By Dr Ennet Moholisa, Dr Annie Basson, Ms Prudence Seema, Dr Kedibone Modika & Dr Kgantjie Moloto (Agricultural Research Council, Meat Science & Technology, Animal Production, Irene)
Global goat meat consumption has increased over the past several years, but not in South Africa – even though many South Africans are exposed to goat meat from a young age. This is because goats are often used in traditional rituals, and some people perceive goat meat as tough, with a pungent smell and unpleasant flavour. These views are shared by many who have never eaten goat meat; it is widely considered inferior to beef, pork and lamb.
Research has shown that a large number of goats in South Africa (two-thirds indigenous goats) are reared by small-scale farmers, mainly in the Eastern Cape, Limpopo and KwaZulu-Natal. These three provinces together account for more than half of the South African goat population. These animals generally survive solely on rangeland, with little or no nutritional supplements or pharmaceuticals. Considering that traditional methods of goat production generate a smaller carbon footprint, use less water and have a lower impact on rangeland than other ruminant livestock, especially cattle, this makes goat production a greener alternative. This is particularly important for the discerning consumers who are willing to spend more money on their meat products in order to protect the planet, and are looking for a healthier red meat.
During the Harvesting Heritage Culinary Competition held at Brooklyn Bridge in Pretoria in 2023, the ARC, in partnership with the EKIM Wildlife Centre of Excellence, showcased chevon (goat meat) products. The aim was to evaluate consumer purchase intent towards these products. Fifty-five volunteers completed questionnaires after tasting goat meat versions of commonly sold products typically made with beef, mutton or pork. These included wors, chilli bites, meat patties and blood sausage, all made with indigenous goat meat.
They were asked to rate their intent to buy these goat meat products if they were readily available for sale in grocery stores on a scale from 1 to 5 (1 being definitely not and 5 a definite consideration of purchase). Nearly 95% of the tasters showed a willingness to buy processed goat meat products (scored 4 or 5), and 85% of them would definitely consider buying goat meat products (scored 5). Only one person was averse to the goat meat products and would definitely not consider buying them, with the remaining 3.6% of responses being neutral in terms of a purchasing decision.
Almost half of the tasters enjoyed the taste or flavour of these products, and almost 80% of them enjoyed the eating experience. Within this group, 7.2% preferred the products made with goat meat to the more readily available beef, pork or mutton products they can buy in-store. The tasters particularly liked the chevon chilli bites, especially the balance of spices used, and they expressed a preference for the indigenous goat meat over beef. The chevon burger patties were also preferred over beef patties. Both the chilli bites and the patties showed a >90% strong purchasing preference.
The chevon wors was the product that the tasters were least inclined to buy, although 87.5% of them still indicated that they would consider buying it. Rather than a negative reflection on the chevon wors, these responses could reflect a market that already contains a large diversity of different types of wors made using signature spices, diverse fat content and variety in meats.
Although the percentage of tasters who would definitely buy chevon blood sausage was only 83%, there were no neutral or negative responses. The remaining 17% of the tasters would probably consider buying it, and two-thirds of them gave positive comments on the taste and flavour of the product, with a further 20.8% of them having an enjoyable eating experience. Negative feedback on the flavour of chevon blood sausage were specific to particular flavours that can result in aversion, namely garlic and liver, rather than a direct negative reflection on the goat meat itself.
These results show that South African consumers are not only open to buying products that promote our heritage but often prefer them over the generally available products in major grocery stores. As climate change makes beef production less sustainable, goat farming could begin to play a larger role. Goats are hardy, require much less water and thrive on low-quality forage – including invasive plants – while still producing high-quality meat. Their low carbon footprint and reduced need for herbicides, and the health benefits of their meat have spurred efforts to promote chevon in South Africa. However, it remains largely unavailable in major urban grocery stores in many provinces. Most goats are sold directly to consumers on-site, often for cultural or religious ceremonies. These are typically older, larger animals sold live or as whole carcasses, limiting options for consumers who prefer smaller portions or meat from younger goats.
Many of the tasters expressed a desire for goat meat that takes them back to their roots and culture. Class A chevon – meat from young goats – is comparable to lamb, but with known additional benefits like being less greasy, lower in cholesterol, and higher in polyunsaturated fatty acids, minerals and vitamins than other ruminant meats. Reports from literature studies show that chevon has a courser muscle fibre structure and can be higher in connective tissue, making the meat chewier and with a perceived toughness, but when prepared correctly offers a robust flavour and delightful texture in many traditional dishes that cannot be achieved using pork, beef or lamb.
Helping small-scale rural goat farmers access marketing and infrastructure to sell their meat in the formal sector could create a sustainable and profitable business. There is clear consumer demand for these heritage foods, showing strong potential for growth.
