Niche Production and Specialty Markets

Niche Production and Specialty Markets

As you conduct market research and explore the interest and needs of your consumers, consider if your product can meet a demand. Remember that added value may be from a new product, specific production practices or attributes, or marketing. Consider:

• Do you have access to a specific consumer group that wants to purchase products from you?
• Do you have creative ideas for new dairy products or flavors? Can you source an unique ingredient?
• Do the genetics or production of your herd set your milk apart from others?

Species other than dairy cattle. Milk from species other than dairy cattle such as goats and sheep is considered as value-added.

Milk that meets the organic designation. Look into the specific certification requirements for housing, feeding practices, animal care, and record keeping practices. Transitioning to organic could involve a significant amount of time or you could purchase an organic herd. You may need to find a co-op that will purchase organic milk.

Grass-fed. Also known as "grassmilk", is produced by cows that almost exclusively consume forages by grazing in season and consuming forage-based feeds at other times.

A2/A2. Genetic testing, can determine which cows carry A2/A2 genes, though certain breeds are more likely to be carriers. A2/A2 milk and manufactured products can demand a premium.

Breed-specific. Milk could be marketed according to the breed of cattle from which it came. Some consumers may have a preference for milk from a specific breed.

Buy local, CSA, farmers markets, and home delivery. The "buy fresh, buy local" movement encourages sales through farmers' markets and community supported agriculture or CSA businesses. Home delivery of milk or dairy products is another option.

Partnership or collaboration. Work with restaurants or markets to use or sell your product. Collaborate with another food manufacturer to use your dairy product or by-product as an ingredient.

Understanding your consumers will help your farm meet their value-added dairy needs.

This program was developed by Food Safety CTS, LLC for Penn State University.