Progress 10/24/14 to 09/30/17

Outputs
Target Audience:farmers, consumers, students, researchers, stakeholders and others interested in meat goat marketing Community leaders, managers of auction markets, slaughter facilities, farmer markets, international and immigrant communities representatives, ethnic and specialty stores and restaurants; farm ranchers, farms, butchers and others interested in goats. Changes/Problems:None. What opportunities for training and professional development has the project provided?Researchfunds provided support and learning opportunities to faculty, staff and students enabling education and outreach to consumers, producers, extension agents and collaborators. Project team attended professional development activities in Atlanta, GA, Murfreesboro, TN, Nashville, TN, Philadelphia, PA, New Orleans, LA, and Virginia Beach, VA. Training, mentoring and supervision equipped 11 students with research skills, analyticalin research, data collection, data entry and analysis using IBM Statistics software and the internet. Other opportunities participants' involvement were in local and national conferences, meetings, seminars, symposiums, workshops and outreach with producers and stakeholders. Researchers, consumers, marketers and others enhanced awareness about availability, preferences and benefits of consuming goat meat in Tennessee. How have the results been disseminated to communities of interest?Research results and other information were disseminated through electronic media, word of mouth, telephone, site visitations,telephone, site visitations, personal contacts, and handouts to participants at conferences,tours,exhibitions, expos, outreachand personal visits with consumers, producers, marketers, meat goat producers. Additional information sharing tools included presentations and publications in professional journals. Other distribution venues included focus groups, dialoguesand networks with community leaders, representatives of international and immigrant communities; managers of: auction markets, slaughter facilities, farmers' markets, ethnic and specialty stores and restaurants; butchers and others interested in goats; conducted training and outreach with potential consumers, farm ranchers and farmers operators. What do you plan to do during the next reporting period to accomplish the goals?Continue to educate target audiences about the health benefits of consuming meat, consumer preferences for goat meat, where and how to find goat meat, researchand public in the area.

Impacts
What was accomplished under these goals? Researchfund supported faculty, staff and students enabling education and outreach to consumers, producers, extension agents and collaborators.The researchcollected opinions fromparticipantsthrough surveys, project evaluations, and interviews withmore than 3,000 contacts with approximately 1,500 goat meat adult consumers and 100 youths. Project accomplished the following objectives: Objective 1, was accomplished by reviewingliterature from Tennessee department of agriculture, State and county extension, USDA/ERS/, NASS, Census of Agriculture, Journal publications, working papers, thesis and dissertations, to name a few. Objective 2) was achieved by conducting research utilizing electronic media, word of mouth, telephone, site visitations, contacts with community leaders, managers of auction markets, slaughter facilities, farmers' markets, international and immigrant community representatives, ethnic and specialty stores and restaurants; farm ranchers, farms, butchers and others interested in goats; conducted training and outreach with potential consumers. Objective 3), face-to-face dialogues, meetings, focus group, interviews, designed and administered surveys, with selected consumers, farm ranchers and farms, butchers, marketers, ethnic stores, researchers and stakeholders. Objective 4), Project developed research instruments and protocols, collected and analyzed data, presentations, papers, publications, and other educational resources. Team trained and mentored 11 students in research, data collection, data entry and analysis using IBM Statistics software and the internet. About15 oral and poster presentations, 10 abstracts, thesis and article in professional journal were produced. Additionally,project encouraged student involvement in local and national meetings, seminars, workshops and outreach with producers and stakeholders. Project enhanced educational capacity,student retention and graduation from the agricultural science program from Tennessee State University. Research also conducted educational training and outreach which enhanced consumer's awareness of the health benefits of consuming goat meat. Selected research results showed that: consumers are now making informed decisions and choices for healthy meats. Health conscious consumers expanded their knowledge on where and when to purchase goat meat when they need it. Some market managers and specialty stores have increased their goat meat inventory, others added coolers and menus with goat meat to satisfy consumer demand. Non-traditional consumers with enhanced knowledge showed increased interest in consuming more goat meat. Some consumers have made goat meat a part of their regular diet. Many of them are also willing to travel long distances and pay premium prices for goat meat from retailers they trust.

Publications

• Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Enefiok Ekanem and Mary Mafuyai. 2017. What kind of people will eat goat meat? Poster Display. Extension Agent Showcase of Excellence/Small Farm Expo. Tennessee State University, Nashville, TN. July 19-20, 2017.
• Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: Enefiok Ekanem and Mary Mafuyai. 2017. What is Behind the Growing Demand for Goat Meat Among Tennesseans. Research presented at the 39th Annual UniversityWide Research Symposium. Tennessee State University, Nashville. April 18, 2017  April 20, 2017. FAC-P12. (P10)
• Type: Conference Papers and Presentations Status: Published Year Published: 2017 Citation: Enefiok Ekanem*, Mary Mafuyai. 2017. Goat Meat Preferences: Implication for Market Segmentation. Paper presentation. Agricultural Research Directors (ARD) Research Symposium. Atlanta, GA April 1-4, 2017.

Progress 10/01/15 to 09/30/16

Outputs
Target Audience:Consumers, producers, marketers (specialty stores, retail stores, super markets, farmers' markets), extension agents, community leaders, stake holders, students, researchers, educators, and in healthy foods were targeted. Changes/Problems:Please Remove Co-PI's from this project. What opportunities for training and professional development has the project provided?Researchers participated with students in professional development of the Food distribution research society conference in Philadelphia; small farms conference in Virginia; university-wide annual research symposium, small farms expo and deans seminar series in Tennessee. Project mentored, trained and supervised students (four graduate students and undergraduate students) benefited from the project. Training equipped students with research skills in conducting literature review, developing questionnaires, methodology and modeling, survey administration, data collection, data coding, data entry and data analysis. Students enhanced their knowledge in computer application, especially in using the IBM SPSS statistics, excel, power point presentation, and the internet. Project collaboration efforts strengthened project implementation with the target audiences (meat goat producers, consumers, researchers, students and stakeholders). How have the results been disseminated to communities of interest?Project information was disseminated and shared face-to-face, direct mail, online with producers and through publications with potential consumers at conferences, meetings, farm expo outreach, on-farm visits, seminars, and symposiums with professionals and farmers in Food Distribution Research Society Conference Philadelphia, Pennsylvania, Tennessee and Virginia. What do you plan to do during the next reporting period to accomplish the goals? ontinue to update comprehensive literature, develop manuscripts, publish and disseminate research results Recruit additional participants, administer additional survey online enhance consumer knowledge about goat meat to increase the purchase of goat meat Conduct focus groups, educational workshops, seminars and outreach to increase target audiences knowledge of market size, discover new or expand goat meat sale to existing markets Conduct additional face-to-face visits with grocery store operators to provide data for estimation of the market size for goat meat in other parts of Tennessee. Additional data collection from grocery stores, restaurants, and potential consumers to evaluate knowledge of specific attributes of goat meat Continue to estimate the percentage of knowledge and needs of goat meat consumers Document the number of individuals interested in buying goat meat and share information with producers, marketers, researchers and stakeholders

Impacts
What was accomplished under these goals? Project continued toanalyze supply and demand, address consumer and marketing issues with goat meat, meat goat, goat products and goat industry. These efforts enhanced participants understanding while strengthening local foods and community economies statewide in Tennessee. Project objectives 1, 2, 3, and 4 were partially completed through the implementation of selected activities. In accomplishing objective 1, project continued to review secondary data from published sources to enhance understanding of the supply, demand and consumption of goat meat in Tennessee. Objective 2, was partially achieved through the development and administration of questionnaires to goat meat consumers; travel to selected metropolis areas (specialty stores, farmers' markets, meat processing facilities, restaurants, supermarkets, smaller grocery stores) in Tennessee. Likewise, objective 3 was attained with face-to-face, focus group meeting, one-on-one interviews, and telephone surveys of selected consumers in metropolitan statistical areas who shop in farmers' markets were also targeted in the survey. Lastly, objective 4, partly achieved by analyzing preliminary data collected, interpreted and used in deriving economic and policy implications. As a result of participating in project activities, four individuals received IRB research protocol certification;recognition and appreciations for producing five presentations, manuscripts, abstracts, and publishing a journal article. One of the students supported by the project graduated with a bachelor's degree while another completed a master's thesis researchusing project data. Both students were in agricultural sciences.

Publications

• Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Enefiok Ekanem, Mary Mafuyai, Fisseha Tegegne, Prabodh Illukpitiya and Hiren Bhavsar. 2016. Linking Goat Meat Consumers to Small Farmers. Paper presented at the 7th National Small Farm Conference, Virginia Beach, Virginia. September 20-22.
• Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Faith. C. Sang. 2016. An Evaluation of Goat Meat Consumption in Tennessee. Thesis research proposal presented in partial fulfillment of Master of Science requirements. Tennessee State University.
• Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: JDarvous Cross and Harry Felder. 2016. Who Needs Local Food? Poster presented at the student competition at the 38thAnnual University Wide Research Symposium. Tennessee State University, Nashville, TN. April 4-8. Local/Academic). Mentor/Advisors/collaborator: Mary Mafuyai, Enefiok Ekanem, and Arvazena Clardy.
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Enefiok Ekanem, Mary Mafuyai, Fisseha Tegegne, and Hiren Bhavsar. 2015. An Analysis of Demand for Goat Meat in Tennessee. Research paper presented at the Food Distribution Research Society Annual Conference. October 9-12. Philadelphia, PA.

Progress 10/24/14 to 09/30/15

Outputs
Target Audience:Students, researchers, extension educators, faculties, consumers, ethnic communities, marketers, producers, stakeholders, collaborators, and others interested in supply, demand, and cosumption of goat meat. Changes/Problems:n/a. What opportunities for training and professional development has the project provided? Graduate students and undergraduate work-aids weretrained and mentored in research: literature review, survey design, data collection, data coding, data entry and analysis using IBM SPSS statistics, Microsoft office and the internet. Project team participated in the following professional development activities:a week long University-wide Research Symposium, TSU March 30 through April 3, 2015, Nashville, TN; conducted Dean's Bi-weekly Seminar seriesCAHNS, TSU campus, SRSA/SAAS Annual Conference, Atlanta, GA,Small farms expo, Nashville, TN and 3rd Annual Small Outreach Conference Murfreesboro, TN. Team members participated in the introduction to 2015. Bio-technology summer program. TSU Main campus. Nashville, TN. Jun 3 - 14. How have the results been disseminated to communities of interest?Project materials, hand-outs, email, oral and paper presentations were disseminated in workshops, conferences, seminars, symposims, exhibitions/expo,and outreach activities, and publications. What do you plan to do during the next reporting period to accomplish the goals?Conduct focus groups, adminster survey, collect and analyze data, dissiminate research findings, submit papers for publication Continue to identify current markets where goat meat is sold in Tennessee, Continue to identify and analyze factors that influence consumption of goat meat in Tennessee, Conduct outreach with potential consumers and producers Continue to explore the economic implication of expanding goat meat consumption to non-traditional goat meat consumers in Tennessee.

Impacts
What was accomplished under these goals? The following: E. Ekanem and research scientist, Mary Mafuyai, research assistant, A. Clardy and H. Bhavsar extension specialists collaborated on outreach activities. A total of five students namely: (1) Ariel Harrell, (2) Faith Sang, (3) Md. Jobaer Hossian,(graduate research assistants) (4) J'darvous Cross, and (5) Marvis Denzel Epperson (undergraduate student work aid) also served on the project. The As a result of their participation, project partially completed objectives (1), (2), and (3)reviewed and complied literature, designed surveyand data collection instruments. Identified current meat processing facilities, markets, restaurants, and stores where goat meat is sold in Tennessee. Research identified issues associated with and factors influencing supply, demand and consumption of goat meat are continuing to be analyzed. Project team conducted educational activities includling:meetings and presentations at conferences, seminars,symposiums,workshops, small farms expo and outreachwithstudents,researchers, consumers,farmersand stakeholders interested in goat meat.

Publications

• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Hossain, Md. Jobaer. (2015). Marketing Channels that Link Producers with Consumers. 37th Annual University-wide Research Symposium. March 30. (p. 12). http://www.tnstate.edu/researchsymposium/documents/resym2015presentation_schedule.pdf
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, Mary, Enefiok Ekanem and Fisseha Tegegne. (2015). Factors Influencing Market Expansion of Meat. Poster display at the 37th Annual University-wide Research Symposium. March 30 - April 2. (p.20). http://www.tnstate.edu/researchsymposium/documents/resym2015presentation_schedule.pdf
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Cross, JDarvous, Enefiok Ekanem and Mary Mafuyai. 2015. What Consumer Want in Goat Meat. paper presented at the Deans Seminar Series, TSU-CAHNS. Nashville, TN. March, 19.
• Type: Conference Papers and Presentations Status: Published Year Published: 2015 Citation: Mafuyai, Mary, Enefiok Ekanem, George Davis and Bambata Hogue. (2015). Promoting Value Added Opportunities: Potential Marketing Strategies for Goats. Poster presentation at the Southern Rural Sociology Association SRSA) and Southern Association of Agricultural Scientists (SAAS). Atlanta, GA. 1/31-2/3/2015. Conference Program (p.18). Abstract (p. 3).
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, Mary, Enefiok Ekanem and Faith Sang. 2015. Why Consumers Want to Buy from You. Exhibit/Poster at the 3rd Annual Agriculture, Outreach and Assistance Conference Rutherford County Farmers Market Bldg. Murfreesboro, TN. Wednesday July 14-15, 2015. Conference Program (p.14).
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Ekanem, E., F. Tegegne, H. Bhavsar, M. Mafuyai. 2015. Goat Meat Consumption in Tennessee: Factors Influencing Market Expansion. Exhibition/Display at the Small Farms Expo. Nashville, TN. July 30-31.
• Type: Other Status: Other Year Published: 2015 Citation: Marvis Denzel Epperson and Upasna Paul. (2015). Bridging the Learning Gap Divide in Computer and Statistical Analysis. Poster. 37th Annual University-wide Research Symposium. March 30-April 2. (p. 23). http://www.tnstate.edu/researchsymposium/documents/resym2015presentation_schedule.pdf
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Ekanem, E., F. Tegegne, P. Illukpitiya, H. Bhavsar and M. Mafuyai. 2015. Demand and Supply of Goat Meat in Tennessee: Where are the Markets? Exhibit/Display at the Small Farms Expo. Nashville, TN. July 30-31.
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, M., E. Ekanem, M. Miller, F. Sang, and JD. Cross. 2015. The Typical Goat Meat Buyer in Tennessee. Poster. Small Farms Expo. Nashville, TN. July 30-31.
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, Mary and Agnes Kilonzo-Nthenge. 2015. Hand Washing: Food Safety Demo: of Cross Contamination. 3rd Annual Agricultural Outreach and Assistance Conference. Murfreesboro, TN. July 14-15. (P.12).
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, Mary. 2015. Marketing form Your Kitchen Table. Workshop at the 3rd Annual Agricultural Outreach and Assistance Conference. Murfreesboro, TN. July 14-15. (P.12).
• Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Mafuyai, Mary and Enefiok Ekanem. 2015. Why Consumers Want to Buy form You. Poster/Exhibit at the 3rd Annual Agricultural Outreach and Assistance Conference. Murfreesboro, TN. July 14-15. (P.13).