November 15, 2003
FREQUENTLY ASKED QUESTIONS ABOUT THE AMERICAN LAMB BOARD
Q. What is the American Lamb Board?
A. The American Lamb Board is a national promotion, research and information organization whose purpose is to strengthen the position of lamb and lamb products in domestic and foreign markets, and to develop, maintain and expand markets for lamb and lamb products. The 13 member board which administers the program was established by federal legislation and appointed by the Secretary of Agriculture in November 2002. Assessments began July 1, 2002. The Board?s vision is to expand market share of American lamb and foster an opportunity for profitability for all contributors. The estimated annual budget for lamb marketing, promotion and research is $2.6 million.
Q. What does the American Lamb Board do?
A. The American Lamb Board was designed to increase awareness of lamb with consumers and stimulate consumers to buy more American lamb. This is done through such initiatives as advertising in gourmet food publications, marketing partnerships with complimentary products, public relations using trained chef ?Lambassadors?, and through education for consumers on preparing, storing and handling lamb.
The American Lamb Board is not responsible for selling lambs or for setting market prices.
Q. What is the American Lamb Board prohibited from doing?
A. By law, funds collected by the Lamb Board under federal legislation cannot be used to influence government policy or action, including lobbying.
Q. How is the checkoff for the American Lamb Board collected?
A. As of July 1, 2002, all sheep or lambs of any age, including ewes and rams,
are subject to the national lamb checkoff assessment when sold.
The law provides that the buyer collects an assessment from the sales proceeds of the seller. The funds are carried forward to the point of slaughter or export at which time a check is written and sent to the American Lamb Board.
Have more questions about the assessment? There are a couple of ways to have your questions addressed. You may check our website at www.americanlambboard.org
, or you may email your questions to email@example.com
, or you may call the American Lamb Board at 1-888-450-5262.
For more information on American Lamb Board activities, call 1-866-327-LAMB (5262) or email the Board?s Executive Director Dan Borschke at firstname.lastname@example.org
VENEMAN ANNOUNCES LAMB PROMOTION BOARD APPOINTMENTS
Nov. 2003 -- Secretary of Agriculture Ann M. Veneman announced on Oct. 7, 2003, four appointments to the Lamb Promotion, Research, and Information Board. The appointees will serve 3-year terms.
?The board administers programs that enhance domestic markets for lamb and lamb products,? said Veneman. ?I am pleased these individuals have agreed to give their time and expertise to serve on this board.?
The 13-member board is composed of six producers, three feeders, one seedstock producer and three first-handlers. The Secretary of Agriculture appoints one-third of all board members each year.
Appointed members are: Margaret C. Magruder of Oregon and Florence M. Cubiburu of California representing producers; A. H. (Chico) Denis III of Texas representing feeders; and Kevin R. Quam of Colorado representing first handlers.
Established under the Commodity Promotion, Research, and Information Act of 1996 and the Lamb Promotion, Research, and Information Order, the board is financed by a mandatory assessment of one-half cent per pound on ovine animals of any age, including ewes and rams, sold by producers, seedstock producers, feeders and exporters. Also, an assessment of thirty cents per head must be paid by first-handlers. Assessments began on July 1, 2002.
USDA's Agricultural Marketing Service monitors operations of the board.
AMERICAN LAMB: FOUR SEASONS ? ENDLESS REASONS
Nov. 2003 -- National media including cooking magazine editors (e.g., Food & Wine, Gourmet) and food and entertainment broadcast producers (e.g., CBS Early Show, TV Food Network) will be treated to a New York luncheon event featuring American Lamb this fall. The theme of Four Seasons ? Endless Reasons will showcase American Lamb dishes customized for each seasonal cooking style.
The American Lamb Board is working with four rising star chef spokespersons to prepare the seasonal lamb dishes for the press. ?Tasting is believing,? said Dan Borschke, executive director for the American Lamb Board. ?This event will give us direct influence and easy access to the most influential media in food today. With some of the best chefs in America on hand promoting the versatility of American Lamb, we?re sure to get great coverage.?
The Lamb Board anticipates getting 10 or more articles placed in national media ? from The Today Show
to the New York Times
as a result of this event. ?We expect to reach at least 5 million consumers from these placements,? said Nick Forrest, chairman of the Lamb Board?s Marketing Committee.
The Four Seasons ? Endless Reasons theme will be carried through in year-round public relations. ?We hope to debunk the idea that lamb is seasonal ? only for high holidays and expand consumers? purchase of American Lamb beyond Spring,? Borschke said.
Stay tuned for more information on ongoing American Lamb promotions by checking our Web site at www.americanlambboard.org
. You can also call 1-866-327-LAMB (5262) if you want to learn more.
NEW COLOR RECIPE BROCHURE AVAILABLE FROM AMERICAN LAMB BOARD
Nov. 2003 -- A full-color, 12-page brochure is now available from the American Lamb Board. Packed with nutritional facts, handling information and great ideas for preparing lamb, this brochure is a must for lamb lovers!
State associations can request up to 50 of these brochures free of charge by calling toll free 1-866-327-LAMB (5262). This is a first run and we have a limited quantity in stock, so order yours now!
A second printing is planned before the end of the year and you will be able to purchase quantities of this great marketing tool at cost. Watch for more information on our second edition of this colorful, informative brochure on www.americanlambboard.org
or e-mail the American Lamb Board?s Executive Director, Dan Borschke, at email@example.com