Show Realize Need To Promote Own Products Lamb and wool two agricultural agricultural agricultural tural products that are not in oversupply are finding new customers customers customers cus cus- thanks to a program de developed developed developed de- de by to promote promote promote pro pro- mote and advertise their pro pro- ducts Its It's a big change from green greenfields greenfields greenfields fields and feedlots to advertising and promotion but saw the need for bolstering in interest interest interest in- in terest in their products if jf they ever hoped to increase production production production tion of sheep Sheep numbers have declined steadily since 1941 as costs o of operation low tariffs and OPS restrictions during the war years strapped sheep raisers raisers raisers rais rais- ers with heavy burdens Lamb makes up only 3 percent of the total red meat supply w while h il 11 e domestically grown wool provides provides pro pro- vides des only one td one t d of the total consumed in th S. S Producers Council Formed In the fall of 1955 sheep growers formed the American Sheep Producers Council an or organization organization organization or- or I dedicated to the promotion promotion pro pro- promotion motion of lamb and wool Headquartered Headquartered Headquartered Head Head- quartered in Denver and supported supported supported sup sup- ported and governed by sheep sheep- men the council has set et a fast pace to spark new life into lamb and wool sales Sheep men pay into the promotion promotion pro pro- promotion motion fund approximately i 21 2 million dollars annually T This h his i s money is used to promote and advertise wool and lamb Iamb and adm administer nister the program The funds paid into the promotion promotion promotion pro pro- motion program are actually deducted from an incentive payment payment payment pay pay- ment the sheep grower receives for his wool under the National Wool Act of 1954 Money forthe forthe for forthe the incentive payment program comes conies from duties on imported wool so that foreign wool producers producers pro pro- producers are actu actually lly helping to bolster the American sheep In in- in Promotion Work On Lamb Promotion work by the council council coun coun- council I cil includes a staff of seven I lamb merchandising men w wh who h o 0 work in 15 cities contacting I packers processors and retailers retailers retail retail- ers em to create Interest in the sale of lamb In addition home ec economists economists economists ec- ec in the promotion cities work hard to interest the consumer consumer consumer con con- sumer principally Mrs Homemaker Homemaker Homemaker Home- Home maker in lamb They conduct cooking schools address college anc and high school home economics classes make radio and television television television tele tele- vision appearances and speak before countless cot women's groups in their respective cities All the promotion work forms a solid foundation for the ad advertising advertising ad- ad which is designed to attract consumers mers to the use of lamb by displaying recipes of numerous lamb dishes In addition colorful display posters are provided for retail meat markets and millions of lamb recipe folders have nave been distributed to housewives Rec Re- Re c i p t s are available without charge by writing to the American American Amer Amer- ican iran Sheep Producers Council St. St Denver 2 Colo Colorado ado Wool Use Urged Wool comes in for Its share of f promotion and advertising sid and the program has helped produce desirable results with increased consumption of wool Because wool is a universally quality product advertising adver Using an and promotion is conducted conducted conducted con con- ducted on a nationwide scale with consistent emphasis on the nothing measures up to wool have hav come to realIze realize realize real real- ize that building a better better mousetrap is not the only so solution solution solution so- so lution to more sales of t the their h e i r products They have quality products but It takes a program program program pro pro- gram of promotion advertising nd and education to show consumers l I ers that lambs lamb's the meat to eat and mid wools wool's the a 0 fiber for wear I |