Issues and programs: Marketing

Marketing Taskforce

The Australian goat meat industry is experiencing a phase of unprecedented growth and consolidation. Strategic marketing is important in maintaining this growth and supporting industry development.

Meat & Livestock Australia (MLA) recently extended an invitation to the Goat Industry Council of Australia (GICA) and various industry participants throughout the goat meat supply chain to join a goat meat industry marketing taskforce.

This taskforce will oversee the development of the strategic plan for marketing and provide ongoing input on MLA goat meat marketing programs.

The supply profile

The goat meat industry of Australia is experiencing a phase of unparalleled growth with exports increasing in value from AU$46.1 million in 2002 to AU$82.2 million in 2006.

The ability of the industry to support current production levels and sustain growth was unclear due to a lack of information about the supply capacity of the industry. To address this, a profile of the Australian goat meat industry’s supply capacity was developed by MLA.

The profile report confirmed that approximately 90% of total production is derived from rangeland-type animals while the balance is produced by more intensively managed meat, fibre and dairy goat production systems.

The report revealed the proportion of total product consumed in the domestic and export markets as summarised in the table below.

	Export	Domestic
Slaughter	1,200,000 head	82,000 head
Volume	17,904 tonnes	1,150 tonnes
Avg carcase weight	15.5kg	14kg
Market	55% USA	90% Muslim butcher
Major cut	full carcase, frozen	full carcase, frozen, chilled

Improved management practices, especially in rangeland areas, have contributed to an increase in average carcase weight of 2kgs or 15% from 13.5kg to 15.5kg over the past 5 years.

Furthermore, improved economic viability has led to increased year-round goat production and a reduction in the seasonality of supply. Producers are now turning to goats as a cash-flow alternative to traditional livestock enterprises.

Supply at the current level was concluded to be sustainable with the potential to increase as management practices and seasonal conditions improve.

The report concluded that the Australian goat meat industry is emerging as a viable, mainstream agricultural pursuit with exciting prospects for many existing and potential redmeat producers.

This report will be used, along with profiles of Australia’s key domestic and export markets, to progress a marketing strategic plan for the goat meat industry.