The U.S. lamb industry is facing a domestic production challenge. Imports are now “neck and neck” with domestic production. After careful study, the American Lamb Industry Roadmap concluded that lamb producers must make significant shifts in their production practices in the next 10 years to meet demand or continue losing market share to imports. A dramatic increase in productivity will be required to meet these goals. The American Lamb Board came to Demeter for help. The Productivity Best Practices campaign was launched at the 2016 Sheep Industry Convention. The first set of best practices focuses on increasing the U.S. lamb crop.
The campaign began with The Productivity Best Practices Communications Plan, which assessed the situation and identified target audiences, then established a goal, objectives tactics, timeline and budget. The outcomes included: