Once limited to spring holidays, fine dining and mint jelly, lamb is finding new consumers and fresh approachable paths onto dinner tables and menus.

There is growing interest in lamb especially among consumer segments targeted by the American Lamb Board’s communications programs (Millennials and thoughtful eaters). In addition, there are strong indications that the ALB messages are getting through to these target audiences.

Lower sheep inventory has translated to steady to lower domestic production year-to-year, yet increasing import volume has led to higher domestic lamb availability. While lamb supplies increase, demand remains strong.