The continued trend toward local food sourcing has put hometown butchers and specialty meat shops on the radar of likely lamb consumers. In June, the American Lamb Board connected with 50 of these U.S. businesses through its new “Butcher Box” direct mail kit. The goal is to reengage with this audience for long-lasting relationships that lead to increased sales of domestic lamb.
ALB research done by Midan Marketing in 2021 found that 24% of consumers made retail lamb purchases at independent markets and/or butcher shops. Of those consumers, 30% were heavy lamb users and 35% were light lamb users.