The American Lamb Board (ALB) provides educational resources and information to consumers largely through digital platforms. Traditional printed brochures serve as the basis for levy-funded information, but many key target audiences seek information on a digital device in the palm of their hand.

“Videos, photos and virtual events allow us to interact with consumers in the digital space,” says Gwen Kitzan, president of ALB. “We have a great story to share, and these social media platforms offer a way to deliver that story about our product that consumers are looking for. “

The YouTube platform provides consumers with a familiar space to watch videos on selecting and cooking American lamb. Another way for ALB to connect with consumers through this video platform is to share the story of those who raise American lamb. The American Lamb Channel’s Video Library features producers, chefs, food bloggers, and more.

With more than two billion monthly users worldwide, Instagram is a very relevant platform to reach a large segment of key audiences. ALB recipes and messages reach consumers with seasonal promotions and contests through digital images and stories.

One of the more traditional digital platforms that stands the test of time is ALB’s mainstream website, The site has evolved over time to remain relevant to consumer needs and ALB’s goals. This space houses a collection of resources for consumers, such as culinary information, nutritional information, knowledge for chefs, and more.

ALB will continue to work through these digital platforms to engage with consumers and share information to create demand for American lamb.

The American Lamb Board (ALB) is an industry-funded national research, promotion and information program that works on behalf of all U.S. growers, feeders, seed growers, direct traders, and processors to build awareness and the demand for American lamb. One of its long-term goals is to collaborate and communicate with industry partners and stakeholders to expand American Lamb’s growth, promotion, improvement and support efforts.

–American lamb plank