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Tri-Lamb Group Promoting Lamb in US

09 November 2011

NEW ZEALAND - Members of the Tri-Lamb Group (TLG) met in Oamaru last week for their annual meeting, which focused on cooperation to enhance the profitability and sustainability of the lamb market in the US.

The Tri-Lamb Group, which draws its membership from sheep farmer groups in the United States, Australia and New Zealand, reviewed the first year of a three-year strategic joint communications programme designed to increase the awareness and familiarity of lamb.

The goal that binds the TLG is getting more Americans to eat lamb by increasing awareness of lamb as a part of a healthy diet - all under the "Lean on Lamb" banner.

Beef + Lamb New Zealand Chairman, Mike Petersen said the TLG reviewed the first year of the programme implemented by international communications specialists Fleishman-Hillard, which the TLG has retained.

“One of the elements of the programme is Supper Clubs hosted by food influencers in three key lamb target cities - Boston, Los Angeles and Washington DC.

“These Supper Clubs would be serving lamb and creating an experience guests won’t forget and an appealing introduction to lamb.”

Mr Petersen said there are resources to support the perfect lamb Supper Club. There will also be a new website too with new recipes and nutritional information.

“This activity builds on a previous Tri-Lamb Group initiative that worked with nutritionists, highlighting the healthy properties of lean lamb.

“This work laid a good understanding of the role of lamb for a healthy lifestyle and showed how easy lamb is to cook.”

TheMeatSite News Desk

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