February 15, 2004
Understanding the Lamb Checkoff
How is the American Lamb Board different from industry trade associations such as the American Sheep Industry Association and National Lamb Feeders Association?
The American Lamb Board (ALB) and the industry trade associations are different organizations with different but complementary goals, objectives and sources of funding. ALB is funded through assessments collected under the federally mandated Lamb Checkoff Program and exists to increase the consumption of American Lamb. This is done through consumer advertising, retail promotions, channel marketing, public relations and consumer education. Your checkoff dollars help ALB deliver marketing and promotion programs including:
- Full-page, four color advertisements in national gourmet food magazines such as Food & Wine, Gourmet and Cooking Light -- reaching more than 9 million consumers.
- Joint promotions with Buena Vista winery to increase the featuring and ensure the availability of American lamb at leading supermarket chains.
- A national publicity campaign promoting the benefits and versatility of American lamb through satellite media tours, partnerships with prominent American "Lambassador" chefs and exhibits at national culinary events.
What the ALB Does:
- Promotes American lamb to the best target groups as identified by existing research.
- Minimizes the volatility of seasonal product sales through targeted promotions.
- Communicates openly and on a regular basis with ALB contributors.
- Leverages and expands the ALB budget by developing cooperative partnerships.
- Uses research data to benchmark, measure and evaluate the ALB's progress.
- Works with trade associations and other industry alliance partners to maximize the industry's resources and further the goals of the American lamb industry.
What the ALB Does Not Do:
Lamb Checkoff is Bringing Lamb's Message of Versatility to Consumers
American Lamb Board's Satellite Media Tour Generated Interview on 20+ TV Stations Nationwide
- Influence government policy or action, including lobbying.
- Develop or implement policy initiatives.
- Collect membership dues.
- Sell lambs.
- Set market price.
A Satellite media tour in partnership with Gallo of Sonoma Wine and Pomegranates focused on the year-round appeal of lamb, the mild, fresh flavor of American lamb and the wide-variety of cuts. The segment, hosted by lifestyle and entertainment expert Bill Boggs (formerly of The Food Network), was picked up by more than 20 television stations.
American Lamb Board's Advertisements in Leading Food Magazines Highlights the Benefits of American Lamb
The American Lamb Board is placing advertisements in leading food magazines to educate consumers about the benefits and versatility of fresh American lamb. The publications are selected because of their strong ability to reach those consumers that the ALB has identified as a primary target -- Emerging Epicureans. Watch for the "(Meat Lovers Know)" ads as well as supporting advertorials in the following publications:
Lamb Checkoff is Encouraging Retailers to Feature American Lamb
- February 2004 -- Food & Wine Magazine
- May 2004 -- Cooking Light
- June 2004 -- Bon Appetit
- July 2004 -- Food & Wine
- August 2004 -- Gourmet
The American Lamb Board's (ALB) mission is to increase the value of American Lamb for all segments contributing to the American Lamb checkoff. ALB is working to improve the competitive position of American Lamb and lamb products in the marketplace and to increase demand through advertising, public relations and channel marketing.
One of ALB's channel marketing goals is to meet with retailers to increase the featuring and ensure availability of American Lamb in leading supermarket chains. These meetings provide the ALB with the opportunity to gain a better understanding of the needs of the retail marketplace and consumers. As it becomes available, the ALB will share market intelligence from these meetings to help the industry deliver what the retailer wants.
Recently, ALB met with a regional supermarket chain to promote American Lamb. Their corporate office representative was very clear about two things: 1) they prefer to feature American Lamb; and 2) they need consistent quality and consistent price. The retailer wants 55-65 pound carcasses with a 90-day shelf life from their suppliers. Variability in quality or price can negatively impact sales and consumption of lamb.
Our competitors are listening to the retailer and consumer and are working to deliver what the U.S. marketplace demands. Our competitors have made strong inroads into the U.S. market. ALB is committed to making American Lamb the choice of leading supermarket chains by helping the industry respond to the needs of the marketplace.
FOR MORE INFORMATION ABOUT ALB'S CHANNEL MARKETING ACTIVITIES PLEASE CALL US AT 866/327-LAMB OR VISIT OUR WEBSITE: www.americanlambboard.com.