Farm-Based Business

Benefit Directly from the Value-Chain

Generate more revenue by engaging directly with consumers and earning a fair share of the final sale price of your products.

Landrani Lamb Farm Based Business Banner

Why Start a Farm-Based Business with Us?

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Does your farming budget balance?

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Is your farm generating enough revenue to sustain your lifestyle?

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Have you ever wanted to earn a portion of the price you see on the shelves, knowing what
you get for your lamb?

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Are you currently earning R3 200 per ewe per year

Did you answer YES?

If you answered “yes” to these questions, then the Farm-Based Business Model is for you. It offers a chance to generate more revenue by engaging directly with consumers and earning a fair share of the final sale price of your products. Let’s explore how you can take control of your farm’s profitability!

This model provides farmers with a unique opportunity to engage directly with consumers through a consignment-based business while using the IntelliFarm™ application to manage their lambs up to weaning according to the LANDRANI® Lamb protocol.

Benefit Directly from the Value-Chain

By removing intermediaries

Value Chain

In the traditional lamb value chain, seven key chain links connect the farmer to the consumer: Farmer/Producer, Agent, Feedlot, Abattoir, Wholesale, Retail, and finally the Consumer. The Farm-Based Business Model streamlines this process by eliminating five of these links – Agent, Feedlot, Abattoir, Wholesale, and Retail. This allows the farmer to directly access the consumer market, significantly increasing profitability. By removing intermediaries, farmers capture the full value of their products, ensuring higher margins while maintaining control over quality and customer relationships.

Increase Your Profits by Diversifying

Earn commission on lamb product sales

Traditional wool farmers can boost their income by starting with 40 Meatmaster ewes and one ram using the Farm-Based Business Model. This approach allows farmers to diversify and access direct consumer markets. With LANDRANI® Lamb, farmers earn 20% commission on lamb sales and an additional R1 000 per lamb weaned at 25kg.

Here’s the earnings break down:

  • Lambing every 8 months = 3 lambing cycles in two years.
  • A lambing percentage of 120% = 1.2 lambs per lambing cycle.
  • Each ewe averages 1.8 lambs per year.
  • You earn 20% commission on lamb products, approximately R790 per lamb.
  • Additionally, you earn ±R1 000 per lamb weaned at 20 – 25kg.
  • Total return per lamb = ±R1 800.
  • Total return per ewe annually = 1.8 lambs x R1 800 = R3 240 per ewe on average.

This provides an approximate annual return of R3 200 per ewe, making this a highly profitable and sustainable opportunity for wool farmers looking to diversify. The Meatmaster flock can be expanded as sales increase.

Our Pricing Strategy: Moving Beyond Price Per Kilogram

Initially, we struggled with the price per kilogram model but learned from market leaders like Woolworths, who have successfully shifted consumer focus away from this. Although Woolworths lists the price per kilogram, few consumers base their purchasing decisions on it. Instead, they buy based on the story behind the brand, which emphasises quality. We developed a similar strategy by aligning our products to be of equal, if not potentially superior, quality to Woolworths through the authentic Meatmaster breed, genetic-level traceability, no added hormones or routine antibiotics, and superior CryoVac® packaging. Our pricing mirrors Woolworths’ approach – neither more expensive nor cheaper – and targets the same clientele who prioritise quality over price.

Building a Community Through Shared Infrastructure

Setting up the infrastructure necessary to produce and sell premium-quality Meatmaster lamb has cost us millions. We understand that it would be virtually impossible for small or medium-scale farmers to replicate this system on their own. That’s why we’re making our infrastructure available to them, creating a community of Meatmaster farmers. By offering access to advanced systems, traceability, and packaging processes, we enable these farmers to focus on raising top-quality lambs while we handle the logistics. This collaborative approach empowers farmers to thrive in a high-quality, consumer-driven market, typically reserved for large-scale operations.

How would it work in the real world?

How it Works

By joining forces, we can together deliver premium products that may even exceed the high standards associated with Woolworths, ensuring that everyone in the community benefits from these value-added processes and reaches high-end consumers focused on quality rather than price.
Landrani Farm Based Business Trailer

Farm Based Business

Real-World Application

IntelliFarm™ Application for Lamb Management

IntelliFarm Logo
Farmers use the IntelliFarm™ app to manage lamb production up to weaning, ensuring they adhere to the LANDRANI® Lamb protocol to ensure traceability, future growth and limited mortality.

Consignment Model

Landrani Lamb @Home product box
Farmers receive pre-packed lamb products on consignment from LANDRANI® Lamb. These include specialty cuts, ready meals and Mutton & Venison products, which they sell directly to consumers. Farmers do not need to handle finishing, slaughtering, processing or packaging, allowing them to focus entirely on sales and marketing. For each packed lamb the farmer received up front he/she would have to replace with a live lamb once the lambs are weaned between weights of 20-25kg at age not older than 3-months. Lambs must be weaned early as ewes needs to be re-mated in the 8-month cycle. Specific terms and conditions apply here in order to make the exchange as fair as possible to all parties. These will be discussed and negotiated with each farmer seperately.

Expanding Sales Through Local Partnerships

Farmers can boost their income by supplying guest houses, coffee shops, and restaurants in their town. Working with a 20% margin, farmers can negotiate a revenue split with these businesses. This approach increases sales volumes and helps farmers build lasting local partnerships. By tapping into these business-to-business channels, farmers can grow their revenue while promoting their premium lamb products to a wider audience.

LANDRANI® Lamb App for Easy Ordering

Landrani Lamb App
The farmer’s customers can now use the LANDRANI® Lamb app to easily browse and order lamb cuts, ready meals, and take advantage of special offers. This platform allows direct engagement with LANDRANI® Lamb’s premium products, making it simple and convenient to place orders. All orders will be automatically re-directed to the farmer. With a user-friendly design, the app enhances the shopping experience, bringing high-quality, ethically produced lamb directly to consumers’ fingertips.

LANDRANI® Café Mealplanner for Guest Houses

The LANDRANI® Café Mealplanner is designed specifically for guest houses in conjunction with the Nightsbridge booking system. This feature allows establishments to seamlessly integrate gourmet lamb meals into their guest experience by automating meal planning and prepurchasing. With minimal effort, guest houses can offer high-quality, pre-prepared lamb meals, enhancing their service and providing a unique dining experience. This tool also provides farmers with a strategic opportunity to expand their customer base and increase product visibility.

Food Truck Trailer (Farm-to-Table Concept)

The food truck trailer serves as a mobile platform to bring lamb products directly to the community. It can be stationed on main roads during the week and used at events, festivals, and local functions on weekends.

Core Offerings

The food truck offers a range of products, including Mutton & Venison Burgers, Boerewors Rolls, Lamb Samoosas, and Boerewors Bites, with coffee as an optional add-on. These easy-to-prepare meals ensure a consistent sales stream. All ingredients are supplied in frozen format from our central kitchen.

Cuts and Ready Meals

All speciality cuts and ready meals will also be available in the food truck trailer. The Mutton & Venison served products act as “taste magnets” to introduce consumers to the LANDRANI® Lamb range of products.

Community Hub

The food truck positions farmers as trusted suppliers of fresh, locally sourced lamb products, building relationships and brand recognition at the community level.

Mobile Platform for Inventory and Sales Management with Yoco Integration

Farmers can efficiently manage their inventory and sales through a dedicated mobile platform that automates stock tracking, order management, and sales processes. Integrated with a Yoco terminal, this system ensures that all transactions are cashless, accepting both credit and debit cards effortlessly. Sales proceeds are automatically tracked, providing real-time insights into sales performance and inventory levels. This allows farmers to quickly replenish stock, ensuring smooth operations and consistent customer satisfaction. With this seamless integration, farmers can focus on growing their business while maintaining optimal product levels and accurate sales reporting.

Sales and Marketing Support

Comprehensive sales and marketing support ensures that farmers succeed in their new role. LANDRANI® provides training, promotional materials, and tools to help farmers engage their community and maximise their sales potential. Special events, tastings, and promotional campaigns drive customer interest.

Multiple Revenue Streams

Farmers benefit from two primary revenue streams:

Customer sales

Farmers sell pre-packed cuts and ready meals received on consignment from LANDRANI®, providing a wide range of products to their local communities.

Direct sales via the food truck

Farmers can offer fresh, ready-made lamb meals to customers at roadside stops and events.

Branding and Positioning

Farmers are positioned as the farm-to-table experts in their communities, offering high-quality, ethically produced lamb products. The food truck trailer reinforces this brand identity and helps create strong connections with local customers. Farmers build a reputation as reliable, go-to providers for lamb products and events.

Marketing Our Live Genetics to Participating Meatmaster Farmers

Authentic Meatmaster
It’s essential to understand that not all Meatmasters are equal. To produce Authentic Meatmaster Lambs with genetic level traceability, you must source your ewes from LANDRANI® Meatmasters. Each ewe we sell comes with comprehensive production data, including a calculated LANDRANI® Production Index, directly reflecting her annual lamb kilogram production capability, ensuring you get the best breeding performance.

Pricing:

Young ewes: R2,800 – R3,200
Mature ewes with good production data: R3,500 – R4,500
Average production ewes: R3,200

Act Now and partner with LANDRANI®

LANDRANI® ensures all lamb products are finished, slaughtered, processed, packed, and quality-checked before delivery to the farmer. This partnership allows farmers to focus on marketing and selling the products, confident that they are offering the best quality lamb to their customers.
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