If you are already raising lambs, or are considering diversifying your operations to include them, you’ll want to check out “Direct Marketing Lamb: A Pathway” from the National Center for Appropriate Technology and ATTRA. It covers all the techniques that author Dave Scott, NCAT Livestock Specialist, has used to make his own lamb business a success, from finding his market to making sure his product is something customers will love.
Dave starts by describing the kind of lamb customers like best and how to make sure your lamb is finished. Then, since a good product can be ruined by bad processing, Dave describes how to find a good processor, how to reduce pre-slaughter stress, proper aging to get the tenderest meat, and cutting and packaging.
To help you promote your product, Dave covers some basic marketing skills like telling the “lamb story” and differentiating your lamb from conventionally produced meat they may have encountered before. He also covers selling at farmers markets and to restaurants and institutions and provides some great pricing tips and ideas for moving cuts that don’t.
Dave’s assistance doesn’t end with this publication. His “Lambulator” will help you figure pricing, and his series on intensive grazing management will help you keep your stock fed. Finally, if you have questions, he’s available to help. Just drop him a line at firstname.lastname@example.org.
Editors Note: Don’t forget that ATTRA/NCAT provides a lot of free information, fact sheets and videos. You can start here to explore resources they have in their library. You can also call and talk to a specialist about particular questions you may have.