B.GOA.2502 - From Grid to Consumer: Key consumer value attributes of goatmeat

Summary

This project was identified and endorsed for investment by GIRDAC, after a clear gap emerged in producer knowledge and visibility around what consumers, customers and processors value in goatmeat. MLA managed the project by delivering a targeted webinar series and supporting resources that translated market, processor and consumer insights into practical, on‑farm guidance. This approach equipped producers with clearer direction on how to align their production systems with target supply‑chain pathways. The primary outcome was stronger supply‑chain alignment and improved producer capability to consistently meet market demand.

Objectives

The project objective is to communicate key attributes which goatmeat consumers value to Australian meat goat producers.

Key findings

• Global demand for goatmeat is increasing, driven by health‑conscious consumers, multicultural cuisines, food service growth, and international buyers.
• This demand has created diverse supply chains for goat producers ranging from young entire animals through to mature bucks. However product consistency is important for consumer satisfaction and therefore understanding the specifications of each market will help producers improve market alignment.
• Producers need to supply goats with consistent carcase weight, fat cover and conformation to meet market expectations and secure stronger returns.
• Improved communication between producers, processors and buyers is essential to reduce inefficiencies and strengthen supply chain alignment.
• Domestic opportunities are emerging for value‑added, ready‑to‑cook and chef‑driven goatmeat products, but require consistent supply and quality.
• Case studies show that inconsistent supply, variable carcase traits and processing challenges limit the development of higher‑value markets.

Benefits to industry

The From Grid to Consumer project has strengthened the goat industry by giving producers clearer insight into what domestic and international consumers value, enabling them to better meet market specifications and improve returns. It has enhanced communication across the supply chain, helping processors, buyers and producers work together more effectively to deliver consistent, high‑quality goatmeat. This work supports MLA’s commitment to building a more profitable, market‑aligned and sustainable goat industry.

MLA action

MLA using the outcomes of this project to inform new investments, create adoption material or create new opportunities for industry. Findings from this project have been shared with MLA Market insights teams, and Goat Industry Research Development Adoption Committee.

Future research

• Further research is needed to develop goat‑specific nutritional guidelines, including supplementation and spike‑feeding strategies, to help producers consistently meet market specifications.
• Investment in economic modelling and production system analysis would support producers in planning turn‑off, improving supply consistency and strengthening market alignment.
• There is strong value in expanding domestic market development, including consumer research, value‑added product innovation and food‑service engagement.
• Ongoing extension activities - such as workshops, case studies, digital resources and improved supply‑chain feedback - are recommended to maintain producer capability and support a more consumer‑focused goatmeat industry.