Completed Project Report


Niche meat marketing for small- and mid-scale livestock producers in Oregon: understanding and managing risk.

  • Award Amount: $30,637
  • Regional Center: Western Extension Risk Management Education Center
  • Grant Program: 2010 Competitive Grant Program
  • Project Director:
  • Email: lauren.gwin@oregonstate.edu
  • Organization: Oregon State University, Department of Agricultural and Resource Economics and Extension Small Farms Program

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Project Overview

Small farms/ranches must manage new risks associated with niche meat products and markets (local/grass-fed/organic/natural). Production differences, limited understanding of supply chains, assumption of more roles within supply chains, and lack of processing/distribution networks increase producer risk.

In February 2011, 130 beginner and/or small-scale livestock producers attended the niche meat marketing short-course to learn about opportunities and risks of niche markets, and functional/regulatory aspects of associated supply chains. Twenty-eight attended a half-day carcass breakdown workshop.

May-October, we (1) held two small-group sessions (34 attendees) on multi-species, multi-channel marketing and local meats charcuterie; (2) gave niche marketing talks at two livestock producer events (~60 attendees); (3) provided focused guidance/tech assistance to ~30 producers. For all, we covered requirements and expectations around production, supply chains, market channels, business management tools, regulatory requirements, food safety risks and strategies, and other risks and management strategies associated with niche meat markets.

At project´s end, 10-12 producers have reported taking concrete steps to change their marketing. Many others likely chose not to niche market due to (a) costs and risks and (b) high commodity prices. 4- and 6-month evaluations were delayed but will happen in summer 2012 to determine longer-term outcomes and shape future programming.

Number of Participants: 225

Outcomes

Project Steps

PROMOTIONAL MATERIALS

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EDUCATIONAL MATERIALS

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REPORTS & EVALUATIONS

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DELIVERY AREA

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