In 2025, the American Lamb Board (ALB) continued its mission to grow consumer demand, expand strategic partnerships and invest in research and education to strengthen the long-term competitiveness of American lamb.

Across marketing, research, education and industry outreach, ALB programs reached consumers, retail and foodservice customers and influencers nationwide, all while providing new tools and opportunities for producers.

Key highlights:

• Grow consumer demand: Lamb Jam, seasonal campaigns, recipes and cooking classes, retail promotions, events and social media engagement
• Improve product quality and consistency: Suspended Fresh research, industry engagement and education
• Increase productivity and year-round supply: Targeted grazing workshops, Lamb Summit, best practice guides and the Emissions Calculator
• Expand Checkoff engagement: Newsletters, social media, industry resources and reports

"Demand continues to rise, and our next challenge is clear: expanding domestic supply to meet this growing interest. This is an exciting time to be part of the industry, and we have every reason to be proud of how far we’ve come—and optimistic about the opportunities ahead," said ALB Chairman Jeff Ebert. 

Through these combined programs, ALB is building momentum across demand, supply, quality and stewardship to secure a stronger, more competitive future for American lamb.

The full FY 2025 Annual Report is available on lambboard.com.

Source: American Lamb Board