Recent ALB funded research and evaluation projects include:

• A study examining how lamb demand has increased in recent years and what factors drive lamb demand.
• A study that analyzes ACNielsen HomeScanTM data to develop lamb consumer purchase information that can be used to better target the ALB lamb efforts.
• A consumer attitude and awareness survey to gain insight into the lamb consumer and to establish a benchmark to measure the consumer program's effectiveness.
• An evaluation of the lamb checkoff's retail and foodservice programs from 2003-2006.

The goals of the checkoff-funded industry communications efforts are to keep the industry informed about how their checkoff dollars are being invested and to understand and respond to the needs of the American Lamb Industry.

• Lamb checkoff educational ads appeared in industry publications like the Sheep Industry News, the Shepherd and the Banner.
• Weekly and Quarterly lamb checkoff newsletters are distributed to thousands of industry leaders.
• Lamb Board Members and staff provided reports at industry meeting.

• The American Lamb Board has promotional tools to help the industry spread the word about American Lamb.
• The Matching Grants program continued to fund projects to help state organizations and other industry partners promote American Lamb in their state or region.

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

The lamb checkoff works with suppliers and retailers to provide in store communications about American Lamb in the marketplace including labels, signs, and simple recipes. The lamb checkoff also develops promotional partnerships with select retailers to increase American Lamb sales in key markets. ALB has also developed a new retail website section and electronic newsletter that is distributed to hundreds of retailers and suppliers.