EXPLOITING NICHE MARKETS FOR DOMESTIC PRODUCE: - A CASE FOR LAMB IN TRINIDAD AND TOBAGO
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Recent competition in the agricultural sector due to trade liberalization dictates that there should be innovative approaches to marketing local produce. An alternative marketing strategy has been proposed to expand the marketing of locally produced lamb in Trinidad and Tobago. This paper discusses the existing marketing arrangements for the niche marketing of lamb. It examines the pre-conditions for entering the market. These preconditions include the assessment of consumer demand for the primary product, market studies, product handling and quality as well as consumer surveys of the market. The logistics involved in organising producers, processors and retailers in a 9-month pilot project to market local lamb is reviewed. The future of this cooperative marketing arrangement and the application of this model to other agricultural produce is also discussed.