Production-To-Retail Marketing Issues for Small Farm Pastured and Ranged Poultry

The rapidly growing demand for natural and organic foods is well documented. Much research has been done on production methods of raising "natural" chickens using a pastured poultry approach, as well as producer-to-consumer direct marketing systems such as Community Supported Agriculture and Farmers' Markets. However, comparatively little research exists regarding any means of connecting small family poultry producers with larger volume retail markets. Two significant barriers that currently pose obstacles for this producer group are the lack of local, qualified poultry processing plants and a steep learning curve in marketing through retail supermarkets. This project will examine key issues in developing an integrated production/processing/marketing program for pastured poultry raised on small family farms. Specifically, it will 1) outline the requirements for modifying existing small meat processing plants or erecting new buildings and outfitting them for processing poultry to State and federal inspection standards, 2) prepare a product cost analysis, including production, processing and distribution costs, and 3) evaluate retail consumer feedback and willingness to pay for the product to gage demand and price. The result of this project will be a report useful to small poultry farming groups interested in capturing a greater share of higher volume retail sales opportunities