Northcoast Lamb Coop

The American Sheep Industry may be the oldest livestock organization in the county, however, American lamb consumption and the frequency of consumption is lower than other sources of protein. And, a majority is imported from Australia and New Zealand. Of course, many factors influence meat quality and eating quality - from the birth of the lamb to its processing, packaging, and cooking. But a substantial proportion of the differences in texture, juiciness, and flavor are attributable to variation between individual animals. 

Muscle density, as determined by carcass scanning, is one quantitative measure that has been associated with quality. Substantial genetic progress has been made using selection criteria. One of these breeding values is carcass scanning. The size of lion eye between the 12th and 13th rib has been used as the measurement to meet the requirements of the processors and retailers in terms of weight, size, and fat composition of the most valuable cuts. Muscle density measurements also have a strong negative correlation with intramuscular fat levels.

According to the American Sheep Industry Roadmap 2014, Lamb has the characteristics to be widely accepted as the “premier meat” -- very desirable flavor and an extremely positive nutritional profile. Lamb can strength its position if promotes its attributes and delivers high quality product on every eating occasion. The industry acknowledges that excess fat and inconsistency are the biggest detractions from its premier status. 

Many producers sell their lamb at auction houses where they are sold based on their weight. The roadmap found that Buying slaughter animals on weight provides incentive to overfeed lambs under certain market conditions -resulting in fat. Buying on weight and yield provides no economic incentive to produce high quality lamb. The industry needs to reduce the excess fat and inconsistent quality which can damage the quality of the brand. Individual quality attributes of the lamb carcass and its parts and provide a higher quality consistent product to the consumer.

To accomplish the goal of improving the quality of flocks, the Northcoast Lamb Co-Op uses carcass ultrasound of lamb crops for acceptance. This methodology is used as a breeding value by the National Sheep Improvement Program for seed stock producers. The Northcoast Lamb Co-Op has implemented this for commercial flocks too. 

By using random sample scanning of commercial flocks that enroll in the Northcoast Lamb Co-Op, an average 2.5 square inch loin muscle is used as criteria for acceptance to market lamb in the co-op. So lambs are not purchased based on weight alone. As a result, Local restaurants and groceries are assured of better meat quality. And, producers are encouraged to measure what they manage, leading to increased profitability and competitiveness. --- No excess fat nor inconsistent quality can damage the quality of the Northcoast Lamb Co-Op brand. -----so The co-op can market consistent, high quality lamb as a the healthy red meat choice, ---more tender, flavorful, and juicy than any other meats,-- known for its high iron and B-vitamin complex, essential omega-3 fatty acid ----an excellent source of protein. 

Ultrasound Carcass scanning equipment was purchased for the Northcoast Co-Op The Northcoast Lamb  Co-op members can take advantage of ultrasound technology to improve the overall quality of their flocks, making carcass scanning available and affordable. The Co-Op is recruiting new members to assist with the distribution and marketing of high value, quality lamb.

The American Sheep Industry’s Roadmap stresses the importance of increasing Value Based and Grid Pricing and encourages data feedback throughout the entire production chain, for feeders and producers to use the best data available to produce the highest quality lamb, and for commercial and seed stock producers to respond to lamb quality indicators. 

Having found carcass scanning as a quality control measure, the Northcoast Lamb Co-Op conducted a literature review in order to determine who lamb consumers might be. 

For the majority of consumers, lamb is an occasional meat of choice. This is partly a reflection of the retail price to the consumer and the perceived limited versatility of lamb as a dish. More public health campaigns are needed to made the consumer aware of the nutritional quality of lamb –the healthy read meat.

A review of the 2013 The Tri-Lamb Group study on American lamb consumption which provided demographic information on consumers. For example, the average household income was $70,000. A number of factors were important to the consumer in choosing lamb.

According to Lean on Lamb, a 3 oz. serving of lamb provides nearly five times the amount of the essential omega-3 fatty acid, alpha-linolenic acid (ALA), compared to a 3 oz. serving of beef. 

An American Lamb Attitude & Usage Study in 2011 found that only One in six households (16%) eats lamb, but do not prepare lamb in their household. Customers want Easy to follow recipes, need a Better understanding of the various cuts of lamb, and require Instruction on cooking/demonstrations.

According to an American Lamb Consumer Taste Test Report in 2013, Health and nutrition are significant drivers. A consumer taste study found that lamb is more tender, flavor, and juicy than any other meats. 71% would prefer to buy American lamb in their stores, yet only 47% would be willing to pay 20% more for lamb from the U.S.

An American Lamb Attitude & Usage Study in 2011 found that only One in six households (16%) eats lamb, but do not prepare lamb in their household. Customers want Easy to follow recipes, need a Better understanding of the various cuts of lamb, and require Instruction on cooking/demonstrations 

These data from the literature review and local demographics can be used for the co-op or farms direct marketing to see how many local lamb customers there might be.

Using The Spicy Lamb Farm as a direct marketing lamb example, the marketing options include selling directly to customers, selling at the local farmer’s market, and selling directly to restaurants and grocery stores via the North Coast Lamb Co Op.

Within 15-minute drive of the farm, there are 19, 234 households with an average household income of $97,356; within 30-minute drive time there are 548,473 households with and average household income of $77, 563; within a 60-minute drive there are 1,664, 575 households with an average household income of $73,195. If one in five households have prepared lamb with in the past year, of which 20% buy from the farmers’ markets and 10% buy directly from the farmer, this table represents market share from which the farm could draw customers.

The local food sector is growing rapidly. Locally produced goods are viewed as far superior to those imported from long distances. Taste is coming back into fashion and the consumer is prepared to pay more for local food. Consumers are interested in the origin of meat and produce, the nutritional and health benefits, and the best way to store, prepare, and cook the meats and produce. 

For the producer, lambs need to be sold for highest net price. And, while direct marketing will increase profitability, most lambs are sold at auction. Auction lambs are shipped to packers out of state, so the local economy does not benefit from the local food multiplier that can generate economic development. 

The goal of this project is to implement value based lamb recommendations, emphasizing a higher production criteria which is expected to lead to wider product acceptance. The Co-op will work with any urban or rural farmer whose propose is, to not only distribute and market lamb at a profit, but to produce the required high quality, consistent lamb demanded by a more discriminating marketplace.