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Recommendations for the marketing of rare breeds

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The project "Marketing Concepts for Products from Endangered Livestock Breeds", which is funded by the Federal Scheme for Organic Farming and other Forms of Sustainable Agriculture, has published recommendations for practitioners in its final report. The marketing of rare breeds of livestock as regional specialities is particularly promising.

Some of the consumers are more willing to pay for products from rare livestock breeds. This can be supported by expanding information offers. The positive term “old livestock breed” is conducive to marketing. The marketing of products as regional specialities in particular has potential. The food retail sector is buying larger quantities of products, thus offering farms with larger herds of rare breeds and cooperations from several farms sales opportunities. By using professional and national marketing structures, the number of animals kept can be promoted and the danger to the respective livestock breeds can be overcome.