MEAT GOAT PRODUCTION HANDBOOK

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In a paper entitled "An Evaluation of Florida Goat Meat: New Elements and Opportunities", Dr. Dwain Johnson, Associate Professor of Meat Science at the University of Florida in Gainesville, discussed factors that have contributed to an increased demand for goat meat (chevon) and led to new marketing opportunities for the small farmer/rancher in the Southeast (Johnson, 1989). These factors included the influx of ethnic groups from parts of the world where goat meat is a more typical element in the diet, the increasing consumption of "ethnic" foods as mainstream consumers seek to broaden their culinary experiences, and a growing awareness of, and search for, lower fat meat sources. To better understand and define a growing market for goat meat that encompasses both a traditional and non-traditional clientele, further consumer research is imperative.

Since 1986, Florida A&M University and the University of Florida have cooperated in research to analyze existing markets and develop new markets for goat meat (Degner,1989). Dr. Robert Degner, Professor and Director of the Florida Agricultural Market Research Center at the University of Florida in Gainesville, has conducted research in two major areas: marketing channels and consumer acceptance.

Marketing channel research focused on livestock auctions and dealers and on meat wholesalers, food retailers, and restaurants. The consumer research included focus group interviews conducted to identify basic attitudes toward goat meat as well as a large scale consumer survey involving comparisons between barbecued goat and beef. These data were published in two papers: The Distribution of Goat Meat in Selected Metropolitan Florida Markets (Degner, et al., 1988) and Opinions and Attitudes of Chain Supermarket Representatives Toward Goat Meat (Degner, et al., 1988).

In the consumer research conducted, the first survey used focus group interviews involving two groups, one in Jacksonville and one in Tampa, Florida. Each group was queried regarding attitudes towards goats and goat meat. A number of participants in the survey expressed surprise that people ate goat meat, and several associated goats with pets or cartoon or storybook characters (Degner, 1991).

The survey yielded information in addition to the questions asked, including suggestions that the product name be changed so that "goat" could be identified by another name in much the same way that "baby calf" is called "veal". Many positive attitudes associated with goat meat were recorded. For example, the survey found that goat was thought to be lean, high in protein, and low in cholesterol. The majority of participants also conveyed a perception that restaurants likely to serve goat meat would be trendy and upscale places serving affluent young consumers (Degner, 1991).

The second survey asked 600 consumers to evaluate unidentified samples of barbecued goat meat and beef and to rate a number of product characteristics. In this sample, only 25 percent had eaten goat meat before. The consumer groups were equally split, with the surveys conducted in malls in Jacksonville and Tampa. Goat meat was preferred for some product attributes and beef for others, but "overall appeal" ratings showed that 42 percent of the respondents preferred the goat sample, 38 preferred the beef, and 20 percent did not distinguish between the two. This test demonstrated that, while there was not a significant statistical difference in overall appeal ratings, properly prepared goat meat compared favorably with beef (Degner, 1991).

In addition to favorable findings on consumer acceptance of goat meat relative to beef, the survey data indicated that images associated with goat meat sales in restaurants were, for the most part, positive (Degner, 1989). Restaurants have the potential of playing an important role in goat meat market development.. Consumers who have never tried goat meat might be reluctant to purchase raw product in a food store because they do not know how to cook it, but might be willing to try goat meat properly prepared and presented as a specialty item in a restaurant setting. As part of marketing channel research, Dr. Degner conducted a restaurant survey.

From a list of approximately 33,000 licensed foodservice establishments provided by the Florida Department of Business Regulation, 630 restaurants serving barbecue (identification was based on their name) and an additional 630 restaurants were randomly selected. A mail survey was conducted and twelve percent (157 firms) responded to the questionnaire. Three percent (five restaurants) sold goat meat; an additional five restaurants had sold goat meat during the two years prior to the survey, but had discontinued sales, stating inadequate, unreliable supplies and variable quality as the main reasons (Degner, 1989).

According to this survey, most of the restaurant managers knew little about goat meat, stating that they were uncertain about preparation and cooking methods, available supplies, quality, and the potential impact on their sales and profitability. One-third of the managers did, however, feel that goat meat would complement their menus; the other one-third were uncertain. Approximately one-half of managers surveyed felt that consumer reaction to goat meat items on the menu would be negative and one-third were uncertain of consumers' potential reactions (Degner, 1989).

Though the managers surveyed expressed their lack of knowledge and uncertainly about goat meat, there was interest expressed about adding goat to the menu, with about ten percent stating that they were "extremely" interested and another 20 percent indicating "moderate" interest. When managers were asked which of the names of goat meat they thought would appeal to their customers, slightly more than 40 percent preferred "cabrito", about 40 percent preferred "chevon", and 18 percent preferred "goat meat" (Degner, 1989).

In an effort to determine both traditional and non-traditional consumer acceptance of goat meat, it may be helpful to review sensory panel results which focused on aspects of the preferences of domestic and foreign participants. Generally, sensory panel evaluations indicate that goat meat may be at a disadvantage when compared to other species due to the standardized cooking methods employed in this setting (Degner, 1989). These evaluations are critical, nonetheless, in determining such attributes as the flavor, juiciness, tenderness and overall palatability of goat meat.

An evaluation of the palatability of lamb, mutton, and chevon by sensory panels of various cultural backgrounds was conducted by Texas A&M University. The purpose of the study was to determine the existence and extent of palatability preferences with regard to meat from certain breeds and ages of sheep and goats between people from the United States and people from foreign countries (Griffin, et al., 1992). The panels were made up of two groups - ten members from the U.S. and ten members who were natives of China, India, Mexico, Taiwan, Saudi Arabia, Venezuela or Vietnam - all of whom had eaten lamb and goat before. Panelists determined the palatability of loin chops and leg steaks prepared according to standard procedure. Samples were taken from 30 intact males and 30 aged females of three sheep breeds (Rambouillet, Karakul, Barbados) and two goat breeds (Angora and Spanish).

The study indicated that panelists from the United States and from foreign countries identify differences in palatability between sheep and goat meat to a similar degree. However, in the mean sensory panel ratings among breeds/species within a panel (age groups combined) for loin chops and leg steaks, palatability ratings by foreign panelists were generally higher that those by domestic panelists; see Table 1. Additionally, domestic panel ratings were usually in the "slightly undesirable" to "slightly desirable" range, indicating that domestic panelists may not be capable of assessing "desirability" of product as it would be perceived by foreign consumers (Griffin, et al., 1992).

Results of this study, in general, suggested that panelists found sheep meat to be more palatable than goat meat, scoring the loin chops and leg steaks of the sheep higher than those from goats as to juiciness, tenderness and overall palatability. Flavor scores, however, were similar for all breeds and also for goats and sheep. Since the method of preparation used for sensory panel evaluation does not reflect the methods for butchering, chilling, aging and cooking used in other countries, further studies are indicated to determine if similar results can be achieved when domestic versus foreign panelists are used to measure how palatable meat might be if eaten by people from another country (Griffin, et al, 1992).

1. Results of a blind taste test conducted as part of an initial consumer research project that began in 1986, indicated that goat meat, when properly prepared, compares favorably with beef.

2. Restaurants have the potential of playing a key role in goat meat market development, but managers who participated in a restaurant survey conducted as part of marketing channel research in 1986, indicated their concerns about obtaining consistent supply and quality.

3. In sensory panels comprised of an equal number of domestic and foreign participants, samples of sheep and goat meat were evaluated for flavor, juiciness, tenderness and overall palatability; certain results indicated that domestic panelists may not be capable of assessing "desirability" of product as it would be perceived by foreign consumers.

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