Cl2-Lancaster Farming, Saturday, January 25, 1992 ORLANDO, Fla.— American Lamb is perceived differently by all key players determining its selling power, including produc ers, breakers, retailers and con sumers, said Dr. Gary Williams, Texas A&M, who presented the results of a recent lamb marketing study here at the American Sheep Industry Association Annual Convention. Texas A&M, along with the University of Wyoming and Col orado Slate University, jointly conducted the year-long study to assess marketing strategies to enhance monetary returns to lamb producers. A total of 140 key industry people, including feed ers, packers, breakers, non breaking wholesalers, retailers and food service groups spanning the entire United States partici pated in the study. “Consumers are telling us they want smaller, leaner cuts of lamb, but producers aren’t getting that message,” said Williams. “We also have a whole set of consum ers out there that don’t eat lamb due to changes in ethnic base, that is, even though they’re more eth nically inclined to eat lamb, they’ve gotten away from it usual ly because they have relocated to another part of the country where lamb is not as popular. It’s a mat ter of the ethnic base that once supported our industry eroding bemuse of today’s less traditional lifestyle.” Williams added that lamb con sumption also is affected by trends and right now, emphasis is on “light and healthy foods” which people mistakenly approach with Lamb Marketing Study Results Announced a diet containing little or no red meat On the retail side of lamb sales, retailers are saying they don’t want to spend a lot of time making lamb more appealing to consum ers by trimming excess fat and offering a wider variety of cuts as lamb volume is too low to warrant such attention to detail. So why not increase volume to up profit margins? “It’s not that retailers don’t make money off the lamb they stock and sell,” said Williams. “They just make more money off of other meats, mainly, beef, chicken and pork. The key to a better lamb mark et, said Williams, is getting more people to cat lamb and getting the people who already eat lamb to purchase more. “We need increased consumption,” said Wil liams. “The sheep industry should change the situation to where retailers need to carry more lamb. This in turn would call for more breakers to be in business which would result in competitive pric ing. If that happens, prices to con sumers come down while prices to producers go up because we’re narrowing the price margin cur rently in existence where produc ers get too little for their products for which consumers feel they pay too much.” The bottom line, said Williams, “There is little wrong with the lamb industry that cannot be resol ved by increasing consumption.” Steve Raftopoulos, ASI Lamb Council chair, agreed with Wil liams and touched on a variety of solutions that should better posi tion the industry to sell more lamb. “We’ll be emphasizing con sumer education from selection to preparation,” said Raftopoulos. “We’ll also continue to urge growers to participate in the yield grade program so that we can show them they’ll ultimately get paid for producing lean lambs.” Other key points, said Rafto poulos, include improved IF Vour Feeding System *- R/sSLER~) Isn't Betomino To Vou, -turmxersJ STANDARD FEATURES • Beam Scale with Signal light Motors Included with Price • Fast 2 - 5 Minute Mix Time • Stainless Steel Floor • Heavy Stainless Steel Huger Trough • Lower Cnergy Consumption • Discharge Chute with Magnet nJnA Am Available os -J* nL a rider or walk behind Ji optional electric start ' and electronic scales • Joystick control and zero turn radius, power steering from platform • Fast variable speed mixing and unloading • Driven w/hydraul(c wheel motors Available Hay Processing Mixer CALL OR VISIT ONE OF OUR AUTHORIZED DEALERS BADGERS AGRI. SERVICE BRIAN BADGER 125 Orchard Rd. Dilhburg. PA 1701 S 717-432-8377 York Co. DONEGAL FEEDS MAM BARN SALES ORNDORF FARM ROVENDALE SUPPLY 970 Colobrook Rd RD t SERVICE RD 2 Bax 211 R.L BAUGHMAN A Mount Joy. PA 17SS2 Waatflald, PA 16805 Box 514 B Waliontown, PA 17777 SONS BARN EG. 717 653 9169 814-334-5452 Howard. PA 16841 717-538-5521 Rt. 30 Eaat 814-625-2606 Townvilla, PA 16360 614-967-4115 Crawford Co C ft C EQUIPMENT CO. Box 41 Ellwood City, PA 16117 412-752-6671 Law. & Beaver Co. CEDAR CREST EQ. 608 East Evergreen Rd. Lebanon. PA 17402 717-267-6600 Lebanon Co. COLUMBIA CROSSROADS EQ. RD 2 Box 62 Columbia Crossroads, PA 16014 717-207-2991 Bradford Co 219 DAIRY SUPPLY RD 4 Berlin, PA 15530 814-445-6842 Somerset Co. LH. RISSLER MFG. 215-484-0551 _ merchandising/display/promolion techniques at the retail level that would put lamb in the spotlight; more focused education directed toward younger, trendy consum ers who often have not even tried lamb; pre-packaged and processed lamb products to provide retailers with a variety of more uniform cuts tailored to change consumer preferences minus the cost and time of back-room preparation, and national coordination of lamb Stationary Mixer Free Stainless Steel Pin Chain (Up To $350 Value) Offer Expires Feb. 15, 1992 ART DETWEILER JOHN JONES DONALD MSSLEY WILUAM ROMBERQER Box 84 2720 Liibum Rd. 45 Lancaster Pfca RD 1 Box 61 Danboro, PA 18916 Camp Hill, PA 17011 Willow Strael, PA 17584 Pitman, PA 17964 215 348-3117 717-737-5737 717-788-7654 717-648-2081 DO TIER EO. M^ RTI ?,| a SHERMAN FARM Rt. 64 Box 454 r.lmi "rrln 9 , m PRESTON DAIRY EQ. SERVICE Mill Hall, PA 17751 RD 1 Bo * 523 10545 Kn,pp Rd 717*726 3471 ara' 7201 Brockway, PA 15824 Abion, PA 16401 pSSo? . si r 7i - 5 r 3 814 ‘ 7564143 Jeflerson Co FRANKUN FARM , HE SHELTZER SERVICE JOE MARKOVITCH 130 Sytwnow Dr. RD 2 Box 153 C . . ” D 3 “ 7 „„, PRINGLE FEED STORE Slat* Cotog*. PA 16101 Lacoyville, PA 18623 Mortrow, PA 18601 814*236-6275 717-069-2407 717-278-3637 29 Franklin St. ‘ Greenvili*. PA 16125 412-566*7950 HESS EQ SALES A McMILEH iROi * HD 1 Bat 134 RDC Lot™ ll *- PA 17047 U ?. D . 3 B 717-789-3061 Mittlmburg, PA 17044 717-966-2720 Union Co HOUGHTAUNGS GARAGE ED RISSLER MFC. .. P? 2 P?” 38 MENDEWAU. DAIRY RD J Box 197 Hwy. 868 Middkebury Center, PA SUPPLY New Enterprise, PA 16935 flo 4 37 16664 71 7-376.252 S Brookvile, PA 15825 D Tog* Co. 007*735*9656 Bedford 0 Blair Co. OPTIONS AVAILABLE • LUoll Mount Beam Scales with Cable and Pulleys • Beam Scales Mounted on Rll Sides • electronic Scales LUith or UUithout Memory McDOWELL FARM EO. Lwnslown, PA 17004 Tnii 7ABTUA u RD 1 717-889-7543 KUnSSpU Ephialau PA 17522 814-785-7955 _____ 717-733-1050 marketing activities to reduce the fragmentation of current market ing activities in the lamb industry. “We’ll also be looking closely at the food service sector,” said Raftopoulos. “If we can offer a wider variety of cuts at lower prices, the food service industry could be a very powerful force in helping us prepare lamb in a num ber of ways that could appeal to all age groups, but especially the younger crowd.” • Open top for eosy filling of siloge bogs • No need to run mixer uihile filling • 10 sizes to fit oil operations, or we customize to fit your needs. HARRY TROOP RD 1 Box 158 Coehnnwl*. PA 37742 216-593-6731 RANCKS FARM EQ. RD 2 Box 164 IVAN ZOOK A SONS HCR 61 Box 65 Bolkvillo, PA 17004 717-035-2158
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