American Lamb Board: Consumers still want meat – but not as much

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The great outdoors and grilling are favorite adventures for many people across the country. To help consumers put these passions to the test, the American Lamb Board (ALB) has launched the American Lamb Outdoor Cooking Adventures campaign. The campaign recipe contest challenges outdoor enthusiasts to showcase their outdoor cooking prowess with American Lamb in short videos. ALB has also partnered with chefs, pitmasters and outdoor cooking experts to develop and share a variety of American Lamb recipes and videos for grilling, smoking and over-the-fire cooking.

 “We’re so excited about all the opportunities this campaign has to put the spotlight on our great American-raised meat,” says Gwen Kitzan, American Lamb Board chairman. “Earlier this spring, our consumer poll earned an exceptional amount of media coverage, and set the stage. Now, we’re implementing the recipe collection that adds video excitement to the mix,” she says.

Check out the new campaign website section for more details about the contest and to view new instructional videos from our partners: Over the Fire Cooking, Diva BBQ and Grill Nation. You can also download or order copies of our new Outdoor Cooking Adventures recipe booklet that features six new American Lamb recipes from ribs to burgers to kabobs. There are new campaign tee shirts for sale as well. Click Here to order.

From May 12-15, ALB will be participating in Memphis in May’s World Championship BBQ Cooking Contest, one of the largest competitions in the country. The competing 150 teams have been offered American Lamb shoulders and ribs from Superior Farms to use during the festival and to enter in the exotic meats competition category. The festival gives ALB the opportunity to network with pitmasters and BBQ influencers, and to evaluate the benefits of expanded participation at similar festivals and competitions in its efforts to add more American Lamb to consumer plates.

Join us is spreading the word about adventuring outdoors with American Lamb! Please contact Rae Villa at, if you are interested in the campaign toolbox available for industry partners including graphics, videos, photos and more.

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American Lamb Board
6300 E. YALE AVE. SUITE 110
Denver, CO 80222
United States

By Tucker Allmer - The BARN

Tucker Allmer & the BARN are members of the National Association of Farm Broadcasting (NAFB), the Colorado FFA Foundation, the Colorado 4H Foundation, the Colorado Farm Show Marketing Committee, 1867 Club Board Member, Denver Ag & Livestock Club Member, the Weld County Fair Board, the Briggsdale FFA Advisory Council, Briggsdale 4H Club Beef Leader & Founder / Coordinator of the Briggsdale Classic Open Jackpot Show.

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