Effective marketing is vital for achieving the economic sustainability of grazing systems. It depends on an understanding of the complex structure and workings of the market and utilizing all the opportunities it presents. This guide is intended to guide conservation graziers through the complexity of market outlets.

The guide reviews the market place, covering the whole cycle from the choice of which animals to sell, to the processing of carcases and retail options. It also takes the farmer/producer through essential marketing principles and the ‘Five Ps’, namely:

• People (the customer)
• Place (retail outlets)
• Pricing
• Promotion
• Positioning (which niches in the market suit the product) 

There is a whole chapter looking at adding value to the product being offered for sale, including a useful run-down of current schemes and accreditation, some of which are then picked up in six case studies illustrating different, successful approaches.

This is available as a hard copy from the GAP Office (for contact details click here) or as a PDF by clicking on the link.

64 pages. First published in 2003.

NB: Work is currently underway on a second edition of this guide.