Direct Marketing of Missouri Katahdin Lamb
Michael & Cherie’ Seipel were looking for a way to increase the awareness, appreciation, and consumption of Katahdin lamb. They applied for a 2000 SARE grant to create direct marketing opportunities for Katahdin lamb producers. The goal of this project was to increase contact and information trade between producers and consumer as well as creating a marketing brochure that promotes Katahdin lamb.
The five producers involved in this project and other area lamb producers that were interested in the project got together and discussed several goals for the project and the qualifications that they desired for the marketing coordinator position. Based on these credentials, Katie Dallam was hired to learn more about each of their operations and develop ideas for the marketing brochure. Kim Viers was hired to complete the design of the marketing brochure and helped conduct tasting events. The brochure involved participation from the producers as well as feedback from consumers.
“The overall message of our brochure is that purchasing natural Katahdin lamb from the farmer offers consumers “a choice that matters” in their food buying. The brochure is organized around three attributes of Katahdin lamb: local, natural and delicious,” explained Seipel. The brochure was printed in January of 2002 and has been used in several shows and displays as part of their direct marketing approach.
The Seipel’s also worked with the University of Missouri and received a nutritional analysis that provided support for the nutritional benefits of Katahdin lamb. The analysis showed that the lamb had fat and cholesterol levels that were much lower than the conventional lamb. They also conducted several events such as picnics and cooking demonstrations that allowed consumers the opportunity to taste and learn about the nutritional and environmental benefits of Katahdin lamb.
Overall the Seipels were pleased with the outcome of this project and all the valuable lessons that they learned while taking part in it. Positive social impacts have been received as a result all the hard work and dedication that was put into this project and will expectantly provide a positive future for the Katahdin lamb market.