Marketing Strategy for Canned Lamb Products to Improve the Economy at MT Farm, Tegal Waru Village Farm Land

Abstract

The innovation of canned lamb by MT Farm is an effective solution for enhancing the competitiveness of small and medium enterprises (SMEs) in the livestock sector, particularly in facing distribution challenges and product shelf life. The canning process using autoclave technology allows lamb meat to have a shelf life of up to three years without the need for cold storage, while also maintaining product quality. In addition, MT Farm applies the zero waste principle, where every part of the sheep is processed into value-added products, such as rendang, gulai, tongseng, and tengkleng, which are popular among consumers. This research aims to formulate the right marketing strategy for canned lamb products, so that they can compete in both local and international markets. With a large market potential and the increasing consumer demand for practical and nutritious food products, this innovation not only supports the economic growth of SMEs but also has a positive impact on the welfare of rural communities. The success of this innovation heavily relies on an effective marketing strategy, consumer education, and continuity in maintaining product quality.