Ratite Breeders Seek New Markets to Sustain Industry
Date: Jan. 23, 1997
Editor: D'Lyn Ford (505) 646-6528, dlford@nmsu.edu
LAS CRUCES -- Whether ranchers raise ostriches, rheas or emus, the success of New Mexico's ratite industry will depend a great deal on finding markets.
"When the industry started in New Mexico about 10 years ago, it was a breeder's market where pairs of birds were selling for as high as $20,000," said Edmund Gomez, director of the Rural Agricultural Improvement and Public Affairs Project (RAIPAP) with New Mexico State University's Cooperative Extension Service. "But that market basically has been flooded."
Today, ratite breeders are looking at value-added markets, especially meat, he said. Producers only get $400 to $500 for each bird from this market. Up until recently, breeders had to take their birds out of state to be slaughtered. Now, they can take them to a facility in Tucumcari. Also, a processing plant specific to ostrich and emu is under way in Mountainair.
"The leather from ostrich and emu is used to make products like boots, bags and clothing," Gomez said. "It's a very good leather, but few tanneries in the country will take the hides."
The state Department of Agriculture, NMSU's Cooperative Extension Service and the New Mexico Ratite Association have formed a task force to help breeders.
About 250 breeders make up New Mexico's ratite industry, said Tom Evans, president of New Mexico Ratite Association. They are people from every walk of life -- cattle ranchers, city dwellers, lawyers, doctors and retirees. Their biggest concerns are product distribution, marketing, production, processing and education.
"We had to process ratite, put it on the shelves, promote it and get someone to buy it," he said. "We didn't have the knowledge, resources, or expertise that the task force brought together. Now, we have a better feel for the industry and significant improvements are being made."
Tests are being conducted on medicinal use of emu oil on burn victims and the lowfat benefits of ratite meat, Evans said. "About 90 percent to 95 percent of this bird can be used."
The list of restaurants that serve ratite dishes is growing throughout the United States, Gomez said. However, producers need to sell more meat directly to consumers. Ostrich burgers and fajitas make delicious meals, but prices are not cheap.
"I believe most people in the state have not tried ostrich, and if they have seen it in grocery stores, it was extremely expensive," he said. "If the price can be brought down to where the average person can afford it, that would help."
But first, people need to know how to cook ostrich. "Cookbooks probably are going to have to be written on how to cook the meat because it contains very little fat," Gomez said. "I have had meat that wasn't cooked properly and it was pretty tough. Then again, I've had some that was as tender as filet mignon, had its own unique taste and was very good."
Many restaurants have been reluctant to buy ratite meat because of inconsistencies in quality, said Nancy Flores, RAIPAP food technologist. Birds were being processed at different ages, which affected meat tenderness. Flores is working with other food specialists on meat preparation, and standards for processing are being established for the state to ensure quality products. Once the standards are in place, markets will be easy to find, she said.
"Most of the meat is sold fresh as steaks," Flores said. "A market needs to be developed for the ground meat."
Whether it's hides, feathers, oil or meat, New Mexico ratite breeders will have to be ready with supplies to meet the demands of new markets, Evans said.
"In the future, my ultimate goal is to see meat products in the grocery stores every day," he said. "I would like to have ostrich at a price comparable to other meats in supermarkets by 1999."