grazing meat goats

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Hi I'm Leslie

I'm a full-time farmer in Western Wisconsin where I raise meat goats and sheep on pasture using regenerative and rotational grazing practices.

I created this website because
I had so many people reaching out, both locally and beyond, wanting to know more about how I was raising and marketing goats.

I also recognized that it IS so hard to find information in this space. I wanted to share what I've learned along the way and reduce your time searching the depths of the internet.


New goat meat research findings on consumer behavior

A recent university consumer behavior and market research study shows that younger generations are more likely to purchase goat. 

Consumer research findings

The University of Florida research found that Millennials (born 1977-1995) and Gen Z (born 1996-2015) are more willing to purchase lamb and goat meat. This consumer group is more adventurous, has tasted goat and lamb before and likes the meat, or the meat has a cultural significance for them.

The research showed that older generations, including Baby Boomers (born 1946-1964) and the Silent generations (born 1935-1942) are less likely to purchase goat and lamb.

This research is reflective of what we’re seeing with buying trends and behaviors for goat meat with our customers of our farm, Cylon Rolling Acres.

While the findings are not representative of all of our farm customers, we’ve also recognized that goat meat has been a part of many of our customers’ family traditions growing up and/or they’ve traveled internationally for fun, work, or the military. They’ve eaten goat, enjoy it and want to continue to have it as a part of their animal protein options more frequently.

Marketing strategies for goat farms

Goat farmers and ranchers who are selling their meat direct to consumers can apply these research findings to their own marketing efforts. This includes:

  • Focusing marketing to generations Millenials and Gen Z
  • Providing samples when appropriate
  • Offering recipes featuring a variety of cultural cuisines and flavors 

About the research study

More about the research study: It was conducted by the University of Florida Institute of Food and Agricultural Sciences. The survey was an online market research study of a representative sample of Florida’s population who were asked questions about their lifestyle and personality, and about purchasing decisions related to lamb and goat meat. To learn more about the study here.

*Generational beginning and ending years may vary by individual and the factors impacting how and the environment where they grew up. The ranges are a general guidance.

More goat marketing resources

For more, visit my goat marketing resources and information page.

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Legal disclaimer: All information provided is based on personal experience and is provided for educational and information use only. You agree to indemnify and hold harmless our website, company and owner for any direct or indirect loss or conduct incurred as a result of your use of our website and any related communications. This applies to, but is not limited to, business operational information and consulting, as well as farm and goat management practices.Any animal health information provided on this website is based on personal experience or information provided by others whose treatments and practices have been discussed with a veterinarian. In all situations, it is the responsibility of the livestock owner to consult with a veterinarian before using any animal health practices shared on this website or by this company and its owner. See the full legal disclaimer here.