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14 December 2020 | Story Leonie Bolleurs
Dr FA Mare
Dr Frikkie Maré believes lucrative trade opportunities do exist for the South African red-meat industry that is thinking about exporting to international markets.

Dr Frikkie Maré, Senior Lecturer in the Department of Agricultural Economics at the University of the Free State (UFS), says lucrative trade opportunities do exist for the South African red-meat industry that is thinking about exporting to international markets.

He, however, believes that there are some important aspects that red-meat producers should consider in order to fully benefit from these opportunities. There are also a number of requirements that producers must identify and then consistently meet in order not to incur considerable financial losses.

Dr Maré, who has in-depth knowledge of the red-meat value chain, delivered a presentation at the 2020 LRF Stockman School, speaking about international markets and international market requirements.

An exporter’s knowledge and understanding of the red-meat trade in terms of fresh and frozen products is important. Dr Maré says that although South Africa is a net importer of bovine meat, there is still opportunity to increase our export thereof, as our high-quality meat is in demand; we can make up the difference by importing meat of lower quality. “With the oversupply of bovine meat, it will also make sense to increase the export of bovine meat,” he says.

Making it profitable

Red-meat producers need to know why they want to export. Dr Maré says that export markets can offer price premiums compared to the less attractive prices received in a domestic market. “However, it is key for red-meat exporters in South Africa to differentiate between working to export to targeted premium-priced markets versus getting rid of excess production.”

“The national animal health status, due to the foot-and-mouth disease outbreaks, does however limit our access to premium-priced markets,” he adds.

It is also important for products to be competitive in terms of either price or quality, and Dr Maré believes that South Africa can be very competitive if one looks at our average red-meat prices compared to the premium-priced export markets, of which some borders are closed to red-meat exports from South Africa. “In countries where the borders are open to export from South Africa, there is an opportunity to sell our red meat at a premium if the quality is better than consumers in those countries are used to. Still, quality and availability must be consistent and reliable if we want to export to these countries,” says Dr Maré.

When considering export, the type of product required by an export market needs to be given thought. These markets are particular about whether the meat is from grain- or grass-fed animals, the fat content of the meat, whether it is safe to eat, whether it was produced conventionally, naturally, or organically, and whether the meat should arrive frozen or chilled.

The market and your product

Dr Maré states that South African exporters of red meat can learn a lot from the Australian red-meat industry in terms of using packaging to differentiate their products from others. “If South Africa starts doing the same with the packaging of its red-meat exports, these products will start to be perceived as special by consumers in export markets, who may then be prepared to pay more for them as a result,” he says.

For both beef and mutton, international consumers indicated the importance of packaging information featuring a picture of what type of animal the meat came from, including the price per kilogram, price per pack, whether or not the meat is naturally produced, whether or not it has a quality grading/product guarantee, and the colour of the meat.

“Constant market research ensures that Australia’s red-meat exports are exactly what consumers in these countries want and can afford. This research also keeps Australia’s red-meat industry informed of whether or not it is profitable for the industry to keep exporting to a particular country,” he says.

In terms of market research, data on aspects such as the population, household number by disposable income, meat consumption per capita, and the amount spend on groceries, is also valuable.

For example, it was found that in Japan, consumers buy according to their family’s preferences, what they find easy to prepare, what they believe are healthy for their children, and what they can use in a number of different meals.

Relationship with your buyer

“It is vital for exporters in the South African red-meat industry to gain the trust of trade partners in the export market, and to understand – and meet – the needs of consumers in that particular market,” says Dr Maré.

Additionally, Dr Maré is convinced that good relationships between the South African producers, government, and the governments of our red-meat export markets are crucial to sustain exports. “To assure these governments of the safety of our red-meat products, the South African government and red-meat sector must work together and improve on-farm and national biosecurity. Implementing an effective and efficient traceability system in our country’s national and international red-meat value chain is also needed,” he says.

Dr Maré says that whatever actions is taken by an exporter in the red-meat industry, it needs to be sustainable. “Should you fail, you will hurt the industry.”

News Archive

HIV/AIDS could kill 20% of southern Africa’s farm workers by 2020
2008-09-27

HIV / AIDS is claimed to account for 40% - 50% of infections in the workforce in some labor-intensive industries. This means that every farmer will have to replace up to 50% of his workforce within the next 10 years.

This was said by Mrs Estelle Heideman (pictured) of the Faculty of Natural and Agricultural Science at the University of the Free State (UFS) at the launch of a DVD about a project to equip farm workers with knowledge and skills regarding HIV / AIDS.

Mrs Heideman was quoting the research findings of Agrimark Consultant, Johan Willemse, and added that farm workers, because of low literacy levels, remoteness of the areas in which they live and the distances to health care facilities, are often forgotten when it comes to HIV/AIDS prevention and care programmes.

This weekend Mrs Heideman leaves for New York City to take up a scholarship awarded to her by the University of Columbia and the University of California, Los Angeles (UCLA) to participate in the M-A-C AIDS Sponsored Leadership Programme.

The leadership Initiative provides a structured support program to enable participants to exchange best practices in the approach to HIV prevention that can be adapted to local circumstances. At the conclusion of the program the Leadership Initiative will, amongst other benefits, provide funds for Fellows to carry out their prevention program in South Africa.

Such a program was already carried out from February to May this year as part of the Lengau Agri Centre’s Farm Project in collaboration with the Chief Directorate Community Service at the UFS on the farms Slangfontein, Dwarsrivier and Pypersfontein in the Philippolis district.

According to Mrs Heideman, who is the co-coordinator of the project, the aim of this project was to equip farm workers with knowledge and skills regarding HIV/AIDS so that they can take control of their lives and make quality decisions.

“A major advantage of working with farm workers is that the whole family is included in the session and this ensures that all generations get the same message”, she said.

At the end the feedback from the farm workers about the programme was positive. “Many said they had tested for HIV and will continue to do so to ensure that they would be around to see their children grow up”, said Mrs Heideman.

Copies of the DVD can be obtained from Estelle Heideman (0828211230) or Tarryn Nell (0832573843).

Media Release
Issued by: Mangaliso Radebe
Assistant Director: Media Liaison
Tel: 051 401 2828
Cell: 078 460 3320
E-mail: radebemt.stg@ufs.ac.za  
26 September 2008


 

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