Seattle Retail Promotion Lifted American Lamb Sales
August 2005 -- The second American Lamb Board (ALB) retail promotion in Seattle, Wash., generated great results. The promotion increased the sale of American lamb by 55 percent in April and 21 percent in May. The lamb checkoff?s spring promotion, a partnership with QFC (Quality Food Centers), a chain store in Washington and Oregon, ran April 15 through May 15. The promotion included a sweepstakes offering a chance to win one of ten $200 gift certificates to Williams-Sonoma.
To kick off the Seattle retail promotion, the ALB participated at the 2005 Taste Washington Festival in Seattle, Wash. The event drew more than 165 Washington wineries, 90 regional restaurants and more than 4,000 consumers. Chefs went all out in creating unique tastes that paired perfectly with their Washington wine partners selected wine.
The ALB sponsored one of four Viking demonstration kitchens and partnered with Chef John Sarich, culinary director for Washington?s largest winery, Chateau St. Michelle. Sarich conducted two lamb-cooking demonstrations and attendees were able to sample his Lamb Loin Nicoise Roulade with Olive Tapenade and Arugula recipe at the St. Michelle booth.
The ALB?s retail promotion strategy is to partner closely with retailers and suppliers to create custom promotions that stretch the budget and make the greatest impact in key markets. The lamb checkoff?s first retail promotion was a partnership with Catelli Brothers and Acme Markets in Philadelphia. The promotion resulted in a 74-percent increase in pounds of American lamb sold in a four-week period compared to the same period a year ago.
Featured recipe at the 2005 Taste Washington Festival:
Lamb Loin Nicoise Roulade with Olive Tapenade and Arugula
2 lamb loins split open and flattened
1/2 cup chopped pitted calamata olives
2 garlic cloves smashed
1/2 cup chopped roasted red peppers
1/4 cup goat cheese
1 tablespoon olive oil
Salt and pepper to taste
1/2 cup arugula leaves
Mix the olives, garlic, peppers, goat cheese and olive oil together. Lay the arugula leaves on the flattened lamb loins; place olive spread mixture evenly over the arrugula. Roll up loins and tie. Rub lamb with olive oil and salt and pepper. In a saut? pan, brown the loins evenly all over. Place in a 325 degree oven for approx. 10 minutes. Remove and let rest 10 minutes. Remove string and slice into 1/2 inch slices (circles).