Sheep Industry Sustainability Commitment Communicated to Consumer Media
The legacy and ongoing commitment of American sheep producers to preserve and protect natural resources was passionately communicated to consumer media during a virtual event June 14, 2023, spearheaded by the American Lamb Board (ALB).
Thirty-six media participated, such as Better Homes & Gardens, Rachel Ray magazine, Food Network magazine, Denver Post and others. Both lamb and wool grown in the US were discussed to represent the entire industry.
Media received a premiere showing of ALB’s Stewards of the Land, a checkoff funded mini-movie that showcases the benefits of sheep grazing. The movie shares stories of how sheep are integral for regenerative agriculture on rangeland, vineyards and solar farms, as well as nature’s best fire preventors.
The virtual event, held via Zoom® webinar, allowed for closer engagement with consumer media efficiently. “We were very pleased with the number and quality of media interested in what the American sheep industry had to share about sustainability,” said Peter Camino, ALB chairman.
The following panelists provided media with additional perspectives and answered numerous questions about grazing, animal care and production.
Brittany Cole Bush (fire prevention)
Alan McAnelly (regenerative agriculture)
Jared Lloyd (vineyard grazing)
Judy St. Leger (solar grazing)
Kaos Sheep Outfit’s Robert and Jamie Irwin (custom contract grazing)
Sun Raised Foods’ Tonje Woxman (solar grazing, lamb sausages and other products)
Sonoma Wool Company’s Joe Pozzi (wool bedding and specialty products, and lamb)
Grgich Hills Estate Winery’s Ivo Jeramaz (vineyard who uses contract sheep grazers)
To further explain the industry’s sustainability contribution and commitment, media were introduced to the American Sheep Industry’s Commitment to Sustainability Report. This new document for influencers and consumers was produced by ALB and American Sheep Industry Association (ASI) through a committee of industry stakeholders and experts. It shares the industry’s commitment to sustainability, then goes on to detail goals and strategies to make further contributions and progress.
To make the connection between sheep and sustainable products even more real, participating media received a special Stewards of the Land sample box from the Lamb Board containing products possible because of the US sheep industry:
Grgich Hills Estate zinfandel, a winery in Napa Valley that uses sheep to graze their vineyards
Sonoma Wool Company set of wool coasters
Sun Raised Foods Finocchiona lamb salami
Carr Valley Cheese Marisa® wedge, made from sheep’s milk
ALB Chairman Camino said the board will be making more announcements about its sustainability initiatives in the next few months. “This is an important issue. We all want to live in a sustainable world with communities able to thrive. Every sector will need to justify its contributions to a healthy planet, including the American Lamb industry,” he said.
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).
