Mar­ket­ing concept for or­ganic goat meat


Dur­a­tion of pro­ject

November 2010 to December 2012

Con­tact per­son at the Uni­versity of Kas­sel

Astrid Heid, M.Sc.

Co­oper­at­ing part­ner

Johann Heinrich von Thünen-Institut (vTI), Trenthorst
Institute of Organic Farming
Prof. Dr. Gerold Rahmann
Dr. Gracia Ude

Head of pro­ject

De­vel­op­ment of a mar­ket­ing concept for or­ganic goat meat from dairy goat farms

Research project within the framework of the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)

Organic goat milk production is gaining importance in Germany. At the same time marketing of the goat kids, which are a by-product of dairy goat farming, is difficult. This may lead to economic problems of the farms and also raises questions about the ethical principles of organic farming. In order to support animal friendly and ethically correct handling of goat kids, marketing opportunities for organic goat meat have to be improved. Therefore, the objective of this study is to develop a marketing concept for organic goat meat from dairy goat farms.

Realistic tests how consumers’ interest in eating goat meat can be stimulated are the main part of the project. Promotional measures will be developed and tested in retail stores. The focus lies on tasting of goat meat and providing recipes for consumers. The effect of the sales promotion will be measured over several weeks. A consumer survey will be conducted parallel to the tasting to identify target groups for marketing of organic goat meat. In another step of the project the requirements of bulk buyers for quantity and quality of goat meat will be determined and summarized in a list of criteria which must be met by goat meat suppliers.

Subsequently, the marketing concept will be merged with the concept for producing goat meat on dairy goat farms developed in a cooperating project. The resulting overall concept includes information on the animal friendly and quality oriented production of goat meat on dairy goat farms and the successful marketing of the meat. Findings of a workshop with dairy goat farmers and extension workers will be included in the overall concept. The results of the project will be published in a final report. The overall concept for producing and marketing of organic goat meat will be summarized and can be used by dairy goat farmers and extension workers.