LU-CAEHS Research Seminar

“Characteristics of U.S. Goat Meat Consumers”

The small ruminant industry has grown very fast in the United States, and Missouri, over recent decades. This is mainly driven by the increase in small-acreage producers. It is important to understand the consumers and provide information for producers to market their products profitably.

This study provides information on the characteristics of U.S. goat consumers based on a recent consumer survey conducted online from February to July 2024. The study analyzed the characteristics of goat meat consumers, including demographics, purchasing venues and frequency, and the factors affecting their choice of goat meat.

Presented by Dr. Ye Su, Associate Professor of Agribusiness, Lincoln University of Missouri.

Dr. Su earned her PhD in Agricultural Economics from the University of Missouri. Her research focuses on consumers' and producers’ behaviors and decision making. One of her current research projects explores consumers’ preference for local and ecological food, producers’ challenges and barriers to participating in the local food market, and the supply chain of the local food system. Her work also involves understanding factors affecting the marketing choices for small farmers in Missouri and across the U.S. to help them improve marketing efficiency and profitability.