The pandemic has forced big changes in the lamb industry’s marketing approach.
The emphasis has switched from dining, travel and hospitality establishments to supermarkets. The American Lamb Board now says this emphasis will continue with new avenues for promotion and marketing of lamb. Studies of sheep and lamb genetics is coming, along with things such as heightened public awareness by spotlighting the meat in a tailgate setting. Pete Camino of the American Lamb Board says around 30% of the industry’s product was forced to find a new market platform when high end restaurants and cruise ships were forced to cease operation last year.
He says since early in 2020 lamb sales have gone up 25% and people in some places are beginning to enjoy lamb-burgers more often.
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