As it has for decades, the US Sheep Industry continues to face substantial challenges from
declining sheep numbers, loss of infrastructure, extreme price volatility, quality issues and
declining demand. The goal of this project is to determine the primary causes for the decline in
demand for American Lamb over the past 30 years and to develop and implement a strategy to
increase demand for American Lamb by 20% in 5 years (by 2018). As our sheep industry’s goal
is to grow the lamb supply, an increase in demand will be crucial to keep every segment of our
lamb industry profitable.
This project is designed to evaluate and assess the US lamb industry, identify opportunities to
reverse the decline in demand for American Lamb, and ensure that our domestic lamb industry
is competitive with imports and is viable and profitable in the future. The assessment would
look at all aspects of the US Sheep Industry and would provide strategic guidelines, actionable
tactics and implementation initiatives for short and long term industry changes.
These strategies, tactics and initiatives would be reported and discussed during an industry
wide summit or regional industry summits. The subsequent final report and recommendations
will also be disseminated through published reports, industry publications and websites and
seminars and meetings.
ALB will work with the industry to begin to implement the strategic recommendations and
identify additional work that is needed to follow up on the outcomes of the study beyond June
2014. ALB will measure the progress of the project over a five year period.
A committee representing various stakeholders (industry sectors and organizations) will be
meeting on September 6, 2012 to discuss and establish the goals and scope of this project in