January 2005 -- That?s the unified message from the ?Vote Yes for American Lamb Coalition,? comprised of the National Lamb Feeders Association, American Sheep Industry Association, American Farm Bureau Federation and state sheep producer associations from coast to coast.
The American Lamb Board (ALB), which manages the lamb checkoff program, was established in 2002. Its 13 volunteer members broadly represent the American lamb industry. ALB is hard at work for you, promoting American Lamb and re-establishing your products presence in the nation?s meat cases and foodservice operations.
This winter, the industry will vote on whether to continue the lamb checkoff program, and in turn, the many programs and activities that are putting American lamb in the spotlight. To be approved, the vote must pass by a majority of producers casting ballots and the majority vote of the numbers of sheep produced, fed and slaughtered.
The ALB has a modest amount of funding to support American lamb in the marketplace. These funds are invested wisely by the board to get the greatest industry benefit for your dollar. And it promotes only your lamb, American lamb! The ALB works to differentiate American lamb from imported product with its ?American Lamb - 10,000 Miles Fresher? advertising campaign. It also works to encourage domestic identification with American Lamb by building on the ?American Lamb from American Land? promotion. As Australian and New Zealand sheep producers spend their checkoff funds promoting their lamb in the U.S. market, you now have a voice in the domestic marketplace via the American Lamb Board.
Why does the sheep industry need a national checkoff? Short answer: Marketing 101. We need to invest in advertising and promotion to increase consumer demand for American Lamb. It?s a concept clearly understood by our biggest competitors: Both Meat & Livestock Australia and Meat and Wool New Zealand have mandatory producer checkoffs. And both use checkoff dollars to promote foreign lamb to U.S. consumers. But the American Lamb Board is working to change that by informing consumers that American lamb is a fresher, domestically produced choice.
Please take the time to vote for this important self-help sheep industry program. Your ?yes? vote will foster an opportunity for the industry to prosper by:
Your taking the opportunity to vote in this winter?s lamb checkoff is likely the single most important action you can take to influence the future of the U.S. sheep industry if you want it to be profitable, competitive and proudly marketing your lamb.
Vote ?Yes? for your industry ? and your future.