Despite the pandemic, lamb promotions by the American Lamb Board (ALB) “lit a fire” with consumers through promotions funded with the Lamb Checkoff, according to ALB’s 2021 annual report titled “On Fire in 2021.”
“I can honestly say that your American Lamb Checkoff lit a fire with consumers this past year,” said Gwendolyn Kitzan, ALB chair, in a statement. “As they took to the outdoors for entertainment and relaxation, we helped them create fabulous meals with American lamb. It’s been one of our most successful campaigns to date.”
Among the promotions in 2021 was a network of outdoor cooking experts in the food blogger network who contributed 34 American lamb recipes with photos and videos that had a total reach of 6.9 million consumers. ALB noted media coverage was “largely positive” about lamb, with coverage of the outdoor cooking poll and growth of lamb retail sales, including 4,400 articles written about lamb, resulting in 20 billion impressions.
ALB continued its seasonal social media campaigns with lamb lovers month, #thelambchallenge, outdoor cooking adventures and tailgate adventures, and it will continue virtual events along with in-person events. In food service, Taziki’s Mediterranean Cafe tested an American lamb burger and Lebanese Taverna created a holiday takeout pack.
The promotions were in conjunction with a funded consumer research study in 2021 to better
understand the impacts of COVID-19 on consumer usage and attitudes about lamb. The study found consumers purchase lamb because it brings up images of special occasions, it’s a reminder of cultural food roots and it has a unique flavor that they use to diversify their meals.
According to the study, the majority of lamb purchasers were college-educated millennials with families who live in urban areas and have a yearly income of more than $100,000. The group, known as heavy users, purchased lamb once a week or more.
“We have to be exceptionally savvy and in touch with our consumers. It’s been about three years since our rebranding project to bring a new spark to American lamb promotions. Even though the pandemic put a wrinkle in our plans, it truly brought forward opportunities,” Kitzan said.
ALB continued its industry outreach in 2021, with a lamb carcass quality video series produced by North Dakota State University Extension and the National Lamb Feeders Association Trailblazers Tour in Texas, highlighting innovative industry practices. To assist in promoting lamb, ALB provided tools to support producers and direct marketers with materials such as recipe brochures and the lamb promotional partnership program to assist local lamb groups.
ALB’s research efforts continue, with phase three separating lamb by flavor profile to market to consumers. The research is being conducted by Colorado State University and Texas Tech University using technology to predict flavor attributes that correlate with consumer sensory testing. ALB is also working with Michigan State University on the first study to measure the environmental footprint of lamb production.
These efforts were funded by what Kitzan says is one of the smallest checkoff budgets.
“Your mandatory American Lamb Checkoff has one of the smallest budgets of any national program—only Christmas trees and popcorn have less,” Kitzan said. “As I retire from the board after six years, the challenges we faced brought out incredible unity and new determination from all segments of our industry. Let’s keep this fire burning hot!”
A copy of the annual report can be found at lambresourcecenter.com. — Charles Wallace, WLJ editor
