McCarty Family Farms Website
April 14, 2017
Sheep Industry Leadership Workshops
December 13, 2016

Productivity Best Practices

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:

  • Best Practices Advisors representing lamb production segments
  • Key Messages
  • Refinements to the new U.S. Lamb Resource Center website
  • Best Practices Resource Database (free online service)
  • Best Practices fact sheets
  • Rack card
  • Farm media outreach
  • Presentation and talking points
  • Advertisement appearing in the leading national publication and made available to state associations