UNDERSTANDING THE PRODUCTION AND CONSUMPTION OF LAMB IN THE CANADIAN MARKET

A video suitable for Spanish language audiences to understand the production and consumption of lamb in the Canadian market is being made available throughout Colombia.

Lamb carcass quality means money to everyone in the sheep value chain. This video follows six lambs through processing and retail cut out, to demonstrate the connection between life conformation and carcass quality and yield. This video is the best way to provide Colombian producers with a better understanding about the production and consumption needs in the Canadian market. This audio-visual could be used as a tool for marketing and promotion strategies.

In order to get access into the Canadian market, Cannexion decided to find a clear and fast way to teach Colombian producers the above mentioned, by translating the video “Do not judge a book by its cover: lamb carcass quality and yield” into Spanish. This video was originally produced by the Ontario Sheep Marketing Agency and Ontario Lamb. Taking advantage of the internet and social media, this audiovisual product is an easy and inexpensive way to spread the message to multiple audiences related with the small ruminant industry in Colombia.