The management of lamb heterogeneity is a tool for farmers’ marketing strategies

Abstract

The technical processes used in sheep farming systems are elaborate and difficult to con-trol. The result is a certain heterogeneity in marketed lambs. The aim of this study was to understand how farmers use their practices and modes of marketing to manage and exploit this heterogeneity. We analyzed livestock farming systems in Languedoc-Roussillon (South of France) through eight case studies. We characterize the heterogeneity of lambs during their growth and sale and how the farmers cope with this. Our analysis shows how this heterogeneity, whether intentionally created or merely endured, can be used to invest in different marketing chains. Heterogeneity not only of-fers adaptable farmers marketing opportunities, but also a method of managing production risks.