Endangered livestock breeds
Contact person at the University of Kassel
- Katharina Menger, M.Sc.
Head of project
Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Marketing and commercialization of products from endangered livestock breeds"
Research project within the framework of the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
Funded by the Federal Office for Agriculture and Food
Duration of project
July 2016 – March 2020
In cooperation with
Gesellschaft zur Erhaltung alter und gefährdeter Haustierrassen e.V.
(Society for the Conservation of Old and Endangered Livestock Breeds)
Walburger Straße 2
37213 Witzenhausen
Telefon: +49 5542 1864
Telefax: +49 5542 72560
E-Mail: info[at]g-e-h[dot]de (GEH)
Internet: www.g-e-h.de
Summary
Successful commercialization projects of endangered livestock breeds can assist in increasing population sizes as it becomes lucrative for farmers to breed those ancient breeds again. Hence, on the long run the survival of these farm animals as well as their gene pool can be achieved and the diversity of breeds preserved. In order to estimate the willingness of German consumers to pay premium prices for products derived from endangered livestock breeds, this project collects and analyses data using price tests at different sales outlets like food retail markets, butcheries and/or health food stores. It is a further objective of this project to develop commercialization schemes which will assist both retailers and farmers to communicate the importance of these livestock breeds to consumers and also market the products sustainably.
Working together with the Society for the Conservation of Old and Endangered Livestock Breeds
GEH (Gesellschaft zur Erhaltung alter und gefährdeter Haustierrassen e.V.), this project commences by sorting existing product communication material on meat from endangered breeds. Via qualitative interviews these materials are tested on their ability to inform consumers and increase their interest in purchasing the presented products. Supported by these findings and together with aligned communication material, meat from two different endangered breeds is presented at different sales outlets in Germany at varying prices over a given period of time. The findings of these price tests will be analyzed using multivariate evaluation methods. From these outcomes implications will be derived how farmers and retailers can market products of endangered livestock breeds successfully.