ALB Expands Consumer PR Efforts
January 17, 2014

On the heels of a recently completed consumer research study, the American Lamb Board (ALB) is elevating its 2014 strategic communications program to focus more on educating consumers about the basics of lamb--from cuts and cooking methods to the responsible practices of the industry's 82,000 shepherds. Dubbed "Curriculamb, the campaign aims to inspire home cooks to purchase and prepare lamb more frequently. 
"Research shows that while many consumers love ordering lamb in restaurants, they're less inclined to reach for it when preparing simple, weeknight meals," says Megan Wortman, ALB executive director. "Our 2014 focus is on encouraging the infrequent lamb fan - those who cook it less than five times per year - to add lamb into their weeknight dinner routine." 
The Curriculamb campaign will consist of "Lamb 101" education on lamb cuts and cooking methods, coupled with everyday meal inspiration from top chefs. 
Additionally, ALB will renew its popular Lamb Jam Tour in 2014, bringing the lamb party to four key markets: Boston, Washington D.C., San Francisco and Portland, Ore. 
For more information about ALB's consumer communications channels, visit