DENVER, Colo. – More than 30 sheep industry leaders, representing 15 organi...

DENVER, Colo. – More than 30 sheep industry leaders, representing 15 organizations and the U.S. Department of Agriculture, met at U.S. Meat Export Federation world headquarters in Denver recently. The meeting, sponsored by the American Sheep Industry Association and USMEF, was held to review the more than 20 domestic and international programs currently underway as the result of the federally funded Lamb Meat Adjustment Assistance Program (LMAAP) and discuss the recent fall in live lamb prices, and the mandatory price reporting situation and possible remedies.

LMAAP program funds 13 marketing and promotion efforts at $3.32 million, including four national marketing programs, six retail and two foodservice efforts, and one international promotion. LMAAP also funds 10 “supply-side” efforts at about $1.52 million, including five new product development efforts and five other programs aimed at promoting the development of marketing groups and alliances. Only a minor portion of the total funding has been distributed, and most programs are geared to be in full-swing starting this fall.

Among the programs reviewed was an American Lamb Council-led lamb consumer positioning campaign set to launch this fall. The goal of the “Consumer Positioning Program” is to firmly establish in consumers’ minds both new and renewed awareness and interest in American Lamb, leading to greater demand for the product. The positioning challenge for American Lamb is twofold: (1) increase the domestic market’s overall receptivity to lamb, while at the same time (2) establish American Lamb as the preferred choice in the market place.

Also reviewed was an USMEF-led promotion effort in Mexico, currently underway, which includes supplier seminars to educate U.S. suppliers about export opportunities in Mexico. The USMEF promo also includes a chefs’ competition aimed at increasing awareness and use of U.S. lamb in urban and major resort areas in Mexico, and seminars designed to help Mexican chefs learn new and exciting ways of preparing underutilized U.S. lamb cuts.

Superior Farms, the largest retail lamb program being funded, reported on its plans to conduct a “retail lamb promotional campaign” starting this October in West and East Coast markets. Representatives of the Iowa Lamb Co. reported on their progress involving retail promotions with two southeastern retail chains.

The American Sheep Industry Association is a national organization supported by 39 state sheep organizations, benefiting the interests of nearly 70,000 U.S. sheep and goat producers.

The U.S. Meat Export Federation is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn, sorghum and soybean checkoff programs.

-- USMEF --