American Lamb Board chairman, Dan Lippert, provided an update on the lamb industry and some programs they are promoting that help producers and consumers alike. We chatted during the National Association of Farm Broadcasting’s Trade Talk held in Kansas City, MO.

“The Roadmap was initiated because we saw some extreme volatility in the markets. Producers were concerned about longterm profitability. We attacked the industry to find out what we could do to produce a more consistent product for the producers of the lambs, the feeders, processors and also marketers.” The map includes resources for producers which includes a broader use of the National Sheep Improvement Program.

Dan said they are also looking at what their product looks like in the case. “That means a quality audit similar to what the beef industry has gone through in learning what the perceptions of our consumers are, what do they want, how does our product match that and then in what areas we can improve on.”

The American Lamb Board also has resources for the consumer when it comes to recipes and advice in cooking methods. Dan said all this info can be found on their website. A large portion of their product is also used in the food service industry. This leads them to educating chefs and marketers.

Learn more about the American lamb community in my complete interview with Dan: Interview with Dan Lippert, American Lamb Board

Find photos from the event here:
2014 NAFB Convention Photos