1. Adding Value & Product Diversification Jennifer Cunningham, Jay Springs Lamb Co., Pinantan Lake, BC

2. Outline Who we are What we have and have access to Who is our customer What do they want in a product

3. Who we are

4. The Grazing Crew

6. Management of farm & woodlot together!

7. What we focused on ……got off the farm and learned Focused on the resources & assets we had We had a broad vision of what we wanted Concentrated on production Formed a legal partnership Kept improving the ranch – bookkeeping, management of woodlot and grazing Complete estate planning ….got off the farm and learned, got involved

8. SWOT StrengthWeaknessOpportunityThreats Family Grass, browseMother Nature Industry Knowledge Hay SourceGrazing tenureLack of capital EducationMother NatureEstablishedRegulations FlexibleTimeNiche marketingLiability Location Present trendsMeat Processing Connections to the land LandWoodlot – sustainable land base, landscape Higher level plans Established Flock Commodity product Past experienceLack of Gov. Support

9. Our mission statement: Our want of a sustainable life style motivates our business. Our main goal: Develop a viable operation selling and producing lambs to a market that will support a small-scale sustainable farm. Woodlot license 311 will be a viable and sustainable operation meeting the family partner’s social, financial and environmental objectives.

10. What we focused on ……got off the farm and learned Business Focus Needed to create business opportunities that would make the ranch and woodlot work for us and ensure financial viability and diversity. But, each lamb has to sell for more and we have to diversify the land base resource for the long term.

11. Who eats our lamb? Thinking like a customer not a producer. 80% of our time on planning, marketing, on the phone & 20% spent on ranching Knowing the 3 parts of a business – production, financial and marketing.

12. We had a lamb that fit all markets!

13. Competitive Advantage

14. Selling our lamb! Selling our story!