Technical report

Beef palatabililty in the Republic of South Africa: implications for niche-marketing strategies

Date released
31 May 2010
Publication Code

John Thompson, Rod Polkinghorne, Alan Gee, Dan Motiang, Phillip Strydom, Mpho Mashau, Jones Ng’ambi, Rietta deKock and Heather Burrow


ACIAR supports research on improving the competitiveness and profitability of smallholder cattle producers in the Republic of South Africa. There is a widely held assumption that the major consumer demand in South Africa is for grain-fed beef from non-indigenous breeds. The consumer research presented in this report highlights the potential for smallholder producers of indigenous cattle to gain a share of markets currently dominated by grain-fed beef from feedlots.