Overview

Several producers have turned to direct marketing their lamb enterprises by developing and expanding on the niche to market directly to consumers, bypassing traditional marketing channels. Reasons for direct marketing include the opportunity to capture a greater share of the food dollar. The value farmers currently contribute to food expenditures accounts for just 19 percent of the total value.  January 2011 ...  Direct Marketing Lamb
 

Marketing

• Direct Marketing Lamb to Niche and Ethnic Markets, University of Illinois Extension - This document summarizes religious and ethnic market opportunities for lamb.
• Lamb Marketing, Sheep 201: A beginner's guide to raising sheep, Susan Schoenian, University of Maryland Cooperative Extension.
• Legal Guide for Direct Farm Marketing, Neil Hamilton, Agricultural Law Center, Drake University, 1999. Cost: $20. Visit the law school at www.law.drake.edu/centers/aglaw/
• Nontraditional Lamb Market in the United States: Characteristics & Marketing Strategies, American Sheep Industry Association, 2010 - This research quantifies the growth of the nontraditional lamb market in the United States. It reviews kosher, halah and goat slaughter data.
• Sheep and Goat Marketing, A joint project by the University of Maryland and Cornell University - This Web site features educational information on topics including carcass traits, marketing strategies and ethnic holidays.
• Sheep and Goat Marketing Page, Susan Schoenian, University of Maryland Cooperative Extension - This site lists links to market sources, lamb and wool markets, live and carcass grading, and food safety tips.
• Sheep, Lamb and Mutton, Briefing Room, Economic Research Service, USDA. 

Processing/Manufacturing

• Food Labeling Procedures, Food Safety and Inspection Service, USDA.
• USDA's Institutional Meat Purchase Specifications for Fresh Lamb and Mutton, 1996.
• USDA Standards for Grades of Slaughter Lambs, Yearlings and Sheep, 1992.
• USDA Standards for Grades of Lamb, Yearling Mutton and Mutton Carcasses, 1992.

Production

• Alternative Farming Systems Information Center (AFSIC) - Provides information on organic food production, sustainable agriculture and community-supported agriculture. It is supported, in part, by USDA's Sustainable Agriculture Research and Education program.
• Decision Aids to Determine Budgets and Carcass Yields of Lamb, Direct and Local Meat Marketing, University of Kentucky - These online tools help producers calculate costs and potential carcass yields.
• Off-season & Holiday Lamb Production, Penn State University, 1994 - This site provides management and marketing information and a sample budget for off-season and holiday lambs.
• Sustainable Sheep Production, Appropriate Technology Transfer for Rural Areas (ATTRA), NCAT, 2000 - This online document covers grazing, lambing, alternative health management and innovative marketing ideas.

Businesses/Case Studies

• A Case Study: The Development and Efficacy of Pasture-Raised Lamb Marketing Messages, 2005 - A study on Planned Lamb Farm of Clarksville, Iowa, prepared by Food Alliance Midwest in cooperation with Practical Farmers of Iowa.
• The James Ranch, Penn Valley, California - This ranch sells naturally raised lamb directly to consumers and local gourmet restaurants.
• Lamb Eaters Connection Directory - This site, established by a lamb producer, is designed to connect consumers with producers.
• Pinn-Oak Ridge Farm, Delavan, Wisconsin - At this farm, they sell fresh, wholesale lamb to more than 40 retail outlets in Wisconsin and Illinois. The farm also takes online orders for its corn-fed lamb.
• Touchstone Farm, Virginia Piedmont outside of Washington, D.C. - This farm markets pasture-fed natural lamb along with wool and fleeces. The farm claims to be the first sheep farm in the United States to be certified humane by Humane Farm Animal Care.

Links checked January 2011.