Quality is an accumulation of attributes that satisfy customer preferences and expectations. Customers’ needs and expectations are always changing. Lamb quality is a moving target that means different things to the supply chain and sheep/lamb industry stakeholders.
The objectives of a study conducted by Colorado State University and the Ohio State University, funded by the American Lamb Board, were to determine U.S. lamb retail and foodservice rank, definition, relative preference, and willingness to pay for seven quality attributes including: 1) origin; 2) sheep-raising practices; 3) eating satisfaction; 4) weight/size; 5) product appearance/composition; 6) product convenience/form; and 7) nutrition/wholesomeness. Structured interviews of retail and foodservice respondents were conducted from May 2014 to March 2015 via face-to-face or telephone with lamb/protein purchaser representatives of retail (60), foodservice (45) and purveyor (15) sectors.