Vision & Mission


American Lamb Board Vision
A unified, thriving American Lamb industry that concentrates its resources around a prioritized and measurable plan that fosters the opportunity for profitability for all contributors.

American Lamb Board Mission
To increase the value of American Lamb for all segments contributing to the American Lamb Checkoff program.

Strategic initiatives

  • Increase consumer awareness about the benefits of American Lamb and influence consumers to increase their purchase frequency
  • Minimize the volatility of seasonal sales and encourage year round utilization of the whole carcass
  • Maintain market share in traditional foodservice and retail markets
  • Expand market share
  • Build new markets/new customers
  • Protect and enhance the image and credibility of lamb and the American Lamb industry
  • Gather research data and evaluate programs