Winn-Dixie has always been a supporter of lamb; it just took some time before they realized that American lamb, not imported lamb, is the key to their success. The turning point was in 2005, when Winn-Dixie ran a test program in some markets, selling only domestic lamb. When customers took notice of the improved quality and freshness of American lamb, demand for it rose. By the end of the year, they made the transition to offering only American lamb in all their stores.
 
To draw attention to the recent transition to American lamb products, a promotional campaign for spring 2006 brought Winn-Dixie to the forefront of consumers' minds and placed American lamb on tables throughout the southeastern United States. Television ads played on local cable stations, including The Food Network®, resulted in more than 1 million consumer impressions, while participation at the South Beach Food & Wine Festival allowed more than 10,000 consumers to sample Catelli Brothers American lamb and learn that the products they were tasting were on special at their local Winn-Dixie store. The promotion was a huge success and led to significant increases in lamb movement compared to the same period year ago.
 
"With collaborative funding available from the American Lamb Board, we've been able to develop many successful promotions with Winn-Dixie," explained Tony Catelli. "They've become a loyal customer based on their commitment to provide the highest quality American lamb to their customers. Our relationship with Winn-Dixie has allowed us to increase American lamb sales and keep American lamb in one of the largest, most progressive retailers in the Southeast."
 
Winn-Dixie continued their commitment to American lamb in 2007 by placing outdoor billboards in the Miami, Jacksonville and Orlando, Florida, areas to attract consumer attention to the stores and their American lamb specials. Increased in-store sampling events, customized point-of-sale materials, and retail chef demonstrations on local morning television shows were all complemented by continued participation at the South Beach Food & Wine Festival. This time, Winn-Dixie experienced American lamb sales increases of 11% (pounds) and 14% (dollars).
 
More recently, Winn-Dixie and Catelli Brothers have continued their promotion of American lamb by focusing on the summer grilling season, specifically in May 2008. Special point-of-sale pieces directed consumers to the American lamb section of Winn-Dixie's meat case, while outdoor billboards in target markets brought hungry consumers into the stores, anxious to create their own grilled lamb dish. The 2008 promotion brought Winn-Dixie a 7% increase in lamb pound sales compared to the same period in 2007.
 
Today, Winn-Dixie continues to focus on promoting American lamb to their customers and in doing so, provides them with a healthy meal option that is fresh, full of flavor and American! Ever expanding, Winn-Dixie is bringing American lamb to more consumers every day.