Proceedings of a seminar on Future Directions for New Zealand Lamb Marketing
Abstract
A seminar on lamb marketing was
organised to provide a forum for discussion of this important
issue, as New Zealand faces significant changes in the
lamb marketing environment. The increasing importance of
new lamb markets, especially in the Middle East, the
importance of the North American market and the increasing
fragility of the United Kingdom lamb market, make such
discussion very timely. In addition, the market requirement
for lambs with a lower fat content has meant that
lamb grading standards have been more rigorously set and
substantial price schedule penalties have been imposed
for over fatness.
Increasing production, processing and transportation
costs have meant that the farmers share, of the market
price for lamb, has fallen. This means that it has become
even more important to achieve the maximum possible market
return. The achievement of this target must depend on
the markets available, the type of marketing activity undertaken in those markets and the structure of the
industry supporting the marketing effort. The optimum
results may not be available based on the present industry
structure and approach and it was therefore considered
appropriate that alternatives be reviewed and examined
with a view to the future. Includes full text of the papers: Hilgendorf, C. New Zealand lamb marketing: the past and present; Cullwick, T.D.C. The need for a global marketing strategy for lamb and lamb products.... [Show full abstract]
Keywords
lamb; meat; marketing; marketing strategies; New Zealand; market trends; market identification; economic analysisDate
1980-12Type
Discussion PaperCollections
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