The American Lamb Checkoff Program has substantially increased the annual value of American lamb despite the modest funding available for promotion, according to the Texas A&M University 2024 report “Return on Investment in the American Lamb Checkoff Program” conducted by agricultural economists Dr. Gary Williams and Dr. Oral Capps Jr.
According to the study, lamb consumption increased by $1.17 billion to $1.31 billion. Researchers attributed the increase to ALB’s promotional efforts, which increased both lamb consumption rates and retail lamb prices. This “lift” resulted in an average annual growth of between $58.7 million and $62.4 million.