American Lamb Board News
June 15, 2004
American Lamb Board's Culinary Marketing Campaign
Targeting Food Opinion Leaders
June 2004 -- The American Lamb Board (ALB) wants food professionals to appreciate the flavor and versatility of American Lamb. By participating in culinary events last fall, ALB spread its message to more than 900 culinary professionals and epicureans. Events included the Culinary Institute of America, Epcot, the International Food Editorial Council and the American Academy of Chefs.
This spring, ALB participated in two additional food events - the International Association of Culinary Professionals (IACP) conference and the Monterey Food and Wine Festival.
The IACP provided an opportunity for the ALB to showcase fresh American Lamb to approximately 1,500 attendees representing the most recognized, respected and influential food personalities and newsmakers including consumer newspaper and magazine food editors, cookbook authors, trade media, chefs, restaurateurs, caterers and more. Attendees had the chance to taste American Lamb recipes that incorporated a variety of cuts. ALB featured a traditional lamb kabob with mint chutney and a lamb and goat cheese pizza at its exhibit during the conference's culinary showcase and co-sponsored a luncheon featuring American Lamb loin chops with Moroccan rub and rosemary scented rack of American Lamb.
Responses from attendees included, "outstanding taste," "great flavor" and "delicious aroma in the air." According to Nick Forrest, American Lamb Board member and marketing committee chairman, "the American Lamb Board and Fresh American Lamb was the buzz around the convention and the talk of the town."
ALB joined more than 120 wineries at the Monterey Food and Wine Festival as the exclusive meat sponsor. The festival serves as a forum to educate nearly 3,000 wine connoisseurs, consumers, chefs, restaurateurs, caterers and media. The great taste of American Lamb was highlighted in cooking demonstrations by ALB's chef "lambassador" Brooke Vosika, executive chef at the Four Seasons New York City. Karen McNeil, acclaimed wine expert and author, offered suggestions on wine pairings for American Lamb.
According to Margaret Magruder, American Lamb Board member, "Everyone was talking about and eating lamb for the three nights of the festival. They may have to change the name of the event to the Monterey American Lamb Festival."
The Monterey Plaza Hotel served American Lamb loin chops on opening night, and Chef Brooke was a hit with American lamb pizza and American rack of lamb on the following evenings. ALB members attending the festival heard reports not only from the Plaza Hotel but from individuals that American Lamb was being requested in Monterey restaurants all weekend.
Understanding the Lamb Checkoff
Why doesn't lamb have a well-known advertising slogan like "Beef. It's what's for dinner." or "Pork. The other white meat."?
American Lamb's advertising slogan, "Fresh American Lamb (Meat Lovers Know.)," was launched in 2002, so it is relatively new to the marketplace. This slogan is being used by the new lamb checkoff, the American Lamb Board (ALB), as part of its promotional programs designed to increase the consumption of American Lamb and the U.S. lamb industry's profitability.
The lack of American Lamb advertising and promotion over the past years (prior to the existence of the lamb checkoff) contributed to a vacuum in the marketplace that has contributed to a decrease in domestic lamb production and an increased market share for imported lamb. The lamb checkoff now provides the U.S. lamb industry with the tools to help it re-establish American Lamb in the marketplace and in the minds of American consumers.
The "Meat Lovers Know" ads are being targeted to an epicurean audience and can be seen in magazines such as Cooking Light, Gourmet, Bon Appetit, Food Arts and Food & Wine. The ads can also be seen on billboards and buses in markets hosting major gourmet food events. The advertising campaign doesn't pursue mass audience exposure due to the American Lamb Board's limited budget, which is much smaller than those of other commodity checkoff programs such as beef and pork. The American Lamb Board spends 75 percent of its annual budget on promotional activities.
ALB works to identify promotional programs and activities that provide value for the U.S. lamb industry and enable it to grow. Our promotional efforts go beyond consumer advertising to include public relations, chef education, retail marketing and foodservice initiatives. ALB's objectives include raising awareness that quality fresh American Lamb cuts are available year-round, and promoting the American Lamb difference such as:
- wide variety of cuts and many value options
- providing a higher meat-to-bone ratio compared to imported product
- sweet, tender and mildly flavored lamb
FOR MORE INFORMATION ABOUT THE AMERICAN LAMB BOARD'S PROGRAMS AND STRATEGIES:
866/327-LAMB www.americanlambboard.org
American Lamb Board's Chef Education Program
Educating the Chefs of Tomorrow
The American Lamb Board is working to educate the chef/student community on the features and benefits of American Lamb. ALB has developed a video/DVD and Instructor's Guide, "American Lamb Makes the Plate." The video/DVD and the Instructor's Guide are being distributed to 200 educators and students at leading culinary schools across the country.
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