The two types of niche markets targeted by lamb marketing cooperatives are described in this guide. The first type includes specialty middlemen outlets that cooperatives used to market lamb to specialized niches within the traditional meat marketing system of retail food stores, restaurants, food service outlets, and specialty distributors. The second type includes those outlets that cooperatives used to market lamb directly to the consumer, such as freezer markets, farmers' markets, mobile markets, and mail order sales. This guide also describes the advertising, promotional, and other marketing programs used by cooperatives to target these markets. Finally the competition, product differentiation, capital requirements, market development, management, processing, changing goals, and member commitment challenges faced by these cooperatives are briefly discussed.
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