Vanuatu Nambawan Buluk Project: Market analysis and access plan

Abstract

Project objective: The Market Analysis & Access Plan aims to assess the market opportunities for Vanuatu beef and how this may contribute to improving the profitability of the beef industry. The research focuses on hotel, restaurant and resort customers. The market analysis identifies domestic and tourist market opportunities, market requirements, an evaluation of marketing channels and pricing structures. The results of this project will inform the decision to proceed with the other phases of the project that aim to improve the productivity and quality of beef farmers.

Introduction: Vanuatu has had a domestic beef industry for many years and has been exporting beef from the late 1960s. However, stock numbers have fallen and beef is being imported from Australia and New Zealand for use by some restaurants and resorts. This project looks at the beef value chain to understand the problem better and to investigate the demand side. The literature review sets the scene and then the project follows the value chain from the farmer side through the middlemen of the abattoirs and butchers to the demand side of the consumers.