representation

Representation |All Sectors and Regions

LAMBRESOURCECENTER.COM

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American Lamb Checkoff |Funded by All

3

PRODUCERS FEEDERS PROCESSORS

LAMBRESOURCECENTER.COM 4

Your Checkoff Promotes

Only American Lamb

NO FUNDING BY IMPORTERS


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American Lamb Checkoff | Big Goals with a Small Budget

• FY 2021 budget down 25% as result of Covid

• Administrative expenses required to stay below 10% of total collections

Other programs

34%

Promotions66%

$42 Million

$1.6 Million

An

nu

al B

ud

get Lamb

Checkoff

BeefCheckoff

Checkoff Programs by Annual Assessment Revenue (2018 Figures)

Commodity Assesment Revenue

Dairy $334.1M

Soybeans $102.8M

Cotton $90.1M

Fluid Milk $90.0M

Pork $73.2M

Hass Avocados $48.0M

Beef $42.5M

Eggs $24.0M

Paper & Packaging $17.9M

Potatoes $13.5M

Peanuts $10.0M

Softwood Lumber $9.9M

Commodity Assesment Revenue

Mangoes $7.0M

Blueberries $6.7M

Sorghum $6.3M

Honey $6.2M

Mushrooms $4.2M

Watermelons $3.4M

Lamb $2.5M

Christmas Trees $1.5M

Popcorn $0.6M

TOTAL $894.4

LAMBRESOURCECENTER.COM 7


Covid Impacts on Lamb Industry

• MSR closing

• New plants emerged – CO, TX

• Loss of fine dining/foodservice sales

• Growth in traditional retail sales of lamb

• Growth in non-traditional markets

• Ethnic/minority sales

• Direct (farmers’ markets, on-farm)

• Online sales programs


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New Opportunities Emerged

• More meal prepared at home

• Food as coping mechanism/entertainment

• Increased kitchen confidence and interest in trying new recipes and products

• Restaurant quality meals at home

• Even stronger consumer desire for connection to food source

• Support for farmers and ranchers

10Meat Dept Source: IRI, Integrated Fresh, MULO, % growth versus year ago (Public data)Lamb Dept Source: IRI, Integrated Fresh, MULO, data ending 04/18/21 (Purchased data)

Lamb grew more than total meat sales in 2020

Consumer demand for lamb increased considerably during 2020

• 24.7% increase in dollar sales vs 2019

• 17.7% increase in pounds sold vs 2019

Lamb vs. Meat |Retail Sales

Pe

rce

nt

Ch

an

ge

in D

oll

ar

Sa

les

2.3% 9.4%

25.3%

30.5%33.6%

29.4%32.7%

5.2%10.9%

1.8%

16.8%

28.7%

16.3%14.8% 14.5% 15.4%

-22.5%

-14.8%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Jan-21 Feb-21 Mar-21 Apr-21

$ Growth vs. Comparable Time Year Ago: Lamb vs Meat Department

Lamb Meat

Checkoff Strategies Shift

• Increased consumer education on lamb cookery, nutrition and how it is raised (sustainability)• Social media campaigns

• Events and cooking classes

• Influencer partnerships

• Increased retail support

• Foodservice fast-causal promotions

• Reduce dependance on fine dining

Social Media Campaigns

Seasonal promotions to inspire increased usage of American Lamb at home

• Social media content – recipes and videos, nutrition information, farmers and rancher posts and live tour segments etc.

• Contests to generate consumer engagement

Newest campaign – Outdoor Cooking Adventures

• Positions lamb as an outside cooking meat, makes it more accessible and interesting to a new consumer audience


Events Continue|But with Changes

• Smaller groups but with great opportunities to educate consumers and develop strong partnerships

• Virtual workshops and cooking classes = cost effective education • Partnership with Homemade


Food Influencer Partnerships |Educating Consumers

• Share recipes and cooking information

• 21 food blogger partnerships in 2020

• 78 new recipes in 2020• Combined reach = 4

million plus consumers


Retail Support |HEB Pilot Program

• HEB is retail influencer• No. 1 consumer ranked grocery chain • 350+ locations throughout Texas

• Promoted benefits of American Lamb through its successful health & wellness promotion• Engaging and educating 70+ H-E-B registered dietitians

• American Lamb specials June – August 2020 • Lamb sales increased 46% compared to same period in 2019

More ALB retail promotions

coming!

Taziki’s Mediterranean

Café tested the Lamb

Burger on their menus

in four markets over

the summer and sales

exceeded expectations!


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New Environmental Footprint Research

Michigan State University Partnership

• Evaluating environmental footprint of the US sheep industry

• Collecting data from diverse production systems to quantify GHG emissions

• Measuring the positive environmental impacts

• Identifying meaningful production practices that can reduce enviro impact


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Lamb Flavor Research• Collaboration with ALB, Colorado State and Texas Tech

• Phase I Outcomes

• Fat and lean compositional differences can be measured & can predict flavor intensity from mild to bold

• Identified methods to differentiate flavors at plant production speeds

• Phase II Outcomes

• Evaporative Ionization Mass Spectrometry (REIMS) is uniquely able to quickly capture metabolic profiles & identify off-flavors and carcass characteristics

• Phase III Goal

• Determine if lamb sorted by flavor profiles using REIMS technology correlates to consumer sensory panels – delayed due to pandemic

Thank Ewe

QUESTIONS & FEEDBACK• [email protected]

• 303-759-3001

MORE INFO AND RESOURCES• LambResourceCenter.com

• Facebook/LambCheckoff

• Weekly newsletterLAMBRESOURCECENTER.COM

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representation

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