Project title: From grid to consumer - building a consumer-oriented goatmeat supply chain

Project overview

This MLA levy-funded project is designed to help increase transparency around the Australian goatmeat value chain and provide insights into what producers can do to meet market demands. It focuses on identifying the key goatmeat attributes domestic and international consumers value and communicating them to goatmeat producers - laying the groundwork for a more profitable, resilient, and market-aligned industry.

Purpose

The project’s purpose is to:

• build consumer-focused goatmeat value chain awareness
• share insights from international and domestic markets with Australian goatmeat producers.

This GIRDAC-endorsed project, conducted by Greenleaf Enterprises, is designed to help align Australian goatmeat supply chains with market insights and consumer drivers. Through a series of webinar events and case studies, the project aims to:

• provide insights on markets where Australian goatmeat is consumed and the drivers influencing consumer satisfaction and purchasing decisions
• build wider goatmeat value chain awareness through highlighting what customers, consumers and supply chain partners value in Australian goatmeat
• help producers understand the role they play in producing and preparing goats fit-for-purpose and their role in the goatmeat value chain.

With this information, producers will be better informed to help create fit-for-purpose goats – aligning supply chains with markets.

Ultimately, the consumer determines the price they are willing to pay. By better meeting customers' and consumers' needs and wants, value can be created and shared across the entire supply chain. Understanding what consumers value and are prepared to pay strengthens value propositions and creates opportunities across the supply chain to increase the volume and value of Australian goatmeat, both domestically and internationally. This webinar series, with case studies, outlines what has been achieved and the key success factors. Additionally, it highlights what customers, consumers and supply chain partners value in Australian goatmeat.