Lamb is a home run

by Meat&Poultry Staff
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SAN FRANCISCO – Three different lamb menu items will be features in a total of five venues at AT&T Park, home of Major League Baseball's San Francisco Giants.

Murphy's Irish Pub will feature a new Irish-style lamb burger topped with white cheddar cheese. The new burger complements a line of lamb food products served at the park, including an Italian-style lamb sausage offered since 2010 and a Greek-style lamb burger introduced in 2011.

"The All-American Lamb Sausage Sandwich exceeded our expectations in 2011 and proved to be a fan favorite,” said Bill Greathouse, senior vice president, Centerplate, the San Francisco Giants concession partner. “We are excited to bring back the Lamb Sausage and add the Gourmet Lamb Burgers to our concession offerings.”

A joint venture led by the California Sheep Commission with support from the American Lamb Board and Dixon, Calif.-based Superior Farms brought American lamb to AT&T Park. The strategic marketing campaign ties lamb with baseball, America’s pastime, and reinforces lamb as an everyday protein. Offering lamb menu items at AT&T Park demonstrates new uses for lamb and creates trials among new customers.

In addition to highlighting the availability of lamb as a menu item at AT&T Park, the marketing program will expand to reach Northern California retailers. A six-month radio advertising program airing through September will reach more than 4.2 million consumers in Northern and Central California and some markets in Nevada. Participating groups will host special tastings to expose consumers to new and value added cuts and preparations of lamb. Coupons also are being distributed to consumers through special events, contests, social media and online efforts.

“It just makes sense to utilize this media partnership to its fullest by involving retail,” said Angela Gentry, Superior Farms marketing director. “Our customers have been excited. It’s a very positive move for our category and everyone has been excited so far to be affiliated with the program and see it succeed.

“We look forward to expanding our lineup at AT&T Park and scoring more home runs in other stadiums, convention centers and other high volume venues. As exciting as that is, the real value of this program is the potential is has in support retail marketing efforts,” Gentry added.
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