While the American Lamb Checkoff rate is not changing, how the mandatory assessments are collected for animals sold through “market agencies” is changing. The change applies to animals sold through auctions, including sale barns, video/online sales, and sales at shows and fairs.

The American Lamb Board (ALB) elected FY2022 leadership at its meeting Jan. 19, held ahead of the American Sheep Industry Association (ASI) convention.

According to the latest consumer report issued by Chicago-based Midan Marketing, “Consumers have realigned their priorities and are expecting more than ever from the brands they purchase and the retailers they purchase from.” Based on that assertion, Midan’s 2022 Top Trends to Watch identifies 10 trends expected to shape 2022 and beyond. The American Lamb Board (ALB) consults with Midan on selected projects, such as the latest consumer survey of lamb usage and attitudes.

The American Lamb Board (ALB) provides educational resources and information to consumers largely through digital platforms. Traditional print brochures serve as a foundation of checkoff-funded information, but many key audience targets are seeking information on a digital device in the palm of their hand.