When it comes to improving demand for American lamb, making decisions based on solid information is always the American Lamb Board's (ALB) goal. Earlier this year, the board invested in a significant U.S. consumer market research study that quantifies information about U.S. consumer usage of lamb as well as their thoughts and perceptions. 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.
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