Improving and Expanding the Canadian Sheep Industry Through Genetics

CAFI Final Report

Fall 2018

Word Count: 3,622

Lara Nauwelaerts

Section 103

November 27, 2018

Table of Contents
 Nauwelaerts 1

Product Description 2-4

How the Product Will Enter Canadian Markets & Where It Will Be Grown 4-5

Market Opportunities & Benefits to Canada 5-6

Export Potential 7

Sales & Marketing Strategy 7-8

Regional & Global Competition 8-9

Cost Analysis & Issues 9 - 11

Future Studies Required to Evaluate the Potential 11 - 12

Future Studies Required to Improve or Adapt 12 - 13

Conclusion 13 - 14

Appendix 15 - 19

Works Cited 20 - 22

Product Description
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The Canadian sheep industry is currently a rather small and unestablished livestock

industry. In order to combat this situation, Canada needs to look at the root cause of why the

sheep industry is so far behind other livestock industries. One of the largest issues the Canadian

sheep industry faces is that there are no designated sheep genetics companies that conduct

research on sheep breeds and identify the most optimal breed for Canadian climates.

Sheep are mostly raised for the purpose of lamb meat. Currently, Canada produces just

under 40 percent of the lamb that the country consumes, and over 60 percent is imported from

Australia and New Zealand (ALP, 2018). However, one of the largest factors that is preventing

the Canadian sheep industry from growing and fulfilling this large market demand, is that fact

that there are not enough large-scale producers; “the lamb sector is dominated by small-scale

producers and hobby farmers who lamb in the spring”, simply because they do not have enough

ewes to lamb continuously throughout the year (Finstad, 2018). If Canada were able to increase

their lamb production to a larger scale and have lambs continuously throughout the year, the

country would be able to support a larger amount of its lamb meat demand.

Unlike the hog or cattle industries, Canada does not have any sheep genetics companies

which actually place scientific research in genetics. Rather, sheep farmers purchase their ewes

from breeders or, if the farmer is more advanced, will import semen and embryos from other

countries, such as New Zealand. Currently, the most professional method of purchasing sheep

domestically, rather than from a hobby farmer or animal sale, is through the Canadian Sheep

Breeders’ Association. This organization constitutes of approximately 1,000 purebred sheep

breeders across the country and represents over 40 different breeds of sheep (CSBA, 2013).

Canadian sheep breeders determine their sheep breeds through GenOvis, which is a “home-based

evaluation program that allows sheep breeders to identify and select individuals with high

genetic potential” (CSBA, 2013). Although Canada has some options for purchasing ewes,

Canadian farmers are expressing a need for scrapie resistant genotypes, inbreeding prevention,
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and performance tested stock (CBSA, 2013). Due to the fact that this is not yet available in

Canada, farmers are turning to importing semen and embryos from countries with more

advanced sheep industries, such as Australia and New Zealand.

In 2016, Canada’s sheep industry was valued at $302.2 thousand, this figure includes

both wool and lamb (GOC, 2018). As stated earlier, Canada imports over 60 percent of its

demand for lamb, and approximately 95 percent of that total comes from New Zealand (Wood,

2018). As of 2017, the New Zealand lamb industry was worth $2.5 billion (Beef & Lamb, 2017).

Based on these numbers, it is evident that New Zealand has a far more progressive sheep

industry than Canada. If Canada were to adopt some of New Zealand’s sheep practices,

specifically genetics, the Canadian industry would have the potential to grow significantly. The

largest red meat genetics company in New Zealand is currently Focus Genetics. The company

has “the biggest DNA recorded gene pool coupled with a large team of animal breeding

scientists [to stay] abreast of what the industry requires both now and [in] the future” (Focus

Genetics, 2018). Due to the fact that Canada purchases such a significant amount of lamb from

New Zealand and uses the countries genetics as a benchmark, it could potentially be feasible to

expand Focus Genetics into Canada. By expanding the genetics company into Canada, it would

allow Canadians farmers to make more informed decisions about their sheep genetics and thus

create a more established industry.

Thus, the Canadian sheep industry has the potential to grow and become more recognized

if Canada were to adopt a known genetics company. By giving farmers a trusted source for

genetics with scientific research, more people will invest into the industry and thus giving it a

boost in production and allowing the country to fulfill more of its demand domestically.
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How the Product Will Enter Canadian Markets & Where It Will Be Grown

Canadian sheep farmers are limited as to where they can purchase their ewes. The two

most trusted sources for purchasing ewes is through the Canadian Sheep Breeders’ Association

or through importation of semen and embryos. When importing semen and embryos, farmers

will most likely purchase from large established genetics companies. Rather than continuing to

purchase genetics from other countries, Canada could benefit from having a domestic sheep

genetics company which places research into breeds that are most optimal for the Canadian

industry. Due to the fact that Canada already relies so heavily on the New Zealand sheep

industry in order to fill its own demand, it would be logical to work with an established genetics

company from New Zealand. Currently, Focus Genetics is the largest red meat genetics company

in New Zealand (Focus Genetics, 2018). Due to the fact that this company is very advanced in its

industry, it would most likely have the capability to expand internationally and help Canada

reach its goals within the sheep industry. Thus, rather than continuing to import genetics that are

designed for a different country, market, and climate, Canadian farmers could have the

opportunity to purchase genetics tailored to the Canadian industry domestically.

As of 2013, Ontario and Quebec were the largest producers of ewes and market lambs in

Canada, refer to Figure 1 (Kennedy & Copeland, 2013). Alberta is also a large producer in

market lambs, but lags in terms of ewes, rams, and replacements, refer to Figure 1 (Kennedy &

Copeland, 2013). Although Alberta is the third largest producer, its production is quite small in

comparison to Ontario and Quebec. Thus, when bringing Focus Genetics into Canada, it would

be most optimal to start in Ontario and Quebec, with the potential of later expanding across the

country.
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Market Opportunities & Benefits to Canada

The Canadian sheep industry was valued at $303.2 thousand as of 2016 (GOC, 2018).

However, Canada’s sheep industry has significant potential to grow, as the country is currently

importing over 60 percent of its lamb meat demand (Wood, 2018). Sheep are mostly raised for

the purpose of lamb meat due to the fact that wool has little commercial value. It is stated that

lamb meat provides a more tender texture, is more firm than chicken, and offers a fattier, meatier

and stronger flavour (Carpenter, 2017). Lamb meat consumption amounts to about one kilogram

per person annually, while beef consumption, for example, is approximately 20 kilograms per

person annually (Castonguay, 2015). However, lamb meat consumption has been increasing

within the last 10 years and is expected to display a large growth in demand through to 2020

(Castonguay, 2015). According to a 2017 survey, lamb options on Canadian restaurant menus

has increased by 17 percent since 2015 (Wood, 2018). This is primarily due to the increase in

immigration, as well as consumers seeking to add more variety and diversity to their diets. Jason

Wood from Alberta Lamb effectively describes these recent trends by stating:

“Currently, Canada’s immigration rate is the highest in 85 years with 62 [percent]

of recent immigrants originating from Asia, including the Middle East. Many of
these countries typically consume a higher quantity of lamb than seen in Canada.
For example, lamb consumption in Pakistan is over two kilograms per year and
Iran is over three kilograms per year. Changing demographics are affecting the
products demanded in our marketplace, which has resulted in an increase for lamb
and mutton” (Wood, 2018).
Currently, Canada produces just under 40 percent of the lamb that the country consumes, and

over 60 percent is imported from Australia and New Zealand (ALP, 2018). However, one of the

largest factors that is preventing the Canadian sheep industry from growing and fulfilling this

large market demand, is that fact that there are not enough large-scale producers; “the lamb
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sector is dominated by small-scale producers and hobby farmers who lamb in the spring”, simply

because they do not have enough ewes to lamb continuously throughout the year (Finstad, 2018).

If Canada were able to increase their lamb production to a larger scale and have lambs

continuously throughout the year, the country would be able to support a larger amount of its

lamb meat demand.

A new and more recent trend within the sheep industry is the production of cheese

manufactured from ewes milk: “the production of ewe milk for cheese manufacturing is

blooming, particularly in Quebec and Ontario. Ewe milk is about twice as fatty and has 40

percent more proteins than cow or goat milk, which makes it particularly suitable for cheese

production” (Castonguay, 2015).

It is evident that the sheep industry has several opportunities, specifically in meat and

dairy. However, the industry struggles to grow due to the limited supply of sheep. When

attempting to grow an animal industry, it is important to look at the root cause of the situation.

Animal production begins with genetics, thus it would be beneficial for the sheep industry to

invest into genetics in order to help the industry grow and fulfill its potential.

Export Potential

Canada participates in a significant amount of trade around the world. As of 2017,

Canada exported $420.6 billion US worth of products around the globe (Workman, 2018). The

majority of this trade, approximately 77.4 percent, occurred through the North American Free

Trade Agreement, which includes the United States and Mexico. Of that total, about 76 percent

of total exports went to the United States (Workman, 2018). Canada and the United States have
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been significant trading partners to one another throughout history in several industries. The

agriculture industry, and specifically the sheep industry, are not exempt to this. In 2017, Canada

exported 82 tonnes of lamb and mutton and 5,651 live head of sheep to the United States, refer

to Figure 4 (AAFC, 2018). Canada’s total lamb and mutton exports for that year was 153 tonnes

(AAFC, 2018). From this, it is evident that 53.6 percent of Canada’s total lamb and mutton

exports go to the United States.

Thus, if Canada increases its sheep production, the country would be able to increase

their exports of lamb and mutton to the United States. This would provide a better balance

between the imports and exports of the two countries, as Canada is currently in a trade deficit

with the United States in terms of the sheep industry, refer to Figure 4 (AAFC, 2018).

Sales & Marketing Strategy

On July 20, 2018, Alberta based SunGold Specialty Meats announced their plans to

merge with Fresh Canada Meats to form North American Lamb Company, and thus establish an

integrated lamb supply chain (Glenn, 2018). SunGold Specialty Meats is the largest federal lamb

processing plant in Canada which ships its products both domestically and internationally. Fresh

Meats Canada is a fully owned subsidiary of the New Zealand agribusiness, Integrated Foods.

The company completes the majority of the shareholders of Canada Sheep and Lamb Farms Ltd.

in Stony Mountain, Manitoba. The purpose of the North American Lamb Company is to “control

lamb production and marketing of lamb from genetics through to breeding, finishing, processing

and sales”, in order to provide Canada with a more stable market supply of lamb (Glenn, 2018).

The company’s target is to process 200,000 head per year, which is a major increase in

comparison to SunGold’s expected 84,000 head this year. In addition, “Canada Sheep and Lamb
 Nauwelaerts 8

Farms in Manitoba [have] a breeding flock of more than 35,000 ewes and [plan] to increase that

soon to 50,000 head” in order to accommodate the merger (Glenn, 2018).

The purpose of this merger is to bring the standards and practices of New Zealand sheep

farming to Canada, in order to grow the Canadian sheep industry. Due to the fact that Integrated

Foods is a New Zealand based company, it is possible that Focus Genetics is affiliated with the

company. A strong marketing tactic for Focus Genetics would be to work with the North

American Lamb Company. This would allow for Focus Genetics to enter into Canada and

instantly gain a large customer base. This method of entering the Canadian market would be

safer for Focus Genetics in terms of viability.

Regional & Global Competition

The largest competitors for this venture would not be domestically, since this venture

would be the first of its kind in Canada. Also, in terms of competition, there would not be much

competition present between genetics companies, due to the fact that Focus Genetics is one of

the largest and more prevalent sheep genetics companies. Rather, if competition were to exist it

would be based on lamb meat exports. As of 2014, the global sheep population stood at one

billion, with approximately 19 percent found in Asia and Africa (Sheep Site, 2014). 60 percent of

all global exports go to China, the European Union, and the United States, and 85 percent of

those exports originate from Australia and New Zealand, refer to Figure 5. For example, China

imports approximately 309,000 tonnes of sheep meat, of that total 25 percent comes from

Australia and 35 percent comes from New Zealand (Sheep Site, 2014).
 Nauwelaerts 9

However, Canada’s sheep industry is still relatively small and thus does not currently

have the capability of competing with Australia and New Zealand’s exporting capacity. Rather,

Canada uses these countries as benchmarks in regards to industry operations.

Cost Analysis & Issues

Although the idea of expanding Focus Genetics into Canada can be easily conceived, the

venture also includes several costs and possible flaws. Essentially these issues could have the

potential to prevent the company from expanding.

As of 2018, the average price of a ewe in Quebec was $131 to $158, refer to Figure 2

(GOC, 2018). Prices tend to drop during the spring and summer, and rise again during the fall

and winter months. In comparison, the average price of a ewe in New Zealand is $160 for one

offering of capital stock, and lesser types are between $100 and $140 (Harding, 2017). These

prices convert to approximately $90.44 to $144.67 in Canadian currency. Thus it is apparent that

ewe prices in New Zealand are significantly lower than Canadian prices, even though New

Zealand has genetic innovation. One of the reasons why New Zealand is able to charge less per

ewe is due to the fact that their wages are significantly lower than in Canada. The average salary

of a geneticist in Canada is $286,000 per year (Neuvoo, 2018), meanwhile in New Zealand a

geneticist earns $70,949 which is equivalent to $64,162 in Canadian dollars (Salary Expert,

2018). The current minimum wage in Canada is $14 per hour and is $16.50 per hour in New

Zealand, which is $14.92 in Canadian dollars (Minimum Wage, 2018).

Based on these figures, Canada would need to be able to sell about 1,821 to 2,183 sheep

per year in order to pay the salary of one geneticist, in comparison to New Zealand who only
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needs to sell 443 to 709 sheep per year. Also, considering that all other employees within the

company are paid minimum wage, work 40 hours per week, and work 52 weeks in the year,

Canada would need to sell about 185 to 222 sheep per year to pay the wage for one employee. In

comparison, New Zealand would need to sell 214 to 343 sheep per year for one employee. Thus,

Canada would need to sell 228.61 percent to 305.33 percent more sheep than New Zealand for

every geneticist and single employee.

The figures above only display what can be anticipated for labour costs. This venture will

require significant funding, as the idea is to import Focus Genetics into Canada for their research

and not just their products. Like any start up business, this will require a significant amount of

investment. In order to present an idea of how much this venture will cost, it can be compared to

other genetics companies. In 2018, Topigs Norsvin, a Dutch swine genetics company, built a $15

million research facility in Winnipeg (Real Agriculture, 2018). Although Topigs Norsvin has

been established in Canada for several years, and this new research facility is simply an

expansion, it provides an insight as to how much a research facility costs to build.

The Canadian sheep industry has witnessed a growth rate in ewe numbers of zero percent

between 2010 and 2015 (CSF, 2015). At a closer glance, Ontario’s ewe population has increased

by four percent and Quebec’s ewe population decreased by a sharp eight percent, refer to Figure

3 (CSF, 2015). Due to the fact that the Canadian ewe population is not growing, it would be

difficult, and most likely impossible, sell enough sheep to cover the expenses of a genetics

provider.

Focus Genetics is a subsidiary of Landcorp Farming Ltd; “Landcorp Farming Limited is

a State-Owned Enterprise with a nationwide portfolio of farms that produce milk, beef, lamb,

wool, venison, deer velvet, wood and more” (Pamu, 2018). During the 2015/2016 fiscal year,
 Nauwelaerts 11

Landcorp Farming Ltd. earned a net profit of $51.9 million, which converts to $53.4 million

Canadian dollars (Parliament NZ, 2018). Although it can be noted that the company is rather

large and established, expansion into Canada may be too great of an investment due to Canada’s

high labour prices and low sheep population growth.

Future Studies Required to Evaluate the Potential

Although this report provides some evidence as to how Focus Genetics could progress

within Canada, there are still several unknown factors. In order to continue to evaluate the

potential of Focus Genetics in Canada, a more in-depth cost analysis and profitability analysis

should take place.

This report provides the reader with some context as to how much labour will cost,

however several other costs remain unknown. For example, the price of ewes was determined,

but these prices only reflect that of ewes without any scientific research towards genetics. If a

farmer were to purchase a ewe from a genetic provider, the price of a ewe would be significantly

different than if they were to purchase a ewe from a breeder or animal sale. Other costs, such as

the cost of building a research station, remain unknown. In this report the new Topigs Norsvin

research station was used as an example as to how much a research station can cost to build.

However, this does not imply that building a sheep research station will cost the same amount.

Also, one of the final and largest undetermined costs would be the actual cost of the research

itself. This is dependant on what exactly the company wants to research, for how long they want

to conduct this study, and the required resources needed for the study. Along with a more in-

depth cost study, a more significant profitability study will also need to take place. It should be
 Nauwelaerts 12

determined how much profit actually lies within sheep farming. The industry as a whole remains

quite small within Canada, but this could be due to the fact that it has already been determined

that the industry is unprofitable or, as suggested in this report, that not enough innovation has

been brought to the industry to help it to grow.

Future Studies Required to Improve or Adapt

Considering that Focus Genetics becomes successful within Canada, several studies

could take place in order to improve or adapt the companies presence within Canada. These

studies include in-depth sustainability and profitability analysis of the Canadian sheep industry.

One of the largest unknown factors within this venture is if the Canadian sheep industry will be

able to support Focus Genetics. As of currently, the sheep industry may still be too small and it

may be too early to expand Focus Genetics into Canada. However, as time progresses the risks of

bringing the company into Canada may be eliminated. Thus, in order to fully determine this, a

proper sustainability and profitability analysis must take place.

Conclusion

In conclusion, it can be stated that the Canadian sheep industry is a rather small and

unestablished livestock industry. One of the largest issues the Canadian sheep industry faces is

that there are no designated sheep genetics companies that conduct research on sheep breeds and

identify the most optimal breed for Canadian climates. Also, Canadian sheep farmers are limited

as to where they can purchase their ewes. The two most trusted sources for purchasing ewes is
 Nauwelaerts 13

through the Canadian Sheep Breeders’ Association or through importation of semen and

embryos. When importing semen and embryos, farmers will most likely purchase from large

established genetics companies. Rather than continuing to purchase genetics from other

countries, Canada could benefit from having a domestic sheep genetics company which places

research into breeds that are most optimal for the Canadian industry, such as Focus Genetics.

It is evident that the Canadian sheep industry has several opportunities, specifically in

meat and dairy and thus an expansion of the industry could be of great benefit. However, this

report indicates that bringing Focus Genetics would not be the current solution to Canada’s slow

growing sheep industry. Although it can be noted that Focus Genetics is a large and established

company, expansion into Canada may be too great of an investment due to Canada’s high labour

costs and low sheep population growth. In order to completely evaluate the potential of this

venture, more studies would need to take place, such as a more in-depth cost analysis and

profitability analysis. However, based on the current findings within this report, it can be

concluded that bringing Focus Genetics to Canada would not be profitable for the company as

well as the farmers who would then need to pay more per ewe.
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Appendix

Figure 1.

Provincial Flock Size. Shows the current flock size and make-up for each province.

(Kennedy & Copeland, 2013)

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Figure 2
Ewes, Quebec, 2018

Month No. Sold Average Price Price Range

January 334 158 120 198

February 936 122.54 20 222

March 1,614 121.43 20 398

April 1,629 123.80 20 338

May 1,299 120.13 20 340

June 1,488 103.51 20 215

July 949 116.37 20 282

August 1,448 107.79 20 255

September 1,242 104.08 10 195

October 1,077 113.97 40 228

November 447 131.27 40 190

December
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(GOC, 2018)

Figure 3
Canadian Ewe Population, 000 head, 2010 - 2015

Province 2010 2011 2012 2013 2014 2015 % Change

2010 - 2015

NL 1.3 1.4 1.2 1.1 1.2 1.2 -8%

PEI 2.9 3.9 3.5 3.6 3.6 3.7 +28%

NS 12.0 12.5 12.6 12.7 13.1 12.9 +8%

NB 3.6 4.1 4.5 4.4 4.4 4.3 +19%

QUE 154.2 149.2 147.0 145.1 143.1 142.1 -8%

ONT 170.9 184.3 185.3 183.6 181.3 177.4 +4%

MAN 30.5 28.8 29.5 31.0 31.0 30.0 -2%

SASK 53.5 56.9 57.2 58 57.5 57.2 +7%

ALTA 86.0 90.8 91.5 92.3 91.5 90.5 +5%

BC 25.8 25.3 25.6 25.8 25.0 23.5 -9%

CANADA 540.7 557.2 557.9 557.6 551.7 542.8 +0%

(CSF, 2015)
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Figure 4
Sheep and Lamb Trade - Canada vs The United States

2013 2014 2015 2016 2017

Lamb and mutton exports - Canada 321 131 150 131 154
(tonnes)

Lamb and mutton exported from Canada 207 77 73 53 82

to the United States (tonnes)

Percentage of exports of lamb and mutton 64.43% 59.07% 48.54% 40.58% 53.60%
from Canada to the United States over
the total exported (%)

Lamb and mutton exports - United States 3,042 2,760 1,779 2,239 2,421
(tonnes)

Lamb and mutton exported from the 380 407 154 101 224
United States to Canada (tonnes)

Percentage of exports of lamb and mutton 12.49% 14.75% 8.66% 4.51% 9.25%
from the United States to Canada over
the total exported (%)

Lamb and mutton imports - Canada 17,118 18,101 19,118 18,550 22,526
(tonnes)

Lamb and mutton imports - United States 78,529 88,393 96,943 97,939 114,117
 Nauwelaerts 18

(tonnes)

Live sheep exports - Canada (head) 3,945 4,054 5,513 14,284 5,870

Live sheep exported from Canada to the 3,404 4,054 5,509 14,272 5,651
United States (head)

Live sheep exports - United States (head) 54,496 75,693 44,508 51,638 30,379

Live sheep exported from the United 21,910 38,916 21,109 112 121
States to Canada (head)

Live sheep imports - Canada (head) 18,604 10,331 6,554 175 380

Live sheep imports - United States (head) 3,404 4,054 5,674 14,272 5,668
(AAFC, 2018)

Figure 5
Global Sheep Top Tens

Sheep Population Exporters Importers Consumption Per

Head

1 China New Zealand France Mongolia

2 Australia Australia UK Iceland

3 India UK China New Zealand

4 Iran India US Turkmenistan

5 Sudan Ireland South Arabia Kuwait

6 Nigeria Uruguay Belgium Australia

7 New Zealand Belgium Germany Greece

8 UK Spain UAE Samoa

9 Pakistan Netherlands Italy Mauritania

10 South Africa Germany Papua New Barbados

Guinea
(Sheep Site, 2014)
 Nauwelaerts 19

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