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Lamb Marketing and Promotion, ITC 201 grants The Sheep Center was involved in implementing a portion of the domestic Lamb Meat Adjustment Program. The NSIIC involvement grew out of an International Trade Commission (USITC) case where domestic petitioners alleged damage to their markets. The USITC agreed and published findings that there was a threat of serious damage to the US lamb meat industry and a lamb meat tariff rate quota and an assistance package to the domestic lamb industry was initiated. The NSIIC became involved at the request of the Secretary of Agriculture and agreed to provide up to $5 million for lamb meat marketing and promotion. The Sheep Center entered into an agreement with the Agricultural Marketing Service (AMS) to help administer the program. As a result there were $4.8 million of NSIIC monies made available to fund 23 industry projects. The first projects were funded in 2000 and the last were completed in January 2003. NSIIC has reconciled all the program and administrative expenditures with AMS and a final report is provided here. The newly established American Lamb Board (Lamb Checkoff) is working with some of the grant recipients to carry forward some of the work and programs that were started as a result of this program. Grant Awardees: American Sheep Industry Association Title: U.S. Lamb Consumer Positioning Campaign (Midwest)Scope: National MarketingObjective: To support a Midwest promotional campaign to firmly establish in consumers' mindset awareness and interest in U.S. lamb in order to stimulate demand.American Sheep Industry Association Title: U.S. Lamb Information CenterScope: National MarketingObjective: To raise the profile and presence of American lamb among consumers, media, influence audiences, and the trade by creating an easily accessible resource center.American Sheep Industry Association Title: U.S. Lamb Identification ProgramScope : National MarketingObjective: To develop a readily recognizable seal identifying lamb and lamb products from the United States.American Sheep Industry Association Title: U.S. Lamb Culinary Outreach ProgramScope: Foodservice PromotionObjective: To build awareness and preference for American Lamb among the highly influential chef and food opinion leader audiences.American Sheep Industry Association Title: U.S. Lamb Retail ProgramScope: Retail PromotionObjective: To build consumer preferences for U.S. lamb through cooperative partnerships with retailers.B. Rosen & Sons, Inc. Title: Maintaining a Preference for American Lamb with Major Retail/Foodservice AccountsScope: Retail PromotionObjective: To maintain and reinforce a preference for American Lamb with key U.S. retail and foodservice accounts who currently use American Lamb.Colorado State University and Mountain States Lamb Cooperative Title: Establish a Lamb Marketing GridScope: Supply-Side MarketingObjective: To create a value-based marketing grid model that will serve as a blueprint for a unified production approach to lamb marketing.
Cornell University Title: A Marketing Infrastructure for Lamb and Goat in the Northeastern U.S.Scope: Supply-Side MarketingObjective: To reinvigorate the lamb industry in the Northeastern U.S., through the design and implementation of a new marketing structure for the region.Dakota Lamb Title: Dakota Lamb Naturally Establishes New Markets in the MidwestScope: Supply-Side MarketingObjective: To establish new markets in the Midwest by providing "Natural" raised lamb in Midwest markets, with the vision of expanding "Dakota Natural Lamb" to health conscious markets throughout the U.S.Dakota Lamb Growers Cooperative Title: Comprehensive Plan for Increasing Sales of Domestic LambScope: Supply-Side MarketingObjective: To develop a fully integrated program to increase sales of domestic lamb on a sustainable basis for the future.Grove Meat Co., Inc. Title: Modified Atmosphere (MAP) Case Branded LambScope: New Product DevelopmentObjective: To introduce Modified Atmosphere Packaged (MAP) American lamb cuts into the retail case.Heartland Lamb, Inc. Title: Producer Alliance Education and Promotion ProjectScope: Supply-Side MarketingObjective: To educate producers in providing high quality, value-added products to meet the desires of consumers.Iowa Lamb Corporation Title: Carmines - Upscale Retail Chain PromotionScope: Retail PromotionObjective: To conduct a retail promotion in an upscale retail chain in Miami, Florida.Iowa Lamb Corporation Title: Resort Oriented Foodservice PromotionScope: Foodservice PromotionObjective: To conduct a foodservice promotion of American lamb targeting resorts and fine dining establishments in Colorado and Arizona.Iowa Lamb Corporation Title: Publix Retail PromotionScope: Retail PromotionObjective: To conduct a retail promotion in the Publix Supermarket Chain in the Southeastern U.S.Kansas State University Title: Merchandising Value-Added Lamb Shoulder to the Food Service IndustryScope: New Product DevelopmentObjective: To capitalize on existing product development and marketing strategies to increase demand for lamb and carcass value.Lewis Ranch Ltd., Co. Title: Recapture Our American Lamb ConsumersScope: New Product DevelopmentObjective: Through a coalition of growers, packers, processors and consumers, unify and aggressively win back our consumers with American Lamb quality and consistency.National Meat Association - Superior PackingTitle: National Lamb Marketing and Advertising PromotionScope: National MarketingObjective: To conduct a national promotion designed to integrate producers, feeders, packers, processors and retailers in a concentrated effort to increase visibility of U.S. lamb in targeted markets on the East and West coasts of the U.S. Project completed.Ranchers' Lamb of Texas, Inc. Title: Marketing, New Product Development, Packaging and Promotion of U.S. LambScope: New Product DevelopmentObjective: To increase consumer demand for American lamb by launching an aggressive marketing program while combining new products and packaging.Swissland Packing Co. Title: Heat and Serve Home Meal Replacement for LambScope: New Product DevelopmentObjective: To position new, ready-to-eat lamb products that fit the convenience needs of today's consumer.United States Meat Export Federation, Inc. Title: International Promotion of U.S. LambScope: International MarketingObjective: To make U.S. lamb suppliers aware of international opportunities for lamb, and to conduct demand-building program in Mexico.Utah Dept. of Agriculture and Food Title: Rocky Mountain Organic Lamb Marketing ProjectScope: Supply-Side MarketingObjective: To conduct a pilot program to promote organic lamb to consumers through normal product advertising, point of sale information and through the internet.Wolverine Packing, Co. Title: New Ideas in American LambScope: Retail PromotionObjective: To implement a regional retail advertising campaign featuring case-ready lamb products.
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