Marketing atMarketing at

Arnold Park, Drinkstone, Hawick, Scottish Borders,t: 01450 370795 M: 07860 389 773 j_park@btconnect.com

www.drinkstone.comwww.drinkstone.com

Overview• Creating a point of difference

Elite performance genetics

• Proven achievements Through recording

• Marketing semen and ramsThe impact of Drinkstone Suffolk Sheep

• Marketing strategy Knowing Drinkstone customer Knowning the tools to promote Drinkstone

• Where next for Drinkstone?Increasing demand against the tide

Not just Suffolks

• Suffolk UK’s leading native terminal sire. • Ticks boxes producing fast growing slaughter lambs• Profitable sheep production is the fast, efficient growth of lambs

(18 – 21kg)• Use of recording in sheep industry is a means of protecting

returns.• Drinkstone Suffolks enhancing returns

Genetic Trends

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BreedSRSDrinkstone

Enhancing returns• Drinkstone Suffolk flock’s ram average index is

better than the top 5%• National Suffolk Breeding Evaluation Index

• Drinkstone’s top Suffolk lamb this year has an index of £6.16.

Top 50% Top 25% Top 10% Top 5%£1.85 £2.28 £2.91 £3.49

Sire No. Progeny in 2007

Sired by Flock W Rams 857Sired by Y68 Rams 771Sired by Flock X Rams 708Sired by Flock Y Rams 694Sired by Flock Z Rams 507

15,688

genetics - making an impact

Sire No. Progeny in 2007

Average Index of Lambs

Sired by Flock W Rams 857 £1.37Sired by Y68 Rams 771 £3.55Sired by Flock X Rams 708 £1.20Sired by Flock Y Rams 694 £1.66Sired by Flock Z Rams 507 £1.49

15,688 £1.74

Drinkstone genetics are having an impact

Not just Drinkstone Suffolks ...

Drinkstone North Star EBVs:8wk weight 7.23kgScan Weight 14.89kgMuscle Depth 3.79mmIndex 401

Scan weight Muscle dept Index

Drinkstone average 10.39kg 3.25 284National Texel average 4.84kg 0.95 174

Marketing and Sales Strategy

• Meeting customer needs• Different breeding lines

• Contact with customers• Postcards, emails, phone calls, shows, sales

• Promotion• Internet, catalogues, farm visits,

recommendation

• After sales care• Paper work, guarantee, records, follow up calls

website

THE BUTTONS:Origins

RamsHome News

Export & Health Performance

Contacts Scans

Drinkstone catalogue entries uploaded to webAnnual Kelso entry permanently on website Shows prospective buyers EBVs of rams for saleShop window – open 24/7 providing spec Drinkstone flock and semen,

rams, females for sale

On line catalogue information

Breeders are looking for EBVs..

Shrewsbury Suffolk Sale 2007• Top 5% Index - 14 sold to average 1541gns • Top 10% Index - 16 sold to average 1365gns• Sale average circa 1000gns

Drinkstone, Y68 J14 National Suffolk sale 2007Top price, recorded ram lamb

5,200gns

The Future for Drinkstone Genetics

1. What is the market?Semen, ram, female sales? Pedigree or commercial?

2. Where is the market?Auctions - profile for Drinkstone at Kelso, provides a benchmark On-farm – High health status, farm to farm bio securityOverseas – limited to semen and embryos while blue tongue FMD problems exist (vulnerable)

3. Future breeding decisionsA change of direction or a change of pace?Flocks getting larger? Greater accountability

4. Future marketing strategiesDrinkstone continue to increase growth rate, lean meat %Push back export boundaries

DRINKSTONE MARKETING

2007 top two Texel ram lamb indexes2007 top Suffolk ram lamb index (pictured)Find a nicheCreate a productMarket a brand

NOT JUST SHEEP

“SHEEP”

www.drinkstone.com