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Show Lamb and Wool Promotion Produces Results Lamb and wool, two agricultural agricul-tural products that are not in over supply are finding new cus-tomers, cus-tomers, thanks to a program developed de-veloped by sheepmen to promote pro-mote and advertise their products. pro-ducts. It's a big change from green fields and feedlots to advertising advertis-ing and promotion, but sheepmen sheep-men saw the need for bolstering Interest In their products If they ever hoped to Increase production produc-tion of sheep. Sheep numbers have declined steadily since 1941 as costs of operation, low tariffs, and OPS restrictions during the war years strapped sheep raisers rais-ers with heavy burdens. Lamb makes up only three per cent of the total red meat supply, while domestically grown wool provides only one-third of the total consumed in the U. S. Council Formed In the fall of 1955, sheep grow, ers formed the American Sheep Producers Council, an organiza-tion organiza-tion dedicated to the promotion of lamb and wool. Headquartered Headquarter-ed In Denver, and supported and governed by sheepmen, the council coun-cil has set a fast pace to spark new life Into lamb and wool sales. Sheepmen pay Into the promo, tion fund approximately 2V4 million mil-lion dollars annually. This money mon-ey is used to promote and advertise ad-vertise wool and lamb and administer ad-minister the program. The funds paid into the promotion pro-motion program are actually de. ducted from an Incentive payment pay-ment the sheep grower receives for his wool under the National Wool Act of 1954. Money for the Incentive payment program comes from duties on Imported wool, so that foreign wool producers pro-ducers are actually helping to bolster the American sheep Industry. In-dustry. Promotion Staff Promotion work by the council coun-cil includes a staff of seven m. . lamb merchandising men who i work In 15 cities contacting pack-ers, pack-ers, processors and retailers to i create Interest in the sale of i lamb. In addition, home economists econ-omists In promotion cities work : hard to interest the consumer, principally Mrs. Homemaker, in lamb. They conduct cooking schools, address college and high school home economics classes, made radio and television appearances ap-pearances and speak before countless women's groups In their respective cities. All the promotion work forms a solid foundation for the advertising, ad-vertising, which is designed to attract consumers to the use of lamb by displaying recipes of numerous lamb dishes. Other Promotion Work Tn addition, colorful display posters are provided for retail meat markets, and millions of lamb recipe folders have been distributed to housewives. Recipes Reci-pes are available without charge by writing to the American Sheep Producers Council, 909 17th Street, Denver 2, Colo. Wool comes In for its share of promotion and advertising, and the program has helped produce pro-duce desirable results with Increased In-creased consumption of wool. Because Be-cause wool Is a universally accepted ac-cepted quality product, advertising advertis-ing and promotion is conducted on a nationwide scale with consistent con-sistent emphasis on the slogan, "nothing measures up to wool." Sheepmen have come to rea-lize rea-lize that "building a better mousetrap" Is not the only solution solu-tion to more sales of their products. pro-ducts. They have quality products, pro-ducts, but it takes a program of promotion, advertising and education to show consumers that lamb's the meat to eat and wool's the fiber for wear. |
