Farmlovers
Can you share with us some information about your farm Irish Goat Meat? How did you come up with the idea of founding it? Was it a family tradition or a personal choice? Can you take us back to the beginning?
Penny (Irish Goat Meat)
My fondness for goats started way back. When I was living in Wales, I had the pleasure of owning some goats, and I absolutely loved them. When I moved back to Ireland and purchased a property with a few acres of land, I decided to get some goats and horses. However, over time, the cost of maintaining horses became too expensive, so I chose to concentrate entirely on breeding goats.
In 2010, I began breeding Boer goats with the intention of selling their meat. Initially, I had a few customers who showed interest in purchasing goat meat, but I knew I had to expand my business. So, I started sending out emails to five restaurants each week, particularly Indian restaurants, as I knew they were more likely to utilize goat meat. One Dublin-based restaurant took me up on my offer, and with their assistance, I learned how to handle invoicing and ensure everything was above board.
Then, I received a massive order from this restaurant for the "Taste of Dublin" event. They were impressed with the quality of the meat and the fact that I was able to fulfill such a large order. This event led to another restaurant chain approaching me, and I began supplying four restaurants in total.
One of the restaurants I supplied nominated me for the Euro Talks award, which boosted my visibility. Even during the pandemic, I was able to supply Kilronan castle with great backing from the executive head chef Daniel Willimont to use local produce for his menus.
Starting a business is never simple, but with hard work and determination, it is possible to turn a hobby into a flourishing business. I am extremely proud of the fact that I have been able to convert my love of goats into a successful business venture. I look forward to supplying high-quality goat meat to even more restaurants in the future.
Farmlovers
So you work with around 7 to 10 restaurants now?
Penny (Irish Goat Meat)
Yes, it's been a lot of hard work, but it's been worth it. It's at a point where it needs to be pushed forward with someone younger or my daughter and I will keep plugging away at it.
Farmlovers
You're thinking about the future then?
Penny (Irish Goat Meat)
Yes, exactly.
Surviving the Pandemic
Farmlovers
How did you survive during COVID? Were you established before?
Penny (Irish Goat Meat)
The main restaurants we supplied couldn't continue during COVID, but the first restaurant we supplied continued with takeaways, so we still delivered to them. It kept us ticking over during the pandemic.
Farmlovers
It's interesting to hear how you managed to adapt during the pandemic. Did you face any challenges in terms of surplus goat meat?
Penny (Irish Goat Meat)
Yes, we had to sell off some of our goats because we couldn't afford to feed them all. We sold them to someone who was doing halal meat and had a market for them. We only sold a few, though, not huge amounts.
Farmlovers
I see, so you downsized your production a bit and managed to get through the tough time. In the US, some farmers saw an increase in demand for meat ordered directly from the farm during the pandemic. Did you experience anything similar?
Penny (Irish Goat Meat)
No, we didn't really see an increase in online sales or buyers coming to us. We sold a little bit online, but it was mostly that one restaurant that kept us going and allowed us to cover our expenses.
Production and Distribution Challenges
Farmlovers
It's great that you were able to adapt and find alternative solutions, like delivering by train. What other challenges do you face in production?
Penny (Irish Goat Meat)
Well, one of the biggest challenges we face is the fact that goats are seasonal breeders. So we have to time the breeding just right in order to ensure a constant supply of goats throughout the year. And then there are also challenges with the processing of the goats. We have to make sure that they are processed correctly and that the meat is of a high quality. And then there are the costs associated with running the business, such as feed, vet bills, and equipment.
Farmlovers
I see. And how do you market your goat meat? Do you have any specific strategies for getting the word out about your product?
Penny (Irish Goat Meat)
We mainly rely on word of mouth and repeat business from our existing customers. We have also done some advertising in local publications and on social media, but we don't have a huge marketing budget. We find that the quality of our product speaks for itself and that our customers are happy to recommend us to others.
Farmlovers
That's great. And what are your future plans for the business? Are you planning to expand or just maintain your current level of production?
Penny (Irish Goat Meat)
At the moment, we are just focusing on maintaining our current level of production and continuing to provide high-quality goat meat to our existing customers. But we are always open to new opportunities and ideas, so who knows what the future holds.
Farmlovers
What regions do you serve? Is it limited to your local area?
Penny (Irish Goat Meat)
Our customers are mainly located in Dublin, Ballina, Kilronan, and Athlone. However, we received an inquiry from a restaurant in Tralee, County Kerry, and are exploring that opportunity. Additionally, we have many private customers, and we occasionally organize delivery trips to Cork and Limerick.
Farmlovers
Do you participate in farmers' markets?
Penny (Irish Goat Meat)
Unfortunately, I don't have the time to participate in farmers' markets. I've heard from other farmers that they enjoy the experience of selling at markets, but for me, it's just not feasible with my schedule.
Boer Goats from South Africa
Farmlovers
Many farmers work tirelessly without taking a vacation, so time is of the essence. Let's talk about the Boer goats you have. Can you tell us more about this breed?
Penny (Irish Goat Meat)
Sure! The Boer goat originated in South Africa and was brought over by Dutch farmers. They crossbred it with the Veld goats and other breeds until they developed a goat with a fast muscle growth rate. The Boer goat is named after the Dutch farmers who bred them. They used to have a white body with a redhead, but they culled the red ones. Red boer goats are also known as "Kalahari".
Farmlovers
So, what sets Boer goats apart from other breeds?
Penny (Irish Goat Meat)
Boer goats can weigh up to 40-45 kilos at six months old, which is comparable to a lamb that's intensively fed. However, Boer goats thrive on roughage and can put on weight while grazing. It takes a bit longer for them to put on weight in colder climates like Ireland, but they can still be ready for market in about 7-10 months.
Farmlovers
Can you explain what parts of the process you handle? Do you take care of the slaughter, or do you work with licensed facilities?
Penny (Irish Goat Meat)
We have a licensed butcher who also handles cattle and pigs. He's located in Castlerea and follows very strict regulations. We take the goats there, and he performs the slaughter and prepares the orders as per my request. Then, I distribute the meat directly from his butcher shop.
Small Farmers as Protectors of the Land
Farmlovers
Penny, are you happy with your lifestyle as a farmer in general, despite the challenges?
Penny (Irish Goat Meat)
Yes, absolutely. I live a simple life and don't need much to be content. I keep my expenses low and make sure we can cover our costs.
Farmlovers
What do you think about farming in Ireland? Is it facing the same challenges as other countries, with an aging population and not enough younger people getting involved?
Penny (Irish Goat Meat)
Yes, it's very similar. The younger generation is not interested in farming unless they can use large machinery and expand their fields. Our traditional goat farming methods make it difficult to find help. The government is making it harder for small to medium-sized farmers with more regulations, and grants are mainly given to larger livestock farmers.
Farmlovers
So the support is more geared towards larger farms?
Penny (Irish Goat Meat)
Yes, exactly. Unfortunately, I have not received any help from the government as a small-scale goat farmer with a small acreage. Unlike sheep or cattle farmers who receive grants for things like fencing or building sheds, I receive no support.
Farmlovers
We want to talk about small farmers today. Why do you think it's become so difficult for them to succeed? In the past, even small farmers could provide for their families and send their children to university, but now it seems like you need a minimum of 20 cows or a hundred goats to make any kind of living. Who benefits from this?
Penny (Irish Goat Meat)
I believe it's the government, who controls the Agricultural Department. They want to maintain control and keep an eye on the industry, and they see small farmers as a risk because they may have little sidelines that are hard to regulate. By making it more difficult for small farmers, they can have more control over the industry as a whole. It's all about control, in my opinion.
Farmlovers
Do you believe that farmers have a role as land protectors?
Penny (Irish Goat Meat)
Absolutely. The older generation of farmers took better care of the land because they had a deep understanding of it. Unfortunately, the younger generation is often influenced by bureaucrats who lack experience with the land. In the past, land was ploughed by horses, which kept it in a better condition for growing crops. Heavy rains and climate change now cause soil erosion, which can be prevented by leaving a certain meterage unploughed at the edge of fields to create a pool-like barrier. However, modern farming methods rely on big machinery, which prioritizes speed over sustainability. The old-fashioned farmer had the luxury of taking pleasure in farming and nurturing the land.
Farmlovers
We want to focus on the integral farming community and empower them. This method prevailed in earlier generations and involves combining different production types and reusing what has been produced to minimize waste. Penny, how do you envision an ideal farmer in the future? Would small-scale farming with organic methods on smaller parcels be part of that vision?
Penny (Irish Goat Meat)
To be completely honest, I would bring back small farming. I've seen different videos about farmers who have grown a huge amount of food on small parcels and kept small animals to be self-sustainable. On just one or two acres, there is a huge amount of stuff that can be grown in rotation to ensure that the ground stays healthy. The current commercialization of farming is what's really killing things.
Farmlovers
And how do you think it's possible for small farms to survive?
Penny (Irish Goat Meat)
The small farmer is being pushed out of the window altogether, and it's just going to be big farmers in the end. I'm personally doing what I have to do to earn a living and I enjoy keeping goats to do that.
Farmlovers
As we wrap up, we'd like to know how we can support you and other farmers. You mentioned distribution as a concern, is there something in this area that could ease your worries, like creating an online shop? How can we, as people experienced in technology, be of assistance?
Penny (Irish Goat Meat)
Thank you for asking. What would help us is more networking opportunities between farmers, customers, and chefs. Being a part of Euro talks has been a big deal for us, even though progress has been slow, it has helped create awareness about goat meat being a healthier and superior meat option. It would be great to have more opportunities for networking in various areas to help us grow.
Farmlovers
It seems like having a close relationship with a small number of buyers who purchase regularly has been working well for you. Are you satisfied with this?
Penny (Irish Goat Meat)
Yes, we are happy with the support we receive from our regular buyers. We have noticed an increase in customers from Asian communities who use goat meat in their traditional dishes. We have been accommodating with smaller orders and deliveries to locations around Cork and Limerick. My daughter even went down to make deliveries in person, and everyone was happy with the service.
Thank you for the opportunity to share our story and for supporting local farmers.
