Sheep Industry News September 2025

Production efficiency and lamb quality the main focus at American Lamb Summit

Dr. Travis Hoffman is employed at North Dakota State University and the University of Minnesota as the Extension Sheep Specialist and Associate Professor and is based in Fargo, ND. His extension and research program has focused on management impacts on lamb retail yield, quality and value, and improving supply chain efforts from producer to consumer. Travis W. Hoffman, Ph.D.

A n energized crowd of sheep enthusiasts traveled to Moscow, Idaho, for the American Lamb Summit on July 23-25, hosted by the University of Idaho. The gathering showed that a positive look forward is key for tackling industry issues and preparing producers for future success. The lamb summit, hosted by the American Lamb Board, has been held in Colorado, Michigan, and now Idaho to allow fellow producers and industry experts to network and to learn produc tion strategies and innovations. “The summit was a great opportunity to engage with veteran lamb producers and industry leaders while also welcoming new producers,” says Jeff Ebert, chair of the American Lamb Board. “It’s encouraging to see such a diverse group of industry leaders from across the country all share an excitement about the future of the American lamb industry.” The conference theme was “Increasing the American Lamb Industry’s Competitiveness.” While this scope is broad, self reflection and perseverance for improvement are increasingly paramount for this industry’s survival and growth. The U.S. sheep inventory showed an increase recently, and ewe numbers and regional growth shifting from west to east have led to optimism. A stabilization of U.S. inventory is en couraging, as this is the first year of increased numbers since 2016. In exciting news, U.S. lamb consumption was up to 1.3 pounds per person per year for 2024 — a 14% increase from a year ago. Lamb Quality Lamb merchandised at retail is a $895 million business. According to Midan Marketing, 67% of survey respondents reported eating lamb in 2024, and 20% increased their lamb consumption. Data showed a 12.2% increase in product sales (lb.) and 5.2% value ($) increase year over year in 2024. Further, eating satisfaction is widely known as our primary selling point. A total of 64% of respondents stated that taste and flavor are the reasons they like lamb.

Maggie O’Quinn of Midan Marketing says that our largest consumer market growth segment is among the “connected trendsetters” who enjoy meat as their main dish, yet experiment with specialty entrees and have eclectic tastes for all proteins. According to colleagues from Kroger and Sysco, the Ameri can lamb industry must focus on its strengths to compete internationally. It should be expected to provide consistency, and to constantly make consumer-preferred lamb as it relates to quality, size and price. Retailers know that consumers who purchase lamb have higher receipt totals, so it is important to improve availability. Further, our industry is making progress on the convenience of retail-ready, marinated and minimum preparation items for the busy U.S. consumer.

Production Efficiency On Wednesday evening, small-group breakout discussions hosted by industry leaders allowed for more targeted conver sation. Highlighted topics included grazing systems, targeted grazing, genetic selection, nutrition strategies, direct market ing, production efficiencies, record keeping, animal health and

See Lamb Summit story on Page 12

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