Webinars offer insight on direct marketing for lamb, goat

A series of free webinars will help participants learn to reach consumers interested in knowing where their food comes from.
Nay Nay, a surrendered Alpine cross goat, eats hay at its foster farm Wednesday, Oct. 30. (Jed Carlson /

Lamb and goat are difficult to find in many grocery stores.

One of the lessons the current pandemic has emphasized is interest by consumers in knowing and having better access to what farmers are growing. Also growing is the demand from consumers with a cultural tradition of consuming lamb and goat. Direct marketing to consumer provides an opportunity to move product; however, there are additional challenges to consider to make this a successful profitable addition to the farm.

The University of Wisconsin-Madison Extension will host the small ruminant webinar series, designed to help producers who are considering this marketing alternative.

“I suggest this series will be of interest to both farmers and consumers alike,” said Jane Anklam, agriculture and horticulture educator in Douglas County with the UW-Madison Extension.

The events include:


Wednesday, Feb. 17, 7:30 p.m.: Getting your timing right. Producing for the ethnic markets will focus on ethnic marketing and will feature Logan Edenfield with Equity Livestock Markets and UW-Madison Extension agricultural educators Amanda Young, Ashley Olson and Lyssa Seefeldt reviewing the ethnic calendar and what type of lamb or goat is ideal for each.

Wednesday, March 17, 7:30 p.m.: Building your brand for the future, innovative marketing. The session will focus on branding and marketing a farm or products and will feature Leslie Svacina from Cylon Rolling Acres. UW-Madison Extension agricultural educators Lyssa Seefeldt and Heather Schlesser will host and facilitate the discussion.

Tuesday, March 23, 7 p.m.: A bonus webinar on direct marketing meat. Matt LeRoux, of Cornell Cooperative Extension, developed Meat Suite to assist direct marketers in pricing their product after it leaves the farm gate. Each marketing approach comes with different costs and Meat Suite helps compare alternative marketing approaches, so producers can price their products right.

The sessions are free, but registration is required at .
Nay Nay, a surrendered Alpine cross goat, eats hay with other goats at its foster home on Wednesday, Oct. 30. (Jed Carlson /

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