Marketing strategies for sheep meat

The consumption of sheep meat in Spain is marked by a downward trend in consumption, as it is closely linked to the Christmas holidays and celebrations. The fall in consumption, due to changes in dietary habits or competition in the market with other cheaper meats, has led to the adoption of a strategy to differentiate its production in the case of the "Ganadería las Albaidas", a Merino breed sheep farm located near the city of Cordoba and surrounding areas. This strategy consists of showing the consumer the way in which the lambs, a product of extensive and transhumant livestock farming, have been reared through a QR code, included in the packaging.