Marketing Lamb and Goats: Retail vs Wholesale Cuts

Marketing local lamb and goat meat is a great way to promote your farm, however some may be confused between retail and wholesale cuts.  In addition, your market and/or target audience will dictate which type of cut you will need.  

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  Direct marketers of livestock, regardless of species, sometimes begins at a local farmer’s market.  The consumers at farmer’s markets are seeking retail cuts, like what they would purchase at the grocery store.  Retail cuts are the individual cuts that consumers purchase and prepare for a meal.  Sheep and goat farmers need to familiarize themselves with the individual retail cuts and work with their meat processor to provide those cuts.  Moreover, consumers are visual, thus retail cuts need to look appetizing and attractive to the consumer.  A positive, healthy relationship between the farmer and meat processor is key to the success of marketing retail cuts.

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The majority of lamb and goat meat, nationally, is marketed as wholesale cuts.  These cuts are vacuum packaged, boxed, and shipped to retailers for fabrication into retail cuts.  Although this type of marketing occurs with the large, national meat processors, some local direct marketers may sell to restaurants or small family-owned grocery stores.  Wholesale cuts, such as the leg, loin, rack, and shoulder, are the large pieces that are fabricated into retail cuts.  Some local restaurants or small, family-owned grocery stores may prefer wholesale cuts.  

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The type of market and the target audience will dictate if you need retail cuts or wholesale cuts.  Those selling at farmer’s markets or roadside stands will need to market retail cuts, which need eye appeal to attract consumers.  Whereas, those selling to restaurants or family-owned grocery stores will want to sell large wholesale cuts.  

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Additional Resources

Marketing Lamb and Goat Meat to Hispanic Retail Outlets

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