Tell anyone about a juicy Karoo lamb chop and they will know what you are talking about. But, argues Prof Johann Kirsten, Karoo farmers run the danger of losing control over this potentially premium brand. Roelof Bezuidenhout reports.
Instead of letting outsiders cash-in, Karoo farmers should get organised and use the “Karoo Lamb” concept to their advantage. So said Prof Johann Kirsten of the Department of Agricultural Economics, Extension and Rural Development at the University of Pretoria. Addressing the recent Karoo Development Conference at Graaff-Reinet, he said trends in the food sector show consumers increasingly value products associated with a certain place and a specific means of production.
“This demand for authentic, traditional, wholesome and traceable food is the result of a higher awareness of food safety, the sociocultural status of consuming certain foods and renewed interest in and nostalgia about culinary heritage,” Prof Kirsten explained. “Consumers are also focusing on ethical, political and environmental concerns when choosing food.”
He suggested this trend creates opportunities for producers to move away from low-value agricultural production into niche markets. “Products have reputations associated with particular geographical regions,” he says. “This could lead to high producer prices and profitability and spill-over effects to the local economy.”
But, as more trademarks are registered containing regional names, producers not even remotely linked to the region or its values and image exploit them for profit. While some retailers use the Karoo image as a marketing tool in their sheep meat campaigns, and entrepreneurs in Karoo towns market Karoo lamb, there’s no insignia, no certification and no guarantee the product comes from the Karoo. This can mislead consumers.
Exploiting a local resource
“Whether local communities and enterprises can benefit from the commercial exploitation of their heritage depends on their ability to define the market and protect the specific resources,” warns Prof Kirsten. “Unfortunately, in South African agriculture, there has always been a lack of collective action, both at local and national level to improve production, commercialisation and competitiveness. Commercial farmers and processors are accustomed to acting as individuals.”
The value of Karoo lamb is tied up in the vast region’s free-grazing flocks of sheep. Karoo shrubs are palatable and meet the animals’ nutritional needs year round.
“Their meat is spiced on the hoof and described as mouth-wateringly succulent, imbued with subtle, fragrant flavours of the Karoo bush,” says Prof Kirsten. “They feed on many species of wild herbs, where sheep usually live on one type of grass. However, it’s critical to establish whether the perceived aroma and taste differences between lamb/mutton from the Karoo and other regions are scientifically measurable,” he adds.
Putting a system in place
Prof Kirsten said one reason why there’s no collective structure to promote Karoo lamb as a unique product is the perception it would require too much effort in return for a rather small price premium. “There’s also no collective system of quality management and certification,” he said. “Consumers largely rely on the word of the butcher, retailer or restaurateur.” He warned that registration as a certification or collective mark alone won’t prevent others using the words “Karoo lamb”.
The industry needs to create a logo signalling superior quality.
Prof Kirsten said there’s also scope to protect the Karoo image, specifically the Karoo Lamb Indicator, but only if a duly recognised entity can take ownership of a Karoo name on behalf of all its inhabitants. “Possibly, the newly formed Karoo Development Foundation can take the responsibility of registering Karoo lamb as a certification mark.” E-mail Prof Johann Kirsten at [email protected] or call (012) 420 3248. |fw
