Die bemarking van die Wagyu as 'n beesras in Suid-Afrika

Abstract

Formal marketing structures and markets that accommodate the unique characteristics of the Wagyu cattle breed, have not yet been established within the borders of South Africa. The existing South African marketing framework for beef does not accommodate high quality and high-value Wagyu meats. The Wagyu breed is well known among meat enthusiasts for its unique ability to produce highly marbled meat; however, other characteristics of breed are relatively unknown. The purpose of this study was to research the marketing of the Wagyu cattle breed in South Africa. During the study further research regarding the breed's specific character traits and the marketability of these traits were performed. The marketability of the breed's characteristics was evaluated within South Africa's existing red meat industry and value chain. The undertaking of a literature study and qualitative research with respondents from the Wagyu Breeders Society generated data and results that provided insight regarding the challenges and external environment threats that may negatively affect the breed at present or in the future. The study is qualitative in nature. The primary research goal was to research the marketing of the Wagyu cattle breed in South Africa. The secondary goals included the determining of the Wagyu breed's unique characteristics, the marketability of these characteristics and the determining of possible threats for the breed. During the research process, a literature study was performed where after the researcher held interviews with members of the Wagyu Society of South Africa, which was aided by a semi structured questionnaire. Respondents were identified with the help of the Society. The Society notified all their members of the study via email. The email contained a function that allowed members of the Society to convey their willingness to participate in the study. Willing participants approached by the researcher for interviews by pre-arranged meeting. Interviews were recorded anonymously and transcribed where after the results were analysed to generate meaningful findings. The analysis of the data gathered during the research process proved that risks regarding the sustainable marketing of the breed in South Africa exist. These risks include uninformed consumers, uncertainty regarding the market for Wagyu products and the breed's ability to produce enough milk for calves. The study found that the Wagyu breed is mostly incorporated into existing farming enterprises to increase a farm's income revenue. The members of the Wagyu Society, existing and prospective farmers may benefit from this study. Researchers that want to study the Wagyu breed or the South African red meat industry, may also find benefit from this study.