AIRDRIE, Alta. – Savvy salesmanship on home turf is turning the Alberta Lamb marketing program into an unexpected success.
So far, 265 producers and 40 retailers have joined the program during a time when export opportunities are almost non-existent since BSE closed the border to all ruminants 18 months ago.
“We’re not sure when it is going to open so we’ll look at using our lambs here,” said Floyd Williams, chair of the Alberta Sheep and Wool Commission.
The commission has decided to set aside 20 percent of its check-off money to support the program in the 2004-05 fiscal year. The commission will provide $32,000 to Alberta Lamb’s total budget of $93,173.
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The money pays for advertising, promotion, educational materials, staff and donations of lamb carcasses to culinary schools.
Since most of the lamb is sold through private deals between producers and their customers, no one is sure how much is sold through the program.
The lambs tend to be processed at provincial plants and marketed. In 2003, 3,665 lambs were processed in provincial plants producing 201,550 pounds of meat, but not all went through the branded program.
An Alberta Agriculture survey found direct marketers can earn about $4 per pound for lamb, which is at least $2 per lb. better than what is offered at the stock yards.
Participants agree to place their lambs on a 21 day grain diet and follow strict health rules for food safety. Finished weights depend on what the customer wants. There is no charge to join the program.
The commission encourages those involved with the program to adopt national on-farm safety practices.
