American Lamb Board promises an increased demand by 2% annually
Over the past ten years, the consumption of lamb in the US has remained steady at approximately 0.5 kg. The situation could change if the American Lamb Board will succeed in implementing the long-range plan for 2018-2022.
"The future holds tremendous promise for our industry which produces a unique, flavorful, tender and nutritious protein that meets the changing needs and preferences of consumers", said Jim Percival, ALB chairman, quoted by Southwest Farm Press.
The Long Range Plan adopted by ALB has five core strategy in promoting the American Lamb: grow awareness and increase usage of American Lamb among chefs and consumers; promote and strengthen American Lamb’s Value Proposition; improve the quality and consistency of American Lamb; and collaborate and communicate with industry partners and stakeholders to expand efforts to address the first four strategies.
ALB representatives have set a goal of 2% annual increase in demand for the period 2018-2022.
In their opinion, the market looks promising as global demand growth, interest in buying local and production practices, changing consumer preferences, nutrition perceptions of lamb, as well as the price and perceived value of American Lamb seems to be the key trends of the moment.
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