Lamb Checkoff Makes it Big with National Media
February 2005 -- The American Lamb Board on Dec. 14, 2004, held its second annual New York media event, themed ?Four Seasons - Endless Reasons? at the Four Seasons in New York City. More than 30 editors and producers representing 17 national consumer, foodservice and retail media outlets gathered editorial ideas for American Lamb and tasted seasonal American Lamb dishes created by four chef ?Lambassadors.?
The event featured ALB?s four celebrity Lambassador chefs focusing on the variety and versatility of lamb cuts for every season. The lambassadors, who provided seasonal recipe tastings and preparation tips, include:
? Chef Jim Botsacos of Molyvos and Abbocato, New York City
? Chef Jen Jasinski of Rioja, Denver
? Chef Heidi Krahling of Insalata, San Francisco Bay Area, and
? Chef Broke Vosika of The Four Seasons Hotel, New York City
Some of the attendees included ?Food Art,? ?Restaurant Business,? ?Chili Pepper Magazine,? ?Family Circle,? ?Martha Stewart Living,? ?Time Magazine,? ?Better Homes and Gardens,? ?Good Housekeeping,? ?Woman?s Day,? ?Woman?s World,? ?Budget Living,? ?Fox and Friends,? ?New York Daily News,? ?Wine Spectator? and ?Wine Enthusiast.?
Additional attendees included Liz Forgang of the ?New York Daily News? and ?King?s Feature Syndicate?; Philomena Corredena, editor of ?The Chopping Block,? a syndicated column reaching hundreds of local newspapers nationwide; and Kathryn Mathews, a New York-based freelancer who has written for more than 6 local newspapers.
A representative from ?Better Homes and Gardens? described the event as the most enjoyable tasting event in their experience, tagging it the finest combination of gourmet dishes and pleasant American Lamb representatives. A representative from ?Martha Stewart Living? commented, ?We don?t often consider lamb in our magazine, but after tasting tonight?s wonderful recipes, it makes us realize we should put more emphasis on lamb in our editorial features.?
?Tasting is believing,? said Bo Donegan, executive director for the American Lamb Board. ?This event gives 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 ?Four Seasons ■ Endless Reasons? theme will be carried through in year-round public relations efforts.
?We hope to debunk the idea that lamb is ?seasonal? ? only for high holidays, and expand consumers? purchase of American Lamb beyond Spring,? Donegan said.
More information on ongoing American Lamb promotions are available on the ALB Web site at www.americanlamb.com. Or, call 1-866-327-LAMB (5262) to learn more.
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. Its 13-member board is comprised of producers, feeders, seedstock producers and first handlers, appointed by the Secretary of Agriculture to administer the activities of the American Lamb checkoff program initiated in 2002.
Consumers Lined Up for American Lamb at Food Network Show
American Lamb was a hit among consumers at the ?Food Network?s? inaugural Great Big Food Show in Philadelphia, Nov. 5-7. More than 7,000 samples of Pulled American Lamb with Red Wine Sofrito and Red Onion Salad were handed out. In addition, more than 3,000 recipe cards and 65 press kits were distributed. The ALB also conducted an on-site survey with 930 consumers at the event to learn more about their habits in consuming lamb in the home or while dining out. After tasting American Lamb and learning more about its benefits at the exhibit, 77 percent of those surveyed said their experience triggered a greater preference for American Lamb, with more than 60 percent indicating they would cook it at home. Attending ALB member, Nick Forrest, summed up the event by saying, ?We truly affected all segments of the lamb market as our visitors ranged from consumers who cook and dine out to chefs and restaurants to culinary instructors and students to fellow retail exhibitors.
New American Lamb Foodservice Recipe Cards Available
New American Lamb foodservice recipe cards are now available. The full-color, oversized cards feature chef-developed recipes for: Crispy American Lamb Ribs, Asian Salad with American Lamb, Autumnal American Lamb Stew with Red Kuri Squash and Almonds, Braised American Lamb Shanks with Winter Squash and Red Chard and, Royal Spice Crusted American Lamb Chops. The recipe cards combine scenic images with mouthwatering photographs of the lamb dishes. The cards will be distributed to chefs and culinary educators throughout the year. (For copies of these recipes, visit www.americanlamb.com.)
Celebrity Karen Duffy Touts American Lamb on TV
Celebrity model and lifestyle expert Karen Duffy extolled her praises for American Lamb during a television satellite tour themed ?Confidence in the Kitchen,? Nov. 9. During interviews she discussed a simple American Lamb dish prepared with a boneless loin and told viewers they can find great recipes on americanlamb.com. The interviews aired live on 16 local TV networks, including markets such as Minneapolis, Tulsa, Buffalo and Tucson. For a peek of Karen?s interview and the recipe, visit the ALB Web site.
American Lamb Board and Acme Markets Partner for Philadelphia Retail Promotion
The American Lamb Board, Acme Markets and Catelli Brothers partnered in a holiday retail promotion in the Philadelphia metro area. American Lamb loin chops as well as American Lamb racks were featured. Grocery store circular advertisements, labels, shelf talkers and recipe cards supported the promotion. In addition, both local and national television advertisements aired on the ?Food Network? in December. The local spots helped to drive local consumers directly to Acme Markets while the national television advertisements focused on the American Lamb Brand.
American Lamb Promoted at The Culinary Institute of America Conference
American Lamb was promoted to more than 600 leading chefs, authors and food editors who attended the Culinary Institute of America?s 2004 Worlds of Flavor Conference and Festival in the Napa Valley. This year?s event focused on Asian flavors. American Lamb, with its fresh and mild flavor, is the perfect companion for today?s popular Asian flavors. Domestic lamb pairs well with both pungent and spicy seasonings ? flavors common to Asian cooking. To spread the American Lamb message to the influential attendees of this conference, the American Lamb Board teamed up with chefs from Mantra Restaurant, a well-known Indian restaurant in Boston. The chefs prepared four fabulous dishes with American Lamb -- American Lamb Samosas, Pulled American Lamb on Toast with Goat Cheese and Wild Greens, Royal Spice Crusted American Lamb Chops with Ginger Jus and, Spice Marinated American Lamb Top Bound with Cashew and Mint Chutney. (For copies of these recipes, visit www.americanlamb.com.) Also at the conference, ALB board member Teddie Crippen and other ALB representatives met with editors from culinary magazines.