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Source: American Lamb Board news release

On the heels of a recently completed consumer research study, American Lamb Board (ALB) is elevating its 2014 strategic communications program to focus more on educating consumers about the basics of lamb, from cuts and cooking methods to the responsible practices of the industry's 82,000 shepherds. Dubbed 'Curriculamb,' the campaign aims to inspire home cooks to purchase and prepare lamb more frequently.

ALB has selected Harvest PR, a Portland, Ore. and Minneapolis-based firm with deep food and agricultural experience, to manage the program.

"Research shows that while many consumers love ordering lamb in restaurants, they're less inclined to reach for it when preparing simple, weeknight meals," says Megan Wortman, executive director, American Lamb Board. "Our 2014 focus is on encouraging the 'infrequent' lamb fan - those who cook it less than five times per year - to add lamb into their weeknight dinner routine."

The Curriculamb campaign will consist of "Lamb 101" education on lamb cuts and cooking methods, coupled with everyday meal inspiration from top chefs. ALB's regional chef partnerships include:

• Chef John Critchley, Bourbon Steak, Washington, D.C.
• Chef Adam Sappington, Country Cat, Portland, Ore.
• Chef Holly Smith, Café Juanita, Seattle
• Chef Michael Scelfo, Alden & Harlow, Boston
• Chef Alicia Jenish, Café Clade Group, San Francisco
• Chef Jesse Griffiths, Dai Due Austin, Austin, Texas

Additionally, ALB will renew its popular Lamb Jam Tour in 2014, bringing the lamb party to four key markets: Boston, Washington D.C., San Francisco and Portland, Ore.

For more information about the American Lamb Board's consumer communications channels, visit, and follow the American Lamb Board on Facebook or Twitter.

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