|A Retailer's Guide to American Lamb
(August 1, 2007) Many Americans are missing out on American lamb based on lack of knowledge and awareness. A new research telephone survey based on discussions with 500 primary shoppers found that nearly one-third of respondents had never eaten lamb. The survey also concluded that if Americans knew more about the great taste and ease of preparation of American lamb, they would cook it at home.
The lamb checkoff is enlisting the help of retailers to make sure that their meat cases are consistently stocked with American lamb and that their customers know that American lamb is an easy and delicious meal choice.
The American Lamb Board has created a comprehensive retail toolkit to educate retailers about the benefits of American lamb and to help them increase their sales of American lamb. The good news is that 2006 year-end data from FreshLook Marketing shows the overall demand for lamb sold at retail is on the rise. Lamb dollar sales increased by 6.3 percent and pound sales increased 5.7 percent on an average price per pound increase of 0.6 percent to $4.99.
“A Retailer’s Guide to American Lamb” is a new resource that provides an overview of why retailers should choose American lamb over imported lamb, how to merchandise American lamb to customers, the nutritional benefits of American lamb and more. The real meat of the American Lamb Retail Toolkit comes in the form of downloadable files that can be viewed online or printed out and shared with meat department employees. These elements dive deeper into all things American lamb and can serve as a great training tool.