3 November 2011
FOR IMMEDIATE RELEASE

Tri-Lamb Group meeting in Oamaru

Members of the Tri-Lamb Group (TLG) have assembled in Oamaru this week ahead of their annual meeting tomorrow which is focused on cooperation to enhance the profitability and sustainability of the lamb market in the United States of America.

The Tri-Lamb Group, which draws its membership from sheep farmer groups in the United States, Australia and New Zealand, will review the first year of a modest three-year strategic joint communications programme designed to increase the awareness and familiarity of lamb.

The goal that binds the TLG is getting more Americans to eat lamb by increasing awareness of lamb as a part of a healthy diet - all under the "Lean on Lamb" banner.

Beef + Lamb New Zealand Chairman, Mike Petersen said the TLG would review the first year of the programme implemented by international communications specialists Fleishman-Hillard, which the TLG has retained.

“One of the elements of the programme is Supper Clubs hosted by food influencers in three key lamb target cities - Boston, Los Angeles and Washington DC.

“These Supper Clubs would be serving lamb and creating an experience guests won’t forget and an appealing introduction to lamb.”

Petersen says there are resources to support the perfect lamb Supper Club. There will also be a new website too with new recipes and nutritional information.

“This activity builds on a previous Tri-Lamb Group initiative that worked with nutritionists, highlighting the healthy properties of lean lamb.

“This work laid a good understanding of the role of lamb for a healthy lifestyle and showed how easy lamb is to cook.”

ENDS

About Beef + Lamb New Zealand:
Beef + Lamb New Zealand Ltd is the farmer owned industry organisation representing New Zealand’s sheep and beef farmers. Beef + Lamb New Zealand Ltd invests farmer levies to help develop a growing sheep and beef industry providing sustainable returns for future generations. Beef + Lamb New Zealand has four programmes – Farm, Market, People and Information – to deliver innovative tools and services to support informed decision making, and continuous improvement in market access, product positioning and farming systems for New Zealand’s sheep and beef sector.