CONSUMPTION IS THE END, AND PRODUCTION IS THE MEANS – EVIDENCE IN LITERATURE: USING CONSUMER 'COMMANDS' TO TRANSFORM LIVESTOCK PRODUCTION AND MARKETING PROCESSES IN PASTORALIST AREAS

ABSTRACT: Pastoralists are the predominant owners of livestock in numerous African nations. The marketability and consumption of these livestock resources are significantly impeded by negative perceptions and distrust among consumers, as most livestock are sourced from regions characterized by disease and quarantine. Additionally, climate change is depleting vital natural resources necessary for the production of healthy and productive livestock, while pastoralists continue to employ traditional farming practices that do not meet market demands. The inadequate and restricted animal health and production practices utilized by pastoralists do not meet the anticipated consumption levels in local and external markets, which was the primary focus of the study. The study employed a semi-systematic literature review design, analyzing 480 documents sourced from Scopus, Web of Science, Google Scholar, and ResearchGate databases, applying predetermined inclusion and exclusion criteria, which ultimately yielded 91 documents for inclusion in the study. The prioritized areas for review included pastoral livestock production and marking interventions, livestock production practices, livestock health management, market development in pastoral regions, management of livestock market brokering, empowerment of pastoral communities, and the policy environment and enablers. The study reveals that livestock and products from pastoral regions are significantly unaccepted in local and consumer markets due to quality and safety concerns. Products generated using old methods lack appeal to the contemporary consumer market, which prioritizes quality and safety in its purchases. The study advocates for the modernization of livestock farming practices to align with contemporary market demands, thereby enhancing the robustness, profitability, competitiveness, and sustainability of stakeholders' strategies. It emphasizes the need to address existing and emerging livestock diseases, incentivize livestock commercialization by using science and market as determinants of livestock production practices, create a more favorable business environment for farmers and market participants, transform the knowledge, skills, and attitudes of pastoral livestock farmers and traders, and invest in policies that support the economic transformation of pastoral regions. KEYWORDS: Business environment, Pastoralism, Animal health, Livestock production, Livestock markets, Livestock policy, Community resilience, Supply, Demand, Livestock commercialization.