Meat Goat Marketing
Demographic shifts in the United States indicate that there are almost 53 million people who have a preference for goat meat. There are approximately 2 million market goats in the United States, according to the latest agricultural statistics. Based on consumption trends, goat demand exceeds inventory by 160 percent.
As the meat-goat industry in the United States has grown, so to has the market infrastructure. Producers must realize that our markets are dependent on demographics, supply/demand and cultural preferences. Accessing the ethnic/religious markets can currently be accomplished through public live auctions, direct on-farm sales, brokers, meat purveyors, and networks/alliances. Prices have seen increased strength due to growing numbers and good quality goats. Challenges include understanding cultural differences, educating consumers and producers and having adequate places for harvest.
Meat-goat consumer trends are changing regarding religious concerns, convenience, food safety and food quality issues. Also, chevon is a healthy meat that fits designer diets of health-conscious Americans. Meat-goat production is a great opportunity for small farm producers to target these markets and diversify their farm products. Opportunities exist to develop niche marketing and value-added opportunities for fresh goat with local ethnic or faith-based populations.
Developing the Goat Industry through Cultural Awareness
