A lecture on Marketing Livestock and Poultry Products

2. ABBATOIR CLASSIFICATION
AAA
-automatic and highly adequate
facilities and operation
-eligible for sale in any market IN
and OUT of the country
AA
-combination of manual and
automatic but still adequate
facilities and operation
-eligible for sale in any market in
the Philippines

3. ABBATOIR CLASSIFICATION
A
-minimum adequacy of facilities and
operation
-eligible for sale only in city or
municipality in which the plant is
located
Non-accredited Abbatoir
- less minimum standard/adequacy
of facilities and operation that must
be closed until minimum standard is
achieved as defined by NMIC

4. MARKETING PROCESS
Assembling, grading and
standardizing
Processing
Storing
Packaging
Financing
Transporting
Selling

5. MARKETING METHODS
1. Local Market/Concentration
yard
- Farmers or traders bring their
animals to wet market for sale
- Have facilities for the care of
animals
- 3 types of transaction
a. Trader to Trader
b. Farm owner to Trader
c. Trader to Direct Consumer

6. MARKETING METHODS
2. Traders or Country Dealers
- Independent operators who buy
and sell animals from producers,
auction market and/or
concentration yards.
3. Barrio agent
- Buy animals from scattered
backyard farms and sell these to
viajeros
- Highly skilled in weight estimation

7. MARKETING METHODS
4. Wholesalers or viajeros
- Buy animals in bulk quantity,
transport and resell these to other
viajeros, retailers and/or
processor
5. Retailers
- Buy animals and sell these to
direct and indirect consumers
- Very common in goat marketing
6. Auction Market
- livestock sold to highest bidder

8. MARKETING METHODS
7. Contract growing
- A mother company (i.e. magnolia,
bounty fresh, sun jin, B-meg,
government institution, private
company, etc.) takes the animals
produced and takes care of the
processing before final sale to
consumer
- The contract grower is responsible
for all the overall production

9. MARKETING METHODS
8. Institutional Buyers
- Supermarkets
- Food chains (i.e. jollibee,
chowking, McDonalds, etc.)
- Groceries
- Hotels
- Restaurants

10. MARKETING PROBLEMS
1. Absence of Grade Standards
especially in local markets
2. Difficulty of transporting (i.e.
access roads)
3. Very high transportation fee
4. Lack of government support (i.e.
value added)
5. Lack of suitable transport system

11. MARKETING GRADES
1. Cattle
Grade DP (%)
Prime 63 (36 months)
Choice 60 (42 months)
Good 58 (48 months)
Standard 55 (48 months)
Commercial 55 (> 48 months)
Utility 51 (NO age limit)
Canner 43 (NO age limit)

12. MARKETING GRADES
2. Sheep and Goat
Grade DP (%)
Prime 49
Choice 47.2
Good 45.4
Utility 43.6
Cull 41.8

13. MARKETING GRADES
3. Swine (hogs)
- 90-99 kg body weight
- Price is according to weight
4. Broiler (meat)
- 1.2-1.8 kg body weight
- Price is according to weight
5. Native Poultry (organic)
- price is according to authenticity
- Price is in per head basis

14. MARKETING GRADES
6. Layer (eggs)
Grade Egg weight (grams)
Jumbo 68.5
Extra large 61.4
Large 54.3
Medium 47.2
Small 40.2
Peewee 35.5 and lower

15. MARKETING CLASSES
1. CATTLE
Class Description
Veal <3 mo old, <150 lbs
Steer M, castrated at an early
age
Heifer F, <3 years of age
Cow Breeder female
Bull Breeder male
Stag M, castrated after puberty

16. MARKETING CLASSES
2. SWINE
Class Description
Barrow M, castrated at an early
age
Gilt Young F ready for breeding
Sow Breeder female
Boar Breeder male
Stag M, castrated after puberty
Shote Young, any sex with 60kg

17. MARKETING CLASSES
3. SHEEP
Class Description
Ewe Breeder female
Ram Breeder male
Wether M, castrated at early
stage, preferably 1-3
weeks old

18. MARKETING CLASSES
4. GOAT
Class Description
Doe Breeder female (>11 mo)
Buck Breeder male (>12 mo)
Wether M, castrated at early
stage, preferably 3
months old
Kid Young goat, 1-3 mo old
Growing Fattener, 4-10 mo old

19. MARKETING CLASSES
5. POULTRY
Class Description
Chicken Either sex, 6-8 wks old
Turkey F breeder=20-30wks old
M breeder=40 wks old
Young F=16-18 wks old
Young M=22-24 wks old
Ducks Either sex, <8 wks old
Geese Either sex/weight,26 wks old
Guinea
fowls
Either sex at any age and
weight

20. 5-LEVEL DISTRIBUTION
SYSTEM
PRODUCER
BARRIO AGENT
VIAJEROS
RETAILER
END CONSUMER

21. DIRECT MARKETING
SYSTEM
PRODUCER
BARRIO AGENT
VIAJEROS
RETAILER
END CONSUMER