Skånskt Naturbeteskött, Närproducerat nötkött : en marknadsstudie

Abstract: Skånskt Naturbeteskött is a group of approximately 30 beefproducers in the south of Sweden, who sell their products on the local market. They are certified with Svenskt Sigill, an organisation that works with animal welfare, environmental responsibility, safe food, open landscape and independent qualitycontrol. These producers have to fulfil certain demands regarding pasture and quality of the meat. For this essay I did a market investigation in which I wanted to find out what qualities the Swedish market and the consumers want in their beef. The purpose was to find out what Skånskt Naturbeteskött could do differently to satisfy the market for locally produced beef in the south of Sweden. In the investigation I turned to those responsible for the beef in 12 supermarkets, 4 selling Skånskt Naturbeteskött today, 4 that sold it before but quit, and 4 that never have sold it but might be interested in the future. I also turned to those responsible for the beef in 4 restaurants. I also did some research and found some information that could be interesting to compare with the result of the market investigation. The information could also be useful in the marketing of Skånskt Naturbeteskött. During the interview I used a taperecorder to minimize the risk of missing valuable information. After all interviews were done I wrote them all down to get a better overview of the result. The conclusion of the market investigation is that Skånskt Naturbeteskött should give supermarkets the opportunity to choose which details of the beef they want. Today they have to take in meat from half an animal, which means they get a whole lot of hamburger. Hamburger is difficult to sell in those proportions. The solution is to find alternative ways to sell the hamburger, and three out of the four restaurants I interviewed would be interested in buying hamburger from Skånskt Naturbeteskött, if the price is right. That would be interesting to investigate further. Skånskt Naturbeteskött should also start offering beef packaged and ready to sell. Lots of supermarkets don't have the equipment it takes to cut up, grind and pack meat themselves, and therefore it isn't possible for them to sell Skånskt Naturbeteskött today. Skånskt Naturbeteskött also needs more marketing, aswell in the supermarket as in other media, for example tv and newspapers. Maybe some of the information found in the research for this essay could be of use? For example I found that beef from animals raised on pastures and with lots of grass is healthier than beef from animals that had lots of grain and corn. Another example is that beef raised on pastures on the Swedish inland is better for the environment than beef from Ireland, Brazil or the Swedish plains. I hope this essay will be interesting and useful for Skånskt Naturbeteskött.