October 21, 2011
The American Lamb Board (ALB) is kicking off its third Lamb Jam tour on Oct. 23 in Seattle, Wash. The Lamb Jam tour cities for fiscal year 2012 will again include Seattle, Boston, Washington, D.C., San Francisco and a finale in New York City.
The tour is designed to increase demand for lamb, build fans of lamb in strong lamb markets and increase awareness about the benefits of American lamb. The Lamb Jam tour highlights local lamb producers and renowned chefs in each market. Consumers get the opportunity to interact directly with local lamb producers to better understand how lamb is produced and where they can buy it in the market.
The tour showcases the versatility of American lamb beyond the rack with approximately 20 chefs from each market competing head-to-head for top honors using local lamb in four cut categories - leg, loin, shank and shoulder. The chef dishes are judged by a panel of local media judges and then sampled by approximately 600 attendees in each market who vote on their favorite dish for the "People's Choice Award."
According to ALB Executive Director Megan Wortman, "More than a third of consumers have never tried lamb, and many people who have tried lamb only eat it for special occasions or when they eat out. ALB developed Lamb Jam to give people an opportunity to try lamb for the first time or to try different cuts or different preparations. We want people to get more familiar and comfortable with lamb as a great meal option."