The Marketing of Meat Goats in the US: What, Where, and When?
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Using nationwide survey data, this study investigates US meat goat producers’ selection of marketing channels, factors affecting selections, and targeting of ethnic holiday markets. Results show the two most commonly cited marketing channels are direct sales to consumers and live auctions. Only a relatively small portion of the population uses other marketing channels. Ethnic holiday markets are targeted by 22% of the producers—Easter being the most popular choice. Multivariate probit results show that farm and farmer characteristics, types of animals sold, and regional variables impact marketing channel selection.