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Made available in DSpace on 2014-06-11T19:27:28Z (GMT). No. of bitstreams: 0 Previous issue date: 2011-11-10Bitstream added on 2014-06-13T19:35:40Z : No. of bitstreams: 1 lima_nll_me_jabo.pdf: 231347 bytes, checksum: 0f365a2bc02b34b0af51868ab4ae004a (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / Objetivando-se avaliar peso e porcentagem dos não-componentes da carcaça e teores de matéria mineral (macro e microminerais), proteína bruta, extrato etéreo, umidade, e vitamina E do coração, fígado, língua, pulmões, retículo, rins e carne oriunda do músculo Longissimus dorsi de cordeiros terminados em confinamento com dietas contendo grãos de girassol e vitamina E, utilizou-se 32 cordeiros Ile de France, machos não castrados, dos 15 aos 32 kg de peso corporal. O peso da pele (3,31 kg), a porcentagem do esôfago (0,20%) e do pâncreas (0,18%) foram superiores nos cordeiros alimentados com dietas contendo vitamina E, o peso e porcentagem do aparelho respiratório com traqueia foram superiores quando fornecido dieta sem grãos de girassol. Não houve diferença (P<0,05) quanto ao peso e porcentagem dos demais não-componentes da carcaça. No fígado não foram observadas diferenças (P>0,05) quanto à matéria mineral (1,99 g/100 g), proteína bruta (20,03 g/100 g), extrato etéreo (2,39 g/100 g), umidade (74,78 g/100 g), macrominerais e microminerais, exceto o teor de ferro, com valores superiores quando incluiu-se grãos de girassol e vitamina E na dieta dos cordeiros. Na língua, pulmões, retículo, rins e carne, não houve influência (P>0,05) da dieta nas variáveis avaliadas. Dietas com inclusão de vitamina E aumentaram o teor de alfa-tocoferol no fígado (0,89 mg/100 g), língua (0,95 mg/100 g) e rins (0,94 mg/100 g) dos cordeiros. A inclusão de vitamina E e grãos de girassol na dieta proporcionou maiores valores de alfa-tocoferol na carne (0,77 mg/100 g). A carne ovina sobressaiu-se aos demais não-componentes da carcaça avaliados, apenas em relação aos teores de potássio e magnésio / In order to evaluate weight and percentage of non-carcass components and contents of mineral matter (macro minerals and trace minerals), crude protein, ether extract, moisture, and vitamin E in heart, liver, tongue, lungs, reticulum, kidney and Longissimus dorsi meat from lambs finished in feedlot diets containing sunflower seeds and vitamin E. It was used 32 Ile de France lambs, intact males, evaluated from 15 to 32 kg body weight. The skin weight (3,31 kg), the percentage of the esophagus (0,20%) and pancreas (0,18%) were higher for lambs fed with diets containing vitamin E, weight and percentage of the respiratory apparatus/trachea were higher when they received diets without sunflower seeds. There was no difference (P<0,05) for weight and percentage of other non-carcass components. Differences were not observed in the liver had (P>0,05) for ash (1,99 g/100 g), crude protein (20,03 g/100 g), ether extract (2,39 g/100 g) and moisture contents (74,78 g/100 g), as well as in minerals and trace elements, except iron, with higher values when it was included sunflower seeds and vitamin E in the diet. The tongue, lungs, reticulum, kidney and meat, was not affected (P>0,05) by the diet. Diets with inclusion of vitamin E increased the levels of alphatocopherol in the liver (0,89 mg/100 g), tongue (0,95 mg/100 g) and kidney (0,94 mg/100 g) of the lambs. The inclusion of vitamin E and sunflower seeds in the diet resulted in higher values of this in the meat (0,77 mg/100 g). The lamb meat stood out for potassium and magnesium contents, and was similar, in terms of nutrients, to the other non-carcass components evaluated

Orientador: Americo Garcia da Silva Sobrinho / Banca: Iraides Ferreira Furusho Garcia / Banca: Jane Maria Bertocco Ezequiel / Resumo: Objetivando-se avaliar peso e porcentagem dos não-componentes da carcaça e teores de matéria mineral (macro e microminerais), proteína bruta, extrato etéreo, umidade, e vitamina E do coração, fígado, língua, pulmões, retículo, rins e carne oriunda do músculo Longissimus dorsi de cordeiros terminados em confinamento com dietas contendo grãos de girassol e vitamina E, utilizou-se 32 cordeiros Ile de France, machos não castrados, dos 15 aos 32 kg de peso corporal. O peso da pele (3,31 kg), a porcentagem do esôfago (0,20%) e do pâncreas (0,18%) foram superiores nos cordeiros alimentados com dietas contendo vitamina E, o peso e porcentagem do aparelho respiratório com traqueia foram superiores quando fornecido dieta sem grãos de girassol. Não houve diferença (P<0,05) quanto ao peso e porcentagem dos demais não-componentes da carcaça. No fígado não foram observadas diferenças (P>0,05) quanto à matéria mineral (1,99 g/100 g), proteína bruta (20,03 g/100 g), extrato etéreo (2,39 g/100 g), umidade (74,78 g/100 g), macrominerais e microminerais, exceto o teor de ferro, com valores superiores quando incluiu-se grãos de girassol e vitamina E na dieta dos cordeiros. Na língua, pulmões, retículo, rins e carne, não houve influência (P>0,05) da dieta nas variáveis avaliadas. Dietas com inclusão de vitamina E aumentaram o teor de alfa-tocoferol no fígado (0,89 mg/100 g), língua (0,95 mg/100 g) e rins (0,94 mg/100 g) dos cordeiros. A inclusão de vitamina E e grãos de girassol na dieta proporcionou maiores valores de alfa-tocoferol na carne (0,77 mg/100 g). A carne ovina sobressaiu-se aos demais não-componentes da carcaça avaliados, apenas em relação aos teores de potássio e magnésio / Abstract: In order to evaluate weight and percentage of non-carcass components and contents of mineral matter (macro minerals and trace minerals), crude protein, ether extract, moisture, and vitamin E in heart, liver, tongue, lungs, reticulum, kidney and Longissimus dorsi meat from lambs finished in feedlot diets containing sunflower seeds and vitamin E. It was used 32 Ile de France lambs, intact males, evaluated from 15 to 32 kg body weight. The skin weight (3,31 kg), the percentage of the esophagus (0,20%) and pancreas (0,18%) were higher for lambs fed with diets containing vitamin E, weight and percentage of the respiratory apparatus/trachea were higher when they received diets without sunflower seeds. There was no difference (P<0,05) for weight and percentage of other non-carcass components. Differences were not observed in the liver had (P>0,05) for ash (1,99 g/100 g), crude protein (20,03 g/100 g), ether extract (2,39 g/100 g) and moisture contents (74,78 g/100 g), as well as in minerals and trace elements, except iron, with higher values when it was included sunflower seeds and vitamin E in the diet. The tongue, lungs, reticulum, kidney and meat, was not affected (P>0,05) by the diet. Diets with inclusion of vitamin E increased the levels of alphatocopherol in the liver (0,89 mg/100 g), tongue (0,95 mg/100 g) and kidney (0,94 mg/100 g) of the lambs. The inclusion of vitamin E and sunflower seeds in the diet resulted in higher values of this in the meat (0,77 mg/100 g). The lamb meat stood out for potassium and magnesium contents, and was similar, in terms of nutrients, to the other non-carcass components evaluated / Mestre

One of the latest trends in the market for food products is the desire amongst consumers to know the origin of the products they purchase and to feel physically or emotionally connected to the farm and the producer. However, given the many efforts by producers and retailers to mislead consumers about the origin of products, for consumers to have faith in the origin of food products, they need to have some guarantee about the true origin of products. Thus, to be able to successfully guarantee the origin of food products, traceability systems need to be in place and they need to comply with the necessary legislation. This consumer need for origin-based food is now playing out in a variety of ways as food processors and retailers are labelling their products according to the origin of the product. Quite often, regional names are used for that identification. One iconic South African example of a product with regional identity is Karoo Lamb. In July this year producers from the Karoo region launched Karoo Lamb, a certification scheme, with a chain-wide traceability system in place to guarantee the Karoo origin of sheep meat in South African retail stores. The question, though, is whether all abattoirs and meat processors in South Africa are able to deliver origin-guaranteed products. The key factor here is the traceability system they have in place. The general objective of this study is therefore to assess current traceability systems in the sheep meat industry and to establish their ability to guarantee the origin of a carcass. This traceability system should be able to protect, manage and govern the food of origin attributes of a product in the sheep meat industry. The specific objectives of the study are: i) to create a high level process map to indicate the flow of Karoo Lamb products; ii) to share information by developing a detailed description of current and potential traceability systems in the Karoo Lamb supply chain; iii) to identify critical control points for maintaining product information and to test if these systems are in line with best practices; iv) to investigate the decision-making factors impacting on the implementation of a traceability system; and v) to develop recommendations for effectively implementing a traceability system that protects, manages and governs food of origin attributes. In response to these objectives, five hypotheses were developed and tested. The five hypotheses basically aimed to identify the tipping factor in the traceability implementation decision-making process. The population of South African sheep slaughtering abattoirs was used to draw a random sample of 55 abattoirs selected to participate in the research survey by means of interview administrated, structured questionnaires. The data was then processed and analysed to include a combination of quantitative and qualitative analysis. The results obtained by the research indicate that 92 % of the abattoirs in South Africa have proper traceability systems in place that enable them to market and deliver origin-guaranteed products. The 3 (8 %) abattoirs that do not have traceability systems are in the Northern Cape and Eastern Cape. This might become problematic, since sheep from these regions are often marketed as Karoo lamb. Without proper traceability systems, this credence attribute cannot be guaranteed. According to the hypothesis test, the fact that an abattoir delivers to a retailer is the single most significant factor, compared to the other factors tested, for abattoirs to implement a traceability system. Research showed that 95 % of retail delivering abattoirs have traceability systems in place, and the other 5 % of abattoirs are those situated in remote rural areas and their retail customers have little other choice than to buy from these abattoirs. However, the study identified poor knowledge on the costs and benefits of a traceability system as a potential drawback in doing a proper cost benefit analysis and therefore proper research on the economics of traceability systems was almost impossible. At the abattoir level, traceability systems are quite easily implemented because it is much easier to trace a single carcass in an abattoir than to trace different pieces of one carcass in the processing plant. Since this study did not include detail pertaining to the downstream tiers; meat processors, packers, wholesalers and retailers, it is not possible to conclude that the entire sheep supply chain can guarantee a product’s origin in the case of Karoo Lamb. The integrity of these role players will play a vital role in their ability to guarantee the origin of a sheep meat product especially when sheep carcasses are moved outside the Karoo boundaries for processing and packaging. It is therefore clear that the downstream tiers play a vital part in the South African sheep meat industry in terms of chain-wide traceability and transparency in order to guarantee the origin of a sheep meat product such as Karoo Lamb. Further research is therefore required to evaluate the other role players in the sheep meat industry for chain-wide traceabiltiy systems, in order to test the readiness of this chain and industry to guarantee the origin of a product like Karoo Lamb. / Dissertation (MSc(Agric))--University of Pretoria, 2013. / Agricultural Economics, Extension and Rural Development / unrestricted

Thesis (MScAgric)--Stellenbosch University, 2013. / ENGLISH ABSTRACT: The aim of the study was to determine the effect of increasing levels of Maize silage in finishing diets for Merino lambs on their feed intake, production performance, feed conversion ratio, digestibility and meat quality. Concerns exist regarding the intake of high moisture and fibre containing silage in sheep due to the physical fill effect thereof. To determine the efficiency of silage as feed ingredient for sheep, maize was cut at 27% dry matter (DM), compacted into 220 litre plastic drums, sealed and left to ferment for 60 days. The silage produced was analysed for fermentation end products and the nutritive value determined. The silage produced had an optimum pH, starch and water soluble carbohydrate (WSC) content. The crude protein (CP) content (112.2 g/kg DM) was higher than expected. Four diets containing, on a dry matter (DM) basis either, 0, 20, 50 or 70% maize silage was formulated on an iso-nutrient basis with exception of neutral detergent fibre (NDF). The aim was to establish the effect of increasing levels of silage on animal production with regard to dry matter intake, growth, digestibility and meat quality. Diets were formulated on an iso-nutrient basis to match the 70% silage diet and therefore had relatively low specifications due to the high inclusion of silage from the 70% silage diet. A growth study and an in vivo and in vitro digestibility study were conducted to determine the effect of the different diets on feedlot sheep production. Meat quality was also determined to establish whether the experimental diets had an effect on meat quality. Forty lambs in a completely randomised block design, with four treatments, were used in a 60-day finishing study. The dry matter intake (DMI) of lambs decreased as silage inclusion increased above the 20% silage inclusion level. At the 20% inclusion rate, the feed intake of the animals was stimulated. This resulted in significant differences found between the cumulative intake of the low and the high silage diets. Feed conversion ratio (FCR) was poorer, however, for the control and 20% silage diets. The poor FCR most likely was related to the quality of the feed ingredients used in the formulation of the control feed and the concentrate in the 20% silage diet rather than the silage itself. Significant differences were also found in the dressing percentage of the slaughtered animals where the 20 and 50% silage diets had a higher dressing percentage than the control and 70% silage diets. It was concluded that silage can be successfully incorporated into sheep diets, especially at low levels where its inclusion stimulates intake. Eight animals per group were used in an in vivo digestibility study to determine the apparent digestibility of the experimental diets. Feed, faeces and urine samples collected during the trial period were analysed for the respective nutrients. The 20% diet, even though having the best overall apparent digestibility, did not result in better production responses. Lambs on the 20% silage diet had the highest daily DM intake, which resulted in them having the highest energy intake. There were no differences in total energy excreted between the silage-based diets. This resulted in the 20% silage diet also having the best energy retention. Nitrogen retention was the highest for the control and 20% silage diets. This can be ascribed to the low quality of the concentrate part of the diet. The 20% silage diet, as previously stated, had the highest apparent DM and organic matter (OM) digestibility, while the control diet showed the lowest overall nutrient digestibility. The low nutrient digestibility of the control diet can be ascribed to the relatively poor quality ingredients used. There were no differences in the crude protein (CP) digestibility between the control and the 20% diet. Both proved to be higher than the CP digestibility of the 50 and 70% silage diet. As the neutral detergent insoluble nitrogen (NDIN) was higher for the 50 and 70% diets, this observation was not surprising. Fibre content of the silage-based diets increased as the inclusion level of the silage increased, which resulted in a decrease in overall fibre digestion. Three cannulated sheep were adapted on each experimental diet for two weeks before rumen fluid was collected for the in vitro digestibility study. No differences between the silage based diets were found for in vitro true digestibility (IVTD). The IVTD of the 20, 50 and 70% diets were higher, however, than the IVTD of the control diet confirming earlier observations on the choice of ingredients used in the control diet to formulate iso-nutrient diets. Degradability coefficients were determined for the DM and NDF fractions of the different experimental diets and fitted to the non-linear model; p = a + b (1 – e-ct). The amount of DM that disappeared in a certain time (t) is represented by p. Constant a represents the fraction that was rapidly soluble, b represents the potential degradable fraction and c is the rate at which b was degraded. There were no differences between experimental diets for the rapidly soluble fraction. The silage-based diets had a higher potential degradable fraction (b) but did not differ in the degradability rate (c) from the control diet. Silage-based diets had higher overall effective degradability than the control but did not differ between one another. Constant a was not determined for NDF degradability since the NDF fraction did not have a rapidly soluble fraction. The control diet had the lowest potential degradable NDF fraction with the rate also being lower than the silage based diets. Effective NDF degradability was highest for the 50% silage diet. Lambs used in the finishing study were slaughtered and meat samples taken for meat quality tests. The pH, colour, drip loss, cooking loss, shear force and fatty acid composition were determined on the Longissimus dorsi samples collected at Roelcor (Malmesbury, Western Cape, South Africa). Proximate analysis was also conducted on the meat samples. The experimental diets did not have a significant effect on the proximate chemical composition of the meat. Colour differences were found; however no clear pattern could be established. There were no differences in fatty acid composition. It can be concluded that up to 70% maize silage can be included in the finishing diets of Merino lambs with no adverse effects on the meat quality. The study showed that 20% maize silage can be included in the finishing diets of Merino lambs without negatively affecting intake, production, digestibility or meat quality. Future research is needed to optimise the 20% silage diet, however, and to again look at the effect that it will have on animal production, including the effect thereof on total methane emissions. / AFRIKAANSE OPSOMMING: Die doel van die studie was om te bepaal of mielie kuilvoer doeltreffend gebruik kan word as ‘n komponent in die afronding van Merino lammers. Gedurende die proses is mielies gesny teen 27% droë materiaal (DM), en saamgepers in 220 liter plastiek dromme. Dit is toegelaat om te fermenter vir 60 dae. Die kuilvoer wat daaruit geproduseer is, is geanaliseer vir fermentasie eindprodukte, en die voedingstofwaarde is bepaal. Vier diëte met onderskeidelik 0 (kontrole), 20, 50 en 70% kuilvoer is geformuleer op ‘n iso-nutriëntbasis met die uitsondering van vesel (NDF). ‘n Groeistudie, tesame met ‘n in vivo en in vitro verteerbaarheidstudie is uitgevoer om die effek van die verskillende diëte op diere produksie te toets. Vleiskwaliteit toetse is ook gedoen om te kyk of die verskillende diëte ‘n effek op vleiskwaliteit het. Veertig lammers, in ‘n ewekeurige blokontwerp, is gebruik in ‘n 60 dae afrondingstudie. Dit is opgemerk dat die DM inname (DMI) afgeneem het soos die kuilvoer insluiting bo die 20% vlak toegneem het. By die 20% insluitingskoers, is voerinname by die diere gestimuleer. Dit het veroorsaak dat beduidende verskille gevind is tussen die kumulatiewe inname van die lae en die hoë kuilvoer diëte. Die voeromsetkoers (VOK) was egter hoër vir die kontrole en 20% kuilvoer diëte. Beduidende verskille is ook gevind in die uitslagpersentasie van die diere, waar die 20% en 50% kuilvoer diëte ‘n hoër uitslagpersentasie as die kontrole en 70% kuilvoer diëte gehad het. Agt diere is per groep gebruik in ‘n in vivo verteerbaarheidstudie om die skynbare verteerbaarheid van die eksperimentele diëte te toets. Voer, feses en urien monsters is gedurende die proefperiode ingesamel en geanaliseer. Die 20% kuilvoer dieet het die hoogste DM en organiese materiaal skynbare verteerbaarheid teenoor die kontrole diet wat die laagste gehad het. Daar was geen verskille in die ru- proteien (RP) verteerbaarheid van die kontrole en 20% kuilvoer diet nie. Beide was hoër as die RP verteerbaarheid van die 50% en 70% kuilvoer dieet. Die veselinhoud van die kuilvoergebasseerde diëte het toegeneem soos die insluitingsvlak van die kuilvoer toegeneem het, wat ‘n afname in veselvertering veroorsaak het. Lammers op die 20% kuilvoer dieet het die hoogste daaglikse DM inname gehad, wat die hoogste energie inname tot gevolg gehad het. Daar was geen verskille in die totale energie inname van die kuilvoergebasseerde diëte – dit het veroorsaak dat die 20% kuilvoer dieet ook die beste energie retensie gehad het. Stikstof retensie was die hoogste vir die kontrole en 20% kuilvoer dieet. Drie gekannuleerde skape is vir twee weke op elke eksperimentele dieet aangepas voordat rumenvloeistof ingesamel is vir die in vitro verteerbaarheidstudie. Geen verskille is gevind vir die in vitro ware verteerbaarheid (IVWV) tussen die kuilvoergebasseerde diëte nie. Hulle was egter hoër as die IVWV van die kontrole dieet. Degradeerbaarheid koëffisiënte is bepaal vir die DM en NDF fraksies van die verskillende eksperimentele diëte en is gepas in die model p = a + b (1 – e-ct). Die hoeveelheid DM wat verdwyn het binne ‘n sekere tyd (t) word voorgestel deur p. Die konstante a verteenwoordig die fraksie wat vinnig oplosbaar is, b verteenwoordig die potensieel degradeerbare fraksie en c is die koers waarteen b gedegradeer is. Konstante a is nie bepaal vir die NDF degradeerbaarheid nie, aangesien die NDF fraksie nie ‘n vinnig oplosbare fraksie gehad het nie. Daar was geen verskille in die vinnig oplosbare fraksie tussen eksperimentele diete nie. Kuilvoer gebasseerde diete het ‘n hoër potensieel degradeerbare fraksie gehad, maar daar was geen verskille in koers van degradering nie. Die kuilvoergebasseerde diëte het ‘n hoër DM effektiewe degradeerbaarheid as die kontrole dieet. Effektiewe NDF degradeerbaarheid was die hoogste vir die 50% kuilvoer dieet. Lammers in die studie gebruik is geslag en vleismonsters is geneem vir vleiskwaliteit toetse, insluitende pH, kleur, drupverlies, kookverlies en taaiheid. Proksimale analise is ook uitgevoer op die vleismonsters. Die eksperimentele diëte het nie ‘n beduidende effek op die proksimale chemiese samestelling van die vleis gehad nie. Kleur verskille is wel gevind, maar geen duidelike patroon kon vasgestel word nie. Daar was geen verskille in die vetsuur samestelling nie. Daar kan dus tot die gevolgtrekking gekom word dat mielie kuilvoer ingesluit kan word in die afrondingsdiëte van Merino lammers, tot by 70%, sonder enige negatiewe effekte op die vleiskwaliteit. Daar is tot die gevolgtrekking gekom dat mielie kuilvoer suksesvol geïnkorporeer kan word in skaapdiëte, veral teen lae vlakke (20%) waar die gebruik nie net inname stimuleer nie, maar ook geen negatiewe effekte het op produksie en verteerbaarheid nie. / Dr. Francois van de Vyver, Cape Wools and NWGA for providing funding in the form of post graduate bursaries

Temos no Brasil um mercado carente por carne ovina de qualidade e com regularidade, que a considera um produto diferenciado, mas que ainda a consome muito pouco. As empresas que produzem carne ovina tem aí uma oportunidade de negócios bastante interessante, porém as ações produtivas devem estar alinhadas à demanda deste produto. Nesta linha, não só o consumidor final é importante à dinâmica do mercado da carne ovina, mas também quem o atende, por este motivo entender o comportamento do cliente organizacional é essencial à definição de um posicionamento assertivo da cadeia produtiva de carne ovina. Em função disto, o objetivo deste trabalho foi analisar o mercado de carne ovina do Rio Grande do Sul sob a ótica de compradores organizacionais dos canais de distribuição. A coleta de dados se deu através de entrevistas em profundidade de trinta e dois (32) agentes do canal de distribuição de carne ovina distribuídos em três das principais cidades do Rio Grande do Sul: Porto Alegre, Caxias do Sul e Santa Maria. Os resultados da pesquisa são apresentados em quatro blocos: 1) Processo de compra: Compras regulares e semanais, a quantidade é determinada pela demanda, qualidade (acabamento de gordura, tamanho e peso) e preço são os critérios principais de compra. Há preferência por carne de cordeiro, informações sobre o produto são geralmente fornecidas pelo próprio fornecedor. Nenhuma ação específica entre estabelecimentos e fornecedores para a melhoria de processos e produtos; 2) A carne ovina em relação às outras carnes: produto complementar, com consumo eventual, produto diferenciado com sabor único, mas com preço elevado e sabor considerado “forte” por alguns consumidores; 3) O mercado da carne ovina no RS: Há baixa variação de preços durante o ano. Não há conhecimento sobre produção regional, exceto em Santa Maria. Estabelecimentos não fazem distinção entre a carne produzida na região e fora, afirmam preferir a carne gaúcha, entretanto o que mais importa são os requisitos de qualidade. Muitos consumidores não se interessam pela origem do produto; 4) Fechamento e perspectivas: Falta para a cadeia integração entre elos, aumentar a oferta, padronização dos produtos, divulgação e educação do consumidor. Acreditam no crescimento de mercado, se dificuldades forem revertidas. Por fim, são apresentadas sugestões de melhoria para a cadeia como um todo, formas de promoção da carne ovina e estratégias para agregação de valor ao produto. / Brasil’s market lacks of a regular offer of quality sheep meat, consumers find it a sophisticated product, but do not have a high consumption. Companies that produce sheep meat have a good business opportunity in that, as long as their actions are align with market’s demands. Not only the final consumer is important to sheep meat market’s dynamics, but also who services them, because of that, understanding the behavior of the organizational buyer is essential to define an assertive positioning of the sheep meat supply chain. In order to understand that, this study’s purpose is to analyse the sheep meat market of Rio Grande do Sul through distribution channel’s organizational buyers’ perspective. The data was collected through deep interviews with thirty two (32) agents of the distribution channel of sheep meat located in three of the major cities of Rio Grande do Sul: Porto Alegre, Caxias do Sul e Santa Maria. The results are presented divided in four: 1) Buying process: regular and weekly buys, the amount is defined by demand, quality (external fat, size and weight) and price are the most important attributes. There is a preference for lamb meat, information regarding the product are usually given by the supplier. There are no specific actions between buyers and suppliers in order to improve process and products; 2) Sheep meat in relation to other meats: complementary product, consumed eventually, sophisticated product with a unique flavor, but with a high price and considered to have a “strong” taste by some consumers; 3) Rio Grande do Sul’s sheep meat market: low price variation along the year. Do not know about local production, except in Santa Maria. Business do not distinguish between locally or not locally produced meat, they claim to prefer meat from Rio Grande do Sul, but what matters the most are the quality aspects. Many consumers do not care about the product origin. 4) Closure and perspectives: there is a lack of integration between the links of the supply chain, they should work in order to increase offer, product standardization, advertisement and consumers awareness. They believe in a market growth, if difficulties are reverted. At last, this study present improvement suggestions for the sheep meat supply chain as a hole, ways to promote sheep meat and strategies to add value to this product.

Temos no Brasil um mercado carente por carne ovina de qualidade e com regularidade, que a considera um produto diferenciado, mas que ainda a consome muito pouco. As empresas que produzem carne ovina tem aí uma oportunidade de negócios bastante interessante, porém as ações produtivas devem estar alinhadas à demanda deste produto. Nesta linha, não só o consumidor final é importante à dinâmica do mercado da carne ovina, mas também quem o atende, por este motivo entender o comportamento do cliente organizacional é essencial à definição de um posicionamento assertivo da cadeia produtiva de carne ovina. Em função disto, o objetivo deste trabalho foi analisar o mercado de carne ovina do Rio Grande do Sul sob a ótica de compradores organizacionais dos canais de distribuição. A coleta de dados se deu através de entrevistas em profundidade de trinta e dois (32) agentes do canal de distribuição de carne ovina distribuídos em três das principais cidades do Rio Grande do Sul: Porto Alegre, Caxias do Sul e Santa Maria. Os resultados da pesquisa são apresentados em quatro blocos: 1) Processo de compra: Compras regulares e semanais, a quantidade é determinada pela demanda, qualidade (acabamento de gordura, tamanho e peso) e preço são os critérios principais de compra. Há preferência por carne de cordeiro, informações sobre o produto são geralmente fornecidas pelo próprio fornecedor. Nenhuma ação específica entre estabelecimentos e fornecedores para a melhoria de processos e produtos; 2) A carne ovina em relação às outras carnes: produto complementar, com consumo eventual, produto diferenciado com sabor único, mas com preço elevado e sabor considerado “forte” por alguns consumidores; 3) O mercado da carne ovina no RS: Há baixa variação de preços durante o ano. Não há conhecimento sobre produção regional, exceto em Santa Maria. Estabelecimentos não fazem distinção entre a carne produzida na região e fora, afirmam preferir a carne gaúcha, entretanto o que mais importa são os requisitos de qualidade. Muitos consumidores não se interessam pela origem do produto; 4) Fechamento e perspectivas: Falta para a cadeia integração entre elos, aumentar a oferta, padronização dos produtos, divulgação e educação do consumidor. Acreditam no crescimento de mercado, se dificuldades forem revertidas. Por fim, são apresentadas sugestões de melhoria para a cadeia como um todo, formas de promoção da carne ovina e estratégias para agregação de valor ao produto. / Brasil’s market lacks of a regular offer of quality sheep meat, consumers find it a sophisticated product, but do not have a high consumption. Companies that produce sheep meat have a good business opportunity in that, as long as their actions are align with market’s demands. Not only the final consumer is important to sheep meat market’s dynamics, but also who services them, because of that, understanding the behavior of the organizational buyer is essential to define an assertive positioning of the sheep meat supply chain. In order to understand that, this study’s purpose is to analyse the sheep meat market of Rio Grande do Sul through distribution channel’s organizational buyers’ perspective. The data was collected through deep interviews with thirty two (32) agents of the distribution channel of sheep meat located in three of the major cities of Rio Grande do Sul: Porto Alegre, Caxias do Sul e Santa Maria. The results are presented divided in four: 1) Buying process: regular and weekly buys, the amount is defined by demand, quality (external fat, size and weight) and price are the most important attributes. There is a preference for lamb meat, information regarding the product are usually given by the supplier. There are no specific actions between buyers and suppliers in order to improve process and products; 2) Sheep meat in relation to other meats: complementary product, consumed eventually, sophisticated product with a unique flavor, but with a high price and considered to have a “strong” taste by some consumers; 3) Rio Grande do Sul’s sheep meat market: low price variation along the year. Do not know about local production, except in Santa Maria. Business do not distinguish between locally or not locally produced meat, they claim to prefer meat from Rio Grande do Sul, but what matters the most are the quality aspects. Many consumers do not care about the product origin. 4) Closure and perspectives: there is a lack of integration between the links of the supply chain, they should work in order to increase offer, product standardization, advertisement and consumers awareness. They believe in a market growth, if difficulties are reverted. At last, this study present improvement suggestions for the sheep meat supply chain as a hole, ways to promote sheep meat and strategies to add value to this product.