The American Lamb Board (ALB) allocates funds to assist efforts by state/local industry groups and American Lamb suppliers, as budget allows. This program is intended for those who are prepared to share costs and resources to the funded project.

ALB is funded by the Mandatory American Lamb Checkoff. No projects which influence local, state or government policy or action will be funded, as required by law.

Funds are for activities which align with the 2023-2028 Strategic Plan goals:

■ Marketing: Grow consumer demand for American Lamb

■ Research, Education and Innovation: Optimize/prioritize research and education efforts to improve product quality and consistency, increase productivity and grow the year-round supply of American Lamb

■ Industry Services: Expand awareness, understanding, engagement and involvement of stakeholders in the American Lamb Checkoff

There are 3 categories within the Cooperative Funding Program.

■ Local Sheep Producer Groups: Local groups which represent sheep producers and/or feeders can apply for funding. The projects which receive funding must target (1) consumers (or chefs, retailers/butchers, media) for marketing and promotional projects designed to build awareness and grow demand for American Lamb; or (2) current or potential sheep industry members for educational activities designed to increase sheep production, lamb quality or productivity. ALB will not cover lamb/meal costs for industry events. This supplier funding program requires matching funds. The producer application can be completed online or emailed.

■ American Lamb Suppliers: ALB’s Cooperative Funding Program is open to any supplier, including direct marketers, to promote American Lamb products in the retail and/or foodservice sectors. The promotions should use innovative marketing techniques to incentivize restaurants and/or retailers to promote and support American Lamb. Priority will be given to programs in high consumption markets.

This supplier funding program requires matching funds. The supplier application can be completed online or emailed.

Applications are accepted twice a year. Spring applications are accepted February through March and the fall application process is open August through September.

Plan ahead to get your project application submitted before your event.

1. This program is intended for those who are prepared to share costs and resources. The applicant must put in $1 for every $1 funded by ALB. In-kind contributions do not qualify as matching.

2. Funds cannot be used to promote a specific breed, a specific management system, such as grass-fed, or imported lamb.

3. A fully completed application must be submitted via email to rae@americanlamb.com. Applications can be submitted twice a year: 1) February-March and 2) August-September. Samples of completed applications are available.

4. Projects must align with the 2023-2028 ALB Strategic Plan. In addition, any Checkoff funds received from ALB under the Cooperative Funding Program cannot be used in any way to influence government policy or action, including lobbying; and must comply with the Act and the Lamb Promotion, Research and Information Order.

5. Projects must acknowledge the Mandatory American Lamb Checkoff’s support through use of the current ALB logo and/or a statement such as: Paid for in part by the American Lamb Board.

6. All promotional materials developed through the program must be submitted at least 2 weeks prior to use for ALB review and USDA approval, as required by the federal checkoff guidelines.

7. A final report that provides results must be submitted within 6 weeks of project completion. Plan for this report as your project progresses by taking photos, collecting attendance numbers, etc.

8. Submit an invoice with the final report with expense documentation. Upon approval, payment will be issued.

Not every event is a good place to sample American Lamb; other promotional activities may fit the situation better. Unsuccessful sampling may even discourage consumers from purchasing lamb.

Before applying for funding, thoroughly investigate if sampling is the best option. Successful sampling requires a good location with adequate services (electricity, potable water, shelter from dust and rain, etc.). State health department regulations and venue restrictions must also be achievable. If these criteria are acceptable, careful selection of the appropriate lamb cut and recipe for the situation and audience is critical.

Prior to completing the application, check into local suppliers to obtain the lowest possible wholesale price. An American Lamb supplier may be interested in contributing to your efforts. ALB will not cover expenses for premium cuts such as rack and loin.

Order free recipe brochures, handouts and small give-away items on the industry website. This site also has additional apparel and novelty items for sale at a variety of price points, such as caps, cutting boards, aprons, grocery bags and spices.

The ALB consumer/influencer website, AmericanLamb.com, includes an online recipe search, examples of photography which may be available for your use by request, current promotions and sections specific to foodservice and retail. Links to consumer-directed social media are also included.

Payment is made from the ALB by check after the final report and invoice documents are received and approved. In addition to the invoice, supporting documentation needs to be attached, such as receipts for sponsorship fees, printing, facility fees and supplies.

Sheep Producer Groups:

■ Share recipes at local farmers markets and other consumer food events

■ Conduct sampling at an appropriate consumer event featuring ground American Lamb

■ Working with an American Lamb supplier to get product into a supermarket

■ Development of promotional materials including packaging, flyers, websites, social media content, videos and similar for needs not met by ALB resources

■ Other promotional activities including consumer advertising

■ Exhibiting at a state chef/foodservice event, sponsoring a speaker and/or distributing ALB educational materials

■ Host a farm or ranch tour for local media, chefs, butchers etc.

■ Sponsoring a speaker at a state health professional conference

■ Supporting a sheep industry educational workshop on technology and techniques to improve on-farm efficiency (ALB does not fund lamb products or meals at industry events)

■ Events that introduce potential producers to raising sheep

Suppliers:

■ Advertising and content creation (video, photography, etc.)

■ In-store sampling

■ Point of sale materials

■ Distributor incentive programs

■ Training sessions

■ New product promotion

■ Promotional projects which are most likely to only have industry attendance, such as sampling lamb at a sheep sale or sponsoring lamb product for a meal

■ Activities that seek to influence government policy at any level, such as funding to give testimony at a state hearing

■ Materials that fulfill needs already met by ALB resources

■ Capital expenses, product discounts, ads in regular retail circulars, slotting fees and salaries

Applications are reviewed by a team made up of ALB members and staff.

Applicants can expect notification within 30 days.

The committee will review and respond to applicants with an answer. If awarded, a funding sponsorship agreement will be executed.