American Lamb Board Release 2024 Annual Report
January 17, 2025
The American Lamb Board’s 2024 Annual Report highlights efforts to grow consumer demand for American Lamb, enhance product quality, increase productivity, and broaden engagement in the checkoff program.
The American Lamb Board is committed to sharing the story of American Lamb with consumers through targeted marketing initiatives and strategic partnerships. In 2024, ALB launched a series of successful marketing campaigns that reached a larger audience, showcasing the versatility, health benefits, environmental sustainability, and exceptional flavor profile of American Lamb.
“2024 was an innovative year for promoting American Lamb. New sponsorships and partnerships enabled us to reach more consumers with recipes, cooking tips, and information about American Lamb,” says ALB Chair Jeff Ebert.
Here are a few highlights you’ll find in the Annual Report.
Marketing and Promotion
- Lambassadors, a talented group of chefs, influencers, and recipe developers, showcased American Lamb on their websites and social media channels, reaching over 700,000 consumers.
- Online cooking classes assist consumers in preparing American Lamb at home.
- Consumer events offered a face-to-face opportunity to highlight American Lamb.
- Foodservice promotions and conferences allowed ALB to reach chefs to increase American Lamb on menus.
Industry Services
- With the support of a USDA Climate-Smart Commodities Grant, ALB is striving to enhance the sheep industry’s commitment to sustainability.
- Targeted grazing presents new grazing contract opportunities for U.S. sheep producers. In 2024, Targeted Grazing Workshops were conducted in Texas, North Carolina, and Pennsylvania.
Read the complete report to learn more about these programs, research and innovation initiatives, and upcoming offerings planned for 2025.
Source: American Lamb Board
