COOPERATIVE EXTENSION SERVICE • UNIVERSITY OF KENTUCKY COLLEGE OF AGRICULTURE, LEXINGTON, KY, 40546 ASC-182 Marketing Lamb and Goat Meat to Hispanic Retail Outlets Terry Hutchens and Gregg Rentfrow, University of Kentucky; and Kenneth Andries, Kentucky State University

he Hispanic population in Kentucky Researchers have observed that His- Larger stores will purchase whole is growing rapidly. According to panics spend 15 to 20 percent more of carcasses, keep them in coolers and cut Tthe 2000 U.S. Census, Kentucky had ap- their disposable income on food than the meat as needed. Small grocery outlets proximately 60,000 people who identify do most American households. The will require the product frozen in small themselves as Hispanic; however, this Hispanic consumer in general is likely to vacuum packages to insure product number is thought to be much higher. purchase lower priced imported sheep freshness. Goat carcasses are often sold More recent Census Bureau estimates and goat products. These sheep and goat as whole, half, or quarter carcass cuts. for Kentucky (2009) indicate that 2.4 meat products may in some cases be Smaller cuts are sold as legs, shoulders, percent of Kentucky’s 4.3 million people consumed in small quantities on a regular ribs, ground meat, stew meat, organ are of Hispanic origin; therefore it is basis. Both quantity and quality is often meat, and head. likely that Kentucky has a Hispanic sacrificed for price. population in excess of 100,000. The Larger quantities and more expensive Dressing Percentage Hispanic population is concentrated in cuts are generally reserved for special Consumers often have questions major Kentucky population centers, in- occasions. These better cuts are often concerning the amount of meat a typi- cluding Lexington, Louisville, Frankfort, offered as an appetizer prior to the main cal animal will provide. The amount of Bowling Green and surrounding areas. meal of the day. Recent research con- the live weight that will enter the cooler Census Bureau statistics indicate that ducted by the University of Kentucky, in the form of a carcass is referred to as nearly 75 percent of these Hispanics are Kentucky State University, and the the “dressing percentage.” The dressing of Mexican origin. Kentucky Department of Agriculture percentage can be calculated as: Because of minority populations im- indicates that meat price is the predomi- migrating into Kentucky, the level of nant purchase factor for most Hispanic (Hot Carcass Weight ÷ Live Weight) x 100 lamb and goat consumption could grow consumers. They may prefer lamb and exponentially within the next few years. goat, but chicken and pork are often more The average dressing percentage for Minority populations are expected to affordable. shorn sheep will be 50 to 53 percent. reach 235.7 million out of a total U.S. Goats will average between 45 and 50 population of 439 million, or 53 percent Products percent. Many factors can affect the of the total U.S. population, by 2030. An alternative to the lower-priced dressing percentage of meat animals, These statistics indicate a growing market imported sheep and goat products is such as when the live weight was re- for meat processors and sheep and goat the Kentucky product mature ewe/ corded, gut fill, horns, fleece covering, etc. products. To successfully do business doe bone-in chunks, chops, and stew Lamb and goat have a limited amount with the emerging Hispanic market re- meat products. These mature animals, of fat covering the carcass, making the quires an understanding of the Hispanic weighing 120 pounds or more, can be carcass more susceptible to evapora- culture and the needs and desires of these purchased for much less than lamb and tive cooler loss, thus creating an added potential customers. kids on a live weight basis. The mature source of weight loss. Fresh meat is animals have been successfully marketed primarily water (70 to 75 percent) and Consumers at less than half the lamb and kid goat coolers are low-humidity environments People of Mexican origin will be the price after processing and vacuum pack- with constant circulating air. Commonly, primary consumers of sheep and goat ing. These products can be sold fresh or sheep and goat carcasses will lose 8 to 10 products. People from Central and South frozen. percent of their hot carcass weight dur- American, the Caribbean, Cuba, the The less expensive cuts can also be ing the first 24 hours postmortem due to Dominican Republic, El Salvador, Gua- marketed as a value added, pre-cooked evaporative cooling. temala, Haiti, Honduras, and Nicaragua product. Many Hispanic grocery stores Sheep and goat carcasses have a similar consume both lamb and goat, but they have buffet-style lunch counters where appearance. Some ethnic groups will not may not consume the same products or bone-in goat meat has been observed purchase a goat carcass unless the head animal species. Preference is influenced selling at a much higher price per remains on the carcass. The USDA Food by individual country, regions within pound pre-cooked as an eat-in or car- Safety and Inspection Service (FSIS) may countries and socioeconomic status. ryout dinner. require the horns to be removed before the carcass will pass inspection.

Agriculture and Natural Resources • Family and Consumer Sciences • 4-H Youth Development • Community and Economic Development EXTENSION The lean meat yield of a typical carcass Table 1. Goat carcass types and weights. Market delivery agreement Style Carcass weight (lb) will vary from animal to animal. Consum- A market delivery agreement between Platter < 20 ers wanting younger animals for holiday you and the retailer is powerful market- Roasting 15 to 30 celebrations should be made aware that ing tool. The agreement sets out the Barbecue 20 to 40 the lean meat yield will be less than that of conditions under which goods are to be Food service > 30 an older animal. The skeleton is one of the purchased from the vendor, including Hotel > 40 first tissues to reach maturity, so younger ordering, delivery and product. When animals will have a higher bone-to-lean Source: LSU Extension Meat Goat Selection, Carcass Evaluation & Fabrication Guide defining an agreement, you’ll need meat ratio compared to older animals. someone who speaks and writes fluent Goat Carcass Fabrication Spanish to work on your behalf. You may be able to find a trusted member of the Currently the Hispanic community sors to develop a functioning business community to assist you as a translator, desires a whole goat carcass that can be relationship with a significant number of but because of the problems that will be barbecued on a spit or roasted whole. store owners, consider distributing local avoided by clear communication, even Other markets prefer the entire carcass meat product through an established employing a professional translator is to be cut into 2-inch cubes. Louisiana Hispanic-based food broker or distribu- cost effective. State University worked closely with the tor. Marketing to small retailers through With a market delivery agreement, USDA to develop institutional meat pur- established Hispanic food distributors fresh cuts can be ordered on an on-call chasing specifications (IMPS) for goats. can eliminate some of the challenges. A basis to provide the consumer with Fabrication—how the carcass is broken relationship with a single Hispanic food a fresh, non-frozen alternative. This down for sale—differs with the size of distributor working in the region of the method is most effective when local meat the carcass (Table 1) and the needs of the state you’re targeting could allow you to availability is high, but as animal numbers consumer. Fabrication specifications for distribute meat to many small outlets, decline in the winter, delivery on an on- each style of goat carcass can be found potentially making the total sales much call basis becomes more challenging for at http://www.ams.usda.gov/AMSv1.0/ higher and your marketing time invest- most processors. Some processors may getfile?dDocName=STELDEV3003291 ment lower. charge a deposit on winter orders of fresh or http://www.lsuagcenter.com/NR/ non-frozen products. rdonlyres/B8FE3706-64DC-417F-A592- Marketing B8DEC14B4D9F/43292/pub2951Meat- Knowledge of the size of the retail Advertising GoatJanuary2008LOWRES.pdf. outlet and its sales volume are important In general, mass media is the best Outlets considerations. Sales in small local His- advertising choice for reaching potential panic grocery stores will likely be low on Hispanic customers, especially local His- Kentucky MarketMaker is a free in- a day-to-day basis due to limited traffic. panic radio and TV stations. Advertising teractive mapping system that identifies Recent research conducted by the Uni- can also be purchased on international businesses and markets of agricultural versity of Kentucky, Kentucky State Uni- Hispanic TV stations. Newspapers are products in Kentucky and provides in- versity and the Kentucky Department of reported to be the least effective medium. valuable links between producers and Agriculture determined that the average In small stores where the product is consumers. Grocery stores and restau- sales volume for lamb and goat meat was stored in small freezers, attractive signage rants catering to the immigrant Hispanic less than 50 pounds per month in most becomes extremely important in adver- populations can be located geographi- small stores. By contrast, large Hispanic tising the unseen product. The signage cally using the web-based marketing groceries in major Kentucky cities may should be large, written in Spanish and aid. Resources, links, business spotlights, sell as much as 200 pounds of fresh goat English, in bright colors with pictures of national events calendar and a buy and meat each week. live sheep or goats. Advertising should sell forum are available at http://www. Often Hispanic business owners are focus on the seasonal availability of the marketmakerky.com/. not available at the grocery store or res- product, because sheep and goats are For additional assistance, contact taurant. They are frequently involved in seasonal breeders and the majority of Kentucky MarketMaker, University of several businesses activities simultane- the product is ready for market in the Kentucky Department of Agricultural ously. In many cases, communication late spring and summer and declines in Economics, Lexington (859) 257-7272, between the store owner and store em- the fall and winter. The advertising should ext. 223. ployees is limited. Most employees and state when, where, and what the proces- Large, high-volume store owners family members do not have information sor is offering for sale, using the phrases are more willing to take some risk by or the authority to conduct business, so “fresh,” “locally grown” and “ locally pro- purchasing locally produced and pro- you will need to speak directly with the cessed in a clean and safe environment.” cessed meat. Smaller store owners are owner to forge a meaningful agreement. more hesitant. Because of reluctance to The most likely time to speak directly to purchase product locally, and because it the owner is early in the morning, when is difficult for farmers and meat proces- the store opens, or late in the day, before the store closes at night.

2 Table 2. Major Mexican, Central American and South American civic and religious holidays. Originating Type of Date Country/Region Celebration Name Traditions Jan 1 Latin America Religious and New Year’s Day/New Families attend mass and have dinner. Civic Year’s Eve (Ano Nuevo) Jan 6 Latin America Religious The Day of the Three In much of Latin America, this holiday, the day of Kings, or the Feast of adoration of the baby Jesus, is more important than the Epiphany (Dia de Christmas. Los Reyes Magos) March 21 Mexico Civic Birth date of Benito Juarez was one of Mexico’s most-loved presidents. Juarez March 31 Mexico Civic Birth date of Cesar Chavez is honored as an American labor and civil Chavez rights giant. March/April Latin American Religious Holy Week (La Semana One of the highest holy days of the year, Easter for Santa) Latino Catholics. May 5 Mexico Civic Cinco de Mayo Commemorates victory of the Mexican Army of 4,500 over 6,500 French in the Battle of Puebla, 1862. May 10 Mexico, Latin Civic Day of the Mothers (Dia Mexican Americans may celebrate the holiday on May America de Las Madres) 10 even if the day falls in the middle of the week or on the day that the U.S. celebrates, always a Sunday. Sept16 Mexico Civic Mexican Independence In 1810, Father Miguel Hidalgo called his people to Day revolt against 300 years of Spanish rule, marking the start of an 11-year war. Nov 2 Mexico, Central Religious, Civic Day of the Dead, or All On this day, the holiday for celebrating one’s America Souls’ Day (El Dia de los ancestors, it is said that the spirits of the dead come Muertos) back for family reunions. Nov 20 Mexico Civic Anniversary of the One of Mexico’s most important holidays, marks the revolution of 1910 anniversary of the 1910 revolution against dictator Porfirio Diaz. Dec 12 Mexico Religious Feast Day of Our Lady of Our Lady of Guadalupe, named patron saint of the Guadalupe Americas by Pope John Paul II, and is symbol of the (Dia de la Virgen de marriage of European and Indian blood and beliefs. Guadalupe) Dec 16-24 Mexico, Latin Religious Las Posadas The celebration commemorates Mary and Joseph’s America search for a place to stay in Bethlehem. Dec 24-25 Mexico, Latin Religious Christmas Eve/ Latinos celebrate Christmas Eve and Christmas with America Christmas a mixing of old country and U.S. traditions, attend (La Nochebuena y La midnight Mass and cooking meals that often take Navidad) days to prepare. Source: Pennsylvania State University Ethnic Holiday Calendar

Special Events births of children, birthdays (a number of Civic Holidays (Mexico birthdays are often grouped together and Sheep and goat meat products are not and Latin America) celebrated jointly), grade school and high necessarily consumed daily by the Hispan- school graduations, and funerals (Table 2). For civic holidays, most people in ic community. They are, however, valued the Mexican culture and other Latin for special events, holidays, and other cel- Christmas Americans prefer a milk-fed goat weigh- ebrations. The Hispanic market prefers the ing less than 30 pounds live weight for higher quality cuts from fresh non-frozen The most desired goat is a young (less civic holidays. They also prefer a slightly young animals weighing 25 to 45 pounds than 3 months old), milk-fed kid weighing older goat, a young kid with no more fresh carcass weight. The weight and sex of less than 30 pounds. Consumers are often than one set of adult teeth, for the In- the carcass desired will vary from holiday disappointed by the meat yield of these dependence Day (July 4) celebrations. to holiday and by ethnicity. A great deal of carcasses due to the high bone-to-meat The Caribbean culture desires an older community research is needed in order to ratio. Therefore, a weight range of 20 to male animal (buck) weighing 60 to 80 know the specificity of the product needed 50 pounds is acceptable. Young, milk-fed pounds for the Jamaican Independence for various events and holidays. goats fitting this description can be rare Day (August 6) celebration because it is Special occasions observed by the or difficult to obtain as they must be pro- more malodorous. Hispanic population in Kentucky include duced outside the normal breeding season. religious and civic holidays, weddings,

3 Educational programs of Kentucky Cooperative Extension serve all people regardless of race, color, age, sex, religion, disability, or national origin. Issued in furtherance of Coop- erative Extension work, Acts of May 8 and June 30, 1914, in cooperation with the U.S. Department of Agriculture, M. Scott Smith, Director, Land Grant Programs, University of Ken- tucky College of Agriculture, Lexington, and Kentucky State University, Frankfort. Copyright © 2011 for materials developed by University of Kentucky Cooperative Extension. This publication may be reproduced in portions or its entirety for educational or nonprofit purposes only. Permitted users shall give credit to the author(s) and include this copyright notice. Publications are also available on the World Wide Web at www.ca.uky.edu. Issued 3-2011