WELLINGTON, New Zealand – The Tri-Lamb Group is hoping more Americans will try lamb.
Beef + Lamb New Zealand (B+LNZ) is working with industry counterparts in the US and Australia to grow demand for sheep meat in the US by raising consumers' awareness of the nutritional value of lamb.

"This collaborative marketing campaign has had real impact in the US market, but there is definitely room for us to be doing more," said Anne Munro, B+LNZ's Central South Island director. "Americans still eat a relatively small amount of lamb per capita, so we're working together to do what we can to increase that."

The organization recently held its annual Tri-Lamb Group conference in Nevada. Attendees agreed social media will be the focus of the 2015 joint marketing campaign. Nutritionists, dieticians and lamb suppliers and retailers will be the target audience.

The Tri-Lamb Group also plans to work more closely on other areas of common interest, such as better engagement with young sheep farmers, raising the profile of sheep farming and collaboration on research on sheep predators. The organization was established in 2004.