|ALB Works With Superior Farms and the California Sheep Commission to Promote American Lamb
(July 1, 2007) The American Lamb Board (ALB), Superior Farms and the California Sheep Commission have kicked off a comprehensive summer promotion in the San Francisco Bay Area that integrates retail promotions, radio advertising, participation at local consumer food and wine shows and culinary education.
Local Culinary Education
ALB has partnered with the California Sheep Commission and Superior Farms to host a culinary tour and barbeque July 16 at Superior’s plant in Dixon, Calif. The attendees will include members of the local American Culinary Federation Chapter, members of the Food and Culinary Professionals and the media. The event will kick off with a Superior Farms plant tour and lamb fabrication demonstration and conclude with an American lamb barbeque hosted by ALB’s chef spokesperson, Chef Tim Love.
Local Radio Advertising
It’s 4:00. Do you know what you’re having for dinner tonight? After a busy day, most people don’t. So here’s another fresh idea. It’s 4 PM and this is what’s for dinner!
Tonight, surprise everyone at the table with a spectacular Savory Boneless Leg of Lamb. Buy fresh American lamb from Superior Farms. Haven’t tried lamb before? Don’t worry! Lamb is easy to prepare and each bite tender and flavorful. Crunched for time? No problem! Savory Boneless Leg of Lamb is fast and delicious. Marinate the leg of lamb and grill for about thirty minutes. Slice thinly and serve on salads, sandwiches or even by itself.
A complete recipe is listed on the What’s for Dinner page on KDFC.com. Superior Farms’ lamb is American grown and sure to impress friends and family. You don’t need a special occasion; lamb is easy, fast and always a treat. Pick up some local Superior Farms’ lamb today at your neighborhood Albertson’s or Save Mart. Tonight, the menu includes Savory Boneless Leg of Lamb. That’s what’s for dinner. Get complete details now and a new idea e-mailed to you each weekday morning by clicking on What’s for Dinner at KDFC.com.
ALB will be running this ad and others from June through September in the San Francisco Bay Area. The radio advertising campaign “What‘s 4 Dinner?” provides about 500,000 listeners with innovative new American lamb meal ideas every Wednesday at 4:00 p.m. Promotional commercials will also air throughout the four-month campaign to keep both the concept and product top-of-mind.
Nine local retailers – Mollie Stone’s, Nugget Markets, PW Markets, Save Mart, Albertson, Draeger’s, Lunardi’s, Andronico’s and PW Markets – are participating in the American lamb summer promotions which include American lamb specials and ads at least one week of every month and in-store signage and recipes. In addition, American lamb’s chef spokesperson, Chef Tim Love, will be conducting retail demonstrations and sampling at Mollie Stone’s, Andronico’s and Nugget Markets. Chef Love will also be meeting with local media about American lamb while he is in the San Francisco area for the retail demonstrations.
Local Food and Wine Shows
To support the promotion, ALB participated at the 2nd Annual Carneros Heritage Festival in Sonoma, Calif., June 1-2. Celebrating the Carneros region’s history – los carneros means “the ram” in Spanish – the keystone of the festival was the pairing of Carneros premium wines with a cornucopia of American lamb dishes and menus.
Friday evening, June 1, a series of dinners were held at wineries and restaurants throughout the region. Four-course American lamb dinners with specially-designed menus paired with wines specially selected for the dinners were created by some of the region’s most well-known chefs.
Saturday, June 2, the Heritage festival drew hundreds of people for wines from more than 25 different Carneros wineries, a special American lamb barbeque, a sheep herding exhibition and a local celebrity chef American lamb cook off. The lamb cook off competition between five of the areas finest chefs including Chef Client Cook of Mac Hotel, Chef Graham Jones of Regusci Winery, Chef Janine Falvo of Bistro Carneros, Chef Preston Dishman of The General’s Daughter and Chef Matt Mermod of Bleaux Magnolia, was a huge success. The participating chefs were all given boneless legs of American lamb to create extraordinary dishes that were presented to a panel of judges and sampled to the festival attendees. Chef Preston Dishman, executive chef at the General’s Daughter in Sonoma, won the competition with his “Slow Cooked Lamb Bolognese with Potato Gnocchi and Mint Parmesan.” Chef Dishman was awarded an all-expense-paid trip to the Premier Food and Wine Festival Taste of Vail. The lamb for the dinners, the barbeque and the cook off were provided by Niman Ranch, Superior Farms, CK Lamb and Pozey Lamb.
The ALB, Superior Farms and the California Sheep Commission will also be participating at the Sonoma Showcase, a weekend experience of Wine and Food July 12-15, 2007. The events draw more than 4,000 consumers, 60 chefs and local and national media. The main event is the Taste of Sonoma which takes place at the famed Mac Murray Ranch in the Russian River Valley. Consumers will be enticed by 150 local wineries and 60 local chefs preparing dishes paired with each wine. American lamb will be featured throughout the event including American Lamb Burgers prepared by the Weber grill chefs, American lamb cooking demonstrations, American lamb samples prepared by local celebrity chefs and more.