The American Lamb Board last released a strategic plan in 2018. The world has changed since then, so the Board is developing a new strategic plan, noting that it faces dynamics that the industry has previously never faced. “Instability in the economy, the economic viability of sheep production, consumer uncertainty, supply chain issues, and increasing pressure from imports are critical issues,” says ALB Chair Peter Camino. “We are determined to find ways for the U.S. Lamb Checkoff to help our industry through our role in promotion, research, and producer outreach.” The current plan expires in 2022 and prioritizes increasing the quality and consistency of American Lamb and regaining market share from imports. “We need to give consumers more reasons to desire and ask for U.S. lamb even though we are premium prices,” Camino says. “The past four years show that we’ve made progress in many areas, but we need to push harder and farther.”
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