Market

FARMER'S MARKET

Frank Boggs, Jr.

Boggs Farms

Sugartown, LA

Reprinted from the Southcentral Katahdin Association Newsletter - April 2005

In the SCKA Newsletter of August 2003, I wrote an article entitled "Lamb Marketing," which challenged our members to seek "clients who dine on lamb," rather than being satisfied with "customers who merely eat lamb." The difference was described as Profit.

Accordingly, in September 2004, we started selling cuts of our Lamb in individual shrink wrapped and frozen packages at the Red Stick Farmer's Market in Baton Rouge, Louisiana. The BR metropolitan area has a population of nearly 500,000 - including many who are upscale in their food preferences and discretionary spending capabilities.

We promote our Lambs as "Something you can't get anywhere else." Our six major selling points are: 1. The Lambs are all bred, born, and raised on our farm and are in our control from conception to consumption. We know exactly what is in them - and more importantly, what's not in them, 2. They have never been implanted with hormones or treated with antibiotics, 3. Nor have they ever been injected, vaccinated, or inoculated with any type of drug whatsoever, 4. Or given feed containing antibiotics or animal byproducts. 5. The lambs are all raised on our pastures with purchased feed offered only occasionally to acclimate them to the loading pens, and during short-term weather-related forage shortages. This diet of predominantly fresh green forages increases the meats content of the desirable Omega-3 fatty acids, and finally 6. They're "10,000 Miles Fresher!"

We explain to our potential customers that we can't use the term "drug free" because of the need to treat the Lambs for internal parasites with approved oral anthelmintics; but we do emphasize that the meat is totally free of drug residue since we rigorously observe the FDA withdrawal period between treatment and processing. Most of them will accept this if it is carefully explained.

Obviously, we can't use "organically raised" either; so we use the phrase Ecologically Raised, which means that the sheep are raised in a manner most advantageous to both the environment and the flock. The environment is carefully protected, and the needs of the flock are diligently met.

In addition to our regular cuts of Lamb, we have developed an outstanding proprietary Lamb Sausage, and we sell wild cherry, sassafras, and hickory wood grilling sticks for smoke flavoring enhancement

The good news summary is: Our hopes and expectations have been nicely exceeded. Shoppers have been numerous and receptive, sales brisk, feedback positive, prices good, and profits improved.

The downside summary is: All the efforts associated with getting approvals from the Farmer's Market and from the Health Department, the purchases of equipment and product liability insurance, plus a score of other details required to get everything "lined up" took several months and was occasionally exasperating even though everyone was very cooperative. The initial investment was quite significant, locating an inspected and certified processor who was willing and competent - then working with them to develop and maintain a suitable product line was tedious - and the ever continuing operational exertions of time, travel, and energy are rather high. Also, I didn't feel comfortable starting this project until I owned a flock large enough to reliably supply my hoped-for demand.

An endeavor of this type is not for everyone. Overall I regard it as laborious and time consuming, but interesting and profitable enough to continue.

Remember, Lamb production is where the fun is, but Lamb marketing is where the profit is. Did you respond in a positive manner to the marketing challenge issued in the Newsletter 20 months ago? If you did, please submit your report for publication.

Waiting for the 8:00 AM opening bell ~ Boggs Farms Lamb Meat Exhibit
Red Stick Farmer’s Market ~ Baton Rouge, Louisiana ~ March 19, 2005