Press Release
Release Date:  June 18, 2007
Contact:  Marilyn Dompe
Phone:  209-523-1642
mdompe@ainet.com

California Lamb Industry Launches Retail Trendsetter
Award Program

(Folsom, CA – June 18, 2007)  The California Sheep Commission is launching a Retailer Trendsetter Award to capitalize on Californians’ mounting interest in locally grown food products. The award will recognize California retailers who go the extra mile to carry and merchandise locally produced lamb. 

Research shows support for “locally grown” is increasing among Californians.  Furthermore, according to a recent study, consumers prefer American Lamb to imported lamb, ranking it superior in terms of quality, taste and healthfulness (Source: Synovate Study 2004).  The Commission, together with the American Lamb Board and Superior Farms has created the Retailer Trendsetter Award to encourage retailers to carry and promote American lamb.

“From produce to protein, ‘locally grown’ is catching on with consumers,” says Florence Cubiburu, third generation California sheep producer from Stockton .  “We hope this trend will help increase retail sales of locally produced lamb. “

The Retailer Trendsetter Award is open to all the state’s retailers.  Retailers, wholesalers and suppliers are encouraged to submit nominations through the end of October.  A committee of representatives of the California lamb industry will review nominations and select award recipients based on a retailer’s promotional programs, ad support, innovative in-store merchandising and overall sales of American lamb.  Winners will receive a plaque and monetary award to be distributed to individual store(s) within a chain that did the best job supporting locally produced lamb. 

To help retailers plan effective domestic lamb programs, the American Lamb Board has created a “The Retailer’s Toolkit” that includes consumer research, merchandising tips, nutritional data and many consumer-friendly recipes.  To obtain a copy of the Retailer Toolkit and to learn more about the Retailer Trendsetter Award, email: info@californialamb.com.

The Time is Right

The West leads the nation in lamb consumption.  Spurred on by the state’s ethnic diversity, rising interest in global cuisine and a quest for bolder flavors, lamb consumption is growing.  While interested in world flavors, Californians prefer locally produced food product when available. In the case of lamb, “local” is an option because California is the second largest lamb producing state, behind Texas.  Small family farmers make up a large segment of the state’s sheep industry, valued at about $56 million dollars.

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The California Sheep Commission (CSC) was established in 1999 to serve as the promotion, research and education arm of the California sheep industry and is mandated by the California Food and Agricultural Code.  The Commission is comprised of (number) of members, who are appointed by the California Secretary of Agriculture.  The commission members set priorities for the Commission and represent all segments of sheep production within California.  For more information, visit: www.californialamb.com.

The American Lamb Board (ALB) was created by the U.S. Secretary of Agriculture to administer the Lamb Promotion, Research and Information Order. The ALB works to strengthen the domestic lamb industry’s position in the marketplace through advertising, public relations, culinary education, and retail promotions. The 13 member volunteer Board represents all sectors including six producers, three feeders, one seedstock producer and three first handlers. For more information, visit www.americanlambboard.com.

Superior Farms has been the industry leader for high-quality lamb since it was founded in 1963. With a wide variety of products that serve retailers and foodservice operators throughout the country, the company prides itself on it's commitment to food safety and high quality operations. Superior Farms lamb is raised naturally, which means it is minimally processed with no artificial ingredients. They now offer Pure lamb, which is grown with no antibiotics or hormones.  The company also supports many small farmers who are excellent stewards for the environment. More information is available at www.superiorfarms.com.