ALB Focuses on Building Relationships with Butchers
The continued trend toward local food sourcing has put hometown butchers and specialty meat shops on the radar of likely lamb consumers. In June, the American Lamb Board (ALB) connected with 50 of these US businesses through its new “Butcher Box” direct mail kit. The goal is to re-engage with this audience for long-lasting relationships that lead to increased sales of domestic lamb.
ALB research done by Midan Marketing in 2021 found that 24% of consumers made retail lamb purchases at independent markets and/or butcher shops. Of those consumers, 30% were heavy lamb users and 35% were light lamb users.
ALB identified the 50 businesses to receive the Butcher Box of American Lamb promotional and educational tools by looking at trade information, online activity and input from chefs, suppliers and food influencers. Some of the shops already carry lamb (American, imported or both), while some do not routinely offer lamb.
The initial 50 butchers will have the chance to be selected as one of 25 “American Lambassadors” to advocate for American Lamb, similar to the successful ALB food blogger and chef Lambassadors program. Be sure to check Where to Buy American Lamb | American Lamb Board in coming months to see the list of the new 25 American Lambassadors.
About the American Lamb Board
The American Lamb Board (ALB) is the national promotion, research and information checkoff program that works on behalf of all American producers (commercial and seedstock), feeders, direct marketers and processors to build demand for American Lamb. Funding is through mandatory assessments paid by all industry segments. The 13-member board represents all industry sectors, geographic regions and sizes of production. The work of the ALB is overseen by USDA and supported by staff in Denver, CO. Almost two-thirds of the annual budget funds American Lamb promotion programs. For more information, contact ALB at: info@americanlamb.com, or 866-327-LAMB (5262).
