T H E K A L A H A R I K I D Communicator Communicator NEWSLETTER OF THE KALAHARI KID CORPORATION VOL.1 • NO.1 Contents The Kalahari Kid brand aims to draw together goat products sourced from all South Africa's goat farmers and value-adding entrepreneurs, under one all- encompassing brand. This is a new development, long called for by the largely under-developed, South African goat industry. Successful branding of goat products is essential to ensure that the market accepts the final products favourably. An all- encompassing brand is also beneficial in negotiating shelf space with retailers, being able to develop consumers' affinity towards the selected brand and packaging. A large number of resource-poor farmers own goats for traditional purposes. The commercialization of indigenous goat resources, bringing goat meat and other products into the formal retail and consumer markets will create an enormous additional income to these communities, and create many additional jobs in the rural areas. To successfully accomplish the commercialization of this pre- viously un-utilized resource, formal marketing rules must be adhered to. Such rules include the positioning of the product as an up-market, luxury item in the retail sector, an appealing and attractive brand name, logo and packaging, and the presentation of a high quality product that is safe and hygienic. The arrival of the Kalahari Kid Brand is thus one of the most important marketing activities for successfully positioning goat pro- ducts in the formal retail sector of South Africa and internationally. In 1944 a letter to the Farmer's Weekly by Ted Outram explained that farmers and not the goats were to blame for exploiting the grazing. His arguments in favour of goats included the less damaging browsing behaviour of goats versus the grazing of sheep close to the ground, the inclination of sheep and not goats to walk in single file causing foot-paths, and also, the propensity of goats to curb bush growth which improved grazing. he Kalahari Kid Corporation is a new company which has taken the initiative to bring the South African goat industry to its rightful place in the international goat trade. As such, Kalahari Kid is dedicated to producing only superior goat meat and value added products for both the local and international markets. This business aims to create sustainable jobs and improved income generation as it uplifts communities throughout South Africa. It plans to achieve this through the delivery of quality products to local and international markets and the delivery of superior advisory and support services to Kalahari Kid Contract Growers. Kalahari Kid's ultimate objective is to market the meat, offal, leather, milk and fibre products of 1 million goats per year. This is our 3-year vision. Mark of quality Mark of quality National goat brand hits South Africa Mark of quality Partnership is a winning recipe Company Structure Contract growing: The new alternative Marketing the "other red meat" Food for thought - Local Boergoat news - Interntional Boergoat news 1 1 2 2 3 3 4 1
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T H E K A L A H A R I K I D
CommunicatorCommunicatorN E W S L E T T E R O F T H E K A L A H A R I K I D C O R P O R A T I O N V O L . 1 • N O . 1
ContentsThe Kalahari Kid brand aims todraw together goat productssourced from all South Africa'sgoat farmers and value-addingentrepreneurs, under one all-encompassing brand. This is anew development, long called forby the largely under-developed,South African goat industry.
Successful branding of goatproducts is essential to ensurethat the market accepts the finalproducts favourably. An all-encompassing brand is alsobeneficial in negotiating shelfspace with retailers, being ableto develop consumers' affinitytowards the selected brand andpackaging.
A large number of resource-poorfarmers own goats for traditionalpurposes. The commercializationof indigenous goat resources,bringing goat meat and other
products into the formal retail andconsumer markets will create anenormous additional income tothese communities, and createmany additional jobs in the ruralareas.
To successfully accomplish thecommercialization of this pre-viously un-utilized resource,formal marketing rules must beadhered to. Such rules includethe positioning of the product asan up-market, luxury item in theretail sector, an appealing andattractive brand name, logo andpackaging, and the presentationof a high quality product that issafe and hygienic.
The arrival of the Kalahari KidBrand is thus one of the mostimportant marketing activities forsuccessfully positioning goat pro-ducts in the formal retail sector ofSouth Africa and internationally.
In 1944 a le t te r to the Farmer 's Week ly by Ted Out ram exp la ined tha t fa rmersand no t the goa ts were to b lame fo r exp lo i t ing the g raz ing . H is a rguments infavour o f goats inc luded the less damaging brows ing behav iour o f goats versusthe graz ing o f sheep c lose to the ground, the inc l ina t ion o f sheep and not goatsto wa lk in s ing le f i l e caus ing foo t -pa ths , and a lso , the p ropens i ty o f goa ts tocurb bush g rowth wh ich improved g raz ing .
he Kalahari Kid Corporation is a new company which has taken the initiative to bring theSouth African goat industry to its rightful place in the international goat trade. As such, Kalahari Kid is dedicated to producing only superior goat meat and value added productsfor both the local and international markets.
This business aims to create sustainable jobs and improved income generation as it upliftscommunities throughout South Africa. It plans to achieve this through the delivery of qualityproducts to local and international markets and the delivery of superior advisory and supportservices to Kalahari Kid Contract Growers.
Kalahari Kid's ultimate objective is to market the meat,offal, leather, milk and fibre products of 1 milliongoats per year. This is our 3-year vision.
Mark of qualityMark of quality
National goat brandhits South Africa
Mark of quality
Partnership isa winning recipe
Company Structure
Contract growing:The new alternative
Marketing the"other red meat"
Food for thought- Local Boergoat news- Interntional Boergoat
news
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The Kalahari Kid Corporation is a joint initiativebetween private sector commercial partners,
several government stakeholders, and emergingand commercial farmers in several provinces ofSouth Africa (Eastern Cape, Northern Cape,North West). The involvement of the Boer Goat Breeder's Society and the
Kalahari Red Breeder's Club further strengthens the initiative. Much of the animal andproduct research was undertaken by the Agricultural Research Council under theauspices of the National Commercialisation of Indigenous Goats Project over the last6 years.
Moving forward however, the Kalahari Kid corporation management has drawn togethera team of Marketing, Legal, Financial and Agricultural experts, who together, arebuilding the business into a winning formula. Strengthened by strategic partnershipswith independent Goat Enterprises in the Provinces, Kalahari Kid aspires to creatinga sustainable goat industry where benefits are shared throughout the organisation.....fromthe grass roots emerging farmer to the international consumer.
The Greek tragedy plays alsostem from an earlier source.The word tragedy has itsorigins in the Greekword "tragoidia" orgoat song, from"tragos" (goat)and "aeidein" (tosing). The word wouldhave referred toeither the prize, agoat, that was awarded tothe dramatists whose tragedyplays won the earliestcompetitions or to the dress(goat skins) of the performers,or to the goat that wassacrificed in the primitiverituals from which the Greektragedy developed.
Realising the importance of quality, safety, traceability and price, Kalahari Kid is developing the "vertical integration"model into its dealings with both emerging and commercial goat farmers across South Africa. Both types of far-mers will be contracted to grow superior quality kid for export and the local retail industry. To do this an activetraining and supervisory function is necessary, especially among new goat farmers. To do this the Kalahari KidCorporation is employing a team of dedicated Regional Agricultural Officers, headed by Merida Roets, who willwork closely with Extension officers of the Provincial Departments of Agriculture and emerging and commercialfarmers directly. These Regional Officers will be responsible for contracting goat farmers to deliver on specificdates, specific quantities and, of course, to certain quality specifications. Training in goat management will beoffered, a mentorship programme will be launched, and farmers will need to comply with several strict requirementsbefore goats are channelled into the value-adding chain.
Over the last three years the red meat industry has lost a considerableamount of market share to the white meats in South Africa. This can belargely attributed to the Foot-and-Mouth epidemic and concerns surroundingMad Cow's Disease. However, another reason has been the lack of verticalintegration in the red meat industry. This entails the strengthening of thelinks between the producer and the consumer through the value-chain.
Marketing the "other red meat"Capretto is a tender,
ju icy, lean and tasty
meat f rom a young
g o a t k i d . I t i s t h e
perfect alternative for
a d v e n t u r o u s a n d
h e a l t h c o n s c i o u s
families. Capretto can
b e p r e p a r e d u s i n g
t r a d i t i o n a l c o o k i n g
m e t h o d s a n d h a s
an a r ray o f mou th -
watering possibilities.
What is Capretto?
CaprettocomplimentsFlavours that go
well with Capretto
include: mint,
pepper, rosemary,
thyme, garlic,
honey and citrus.
During the Renaissance dances were often styled on animalsand birds. More sedate dances imitate the behaviour of birdssuch as the peacock, whereas the French dance, the capriole,imitated the bawdy behaviour of the goat.
Bone-In Leg Boneless LegShank Off
Bone-In SaddleBone-In Chops
Bone-In Rack Bone-In Ribs/Flap
Boneless ShoulderBoneless Shoulder
Rolled Netted
Cubes Bone-In Shoulder
Leading the Marketing team of the KalahariKid Corporation, Judith Weidemann hastravelled extensively to develop SouthAfrica's foothold in the international arena.Working closely with the Department ofTrade and Industry, leading chefs andfamous South African personalities, Judithplans to penetrate the South Africanmarket just as surely as the internationaltrade.
An advertising campaign aimed at the up-market end of the market spectrum willassure that South African goat productsare seen as the superior alternative toother red meats. Catch phrases such as"Don't put their health on the line", "Forthe adventurous and heath conscious",and "Alternatively superior" are being usedthroughout the campaign. Recipes andcooking instructions are being distributed,and retailers and butchers will be certifiedbefore they are able to present KalahariKid products to discerning consumers.
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In British fairytale, the
Urisk or Uruisg was a
solitary rough kind of
brownie, half-human,
half-goat, who herded
cattle, did work
around the farm, and
was very lucky to
have in the house.
In almost all the South
African languages, "goat"
means "the questioning
animal" or "that which asks
a question"; in Zulu, imbuzi,
in Xhosa ibhokhwe, in
Sotho and Setswana pudi
and, in Venda, Tonga and
Shangaan, mpundzi. This
is because the goats has
been used for centuries by
the tribes of South Africa to
communicate with the gods
and ancestral spirits.
By Judith Weidemann
"............I hear you cry, oh
imbuzi, on the altars of our
ancestors. I hear you cry,
oh goat, in the shrines of
our forefathers. You are the
one who asks the
questions.
That is the meaning of your
name. The animal which
asks questions. Questions
which often
have no answer....."
Credo Mutwa
Local Boergoat NewsLocal Boergoat News
F O O D F O R T H O U G H TF O O D F O R T H O U G H T
Boergoat farmers will aggres-sively start to market their"heart friendly" animals toensure that the meat isavailable on supermarketshelves early next year.Mr Izak Vorster, president ofthe SA Boergoat BreedersAssociation (SABTV) said thatin his opinion commercialbreeders would have todouble their production tosupply the increased demand.Other negotiations are takingplace with large supermarketchains and an abattoir/distribution group to ensurethat this succulent, veryhealthy meat reaches theconsumer under the brandname KALAHARI KID.
Using only baby kid goats, themeat is lean and tender.Taste profiles are beingresearched to give theconsumer an end result whichis not only healthy, but alsoconvenient in a 'take home -heat and eat' form. Packagingand shelf life of the range ofproducts is in its final stages,with recipes perfected by wellknown chefs and nutritionists,ensuring that the consumercan be confident that she isfeeding her family only thebest! Research has shownthat boergoat meat has verylittle saturated fats, caloriesand cholesterol, with a lot ofiron and protein, which couldmake this the red "MEAT OFTHE FUTURE" !
Chinese scientists are attempting to clone Boergoat embryos inNorth China's Tianjin municipality, according to press reports.The first cloned kid is expected to be born by October 2003. Thecloning project could lead to increased meat production. Boergoats grow very fast and their meat yield rate is around 50% higher than ordinary animals, which have a yield of around 20 - 30%.
They will however be using older adult boergoats, weighing around 100 kgs, which will provide approximately40 kgs of meat. According to Dr Ding Boliang, director of theResearch Institute, boergoat meat is full of nutrients, lean andvery popular in the US market. The Tianjin research center hasover 300 purebred Boergoats, which are kept as breeding stockand a storage area for genetic material from Boergoats, such asembryos, is being built.
Where to contact us:Head Office:
227 Du Toitspan Road, KimberleyPO Box 3004, Kimberley 8300, South Africa
