great lakes dairy sheep symposium - the Department of Animal ...

that lowered animal stress in their organic systems results in longer milking tenures for their
cows, with many organic dairies getting strong production from 10 and even 15 year old cows.
This reduces replacement costs and helps raise profitability.
Studies have not been done to compare costs of a U.S. organic sheep dairy operation with a
non-organic system. However, based on what is beginning to be understood about organic cow
dairies, and the differences in production systems between cows and sheep, it is not unreasonable
to assume that organic sheep milk production will not increase costs of production significantly.
Marketing the Organic Difference
The Gourmet Retailer highlights how to appeal to the organic consumer: “The stories
behind the food products must be told accurately to preserve authenticity. If the food truly is
what is described, then organic consumers will embrace the products and over time, become
more emotionally involved. However, organic consumers are likely to uncover any
miscommunication, inaccuracy, or false description, thereby leading them to permanently
reject the products. In certain cases, not only will organic consumers reject the product, but
some of the more activist ones will use e-mail, chat rooms, and the like to expose and
communicate what they perceive to be false presentations of the products' identities to friends
or even the media.
Organic consumers will be fascinated by information about the place of origin, the farmers,
the farm, the region and its special qualities, the methods of growing and harvesting, the care
taken of the land, and the way that the food fits within the region's culture. If presented in a
compelling way, organic consumers will hungrily absorb every word about the food -- they may
even plan a visit to the farm itself.
The food and its "story" are also important to organic consumers. They genuinely care about
food, its origins, its history, and who produced it. Organic consumers are also more likely to be
"foodies" and are willing to pay more for good food -- up to double in certain cases -- and they
have fewer price barriers where food quality and taste are concerned.” 9
Organic sheep dairy producers would have a great story to tell, with lively sheep on green
pastures and a quality product with complex flavors. Consumers would respond well to a welltold
organic sheep dairy story.
Organic Market Conclusions
Looking at what the average organic consumer wants, and is willing to pay for, it is logical
that the organic market is ready to support organic sheep dairy products. High quality, good
tasting, nutrient-rich, chemical-free, pasture-based, family-farmed are all qualities the rising
number of organic consumers are looking for and willing to support. They will even pay a higher
price to be assured that they are supporting these qualities. The sheep dairy industry is well
poised to enter the organic market with quality specialty products.
9 Merchandising Organic Products, By Clark F. Driftmier, The Gourmet Retailer, May 2001
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