Lamb Checkoff promotion efforts aim to increase profit opportunities for all sectors of the lamb industry by increasing awareness of American Lamb with consumers, media, chefs and retailers.

Goals and Strategies

• The Lamb checkoff is working to increase awareness and purchase frequency by promoting the benefits of American Lamb including the year round availability, versatility, ease of preparation, variety of cuts, flavor, freshness and quality.
• The lamb checkoff is working to build preference for American Lamb by educating consumers, chefs, media and retailers about the differences between American and imported lamb.
• The lamb checkoff is working to minimize the volatility of seasonal lamb sales through targeted promotions and publicity efforts that encourage chefs and consumers to use American Lamb year round.
• The lamb checkoff is educating chefs about the American Lamb difference and encouraging the use of underutilized and cost effective cuts in foodservice.
• The lamb checkoff is working to keep retailers committed to an American Lamb program based on quality, freshness, flavor and consumer preference for domestic lamb.

Foodservice Programs

The lamb checkoff's foodservice program works to educate chefs and culinary students about the benefits of American Lamb through publicity, participation at major culinary promotional events and the distribution of culinary educations tools. The American Lamb Board has several new foodservice marketing tools including sales sheets, fabrication videos and how to sheets. ALB also has an electronic foodservice newsletter that is distributed quarterly to chefs and culinary educators.

Consumer Programs

The lamb checkoff's public relations efforts work to generate print and broadcast media coverage about American Lamb utilizing chef "lambassadors" and other media tactics including satellite media tours, full color feature pages for local newspapers, media kits and more. The lamb checkoff's public relations efforts have led to thousands of media placements reaching millions of consumers each year.

By participating at food shows and festivals, the lamb checkoff is helping consumers overcome misperceptions about lamb. Consumers across the country are getting exposed to how simple and delicious American Lamb can be. Each year, thousands of consumers are provided with American Lamb samples and simple recipes and information about American Lamb.

Retail Promotions and Communications