The retail of South African game meat: Current trade and marketing trends

Hoffman L.C. ; Muller M. ; De Schutte W. ; Crafford K. (2004)


The purchasing and marketing of game meat by supermarkets and butcheries in the Western Cape Province of South Africa was researched by the survey method. Two supermarket groups in South Africa indicated that they do market game meat, and springbok (Antidorcas marsupialis) was the species that most supermarkets sold. Both supermarket groups indicated that they would sell more game meat if available. They also mentioned that a central marketing structure would facilitate the sale of game meat and ensure consistent quality. Thirteen of the twenty butcheries that sell game meat were also in favour of a central marketing structure. The butcheries indicated that consumers are not adequately informed about the health benefits and cooking methods of game meat. Some of the meat buyers at butcheries were ignorant of the qualities of meat that are important when purchasing game meat. It is evident that game meat marketers should exercise stricter control over the quality of game meat, and that supermarkets and butcheries are not promoting game meat extensively enough.

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