Expanding Lamb’s Presence in Retail

Lamb is one of the products that's shifted its consumer promotion from dining, travel and hospitality establishments, to supermarkets and grocery stores due to the COVID-19 pandemic. Pete Camino of the American Lamb Board says emphasis on expanding retail sales will continue with new and varied avenues for promotion and marketing of lamb.

"We've gone to tailgate parties this year.  Smoke flavor, bar-b-que...that has really exploded.  The bloggers are putting recipes and stuff out, making it more accessible for lamb."

He added research will also play a role with studies on sheep and lamb genetics in partnership with the American Sheep Industry Association.  And developing methods to improve how consumers understand and taste lamb.

"We went to Colorado State and Texas A&M and got a program going on flavor taste; mild, medium and bold.  And they came up with a way to distinguish those three flavors."

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