ALB Focuses on Niche with Kittch Campaign
American shoppers have a wide variety of options at the grocery store. From protein to produce to spices, the world's pantry is available for the adventurous eater. For those interested in adding new flavors to their weekly meal rotation, a bit of culinary coaching goes a long way. To support these cooking efforts, American Lamb Board (ALB) continued its “Feed Your Adventurous Side” campaign through an integrated partnership with Kittch to showcase the many ways to prepare American Lamb.
Kittch is a platform for a new generation of culinary enthusiasts who love to cook. The food-centric live-streaming platform, which launched last year, offers cooking classes, kitchen tours, interviews, market visits and more. Its roster of chefs and foodie personalities offers classes and tutorials through a mix of free and paid content for viewers. The videos are accessed either live or on demand.
The ALB campaign kicked off May 22 with a free livestreamed demonstration from James Beard Award Winner Chef Caroline Glover of Annette restaurant featuring Salsa Verde Lamb Chops with Rancho Gordo Mayocoba Beans and Charred Scallions.
Eight additional live streams with various chefs are planned during May, June and July to feature a range of global cuisines from American, Vietnamese, Israeli, Indian, and Italian.
Recent Kittch videos are available at these links:
GRILLED LAMB CHOPS WITH FERMENTED BEAN CURD SAUCE
GARLIC AND ROSEMARY GRILLED LAMB RIBS WITH BALSAMIC BBQ SAUCE
SALSA VERDE LAMB CHOPS WITH RANCHO GORDO MAYOCOBA BEANS AND CHARRED SCALLIONS
"Online cooking demonstrations are a niche for us to really focus on the quality and versatility of American Lamb," said Peter Camino, ALB Chairman from Buffalo, WY. "This campaign is more than just giving consumers a recipe; it's about adventuring through taste, making memories around great food, and embracing fun experiences in the kitchen with American Lamb and world-class chefs guiding the way."
Funded through the national American Lamb Checkoff, the ALB invests the industry’s valuable resources to foster profitability and create opportunities for all sectors involved in producing American Lamb. All segments of the American Lamb Industry contribute to building the demand for American Lamb through mandatory checkoff payments. Unlike other US livestock checkoffs, funding is only collected from domestic lamb, not imported lamb. This allows ALB to focus all its efforts on increasing demand for American Lamb.
More information about ALB and the American Lamb Checkoff is available at LambResourceCenter.com.
