ALB Showcases New Film Celebrating Our Stories, Our Stewardship, and Our Future

At the 2025 American Sheep Industry Association’s Annual Convention in Reno last week, the American Lamb Board (ALB) debuted a new 8:30-minute film that puts you—America’s sheep producers—at the center of the story.

This new video, now hosted on ALB’s YouTube channel, showcases the diversity, resilience, and craftsmanship behind American Lamb, from the wide‑open west to innovative farm distilleries and leading restaurant kitchens. ALB will promote the film through media outreach and select film festivals to reach new audiences and grow demand for the lamb you raise.

“American sheep producers are doing incredible work every day—caring for their flocks, improving their land, and delivering a world‑class product,” said David Fisher, chairman of the American Lamb Board. “This film is about putting those stories on screen so consumers can see the craft, commitment, and community behind American Lamb. We want producers to feel proud of what they do, and we want consumers to understand that when they choose American Lamb, they are supporting families and farms in every region of this country.”

A Story Rooted in the Land and in Family
The film opens out west with multi-generational producer Peter John Camino and his family in Buffalo, Wyoming. Their story will feel familiar to many of you. As Peter says in the video, “Working with my family is great. I was taught how to work sheep. I turn around, and I’m teaching my sons and my grandkids how to work sheep.”

Their operation reflects what so many American sheep producers live every day: a way of life rooted in heritage, land stewardship, and a commitment to raising sheep with care and respect.

For producers like the Camino family, sheep are not just livestock—they are part of the family, and a foundation for passing on values of hard work, responsibility, and connection to the next generation.

Regenerative Partnerships: Sheep as a Tool for Healing the Land
The film then travels across the country to highlight how sheep are playing a powerful role in regenerative agriculture. At Maker’s Mark, a working farm distillery, 450 Katahdin sheep are a key part of a holistic, land‑first approach.

Through rotational grazing, sheep graze down cover crops, returning nutrients like nitrogen to the soil to build soil health and microbiome activity while supporting biodiversity.

Producer–partners at Maker’s Mark describe their philosophy simply: if they are not good stewards of the land today, they will not be making whiskey 200 years from now. Sheep are central to that long‑term vision.

For U.S. sheep producers, this segment underscores the message that sheep are one of the most versatile tools available for improving rangeland, pasture, and crop systems while also adding value through high‑quality lamb.

From Pasture to Plate: Chefs Championing American Lamb
The film then follows American Lamb from the pasture into the kitchen, showing how chefs bring their work to consumers’ plates.

At Maydan in Washington, D.C., Chef Rose Previte uses American Lamb to honor her Lebanese‑American heritage and the long tradition of lamb as a centerpiece for gatherings and celebrations. She shares how lamb was always the “special occasion food” in her family—from backyard barbecues to birthdays and holidays. At her restaurant, a signature lamb shoulder cooked low and slow, then finished over live fire, brings that heritage to life.

Chef Previte also highlights an important opportunity for producers and the entire supply chain: expanding the conversation beyond just the rack of lamb. Many consumers only recognize one or two premium cuts, but by showcasing a wider range of cuts, chefs can introduce guests to new flavors and more affordable options.

Your work matters to chefs, to diners, and to communities—and this film helps make that connection visible.

A Unified Message
Throughout the film, one theme ties every story together: American Lamb is about more than just great flavor. It is about the land, the people, and the care behind every bite.

From multi‑generation ranches in the west, to regenerative grazing systems in Kentucky, to live‑fire kitchens in Washington, D.C., the film shows how:

• Sheep connect families and generations on farms and ranches across the country.

• Sheep improve land health through carefully managed grazing.

• American Lamb brings people together around the table, whether at home or in restaurants.

Each plate of American Lamb becomes a conversation between the land, the maker, and the moment—an opportunity to share the story of U.S. sheep producers with every consumer.