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Lamb Checkoff efforts increase demandThe American Lamb Board funds research studies to establish benchmarks, measure progress and evaluate the lamb checkoff programs. Research studies also help the American Lamb Board design strategic advertising and promotion programs. An updated study recently conducted by Texas A&M shows the lamb checkoff is still working to effectively increase lamb consumption and sales in the United States. The study is an update to last year's analysis measuring the effectiveness of the American Lamb Board's advertising and promotion programs. The report shows that the American Lamb Board's promotion programs have generated roughly 8 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $44.45 in additional lamb sales per dollar spent on advertising and promotion. "Increasing demand for American Lamb is vital to the growth and profitability of the U.S. Lamb industry. I am proud that the lamb checkoff's promotional efforts have successfully increased lamb sales and helped our industry compete against imported lamb", said Chico Denis, ALB Chairman. The American Lamb Board is a national promotion, research and information organization whose purpose is to strengthen the position of lamb and lamb products in domestic and foreign markets. The 13-member board, appointed by the Secretary of Agriculture, is composed of six producers, three feeders, one seedstock producer and three first handlers. The work of the Board is overseen by the U.S. Department of Agriculture's Agriculture Marketing Service. All grants approved by ALB are subject to USDA's review and approval. 9/29/08 Date: 9/25/08
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