest for 20 - 40 and 40 - 60 lbs. kids. PARTICIPANTS: Mack C. Nelson, N. B. Brown, Jr., Xuanli Liu, and Erika Styles TARGET AUDIENCES: Southern goat producers, consumers, and segment of the marketing chain to include livestock marketing (auction) facilities, slaughter facilities and retailers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
Safety assurance, freshness and bright color of goat meat are the major marketing strategy to increase consumption. Cholesterol content is important to high incomes, highly educated and older consumers. The loin chop is the most desired cut of chevon. Compared to whites, the odds ratio of goat consumption is .33 for American Blacks, 1.42 for Black non-African Americans and 1.18 for Hispanics. Older consumers were significantly more likely to consume goat meat and the peak consuming age is 55-74 years. Males are significantly more likely to consume goat meat than females. More than 48% of respondents indicated a willingness to consume more goat meat. Blacks and multi-culture households are much more likely to increase consumption. Value adding activities and advertising are factors that are expected to enhance consumption. Women that consume goat meat are regular consumers and are likely to be year round consumers. There is evidence from Georgia that producers are supplying meat goats that meet the characteristics most desired by Hispanics and Muslims. This work supports NIFA priority area 1 - Global Food Security and Hunger. Specifically, the work supports new science to boost U. S. agricultural production.
Publications
- No publications reported this period
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Progress 01/01/08 to 12/31/08
Outputs
OUTPUTS: Efforts during this period were primarily on studying alliances between producers, and producers and marketing entities to efficiently exploit markets. Thus, an effort was undertaken to assess producer marketing of meat goats that address the carcass weight and/or live weight desired by Hispanics, Muslims and Caribbean populations, three of the most important niche markets for goat meat. The source of data are various releases from the USDA AMS Livestock Division Market News Branch. The slaughter classes were assessed and is the predominate general classification. The slaughter classification components are Kids, Billies/Bucks, Nannies/Does, Yearlings and Wethers. Each component is sub-divided by weight categories. The general classification of kids was the most frequently marketed of all classification of animals. Greater than 50-percent of the animals were sold during the four month period March - June. The mean highest price for the kid category was received in the Spring and Summer months. Kids 20 - 40 lbs. and 40 - 60 lbs. received their highest price in April followed by March, February, May, June and July. The February - July six month time period is generally the period where average price is highest for all classification of animals. A price variability index was calculated and the index for 20 - 40 lbs. and 40 - 60 lbs. kids were lower than any other category of goats and were the most frequently marketed classes of animals. The marketing of wethers was very infrequent and the mean price of wethers, both 20 - 40 lbs. and 60 - 80 lbs., was not noticeable different from that received by kids. The price variability index for wethers was not calculated because of limited number of observations. PARTICIPANTS: Mack C. Nelson, N. B. Brown, Jr., Xuanli Liu, and Erika Styles TARGET AUDIENCES: Southern goat producers, consumers, and segment of the marketing chain to include livestock marketing (auction) facilities, slaughter facilities and retailers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The most frequently marketed goat is the kid, it is the animal with the least variability in the price received by the producer and these animals are most often marketing during the spring of the year. The kid classifications are also the weight classes desired by two important niche markets, Hispanics and Muslims, for goat meat. . This work supports NIFA priority area 1 - Global Food Security and Hunger. Specifically, the work supports new science to boost U. S. agricultural production.
Publications
- No publications reported this period
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Progress 01/01/07 to 12/31/07
Outputs
OUTPUTS: Information on the markets used by goat producers are not widely available nor the relative importance of the markets or characteristics of the markets. In addition, there is little information about the production problems experienced by producers and their relative importance on decision-making. Thus, efforts during this period were to study the feasibility of strategic alliances between producers, and producers and marketing entities to exploit markets as influenced by producer and farm characteristics. To accomplish this goal, data collected using personal interviews with Alabama, Georgia and Texas producers were analyzed. The survey sought information on, not limited to, size of farms, years of experience, production management practices, marketing techniques, producers' outlooks for meat goat production and expansion and perceptions of factors influencing efficient meat goat production. Producers averaged about five years in business to more than 30 years experience. The respondents' outlook for growth in the meat goat industry was very positive and more than 80 percent expected to expand their enterprises. Producers with more than five years experience were most optimism about expansion. The size of the operation was also associated with a positive outlook and about 90 percent of producers with more than 100 animals indicated that they would expand the size of their operations. About 70 percent of the operators indicated that they owned Boer goats and 43 and 15 percent also owned Spanish and Kiko animals, respectively. More than 65 percent had Boer and Spanish crossbreeds. The most frequently cited obstacle to goat production was controlling internal parasites. Marketing, feeding practices and prices received were the second through fourth most cited concerns of producers and producers expressed an interest in forming marketing cooperatives. The top marketing practices were visitors to the farm (>44 percent), goat auctions (42 percent), breeding stock sales (39 percent) and auction (35 percent). PARTICIPANTS: Mack C. Nelson, N. B. Brown, Jr., Xuanli Liu, and Erika Styles TARGET AUDIENCES: Southern goat producers, consumers, and segment of the marketing chain to include livestock marketing (auction) facilities, slaughter facilities and retailers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
Results suggest that there may be some economies associated with years of experience and size of operations. The most important marketing outlets were visitors to the farm and goat auctions suggesting the importance of local markets. The importance of internal parasites control is highlighted across a three state region. This work supports NIFA priority area 1 - Global Food Security and Hunger. Specifically, the work supports new science to boost U. S. agricultural production.
Publications
- No publications reported this period
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Progress 01/01/06 to 12/31/06
Outputs
One of the focuses of efforts during this period was using the regional consumer survey to study consumers' preferences for cuts of chevon. One study assessed consumers' rankings of four major chevon cuts, to include the shoulder, ribs, hind-leg and loin chops. Results of a Kruskal - Wallis test revealed the loin chop as the most favored cut of chevon. Studies were also conducted using the regional consumer survey data to assess consumers' importance rankings of preferences for selected attributes of chevon. Such attributes have been studied in other important meat markets and may be important to existing consumers and in the expansion of goat meat consumption in the general population among current consumers and potential goat meat consumers. The survey collected data on attributes such as freshness, color, prepackaged products, variety of cuts, marinated products, convenience products, price, cooking instructions, government inspection labels, and organically
produced. The Kruskal - Wallis test for all respondents, consumers and potential consumers, ranked government inspection labeling as the most important attribute. Color, price and freshness ranked second, third and fourth, respectively. An examination of the ranking of attributes among two subgroups, current consumers and those likely to consume if the product was made readily available, was conducted. Present consumers, dominated by lower income respondents, ranked government inspection labeling most important and price second with cholesterol and fat content ranked as third and fourth. The potential consumers ranked government inspection, fat content, cholesterol content and price first, second, third and fourth, respectively. Thus, quality assurance, fat and cholesterol content and prices are the bundles of the top fourth attributes most important to existing and potential consumers of goat meat products.
Impacts
Studies revealed that the four most important chevon attributes to consumers and potential consumers as government inspection labeling, fat and cholesterol content and price. The loin chop was ranked as the most important cut of chevon of existing consumers.
Publications
- Liu, Xuanli, M. C. Nelson and Paul McNamara. 2006. Assessing the Critical Deficiencies of Information on Food Safety: Evidence In Building Farm to Table Simulation Models. A paper presented at the 64th Annual PAWC Meeting, December 3-5, 12pp.
- Liu, Xuanli, M. C. Nelson and Mohammed Ibrahim. 2006. Analyzing Consumers' Calculation Factors In the Purchase Decisions on Goat Meat. A Paper presented at the Food Distribution Research Society Annual Conference, Quebec City, Canada, October 14-18, 17pp.
- Brown, Jr., N. B., Tiffany E. Campbell, Mohammed Ibrahim and Jael P. Jackson. 2006. A Case Study Analysis of Socio-Economic Aspects of Food Insecurity In the U. S: Emphasis on PL 107-188. A paper presented at the 64th Annual PAWC Meeting; December 3-5, 18pp.
- Knight, Erika, Lisa House, Mack C. Nelson and Robert Degner. 2006. 'An Evaluation of Consumer Preferences Regarding Goat Meat in the South.' Journal of Food Distribution Research XXXVII (March): 88-96.
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Progress 01/01/05 to 12/31/05
Outputs
Activity and action taken has involved the following statement and issues: We recently initiated a study on goat meat markets to include niche markets, consumer preferences, and the spatial distribution between and among markets as critical issues for producers, consumers, and the goat meat industry in general. A regional survey on goat meat consumption was conducted to identify niche markets on goat meat, and goat meat products. We have examined goat meat types and attributes preferred by consumers in the marketplace. Additionally, a survey and sensory tests were conducted at the Annual Sunbelt Agricultural Exposition held in Moultrie, Georgia. Consumption of the goat meat preparations received a favorable response at the Exposition, which serves as an indication of the growth potential of new market channels. Two faculty members also recently participated in an Agroforestry and Wildlife Field-Day Program held at the UGA - Griffin Agricultural Experiment Station. A
scientific paper was presented on the Economic Aspects of Vegetation Management incorporated into a Silvopastural System using Small Ruminants. Assessment and analysis of selected data will continue for the upcoming years. The following manuscripts, presentations and publications have been developed as a result of our activity. They are: 1) Demand Potential for Goat Meat in Southern States: Empirical Evidence from a Multi-State Goat Meat Consumer Survey,presented at the American Agricultural Economic Association Annual Meeting, 2005, Providence, Rhode Island. 2) Consumer Preferences for Chevon Atrributes in the Southern Region of the U.S., submitted to the American Agricultural Economic Association for presentation at the annual meeting, 2006, Long Beach, California.
Impacts
Selected survey data from the Agricultural Exposition contained Assessments of critical evaluations on cuts of meat from mature goals via chipped barbecue. Each visitor was offered a sample at our small cafe' tent and advertising station. Profiles of respondents were typical of other studies, which revealed that 55% of the respondents had previously consumed goat. White respondents were less likely to have eaten goat-meat products, while blacks and hispanics had consumed goat-meat at the rate of 64% and 83% respectively. Comparisons of meat flavor with that of beef and pork showed that 83% of the sample rated the flavor of goat 'about the same' or better than that of beef. Only 15% rated the sample of goat 'better than', the flavor of pork. Agroforesty, a unique land management technique that combines crops and livestock with raising trees for timber in a silvopastural system provides substainability with 'Environmental Stewartship'. The economic advantages include
Income Diversification, Engery Conservation and Enhanced Productivity. Using a Silvopastoral system sometimes can reduce energy usage between 5 - 20%, especially if windbreaks are used or small ruminants are used for grazing. Additionally, where undersireable vegetation exist, sheep and goats are used to manage the weeds thereby reducing the land owner's need for herbicides, etc. Therefore within a landscape - scale. Approach Agroforestry can help to create economic opportunities for landowners, to include forestland - owners.
Publications
- Knight, Erika P., 2005. An Evaluation of Consumer Preferences Regarding Goat Meat in Florida, An M.S. Degree Thesis, Gainesville, May. Thesis Director: Dr. Lisa House, Ph.D.
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Progress 01/01/04 to 12/31/04
Outputs
The questionnaire used in the survey had forty-eight primary questions and twenty-five questions had multiple layers of queries. The primary questions fell into several areas (1)consumption behavior of respondents regarding whether they consumed goat meat, whether they were willing to consume more goat meat, how much the household consumed, and whether there was a willingness to buy more goat meat as a substitute for non-goat meat products;(2)consumer preferences for various cuts of goat, for different sensory attributes such as freshness, color, and fat content; for health and risk factors (cholesterol, freedom of chemicals and USDA inspection, etc.); (3)methods of cooking (4)consumption of other meats (5)demographic information (6)socioeconomic factors (7)preferences for marketing tools used. The number of respondents used in this analysis was 2675 rather than the entire sample. Respondents eating chicken at least once a week are more likely to consume more goat and
goat meat consumption was complimentary for pork consumers. Compared to whites, the odds ratio of goat meat consumption is .33 for American Blacks, 1.42 for Black non-African American and 1.18 for Hispanics. Older consumers were significantly more likely than others to be consumers of goat meat. The peak consumer age range was 55-74 years of age. Males odd ratio of consuming was significantly greater than for females. Households with incomes of $25,000 and below are more likely to be existing goat meat consumers than other income ranges. The survey suggest that half of current consumers buy only about 4 pounds of goat meat annually. However, on the question of willingness to consume more, in excess of 48% of the households indicated a willingness to consume more goat meat. Consumers that broil and barbeque tended to consume more goat meat. Consumers that are price sensitive, interested in supermarket taste test, and like convenient goat meat products are more likely to consume more if
goat meat is available in their local supermarkets. Consumers with higher educational attainment tend to consume more goat meat products on a non-seasonal basis but households with higher incomes tend to consume goat seasonally. Female that consume goat meat are more likely to be year round consumers when compared to males. Blacks of non-African American origin tend to have less occasional consumption patterns but Hispanic and multi-racial respondents are likely to have more consumption associated with special occasions. Household ranking meat taste tests low tended to consume goat meat more regularly than those ranking it high. Respondents with a lamb consumption history were about 49 percent more willing to try goat meat products than non-lamb consumers. In addition, consumers that consume seafood more than twice weekly were more likely than others to show a willingness to try goat meat. There was not a significant difference in willingness to try goat meat products between those
Hispanics that were first generation in the United States and those of more generations in the country. Blacks and multi-culture households were found to be much more likely to increase consumption compared to others.
Impacts
The results provide guidance to both producers and marketers. The results show strong willingness to consume by none traditional goat meat consumers. The socioeconomic and demographic factors identified as important to current consumers and those willing to consume provides what is necessary for efficient marketing decisions.
Publications
- Erika Knight, 2005. An Evaluation of Consumer Preferences Regarding Goat Meat in Florida, M.S. Thesis.University of Florida, Gainesville.
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Progress 01/01/03 to 12/31/03
Outputs
The producer survey instrument which focuses on both farm and producer characteristics, goat marketing channels, producers' outlook for both the industry and alliances was developed. Data collection with this instrument has been initiated. The consumer survey instrument that will be administered by telephone has been developed and will be initiated during the upcoming spring. A market level taste test and survey were conducted in a market with demographic characteristics similar to those in the South. Preliminary results suggest those niche markets with preference for goat meat perceptions of sensory characteristics are not uniform but vary with demographic characteristics. Preliminary results also suggest that perceptions of goat meat and its comparison with pork and beef are favorable.
Impacts
These studies have the potential of assisting producers in making more informed marketing decisions. These studies also have the potential of providing information to enhance estimates of the demand for goat meat products as well as those factors/changes which may increase consumption.
Publications
- Nelson, Mack C., Jackie Whitehead, Seyedmedhi Mobini, Nathaniel B. Brown, Jr., and Marc Thomas. Segmenting Niche Goat Meat Markets. Journal of Food Distribution Research. Forthcoming March 2004
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Progress 01/01/02 to 12/31/02
Outputs
One of the objectives of the project is to establish goat producer personal and farm characteristics, marketing channels used, producer perspectives on alliances and future production plans. Thus, a producer mail survey questionnaire has been developed to address these and other questions. The questionnaire was developed with input from Georgia goat producers, scientist studying goat production and marketing practices in Texas, North Carolina, and Louisiana. In addition, input was secured from and a cooperative effort established with an SARE group collecting data on novel methods of controlling internal parasites in goats. A pretest of the instrument was conducted in Georgia and Texas. As a result of the pretest, revisions in two questions were made for clarity and data collection has commenced in parts of the study area.
Impacts
These data will assist in providing crucial insights into the structural attributes of meat goat production and marketing practices and their impacts on marketing efficiencies. In addition, these data will assist with a regional assessment of the growth potential of this changing segment of Southern agriculture.
Publications
- No publications reported this period
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